AMUMBAI: As over-the-top (OTT) platforms have started capturing audiences from tier II, tier-III cities, beyond the top metro cities, all major players in the ecosystem have upped their investment significantly. Both international and homegrown players are trying to win more consumers with original content, innovative marketing strategy, and right distribution partnerships.
Despite the fact that the market is thriving, certain challenges like content protection, regulatory issues, monetisation, lack of measurement system are bothering video streaming services. Indiantelevision.com's flagship event Vidnet 2019 summit is ready to facilitate conversations on the opportunities and challenges of the ecosystem.
Various studies have also indicated the bright future of video streaming in India. A recent PricewaterhouseCoopers (PwC) report said that India’s video streaming service is set to grow at a compounded annual growth rate (CAGR) of 21.82 per cent to reach Rs 11,977 crore by 2023. Moreover, media agency Zenith also predicted that by 2021 Indian consumers will spend 79 minutes per day on mobile internet, up from 54 minutes today.
The summit is hosting panel discussions on OTT streaming piracy, OTT-telco relations, challenge of content protection, monetisation, consumer engagement, technology’s influence on storytelling along with other topics.
Red Chillies Entertainment Gaurav Verma, The Linus Adventures founder and chief evangelist Sunil Lulla, House of Cheer founder and CEO Raj Nayak, Viacom18 Digital Ventures COO Gourav Rakshit, ZEE5 Global chief business officer Archana Anand, Viu India country head Vishal Maheshwari, Sony Pictures Networks India digital business head Uday Sodhi, IndiaCast Media Distribution group CEO Anuj Gandhi, Amazon Prime Video India originals head Aparna Purohit will participate in the sessions along with other veterans from the industry.
"It is still day 0 in the Indian OTT landscape and the category has already witnessed exponential growth fuelled by affordability, accessibility and availability of data. Most of the growth in the category is on the back of marquee Indian originals and catch-up content from network TV. With evolving audience preferences, content consumption has now become device and screen agnostic, presenting significant growth opportunity for the category," Viacom18 Digital Ventures COO Gourav Rakshit said.
