The emergence of multiple platforms like Netflix, Amazon Prime and others has made the entertainment space all the more competitive in India. This shift from television to the digital space is a testimony to the fact that OTTs are here to stay.
Gone are the days when Indian families used to gather around their television sets to watch their favorite shows. With time, entertainment consumption patterns have changed. The advent of Hotstar, Netflix, Amazon Prime Video and a plethora of other platforms has brought about this change. Among the millennials, these platforms are all the rage due to their fast-paced lives. So, they carry a world of entertainment in their pockets. And now online entertainment space is not just about YouTube alone. The soaring demand for digital content can also be attributed to cheaper internet data plans and burgeoning smartphone sales. It all began in 2016, when the biggest international players in the domain such as Netflix and Amazon Prime marked their entry in the country. By the end of the year, India had 160 million digital video viewers and the figures have only increased since then. The digital space is now brimming with content — Over the Top (OTT) platforms are providing all sorts of entertainment on a click.
India has a composite culture and every other state has a language of its own. In the online space, YouTube has 250 million monthly active users, out of which only 12 percent consume English content. After Hindi, video content is mostly consumed in Tamil, Telugu, Kannada and Gujarati followed by Bangla. “When I launched my first Bengali show, we saw traction from Bangladesh. That is the power of content. Then we launched our Tamil show, we saw traffic from the Middle East, Singapore and the US because tamil-speaking population is spread across the world,” says Manav Sethi, former chief marketing officer of ALT Balaji, who also invests in startups.
TELEVISION VS OTT
Esta historia es de la edición November 2018 de Entrepreneur magazine.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor ? Conectar
Esta historia es de la edición November 2018 de Entrepreneur magazine.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor? Conectar
How To Ask Family For Money
Your friends-and-family fundraising round doesn't have to be scary and awkward. Here's advice from one of the world's leading investors.
Data Breach Drama: When Trust Turns Costly In A Digital Age
Amid data breaches surges, Indian businesses are prone to financial and reputational fallout. Can cyber insurance emerge as a safeguard?
THE TERRAIN TAMER
Spearheading a California-based, Series D SaaS company is no easy feat. It requires a blend of ownership, innovation, and the ability to handle stress. But Anand Jain, co-founder and chief product officer of Clever Tap, finds his calm by escaping to rough terrain whenever he gets the chance-be it India or Colombia.
THE INTELLIGENT READS
Hardika Shah founded Kinara Capital in 2011 with the mission to address the acute credit gap in the micro-small-medium-enterprises (MSME) sector in India, by providing fast and flexible business capital to small business entrepreneurs. Despite operating in highly competitive and tough market of collateral free loans, Kinara Capital has been steadily growing in Hardika's leadership. In conversation with Entrepreneur, Hardika shares insights on her favourite books.
THE CURSE OF GROWING TOO FAST
FAIRE is a platform for small businesses, but it grew big the wrong way-almost becoming a $12 billion wreck. Here's how it fixed the problem, and why you should think twice before skyrocketing.
There's No Perfect Answer
I worked the same job for 19 years. I hated it, but it paid the bills. Then, in 2017, I entertained an exciting but terrifying question: Could I be an entrepreneur? I wasn't sure, so I needed something that felt like a guarantee. I searched for signs that would feel like a big, clear \"yes!\"
Give Yourself the Gift of Time
Happy holidays! Emmy Award-winning tech expert Mario Armstrong has five recs to get more hours in the day.
How to Become a Main Street Millionaire
It started when I bought one little laundromat. Now I have a whole portfolio of small local businesses that bring in tens of millions in revenue a year. Here's why following my playbook could be your ticket to financial freedom-and saving America's local small businesses.
Want to Better Serve Your Clients? Become Them.
As a designer for brands, starting my own product company gave me a dose of humility-and it changed the way I relate to clients.
How to Succeed With Gen Z Workers
People often say that younger employees are different. But are they? We asked six business leaders what they've learned, and how their teams thrive.
