Partnership with telcos - Content partnerships
with telecom companies have emerged as the
preferred distribution channel for OTT players.
Such partnerships not only help to expand the
reach but also helps boost subscription income
for these players
Partnership with OEMs - OTT players have
partnered with different hardware manufacturers
including smartphones, smart TVs, streaming
devices, gaming consoles etc. to allow users
to easily access these apps on their preferred
devices
Partnership with TV/broadband players -
Various OTT players have partnered with DTH
operators through integration of apps into the set
top boxes, allowing the user to access the services
with a dedicated remote button. Services like
Tata Sky Binge provide the user with a dedicated
hardware to access the OTT apps on their
television sets, irrespective of whether
the TV has a ‘smart’ functionality or not
Cross-platform partnerships - Some players
have also forged partnerships among themselves
to mutually benet and leverage each other’s
strength. For example, ‘Zee5’ and ‘Alt Balaji’ have
forged a content sharing arrangement to
co-create original content in Hindi, which
will be available exclusively on both
the platforms.
07
Strategic initiatives by SVOD players in
India
Innovations in pricing to boost subscriptions
• Pack durations and sachet pricing - While monthly
packs are a part of the subscription offerings by
most players, sachet pricing by players like Zee5
and Sony Liv, and mobile only packs by the likes of
Netix are recent innovations to drive subscriptions
• Also, Eros Now has partnered with Veriown to
distribute content to partly connected/disconnected
Tier 3-4 villages at subsidised pricing
8
.
• Regional packs – Players like Zee5 are starting to
addressing the needs of regional only audiences
through customised regional packs
• Ofine payments – To tap the large Indian cash
economy, players like Hoichoi and Hotstar are trying
to leverage top-up cards and cash payments to
grow their subscriptions
Fostering consumption and engagement
• In a bid to create highly engaging experiences for
users, OTT platforms have tried to experiment with
different types of interactive elements ranging
from contests / games that can be played in parallel
while viewing live video content. For example,
the ‘Watch N’Play’ initiative by Hotstar across IPL
2019; the ‘Sing-Along’ initiative on Sony Liv for the
latest season of Indian Idol are some examples
of platforms trying to foster continued user
engagement.
• Eros Now has launched ‘TV Se Pehle’, wherein
movies premiere on the platform prior to their
satellite broadcast; another initiative aimed at
engaging the audiences with popular movie
content.
Original content as a differentiator
In a highly competitive environment with more
than 30 VOD platforms in India, as players look
to differentiate themselves, massive capital
commitments have been made by SVOD players for
building libraries of diverse original content over the
last couple of years. Some of the key investments
announced by leading players include
• Hotstar has earmarked INR120 crore in early 2019
to make special shows in 7 different languages for
the Indian market
9
.
• Eros Now is investing USD50 million to create 100
new original shows for their platform
10
.
• Netix plans to come out with 4 web-series in 2019
and 15 Indian original feature lms by 2020
11
.
• Amazon Prime Video has announced that it plans to
double it’s original content offerings for India in 2019
with at least 7 shows scheduled for launch
12
.
• Zee5 intends to release 72 new originals in 6
languages over a period of time till March-2020
13
.
8. Eros Now enters into partnership with Veriown Global, Inc,exchange4media, April
2019, accessed on 05 May 2019
9. Hotstar to invest Rs 120 crore in generating original content, The Economic Times,
January 2019, accessed on 05 April 2019
10. Eros Now launches mini-series, to spend $50-70 million annually on originals,
Livemint, December 2018, accessed on 05 April 2019
11. Hotstar adds to streaming drama with originals, Livemint, January 2019, accessed on
05 April 2019
12. Soon, Amazon may add cable channels to Prime Video in India, Business Line, March
2019, accessed on 05 April 2019
13. Indian Streamers Ramp up Original Productions, Variety, March 2019, accessed on
06 April 2019
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