Amarjit Batra, managing director-India, Spotify
said that the platform keeps listener experience at the core of its strategy, and works towards enhancing it on the app, and offline whenever an opportunity arises. At Netflix, the focus has been on creating and acquiring content that appeals to its core demographic while Amazon Prime has sought to build a large Bollywood and regional movies library.
have found other ways to enhance the experience of consumers, the infrastructural issues notwithstanding. For example, the music streaming platform has introduced a lower bandwidth consuming version of the app called Spotify
has built in greater interactivity on its platform, based on a viewer insight that the game is better watched together rather than in isolation.
Hungama says it has used gamification on the platform to enhance consumer engagement. Neeraj Roy, MD and CEO of Hungama says, “We are the only service in India to reward consumers for actions they take on our apps.” These measures are all aimed at the young viewer, still largely urban but also increasingly in semi-urban areas.
According to a report by Counterpoint Research, young Indians, under 35 years of age, accounted for 89 per cent of the total Indian OTT video content platform users in 2018. Among young users, the age groups of 16-24 and 25-35 contributed equally to the overall market. Male users account for 79 per cent of the total users.
According to the FICCI EY Media and Entertainment Report 2019, wireless broadband users grew from 363 million in December 2017 to 494 million in November 2018 while the total internet users in the country grew from 446 million to 570 in the same time period. In a price conscious country like India, where digital is traditionally viewed as a ‘free’ medium, digital subscription revenue grew 262 per cent to reach Rs 1400 crore in 2018.
As data costs reduce, and content availability increases, the report expects the Indian consumer to spend up to 3.5 times more time watching content on digital platforms. Already, entertainment is second only to social media in terms of what Indians spend their time over, on the phone.
However with more viewers and a more diverse target demographic, the OTT players will need to focus more closely on engagement and experience. It is towards that end that the two international platforms, Netflix
and Amazon, are spending more on original content. Amazon plans to have 12 originals a year out of India by 2020, while Netflix
is is targeting a library of 22 original films from India by 2020.