Media industry
is going through a complete transformation from traditional cable and TV to streaming platforms. Technology has changed the way people are consuming content and engaging with these platforms. As per MPA report, in 2020, there was a 26% increase in OTT subscriptions globally. While the global focus remains on SVOD with the likes of Netflix, Disney and HBO. India is blessed with a lot of premium ad supported streaming players like MX video,
Viacom
, and
Eros
. Sunil Naryani, VP Commercials & Partnerships, APAC,
Dentsu International
mentioned that 35% of APAC users own more than four devices, which leads to a better accessibility of this OTT content, and better user experience which is powered by tech players like limelight.He brought up the discussion on how the contract free flexibility that has been offered to the Indian user base from the OTT platform has ensured that there's a lot of competition, and all of these platforms have to continuously improve the services to retain and grow their user base. And secondly, how technology plays a role in this.Rohit Tikmany, Head of Product & Growth, Viacom18
Digital
Ventures shared that India sports about seven 8 billion minutes of OTT content every day, about 120 million hours worth of content and the path to growing this to CX where it is now in the next three-four years is pretty clear. “We all know about the effect of the pandemic on this sector. But even before the pandemics all kinds of enabling factors like better internet pipes and mainstreaming of smart TVs and stakes, and deepening of the general digital payments ecosystem and the creation of this quality content has helped,” added Tikmany.
Adding to this Lokesh Chauhan, CTO, Eros Now mentioned that from the perspective of user growth, retention and growth strategies, I think, strategy wise, there is no problem. “There is more and more scenario of awareness as well as access enabling users to join the bandwagon. As and when people are understanding that there is an inherent merit in watching video online rather than watching it in a scheduled environment, they are finding it more comfortable, more accommodating to their own personal desires of spending time in a manner that is suitable to their own ways,” shared Chauhan.S
idd Mantri, SVP ProductMX Player
&
MX Taka Tak
mentioned that today it is not just about the young 18 to 30 year old India now that has access to OTT. “My parents have started watching web content because of the familiarity and the friendliness, and they've had to learn, because they had to rely on technology to even get their basic needs, like groceries delivered. So, I think that's one point. Second, I think India is one of those incredible OTT markets where the demand is virtually unlimited. It doesn't matter how much content you pump in if the content is good. If technology is leveraged and harnessed the right way there is an unlimited appetite. And, I don't think we've hit anywhere close to, you know, probably satiating it, even 50%.”
Charlie Thomas, Director of Solutions - Engineering APAC,
Limelight Networks
added that in the past 10 years his company has really focused on how to make the infrastructure more robust to improve the experience and make it more of a leanback experience. “You're not worried about rebuffering and time to first frame. So maybe the past was all focusing on that. And, and obviously, we still need to maintain all of that. But now, the focus is on content exploration. More and more people aren't going to go and watch a show. They're going to go watch a platform, right? They'll go to a platform because they want to watch TV, not necessarily with a program in mind when they get there. So being able to navigate and get to content and exploration is really critical.” The discussion further delved into the role of technology in AI in terms of aiding advertisers, reaching audiences, providing better experience, and advertisers quality users in a better environment.
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