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| permlink | amazon-prime-video-netflix-and-amp-hotstar-slug-it-out-for-india-s-usd272m-video-streaming-market |
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| title | "Amazon Prime Video, Netflix & Hotstar Slug It Out For India's $272M Video Streaming Market" |
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| body | "<img src="https://img.readitlater.com/i/specials-images.forbesimg.com/imageserve-37454943-960x0-jpg-fit-scale/RS/w704.jpg?url=https%3A%2F%2Fspecials-images.forbesimg.com%2Fimageserve%2F37454943%2F960x0.jpg%3Ffit%3Dscale">Photographer: Andrew Harrer/Bloomberg
As the second largest and fastest growing market for smartphones in the world, India is witnessing an increase in content consumption on handheld devices (mobile phones) via over-the-top (OTT) platforms such as Hotstar, Netflix and Amazon Prime video. The reasons for this spurred consumption pattern have been improvement in speeds of internet, lower 4G internet tariffs by telecom companies and easy availability of low cost smartphones.
Before 2015, this growth was gradual as nobody could make a dent with the right mix of technology and content suited to Indian tastes. However, in 2015 the turning point came when the Rupert Murdoch-owned Star India launched Hotstar. Though Sony Pictures Networks India’s Sony Liv was already in the market, the big bang launch of Hotstar, supported by multi-million dollar marketing and a promotion blitzkrieg ensured a top-of-mind awareness of the product. This attracted the attention of international and national players in the arena, with Netflix joining to switch on its service in India in January 2016, followed by Amazon’s Prime Video finally launching its services in December last year.
Between Hotstar, Netflix and Amazon Prime Video, an Indian consumer has more choice for content than consumers anywhere in the world.
Netflix
Netflix is among the world leaders in streaming services. In India its subscription based services start from $8 (Rs. 550) onwards for the basic plan. In the content category almost all Netflix Originals are available to users in India. It has upped the game recently, releasing a number of Netflix originals such as House of Cards, Daredevil, Stranger Things, Orange is the New Black, The Crown, Luke Cage and Narcos, which made a mark in India. In order to reach a wider audience Netflix has also announced that its service will now be available on the Direct to Home (DTH) platforms of Bharti Airtel and Videocon, and to reach India’s mobile customers it has tied up a carrier billing agreement with Vodafone India, and plans to tie up with Jio as well.
However, its local Indian content is rather abysmal at this point. Therefore Netflix is looking to generate original local content that’s targeted to Indian audiences. To achieve this goal in July last year it had announced a series based on Vikram Chandra’s Sacred Games, which would be set in Mumbai. It also has a tie up with Shah Rukh Khan’s Red Chillies Entertainment. As per the deal, all the films starring the Bollywood superstar will be exclusively available to the platform’s 86 million-plus members globally.
Amazon Prime Video
Amazon has set aside $300 million for content in India, which is higher than the annual programming budgets of the top three Hindi general entertainment channels put together. While Netflix has plenty of TV series, Amazon Prime Video impresses with its movie selections, especially in the Indian content arena. As the last player amongst these three platforms to enter the Indian markets in December last year, Amazon seems to have learnt from the Netflix experience and has filled its library with films such as Sultan, Kabali and Fan. Amazon Prime Video is investing heavily into acquiring TV shows, films and originals. This includes tie-ups with Karan Johar’s Dharma Productions, Mukesh Bhatt’s Vishesh Films, and Bhushan Kumar’s T-Series, Tamil Nadu’s V Creations and Chhota Bheem creator Green Gold Animation. Like Netflix, Prime Video is a subscription based service. Also, with the Prime video subscription one can take advantage of one and two-day delivery service under Amazon Prime. It has a single annual subscription plan of $7 (Rs 499) which works on smartphone, tablets, Microsoft Xbox, Sony PlayStation, TV and PC. Start India’s Hotstar
For Hotstar, the majority of the content is local as it is mostly curated from Star India’s TV broadcasting business. It enables users to watch TV shows, films as well as sports, all under one platform. It has movies and TV shows in English, Hindi, Telugu, Marathi, Tamil and Malayalam. While TV shows and movies drive consumption, it also houses premium content from HBO, Disney and Fox. The Hotstar Premium service is available at a monthly fee of $3 (Rs 199). Premium users get to watch the episodes of Game Of Thrones, Veep and Silicon Valley half an hour after they aired in the United States. Apart from all the Premier League games, it also gives the viewers access to the HBO’s American TV shows, and Hollywood blockbusters movies. To focus on originality in its curated content Hotstar is expanding its premium service with a new format, CinePlay. This will showcase classics and contemporary stories from the theatre world, presented in a cinematic fashion. Available exclusively in India for Hotstar’s premium subscribers, 20 CinePlay titles will release regularly on the platform, starting with 5 titles, which were released on February 13.
While Hotstar was the first catalyst in this evolutionary process, the chain reaction was set in motion with the launch of Reliance Jio in October 2016. Video currently accounts for 60% of mobile data traffic, according to the KPMG India-FICCI report, and mobile video traffic is estimated to grow at a compounded annual growth rate of 63% between 2016 and 2021.With free hi-speed 4G internet service from Jio, over 70 million mobile internet users entered the digital mainstream. Between the months of June 2016 and January 2017, total time spent on social media witnessed a 40% jump, while on video apps it was up by 135%. Hotstar, meanwhile, saw a 400% jump in its time spent during the same period. In the month of January Hotstar has emerged the largest premium streaming platform with more than 60 million users, according to a third party measurement company App Annie. Its watch time for the month was more than 12 times that of Amazon Prime Video and more than 20 times that of Netflix.
The OTT market in India is estimated to grow from $202 million in 2016 to $272 million in 2017 with better telecom infrastructure and rise in data consumption. India is at the cusp of a change in the pattern of viewing content. As 44 million of its 94 million users are now from outside the U.S., Netflix has been looking to aggressively expand over the last few years. India, with its vast untapped user base, was the company’s fastest growing Asian market last year. Netflix currently has only 200,000-300,000 (2-3 lakh) paying Indian users, but sees vast headroom to grow its offerings. On the other hand Amazon Prime is pushing hard into India with as many as 18 original shows in the pipeline, and its free bundling with an Amazon Prime subscription should give it a leg up over its competitors.
While the switch to smartphone and tablets is currently more of an urban phenomenon, this should change in the years ahead. Video streaming platforms have become a competitive space in India in the recent past and 2017 will be a crucial year with a lot of new players coming in, creating more buzz in this space. In the battle of grabbing attention of the coveted billion-plus audience, with lowered prices and richer selections, the Indian customer is expected to emerge as the biggest beneficiary in this space." |
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