iWorld

Tug of war between AVoD & SVoD, who will win?

MUMBAI: Content is the king and distribution is the queen. The year 2016 saw this phrase being used several times by the Over-the-top (OTT) players. But, does the struggle end there? Not really.

While content remains to be crucial, changing consumption patterns is inevitable. Having the right content mix is still a challenge for the players in the digital eco-system.

Discussing the importance of content and what can work well at the CASBAA OTT Roundtable Summit 2017 were Zee Entertainment Z5 India Business head of digital Archana Anand and Viacom18 Digital Ventures COO Gaurav Gandhi, moderated by TriLegal partner Nikhil Narendran, the session kick-started with the two leading players discussing their evolution.

While Anand spoke about the ‘BeesKaTV’ app in detail, Gandhi mentioned how the year 2016 saw OTT players burning cash to acquire consumers while it was a fabulous year for them.

“There is a a lot of demand for content consumption on mobile devices. As an advertising-led video-on-demand (VOD) service, we want to play on our strengths. Acquiring users comes with a heavy cost. There is a streaming cost, technology cost, content cost, etc. A platform has to bare the cost of a stream per user. Voot rides on four pillars - fandom around our reality and drama content available on our TV channel, Kids, Original play, and various languages content. We have built ourselves around content, and are still learning. The market can have 5-6 players with different strategies and we are enjoying a nice slice of the market,” said Gandhi.

Today, OTT is not just limited to mobile, and the fact that linear TV is not going away yet cannot be denied. How do the consumers consume content is important for which discovery is essential. “Content is crucial and discovery continues to be important. It is beneficial to throw recommendations around one type of content. Curation of original content requires humongous marketing strategy. In the recent Oscars, Netflix and Amazon Prime Video grabbed several awards. What better way to applaud the OTT industry than this,” added Anand.

It is given that, more than discovery or being a device-agnostic platform, there is a mindset shift required. Making people pay for content remains to be one of the many challenges for the SVOD players. With the data prices coming down, more and more people are going to consume digital video. Though, there is a segment of people who are not part of the data bandwagon, but they have consumed content. So, does it lead to the exit of linear TV in India? Perhaps, not.

“The next 24 months are going to be crucial for the digital space. TV is here to stay for a long time. There are some segments that will grow faster than the rest. Ad-supported OTT platform complements TV perfectly. We create fandom around our popular TV shows on Voot which gets us more eyeballs and, at the same time, boosts our TV business. There is a lot of headroom for television,” said Gandhi.

Anand resonated with Gandhi’s point of view on whether digital can replace TV framework.

But, who will determine the right pricing for each of these platforms? Are the advertisers ready to buy slots? For advertisers to hop on board, the platform first needs to monetise its content, grab maximum number of eyeballs, and then measure it. “The choice is with the players whether they want to play by volume or margin. Indians are ready to pay for transactions than subscriptions. The transactional business will get its value, but the subscription business will take its time. Newer and better models will emerge in the market. The volumes are growing large, but the challenge is -- pricing. The advertisers require volume for which more watch-time is a given,” added Gandhi.

Contradicting that, Anand said, “The real challenge is: value for money. Even the advertisers are invisible in videos. Selling inventories to other broadcasters or platforms becomes difficult."

It remains to be seen who’s content will work in the long run, and which model proves to be successful for the players in the digital space.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/27/all.jpg?itok=8hz1VE3n
Kurate Digital Consulting launches in Indian market

Digital consulting company Kurate Digital Consulting has launched in the Indian market. Kurate will focus on growing the Indian market by assisting companies in their digital transformation journey. Companies will now be able to reach out for contemporizing their business models.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/27/gb.jpg?itok=1c3Enl_n
The biggest focus area for Hotstar is big scale-big idea-high concept series: Gaurav Banerjee

Streamers in India are now bombarded with ‘original’ content on over-the-top (OTT) platforms. With so many shows, the only way to make a mark is by telling stories that matter and offering narratives in their comfort language.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/26/hotstar.jpg?itok=-Ab0uMIv
Hotstar Specials launches 'Special Ops'

MUMBAI: Hotstar Specials, along with Friday Storytellers, is set to launch the biggest spy action thriller of 2020. This fast-paced 8-episode series is based on the role of Indian intelligence in a series of real terror attacks that India faced over the last 19 years. Starting with the 2001 attack...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/26/disney.jpg?itok=oegNZIu2
Disney appoints Bob Chapek as its new CEO; Bob Iger steps down

MUMBAI: The Walt Disney Company's Board of Directors has appointed Bob Chapek as chief executive officer with immediate effective. Chapek most recently served as chairman of Disney Parks, Experiences and Products. Robert A. Iger assumes the role of executive chairman and will direct the Company’s...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/25/ott.jpg?itok=1hN2EAir
Kantar's OTT audience measurement aims to be industry currency

Kantar, in association with VTION, has launched OTT Audience Measurement Insights for audio streaming platforms at a time when a unified third-party measurement is need of the hour. While the video measurement will come up in Q2, both the companies, on the back of the collaboration, aim to fill the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/24/kantar.jpg?itok=V4P317yj
Delhi, Mumbai largest markets for OTT audio streaming

MUMBAI: There is a strong interplay between radio and OTT audio streaming resulting in what can be called a “Battle for the Ear”, according a study.  The OTT Audience Measurement Insights – a first-of-its-kind, passive, continuous audience measurement service – has been launched by Kantar and VTION...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/21/ALTBalaji_800.jpg?itok=BYrci03r
ALTBalaji management confident of breakeven by April-June 2020

MUMBAI: Ekta Kapoor’s over-the-top platform has managed to solve the OTT revenue question. The ALTBalaji management always spoke of profitability and breaking even rather than cash-burn and tons of investment and it seems that aspiration will soon be achieved.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/20/hungama.jpg?itok=NEPB-TQm
Hungama Play expands distribution, announces partnership with Skyworth

MUMBAI: Hungama Play, a video on demand platform owned by Hungama Digital Media, announced an expansion of its distribution network by partnering with Skyworth, a Chinese consumer electronics brand. Hungama Play’s multi-lingual and multi-genre library comprising movies, TV shows, kids’ content,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/20/docubay.jpg?itok=oFDf8SR5
DocuBay acquires LGBTQ+ documentaries from OUTtv

MUMBAI: DocuBay, the membership video-on-demand streaming service by IN10 Media Network, has acquired LGBTQ+-focused documentary features from OUTtv, the world’s first and Canada’s only LGBTQ+ television network. The films cover a wide range of issues affecting the LGBT community across the globe...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required