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Here’s Why Netflix, Amazon Prime Need to Create Desi Shows in India

These cost-reduction initiatives by the OTT players has resulted in some parity being achieved when it comes to TV pack vs. OTT pricing

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Netflix recently introduced a binge-watching contract for couples and families to regulate the way they watch TV together. Pixabay

The Indian entertainment scene is witnessing a seismic change with 30 over-the-top (OTT) platforms vying for space as players look to differentiate themselves, says a new report, adding that players like Netflix and Amazon Prime now need to create more desi content to bring more users to their platforms.

Massive capital commitments have been made by platforms for building libraries of diverse original content over the last couple of years for the Indian audience.

According to the KPMG report titled “India’s Digital Future: Mass of niches”, OTT services attract a more individualistic audience compared to the family viewers in a country dominated by single TV households.

“Hence, the content on these platforms needs to appeal to different consumer sensibilities and have an element of freshness. While OTT players can attract their chosen target audience for sampling content with a few originals that appeal to them, depth in such digital-native original content becomes vital to ensure consumer stickiness in the long run,” the findings showed.

Indian language internet users are expected to grow to 536 million by 2021 from 234 million in 2016.

As nine out of 10 new Internet users in India are likely to be Indian language users, it is vital for OTT players to cater to this audience in their native language.

The OTT platforms have started to focus on building a library of regional content that includes movies and originals over the past 12-18 months.

Most of the video-on-demand (VOD) platforms have content offerings in regional languages. But such content has been restricted to select movies along with a handful of original shows, if any.

“However, dubbing has emerged as an effective tool for players to quickly expand the breadth of original and movie content available across multiple regional languages like Tamil, Telugu, Bengali, Kannada, Malayalam, and Marathi,” the report noted.

For example, Prime Video has dubbed popular Hindi originals like “Inside Edge” and “Breathe” to Tamil and Telugu.

In addition to originals, Prime Video has also tried to increase depth in their regional library by dubbing English movies like “Alpa”, “Rampage”, etc. to Tamil and Telugu.

Similarly, Hotstar has used dubbing to launch the Hindi web-series “Criminal Justice” in six regional languages – Tamil, Telugu, Kannada, Bangla, Malayalam and Marathi.

“OTT players like Netflix and Amazon prime have started hiring writers to add contextual flavour to dialogues in English in addition to launching regional web series,” said the report.

Indians, Ads, Netflix
One in three Indians won’t mind seeing ads as they watch over-the-top (OTT) content streaming platforms like Netflix or Amazon Prime if they get a good deal from the vendors. Pixabay

Much of the video viewing in India is happening in a local language and YouTube, which has 265 million unique, active users has reported that over 95 per cent of its users watched videos in a regional language.

Many OTT players are also investing in building their regional content libraries to match the demand from these audiences, the report mentioned.

Telco partnerships have also emerged as an important source of subscription/syndication revenue for the OTT platforms, with a significant 30-35 per cent contribution to the overall subscription revenues in FY19.

Platforms like ALT Balaji, Eros Now etc. are examples of players who have substantial revenue contribution coming from telco distribution.

Some players have also forged partnership among themselves to mutually benefit each other and also with social media platforms (such as Facebook) to broadcast their content. For example, ‘Arre’ has partnered with ‘Sony Liv’, ‘Yupp TV’ and ‘Facebook’ for content.

“While majority of the players have started to offer shorter duration packs (weekly and monthly), some players are also bundling regional / international content separately to cater to different viewer segments.

In order to cater to a wider user base in India, some players are also experimenting with cash payments, thew report noted.

Long-form content has grown with players like Netflix, Prime Video, Zee5 and Alt Balaji focusing on creating originals with episodes ranging from 20 to 60 minutes.

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Short form content is highly popular on social media platforms like Facebook, YouTube, Snapchat, etc.

“Short form is also receiving due attention from OTT platforms like Eros Now and Hoichoi who are building their short form content libraries with short stories, comedies, interviews, etc,” said the KPMG report.

On the other hand, OTT players have been reducing the cost of their subscription through introduction of basic, affordable packs.

For example, Hotstar launched its low-cost subscription pack in the form of ‘Hotstar VIP’, whereas Netflix introduced ‘mobile only’ plans which are 50 per cent cheaper than its basic plan.

These cost-reduction initiatives by the OTT players has resulted in some parity being achieved when it comes to TV pack vs. OTT pricing. (IANS)

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Realme, Samsung Have Lowest Return Rates Among All Smartphone Brands in India

When it comes to reliability, Realme users rank their smartphones high (90 per cent), followed by Samsung (88 per cent) and Vivo (87 per cent)

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samsung
To get ahead in the fast-changing tech industry, Samsung said it will expand investment in burgeoning tech segments to propel growth. Wikimedia Commons

Chinese handset maker Realme and South Korean major Samsung have the lowest return rates among all smartphone brands in India, a survey by CyberMedia Research (CMR) said on Thursday.

The “CMR MICI” survey that included 4,000 smartphone owners across top eight Indian cities, focused on smartphone purchase process, key smartphone specs of priority, as well as issues with post-sales service, including repairs or replacements.

“The return rates in smartphone brands provide a measure of consumer satisfaction with their current brand and, in turn, implies that the brands have been able to excel in meeting consumer expectations. Our survey findings report the lowest return rate for brands, such as Realme and Samsung, in comparison to the prevailing industry average,” Prabhu Ram, Head-Industry Intelligence Group (IIG), CMR, said in a statement.

The lowest return rates are determined by the first visit to the brand’s service centre within the first six months of purchase, for either repair or replacement, by both online as well as offline buyers.

Around three per cent of the total smartphone users visited a service centre for the first time within the first six months of their smartphone purchase, during the in-warranty period.

Realme, Online, Smartphone
Armed with a quad camera-system smartphone in every price segment along with an investment worth Rs 300 crore for its surface-mount technology (SMT) lines, Chinese handset maker Realme aims. Pixabay

When it comes to looks, design and feel, users of Vivo are most satisfied (99 per cent), followed by OPPO and Realme users (98 per cent each), and at third place, Xiaomi with 97 per cent satisfaction.

Across smartphone brands, users are excited about the design aesthetics, camera performance and build quality that phones sport across price bands.

Users indicated more satisfaction with intangible factors that they associate with their smartphones, including reliability and performance.

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“In order to win consumer mindset, smartphone brands need to invest in getting not just product design and product quality right, but they must ensure overall brand experience, and service quality right,” Ram added.

When it comes to reliability, Realme users rank their smartphones high (90 per cent), followed by Samsung (88 per cent) and Vivo (87 per cent). (IANS)