iWorld

Why Indian OTT services should adapt to survive after pandemic

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/06/06/Paolo%20Cuttorelli.jpg?itok=qO0QIdPN

Despite huge spikes in streaming service viewership during Covid209 lockdown, OTT streaming services in India need to remain vigilant in these uncertain times, especially with the global recession reaching its worst. The stakes are especially high for independent players who have heightened pressures to meet their metrics, or else face the same fate as OTT platforms like Viu and HOOQ.

According to Evergent VP and GM Paolo Cuttorelli, streaming services need to entice consumers to keep their memberships for the months ahead with new bundles, services, and special retention offers to keep users on their platform. a global provider of revenue and customer management for telcos, streaming providers, and digital entertainment companies. In an interview with Indiantelevision.com, he provides some insights on the pitfalls streaming services in India have to avoid at this time.

Excerpts:

What are some pitfalls streaming services in India have to avoid during this time?

Currently, streaming services around the world, India included, are capitalizing on an increase in subscribers during country lockdowns. Having said that, Covid2019 will pass, meaning viewership and subscriber numbers may fall as individuals are allowed to socialize and resume their everyday activities. Streaming services need to entice consumers to keep their memberships for the months ahead and can do so by having the agility to respond accordingly with new bundles, services, and special retention offers to keep users on their platform. With respect to India in particular, overall video viewing behaviour continues to increase in both the traditional Pay TV or OTT segments. We expect this trend to continue beyond COVID for the foreseeable future.

How can streaming services stand out from the crowded space of OTT?

To stand out, OTT players need to leverage innovation and digitalization. The legacy mindset must be replaced with a new approach focused on delivering value to customers. Digital (and even traditional) players need to utilize integrated revenue and customer management platforms to help reduce time to market for products and services. This also helps them simplify the complex monetization models and back-office processes so that they run more efficiently.

OTT businesses must also genuinely engage with consumers to help them manage and subscribe to new services without being invasive. The ability to listen to their audience and quickly pivot both systems and people will help keep Indian video streaming businesses on course for continued success. Combining these improvements together will result in dramatically improved customer experiences. Enabling customers to digitally manage all aspects of their connected services provides superior customer experience and sets the stage for personalized offers that are much more likely to succeed.

How can OTT streaming services navigate the landscape in India post-pandemic?

As mentioned above, businesses must understand the need to convince customers to continue with their services post-COVID or risk getting left behind. An unwillingness to innovate, listen to their customers, and adapt, coupled with a refusal to evolve with the market will have devastating effects on any business -- it is crucial that streaming services keep this top of mind post-pandemic. Streaming services must respond accordingly to the needs of their customers with new bundles, services, special retention and win-back offers.

For streaming services in India to be successful, it's absolutely critical to have a deep understanding of payment, product and content preferences specific to each market. It’s also important for OTT providers in India to look beyond their borders and understand how they can best service their international audiences who may be more inclined to pay for access to OTT services that give them a taste of home. Getting the mix of offers, promotion and payment types right by region is critical to the success of any OTT platform with global aspirations. In addition, it is essential to adopt a continuous learning mindset and avoid the temptation of replicating models that work elsewhere -- all markets are completely different and streaming services need to acknowledge this from the get-go.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/jio.jpg?itok=QjKpmVpn
Jio unveils Jio TV+, the OTT content aggregator for STB users

KOLKATA: Over the last few years, Reliance Industries Ltd (RIL)’s annual general meetings have always bombarded shareholders, investors, users. While Google’s investment in Jio Platform and 5G solution, Jio has also unveiled a new feature for its set-top box users, JioTV+. JioTV+  is a content...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/mukedh.jpg?itok=T6ELch8M
Google to invest Rs 33,737 cr in Jio Platforms for 7.7% stake

KOLKATA: Putting an end to the speculations floating around, Jio has welcomed Google as its new strategic partner. At the 43rd annual general meeting of Reliance Industries Ltd (RIL), CMD Mukesh Ambani made the announcement. The business tycoon said that Google will invest Rs 33,737 crore for 7.7...

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/vikram.jpg?itok=PkwX2aaM
RP Sanjiv Goenka Group picks 51% stake in Vikram Chandra's Editorji

NEW DELHI: Editorji founder Vikram Chandra announced on Twitter this morning that RP Sanjiv Goenka Group has acquired the majority stake of 51 per cent in his online personalised news platform.  Chandra will continue to hold his MD position, while Airtel and HT will remain investors in the platform...

iWorld eNews
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/twitter.jpg?itok=EqLp5T8d
Twitter backs disaster preparedness efforts; launches a dedicated search prompt in India

NEW DELHI: People come to Twitter first to learn about news and events unfolding in real-time, and the company is committed to ensuring that the information they receive is credible and authentic. To continue serving its purpose, Twitter India today launched a dedicated search prompt to help people...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/broadband.jpg?itok=9dfj5qgf
Wired broadband subscriber base sees turnaround in March; ACT keeps expanding

The number of broadband subscribers reached 687.44 million at the end of March with a monthly growth rate of 0.93 per cent, slower rate compared to February. While it stood at 681.11 million at the end of February, it grew at 1.15 per cent that month.

iWorld Broadband
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/14/paytm.jpg?itok=wH7Ljj_A
Paytm Insider announces its new theatre initiative, ‘Front & Centre’

NEW DELHI: India’s leading entertainment ticketing platform, Paytm Insider is set to deliver theatre experiences digitally with its new initiative, ‘Front & Centre’. Created keeping in mind storytellers as well as theatre-lovers, this initiative aims to bring the experience of theatre alive,...

iWorld e-commerce
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/14/flip.jpg?itok=aOFhV5f8
Flipkart Video strengthens focus on nonfiction interactive content

KOLKATA: Flipkart Video, the in-app video platform on Flipkart is continuing to carve a niche in the nonfiction genre, offering differentiated, interactive content, which is mobile-first.  With a deep understanding of the consumer ecosystem and a focus on interactive, short-form original content...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/14/amazon.jpg?itok=5QtoSgtV
Amazon Prime Video inks exclusive deal with Zakir Khan

KOLKATA: Amazon Prime Video today announced an exclusive deal with one of India’s most popular comedians, Zakir Khan (Haq Se Single, Kaksha Gyarvi, Chacha Vidhayak Hai Humare). The association sees Prime Video become the exclusive home to three upcoming highly anticipated Amazon Funnies by Zakir...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/14/movie.jpg?itok=w_biyixy
Whistling Woods International to stream short films made by its students on Disney+ Hotstar

MUMBAI: Whistling Woods International (WWI), film, communication, and creative arts institute, announced its collaboration with Disney+ Hotstar. With this association, viewers of Disney+ Hotstar can now stream entertaining and thought-provoking short films created by the students of WWI. Over the...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required