Digital trends that define 2018 & expectations from 2019

MUMBAI: The calendar year 2018 has been an eventful year for the media and entertainment industry. The Indian M&E industry is in the midst of a rapid change. Industry estimates peg the internet population of India upwards of 500 million. India emerged as one of the largest consumers of mobile data largely driven by the content consumption on mobile devices. Digital has transformed the access to content and participation in media, and the consumers have shown affinity towards great content on newer screens.

Big trends of 2018

Rise of tier 2 & tier 3 markets - Video based platforms have aggressively targeted users in tier 2 & 3 towns of India in 2018. This was predominantly seen amongst the Chinese & home-grown Indian companies and is a fairly different approach from ones implemented by traditional silicon valley based social platforms which start with metros and spread to smaller towns. This trend indicates that Indian language content has grown in popularity. From Southern languages to North/West regional languages - content creation and consumption across Non-Hindi Indian languages has seen a massive jump this year.

Democratisation of influence – This year has also witnessed the explosion of content creation on short video platforms. Be it sing along songs, shorter forms of interactive videos or long format live content - there has been a massive outburst of content creation by users on different platforms. This has resulted in the rise of a newer breed of influencers. In the past all we knew were YouTubers, but this year saw the rise of Musers (derived from Musically, now TikTok) and Smulers (derived from Smule). Brands and movies are recognising the power of their reach, especially among the youth.

Original Content Explosion – 2018 has been an inflection point in the history of OTT platforms. Indian and global OTT platforms have been extremely bullish on developing original content for consumers. To gain foothold in India’s highly competitive OTT segment, global players have increasingly signed content licensing deals with local players to expand their content library. While some platforms have chased Bollywood studios and actors to gain traction, some platforms have played it safe by banking on relatable Indian tales. All these platforms have employed aggressive marketing campaigns and promotional offers to feel the pulse of the audience. The verdict is far from out on the type of content that resonates with Indian audiences. Most industry figures suggest that number of people consuming original content on OTT platforms is a very small niche.

Expectations from 2019

Blind spots as we look ahead – With the launch of new platforms for short video content, risk of piracy and copyright infringement tags along. The content industry will have to pick and choose the right platforms to work with and ensure strict controls are put in place to protect the content.

Future looks exciting – The digital ecosystem in India is very well positioned to grow in 2019 as most conditions indicate that India is currently at the position that China was 5-7 years ago. 2019 will continue to see a high rise of content creation and consumption in India, thanks to the increasing internet penetration and data availability at low cost. 2019 will hopefully be a year of new platforms emerging with local/hyperlocal appeal and growth of language content at a fast pace. The year will have more and more people paying for content online. Newer monetization models with in-app micro-payments and gamification will also boom in the coming years.

(The author is senior vice president, investment operations at Times Bridge. The views expressed here are his own and may not subscribe to them)

Latest Reads
Aamir Khan features in Walkaroo’s #BeRestless campaign by Lowe Lintas

Distinctive footwear brand, Walkaroo – from the stable of U4ic (Euphoric) International, a VKC group company has released its latest marketing campaign. With a unique concept and differentiated content, targeted primarily towards the youth, the company plans to create a niche in the Indian footwear...

MAM Media and Advertising Ad Campaigns
Safari Bags urges everyone to travel ‘differently’

Safari Bags has launched its first PAN-India brand communication campaign, created by Ogilvy Mumbai.

MAM Media and Advertising Ad Campaigns
Goldmedal Electricals launches brand mascot ‘The Wireman’

Goldmedal Electricals has launched its brand mascot - ‘The Wireman’, for its wires and cables segment.

MAM Media and Advertising Ad Campaigns
Cinépolis launches Bollywood-inspired campaign

Cinépolis, India’s international movie theatre circuit has launched a new campaign, highlighting its focus on customer service.

MAM Media and Advertising Ad Campaigns
Fortune pays tribute to mothers with inspiring ad campaign

On the occasion of Mother’s Day, Fortune, which has the largest portfolio of brands in the edible oils and foods segment, launched a heart-warming and thought provoking digital film to remind us the important lessons we learnt in our lives, which were shared and passed down to us by our mothers...

MAM Media and Advertising Ad Campaigns
'Maa Ki Baat' - a heartfelt heirloom recipe show, viewed through a modern lens by chef Ranveer Brar

Reviving the magic that every mother creates in the confines of her small regional kitchen, India's favorite cook, culinary connoisseur and TV Host Ranveer Brar is gearing up for his newest digital series "Maa Ki Baat", an heirloom YouTube show that will bring forth the secret, legendary recipes...

MAM Marketing MAM
Snickers new campaign pranks MS Dhoni followers with a ‘hungry decision’

In the run-up to the Men’s Cricket World Cup 2019, chocolate brand Snickers teamed up with its brand ambassador and cricketer MS Dhoni for an interesting social media campaign based around its global philosophy of ‘You Are Not You When You’re Hungry’.

MAM Media and Advertising Ad Campaigns
Thomas Cook India launches no cost EMI-powered innovative ‘Holiday Basket’

Thomas Cook (India) Ltd., India’s leading integrated travel and related financial services company, has launched Holiday Basket - an innovative EMI-powered holiday solution, offering Indian travellers inflation-proof credit based holidays.

MAM Marketing MAM
ASCI upheld complaints against229 advertisements of 270 advertisements of which over 100 pertained to advertiser’s websites violating DMR Regulations

During the month of March 2019, ASCI examined complaints against 344advertisements,advertisers ensured prompt corrective action for 74advertisements once they received the complaints from ASCI. ASCI’s Independent Consumer Complaints Council (CCC) upheld complaints against 229 advertisements out of...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories