iWorld

Indian diaspora remains sustainable audience for OTTs

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/04/12/ind.jpg?itok=QXBdp1ic

MUMBAI: With the Indian diaspora spread out all over the world, media enterprises have found them to be a worthy group to target. Over-the-top (OTT) players, especially, are finding the diaspora audience a rewarding pursuit. Some platforms use Bollywood to grab their attention while others are targeting millennial audiences with original content.

One the one hand you have players that believe in stock content. Yupp TV has been at the forefront of targeting Indian diaspora through catch-up content. Realising the scarcity of Indian entertainment content for the expat community, Uday Reddy founded the venture. While there is scepticism about whether audiences would pay for catch-up content, Yupp TV has relied on SVOD model for the diaspora and a freemium one in India.

Another OTT platform, Spuul, which also has a large presence outside India, takes the help of popular Bollywood titles to attract them. According to its own viewership statistics, the Indian diaspora has a strong inclination to watch Bollywood movies during leisure time.

On the other hand, a new bunch of players wants to break out of the monotony of catch-up and Bollywood content. Arre, a youth platform launched by ex-TV18 execs B Saikumar and Ajay Chacko, gets a good handful of viewers from abroad for both videos and articles.

“Our show Aisha which is primarily a sci-fi thriller/drama is among the most consumed. It is also one of the most awarded shows from India, internationally. Our other shows like Real High (adventure travel reality), Official Chukiyagiri/ CEOgiri also see a lot of international audiences. We also get a lot of readers on our articles internationally,” Arre co-founder Chacko says.

Chacko feels that the younger audiences want original quality programming of modern India and not the staid staples like Bollywood and catch up.

Holding the same belief, ALTBalaji CMO Manav Sethi feels that content must be unique to get people to pay. “It is very important for today’s consumers who consume content on mobile, paying for data, to watch differentiated things,” he says.

While it comes to market outside India, the US is definitely a promising one, followed by the Gulf countries. For Arre, the US is the largest market outside of India while for ALTBalaji both come in the list of top-five markets. Canada, with a huge number of Punjabi people, is also an attractive market. In fact, on Spuul, other than Hindi content, Punjabi is the highest consumed content.

Depending on the dominant diaspora language in the region, platforms tweak content accordingly. For example, if Canada has more Punjabi people, there will be more Punjabi content for Canada. ALTBalaji released a Tamil show Maya Thirrai, which got traction in Singapore and the UAE, while its Bengali show Dhimaner Dinkaal received got a great response in Bangladesh. Chacko reveals that through YuppTV, Arre gets significant traction for shows, especially the ones dubbed in Telegu among the Indian American diaspora in the east and west coasts of the US.

Two neighbouring countries of India, Pakistan and Bangladesh, also demand Indian content. The similarity in culture, language, dialect, lifestyle and moreover, the pattern of same entertainment content paves the way for OTT players to explore the business there.

These audiences are a good way for OTT players to also get some revenue since most of them only have SVOD or TVOD options. Players say that the diaspora is more likely to pay for content that keeps them connected to their roots. The average revenue per user is higher outside the country. They also have a huge repertoire of choices with good quality in international OTT platforms.

Some platforms want to go beyond the diaspora communities and reach out to other global audiences as well.

“So far, it has been a sustainable model for us, as we have been working on multiple verticals of content but, going forward, we will be paying more attention to India than last year and separate content for specific markets,” Spuul content head Girish Dwibhashyam says.

Due to the diversity of the diaspora, there is no one formula fits all solution. Content creators have to rely on good quality original content to keep these audiences glued.

Also Read :

We'll ensure diaspora plays an imperative role in AdAsia Congress, says Raj Nayak

Sony targets 9m HD subs & diaspora with youth-focused Rox in Dolby quality

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/19/youtube.jpg?itok=_qMD3KsG
Google India unlocks prepaid plans for YouTube Premium, YouTube Music Premium

Google India unlocked the option of prepaid plans for YouTube Premium and YouTube Music Premium on Monday. The services which entered India in March were priced at Rs 129 a month for Premium, and Rs 99 a month for Music Premium.

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/amazon.jpg?itok=yoMHbOdN
Amazon Original Inside Edge trailer released today All 10 episodes of the second season to launch on Amazon Prime Video on the 6th of December, 2019

MUMBAI: In the next edition of the PPL, a volatile Vayu Raghavan leads the Mumbai Mavericks to face their biggest adversary yet, the Haryana Hurricanes, who are led by a reinvented Arvind Vashisht. But the teams must also counter colossal scandals that’ll rock the world of cricket. In the sport’s...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/kantaar.jpg?itok=3XZfNsVk
Kantar and VTIONTM announce partnership to roll out ‘OTT Audience Measurement’ solution

MUMBAI: Kantar, the world’s leading data, insights and consulting company, has partnered with VTIONTM to roll out ‘OTT Audience Measurement’, India’s first, real-time audience measurement solution that redefines audience measurement.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/shemaroo.jpg?itok=Oflqlai9
ShemarooMe expands its reach for global audiences

MUMBAI: Shemaroo Entertainment Limited, India’s leading content powerhouse has announced a worldwide launch of its video streaming platform – ShemarooMe, in more than 150 countries. With this move Shemaroo aims to bring entertaining content to every asli Bollywood fan in every corner of the world....

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/Star-India.jpg?itok=u9FV1EgD
Star India's Gaurav Banerjee on Hotstar's content diversity, SVOD uptake & nurturing talent

Hotstar has consistently outperformed some of the global over the top (OTT) platforms in India with the help of a mix of TV show content, sports and the recently-added originals. After Criminal Justice, the next original to launch under the Hotstar umbrella will be Out of Love.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/16/Ormax%20Media.jpg?itok=hhE2PJOK
Indian OTT audience: Young, urban and male-dominated

India has seen a healthy growth of OTT audience in the last few years. Yet, brands and OTT service providers know very little about the demographics of their fast-increasing audience.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/16/Disney%2B.jpg?itok=FD5AfeA_
Disney+ crosses 10 mn subs within days of launch

Disney’s much-anticipated OTT platform Disney+ has signed up 10 million subscribers within days of its launch on 12 November, from just a few international markets of Canada, USA, and the Netherlands, and in spite of the technical glitches consumers endured on the day of its launch.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/disney.jpg?itok=hfLmM1ai
Disney+ crosses 10 million subscribers within days of its launch

MUMBAI: Disney’s much-anticipated OTT platform Disney+ has signed up 10 million subscribers within days of its launch on 12 November, from just a few international markets of Canada, USA, and the Netherlands, and in spite of the technical glitches consumers endured on the day of its launch.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/Bumble.jpg?itok=kFQAc0me
Bumble's "Private Detector” goes live to protect users from unsolicited nude photos

The safety of people on social media and digital connection platforms is a global issue and top of mind in every household. Bullying and harassment online take many forms and the sending of unsolicited nude images is one of the most pervasive and harmful.

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories