Streaming services embrace inclusive content to expand audience base
1 year, 6 months ago

Streaming services embrace inclusive content to expand audience base

Live Mint  

New Delhi: Streaming services are on a path to redefining success, prioritizing content with a broader and more inclusive appeal, instead of relying only on edgy and bold themes, said industry experts. OTT executives and content creators said the rapid growth in viewership, which includes a more mature demographic, is the driving force behind this shift towards inclusive themes and storytelling. Following this strategy, OTT platforms successfully reached not only family audiences but also niche markets," Nimisha Pandey, chief content officer for Hindi originals at ZEE5, said. More viewers getting on OTT platforms is definitely a factor, said Gunjan Arya, chief executive officer at OML Entertainment, which has backed web originals like One Mic Stand. One way to expand the audience base is by exploring different cultural worlds, said Samar Khan, chief executive officer of Juggernaut Productions, the content creation hub owned by IN10 Media Network.

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History of this topic

OTTs begin to pick up festival favourites after critical acclaim
2 months ago

OTTs begin to pick up festival favourites after critical acclaim

Live Mint  

For streaming services, box-office performance is a key benchmark for acquiring movie rights. “Several streaming platforms believe these niche, critically acclaimed films can do better in terms of viewership than regular commercial movies," said independent trade analyst Sreedhar Pillai. While there is definitely an upmarket, elite audience base for festival films, streaming platforms also need to ensure there is enough …

Streaming platforms up marketing techniques for new-age audiences
2 months, 1 week ago

Streaming platforms up marketing techniques for new-age audiences

Live Mint  

From collaborating with music festivals to set up gaming arenas to partnering with local community groups and festival organising committees, both foreign and homegrown streaming platforms are raising marketing techniques to better reach younger, new-age audiences in India. “In recent months, OTT platforms have been adopting creative and experiential marketing strategies to engage audiences and promote flagship shows. Similarly, local …

Regional streaming platforms bulk up on ‘originals’ to take on Amazon, Netflix
2 months, 1 week ago

Regional streaming platforms bulk up on ‘originals’ to take on Amazon, Netflix

Live Mint  

Regional content streaming platforms are looking at 2025 as a time to strengthen their slate even as some bigger, foreign over-the-top or OTT media services are slowing down original content production as pressures on margins build. Lower viewership Constricted by a smaller viewer pool, regional language video streaming platforms often attract much lower viewership for an average new launch compared …

Rise of connected TVs prompts OTT platforms to focus on family-centric shows
2 months, 3 weeks ago

Rise of connected TVs prompts OTT platforms to focus on family-centric shows

Live Mint  

The rise of connected TV sets, especially in urban areas, is reshaping the content and marketing strategies of video streaming players that are targeting wholesome shows that could be watched by the entire family, instead of the more personalised programming tailored for mobile screens. As a result, there has also been an increase in co-viewing of streaming content among SVoD …

OTT services see growth in AVoD as cost-sensitive audiences savour free content
3 months, 2 weeks ago

OTT services see growth in AVoD as cost-sensitive audiences savour free content

Live Mint  

Video-streaming platforms that are building hybrid models - a combination of subscription offerings and advertising-backed content - are seeing their free content make up a substantial chunk of viewership, anything between 50 and 90%, according to media industry experts. “AVoD content typically garners significantly higher viewership compared to SVoD content, primarily due to its free accessibility and lower barrier to …

Most popular Indian OTT originals reach one-third of overall streaming universe amid content discovery challenges
4 months, 3 weeks ago

Most popular Indian OTT originals reach one-third of overall streaming universe amid content discovery challenges

Live Mint  

The most popular Indian OTT originals such as Panchayat and The Family Man clocked in viewership of 30-40 million, or just about one-third of the country’s overall paid streaming universe, which experts said was a “fairly decent trend." “While popular shows like The Family Man and Panchayat have captured the imagination of a significant audience, the diversity of content on …

OTT platforms no longer keen on exclusive content, turn to sharing rights
9 months, 3 weeks ago

OTT platforms no longer keen on exclusive content, turn to sharing rights

Live Mint  

Video streaming platforms are no longer insistent on keeping original content entirely exclusive and are syndicating it to rival players in some form or the other. “It takes time and investment to create new content and we’re increasingly seeing that our Hindi dubbed business is big,” Soumya Mukherjee, chief operating officer of Bengali streaming service hoichoi, said. While the platform’s …

14 boutique streamers to try if your current subscriptions aren’t to your taste
1 year, 9 months ago

14 boutique streamers to try if your current subscriptions aren’t to your taste

LA Times  

There is only one thing that distinguishes a boutique streaming service from all the others: the audience. Fans of television from Great Britain, Australia, Canada, Ireland and New Zealand Price: $6.99 monthly; $69.99 annually Notable originals: “Detectorists”; “My Life Is Murder”; “Queens of Mystery” Library titles: “The Field of Blood”; “Foyle’s War”; “Happy Valley”; “Line of Duty”; “Mystery Road” Acorn …

New OTT audience tracking tools take centre stage in video streaming space
3 years, 9 months ago

New OTT audience tracking tools take centre stage in video streaming space

Business Standard  

New OTT audience tracking tools take centre stage in video streaming space With billions of dollars spent every year on original programming--and movies now being launched via OTTs with theatres remaining shut--the need for audience measurement is stronger than ever Premium Among streaming services, Netflix and YouTube reigned supreme with 6 percent time-share each. Yuvraj Malik New Delhi As video …

With OTT platforms rapidly diversifying their content catalogue, genre enthusiasts are the priority
4 years, 6 months ago

With OTT platforms rapidly diversifying their content catalogue, genre enthusiasts are the priority

Firstpost  

Earlier this month, Netflix confirmed that it was testing a ‘ Shuffle Play’ button for some users. If you were an Indian viewer circa 2013, you had very few options when it came to genres like supernatural thriller or heist movie or, to cite a now-ubiquitous streaming genre, the ‘Indian small-town crime drama’. For fans of supernatural thrillers, there’s the …

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