Deciphering the battle of the OTT platforms in the Indian market
The business of OTT is expected escalate from Rs 4,464 crore in 2018 to reach Rs 11,976 crore by 2023,according to PwC’s Global Entertainment & Media Outlook 2019-2023 report. Even as India is expected to surge ahead of the US in OTT revenues by 2023, Indian OTT players have a long way to go before they can become individually profitable. With 30 players competing neck and neck in this space, key differentiators that will allow players to dominate the space will depend on user stickiness to individual platforms and sustainable business models that will allow the platforms to churn out engaging content year after year.
Divya Dixit, Senior Vice President & Head of Marketing, ALTBalaji, one of the premier OTT platforms in the country, will join in a discussion with Adgully in a #TwitterChat to discuss the key variables give the competitive edge in the Indian OTT ecosystem. The #TwitterChat will take place on Tuesday, June 11, 2019 between 3 pm and 4 pm on Adgully’s Twitter handle- @adgully.
The discussion will cover several topical issues ranging from co-existence of OTT apps, loyalty to platforms, possibility of a ‘super aggregator’, audience segmentation, marketing strategy, and time spent on app vs digital platforms.