iWorld

What Indian OTT players can learn from the US market

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/internet-images/2015/11/20/Untitled-1.jpg?itok=R4Ari1TU

India's consumers are just about beginning to experiment with video on demand content delivered over the internet. And a flood of OTT platforms and content creators has suddenly flowed onto the digital highway. Whether it is YouTube or Hotstar or DittoTV or Zenga TV or Hooq or Voot or Arre or nexGTv they have taken their first few steps to understand what consumers want, how they want to consume their content, and how much are they are willing to transact to view that content. 

More evolved OTT markets like the US have already got a headstart and have got immense learning thanks to the availability of fat pipes of bandwidth making OTT almost ubiquitous. Can Indian OTT players learn from those experiences? Some tend to disagree, because the Indian consumer is unique and as different from the American subscriber as chalk is rom cheese. 

But nonetheless for those who want to still find out how the US OTT market is performing and have not managed to get their hands on this study we are encapsulating it for you. Clearleap is a company that works with the likes of HBO, Scripps, and A+E Networks to deliver viewing experiences across screens. It has conducted a survey to learn more about which streaming services US consumers use, what their viewing habits are, and what they value most in an OTT offering. The results offer a look at how average users perceive streaming services, and how they engage with them.

The Key Takeaways from the report are:

Going OTT isn’t an option anymore – it’s a mandate. To stay relevant, reach audiences and grow revenue, content providers need to not only provide a streaming option to consumers, but also address the unique behaviours of today’s younger television viewers. In order to be successful in today’s television market, prospective OTT providers should follow the best practices below:

(a) Ensure a good value. Consumers are willing to pay slightly more (up to $25 per month) if the service has the content they want. Balancing great content and a fair price is the key to attracting viewers and minimising churn.

(b) Make it easy to browse, discover new content, and channel surf. While younger viewers may be more knowledgeable about what they want to watch after they log in, older viewers may not be as familiar with the content available on each service. Improve your user experience by including simple features that encourage discoverability and surface relevant content proactively.

(c) Optimise for screens of all sizes, as tablet and smartphone viewing is significant. Mobile video will only grow in popularity. Get ahead of your viewers’ evolving habits by optimising your service for all screens at launch, and offering apps on key devices such as streaming boxes, mobile phones, and gaming consoles.

(d) Offer tiered pricing solutions to match login-sharing habits. Especially since younger streaming service users are prone to sharing, new services should offer tiered subscription packages that prompt users to pay slightly more to watch content on multiple devices at the same time.

(e) Consider the gaps in the market. While movies and TV series are widely available on Netflix, Amazon, and Hulu, live television is missing from the streaming market. Many current streaming service users wanted broadcast channels (41.26 per cent) in their ideal offering, with sports (28.15 per cent), local (20.28 per cent), and news (15.91 per cent) also highly rated by respondents. Content owners should capitalise on the white space by investing in live content that isn’t already easily accessible online.

To Read the full report, click here

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/20/sony.jpg?itok=KT7kgMx8
Sony India rejigs top leadership at Sony LIV, SET

MUMBAI: Sony LIV, the digital business arm of Sony Pictures Networks (SPN), the media conglomerate that manages 29 TV Channels in India, today announced big changes in its top leadership. Ashish Golwalkar who has led the content portfolio for SET and has played a pivotal role in the success of its...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/20/amazon.jpg?itok=VLGy6n-k
Amazon Original series Tom Clancy’s Jack Ryan now available in Hindi, Tamil and Telugu

MUMBAI:  Tom Clancy’s Jack Ryan becomes the first international Amazon Original Series to be made available in three Indian languages based on popular demand after the tremendous success of the show Amazon Prime Video announced that Amazon Original Series, action-thriller Tom Clancy’s Jack Ryan (...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/20/linked-in.jpg?itok=2ZUSJviQ
Only 3 Per Cent of digital marketers in India are measuring ROI correctly: LinkedIn report

MUMBAI: LinkedIn, the world’s largest professional networking platform, today released ‘The Long and Short of ROI’ report in India to identify how digital marketers measure ROI (Return on Investment). The survey was conducted amongst 4,000 marketing professionals across 19 countries, including...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/20/airtel.jpg?itok=or4tq_3w
Airtel inks content deal with CuriosityStream

MUMBAI: Bharti Airtel today announced a content partnership with CuriosityStream, the award-winning global media company that delivers the world of factual entertainment in one mind-expanding place. Launched by John Hendricks, the visionary founder of Discovery Channel, CuriosityStream lets viewers...

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/20/TRAI-Telecom.jpg?itok=xykYxqIq
Broadband internet subscriber growth petering out?

Has the broadband internet subscriber growth in the country started petering out in 2019? Analysis of Telecom subscription data furnished by the Telecom Regulatory Authority of India (TRAI) indicates that month-on-month subscriber growth rates are reducing despite the stupendous growth at the start...

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/20/Yogesh_Manwani.jpg?itok=9FYwbFE-
Ad Suite designed to help advertisers meet business objectives: ZEE5's Yogesh Manwani

While digital advertising spend in India has been traditionally mostly concentrated with Google and Facebook, OTT platforms with their massive user base have also started attracting brands lately.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/19/tiktok.jpg?itok=dETywXZs
Tik-Tok begins testing 'link in bio' feature to monetise its billion plus user-base

MUMBAI: Popular social networking app Tik-Tok has begun limited test of a feature that will allow users to add links to products and e-commerce sites on their bio and posts. The Chinese short-video making platform, with a billion plus users, has been exploring ways to monetise its ever-increasing...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/19/shemaroo.jpg?itok=-IAvukqt
ShemarooMe expands in the USA Market

MUMBAI: ShemarooMe, a one-stop destination for bollywood films, classic cinema, Gujarati and other regional movies, devotional and kids’ content is now available on the Roku platform to users in the US. The availability of the channel on Roku devices further strengthens ShemarooMe’s presence in the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/19/zee5.jpg?itok=ky8kt-Ek
ZEE5 to premiere Dream Girl on 21st November

MUMBAI: India’s largest video streaming platform ZEE5, is all set to premiere one of the recent, most critically acclaimed films and an audience favourite Dream Girl. The biggest ever first-day opener for Ayushmann, Dream Girl is a comedy film based in a small town. In the film, Ayushmann Khurrana...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories