MCIO | M&E ECOSYSTEM ANALYSIS

DIGITAL
MEDIA
01

INDUSTRY
GROUP 1
AHVAYITA NOELLA PILLAI | DHRUV CHAKRAVARTY |
EPARI SHIMRAN SAGAR | JENICA MEHTA | MADHUBHALA RAJKOOMAR |
SIMRAN SABLOK | SK HAMIDUL ISLAM
 GROUP 1 | M&E ECOSYSTEM ANALYSIS

Background and Overview

02
TABLE OF Impact of COVID19 on the industry
CONTENTS Our perspective on it's future vision
Presentation Outline
 GROUP 1 | M&E ECOSYSTEM ANALYSIS

What is Digital Media?

INDUSTRY
03 Any content which can be digitized and transferred
through the internet, computer networks, and
electronic devices.

OVERVIEW
Taking over traditional media
Digital media is the reason for the displacement of
consumption from traditional media
 Types of Digital Media

Audio Social Media

04 The forms of audio digital media are
digital radio, podcasts, and
audiobooks. In the US, people in tens of
millions have subscribed to digital audio
services such as Apple Music, Spotify,
Pandora, etc.
Video
OTT platforms are on the rise due to
Social media platforms like Facebook
and Instagram have not only remained a
usability and increased consumption of
place to interact with the users but are
mobile phones and content. YouTube is
also a hub for brands to communicate,
the biggest video digital media platform.
interact, and sell their products.

Online Gaming News & Literature

Online gaming is a huge sector and has a lot of potential in terms The traditional way of consuming news and reading books
of advertising. Marketers are taking advantage of the online has been changing by news apps, eBooks, electronic reading
gaming sector by placing ads in the forms of pop-ups, in-game gadgets (kindle). According to the pew research centre in the
visual ads, auto-play ads, etc. US, 38% of adults read news online.
 GROUP 1 | M&E ECOSYSTEM ANALYSIS

The pandemic has affected

Impact of almost every industry

majorly since it struck us in
March 2020.
05
Covid 19 Here we highlight it's

on Media
impact on the OOT, news,
e-commerce, healthcare,
gaming, and social media
industries in particular.
 Rise in OTT
GROUP 1 | M&E ECOSYSTEM ANALYSIS

06
With the closing down of The lack of readily Even major production The lockdown thus
film corridors and available streaming houses chose to deliver impaired the viewership
theaters, individuals went content on traditional their movies on in the traditional TV
to OTT Digital stages for TV, shifted the major these platforms to keep industry, but instead,
their entertainment. viewership to OTT their productions running caused a boom in the
platforms such as Netflix, OTT world.
Amazon Prime,
Disney+Hotstar, etc.
 GROUP 1 | M&E ECOSYSTEM ANALYSIS

News
07 Consumption
Shift from traditional to digital

Traditional newspapers were being done away with due to

the fear of transmission of the infection.News applications
like InShorts, The Guardian, The Economic Times, and
numerous others have made it simpler for individuals to
consume daily news at a glance with information being
only a click away. This “news in a click” has made it hard
for print papers to regain the market and has thus caused
a major decline in traditional news readership.
 GROUP 1 | M&E ECOSYSTEM ANALYSIS

Healthcare in
08 Digital
Support from online applications

The pandemic has taken a hit on all the industries at large and
Healthcare is no different.
Major hospitals have been completely converted to COVID
centres and in others, the emergency wards have been
compulsorily trained to prioritise COVID patients. In times like
these, online platforms like Practo, 1mg, among others, have
helped people get consultations from the comfort of their
homes, with the ease of taking a VIDEO CALL appointment
with the concerned doctors and getting the prescribed
medications delivered to their doorsteps.
09

E- Commerce Platforms
From mass purchasing to web based shopping, individuals are changing their complete shopping
experience.
Superfluous organizations are being requested to close, and customers are maintaining distance from
crowded public spots.
Individuals have flocked to e-commerce sites like Flipkart and Myntra as an approach to slow the spread
of the pandemic, thus causing a drop in physical shopping.
Staple internet businesses took off in the second seven day stretch of March, after customers went
online to discover the products they required which weren't accessible at their local stores.
 Online Gaming

Numerous associations needed to change plans for

With more individuals going to video games and
their games, progressing from live occasions to far
10 the web as a wellspring of diversion at home, the
computer game and eSports industry is one of only
off play or retraction through and through. Bits of
the area that depended on actual items or in-
a handful few areas to have encountered a blast
person, likewise battled with worldwide stay-at-
because of the emergency.
home requests which was fulfilled by digital media.

As opposed to numerous other monetary areas that are

The pandemic additionally affected the stock chains
definitely influenced by the pandemic, the computer
for gadgets restricting equipment accessibility. This
game industry has been unmistakably stronger to the
anyway didn't affect plans for Microsoft and Sony to
pandemic. Further, with numerous individuals
deliver their cutting edge reassures, the Xbox Series
internationally at home and unfit to work, internet
X and PlayStation 5 in Fall 2020 which ran it’s supply
gaming has seen record quantities of players during the
operations digitally.
pandemic.
 Social Media
Commitments on posts have
expanded across all
businesses. Individuals need
11 social connection, on top of
being on the web more, and
that is making them connect
more than they used to.
The Gen-Z express that
admittance to web-based
media and being capable
interface with loved ones has
been useful – with almost a
quarter (24%) saying web-
based media has helped
support their mind-set &
feeling of prosperity; however
over a third (34%) feel it has
had an awful impact.
Also, noticed that online
media buzz got from 0.4
million in January & 1.6
million in February to a
stunning 20.3 million in
March first week. The number
purportedly spiked all the
while as Covid cases hopped
from only one in January to
the more than 500 in March
Statistical surveying firm
Nielsen said online media
volume saw an incredible 50X
flood in the first seven day
stretch of March in Quite a
while in the wake of Covid-19
pandemic.
Individuals can use the
adaptability & inescapability of
web-based media advances to
expand the public's adherence
to the security measures
proposed by worldwide
wellbeing associations to battle
the spread of COVID-19.
Instructors, strict and political
pioneers approached to post
about COVID-19 via online
media that is enlightening &
ensured that their audiences
understand what's going on
and the circumstance in
general in their premises,
neighborhood, National and
worldwide level.
 GROUP 1 | M&E ECOSYSTEM ANALYSIS

With the advent of pandemic and ongoing

crisis in various sector, digital media
industry still sees a huge amount of growth

FUTURE
12 scope as the consumption patterns change
and digital transformation occurs within
various organizations.

OUTLOOK Moreover, there's a lot of the acceleration in

the market as people start looking forward
to the media as a vital channel for
advertising and promotion, implying a
remarkable future positivity as mentioned
ahead
 Future Positives
01
13 It can be predicted that India would
have 30-35 million paying OTT video
subscribers and 6-7 million paying
audio subscribers by 2021. By the
same year, the estimation for the ad
model is $4.3 billion and the
subscription model is predicted to be
$0.8 billion.
04
With the evolution of VoD &
streaming preferences amongst the
consumers, this opens up an
opportunity of growth for digital
media as new ways of distribution
keep springing.
02
As businesses approach to
integrate with the trend, the
media agencies & companies
might see a change in revenue
models so as to make it simpler
and applicable with the changing
times and exponential
consumption on the medium
05
As per the 2020 FICCI reports, the ad
spends on digital media has been
growing exponentially, the industry
foresees an incredible growth with
respect to choosing as a distribution
channel
03
The technological advances in
AR & VR forecasts a higher rate
of engagement in the digital
media. Additionally, companies
& brands including such
interfaces on their online
presence makes it more
obvious to outgrow the user
experience & inclination.
06
Due to COVID 19, ad revenues
are to be severely affected in
2021. Digital is the only sector
that shows the possibility of
growth, outdoing traditional
television.
 Future Positives

14 07 08
The growing consumption also implies a
FICCI reports mention that the Media and
remarkable inclusivity to sensitize the young
Entertainment sector in India is predicted to cross
generation for the same. It can be said that digital
INR 2,35,000 crore by 2021 at a CAGR of 11.6%. T.V.
literacy as a part of education will be parrying the
takes the place of the largest segment, the digital
limits of only for media & communication students
sector is expected to overtake print by 2021 and to
but also be a part in early education too
reach $5.1 Billion.

09
Omnichannel Marketing will boost the consumption
10
As the technological sectors continue to venture into
of digital media as it allows the marketing plans to
big media, this gives a large boost for the industry to
integrate all the platforms in order to increase
heighten its lengths technologically too.
consumer engagement.
 Future Challenges
15 01
As the consumption on all the mediums increases,
there is going to be an increased cluttering that
might blur the lines between the channels. This
cluttering might counterstrike the whole idea of
practicality of the mediums. Digital industry per se, it
might get hard to stand out as everything will be up
on this too.
03
It can also be forecasted that with the rise of digitization
as a new channel, Indian government has been reacting
so as to regulate the vague & offensive content. This
might create a problem for the liberal outlook for the
contents digitally regardless of whatsoever is the integrity
tied up.
02
With the cluttering comes the advertising
conundrum which brings the implication
exploitation of data harvested in order to drive
profits by contextual advertising. This might create
an image in the consumers that digital media is
just an updated version of traditional cable TV as
the private information might go in wrong hands.
04
Human tendency can be another challenge to deal with.
This is the least possible but it might happen that as the
changing lifestyle of adapting everything available
digitally, it might cause an human tendency to incline
more or less towards what’s said not to be done i.e.
outdoor media consumption like theatres or OOH.
 References

Best Media Info, News and Analysis on Indian Advertising, Marketing and Media Industry. (n.d.).
16 Retrieved from http://bestmediainfo.com/

Bhandari, K. (n.d.). 4 emerging trends and challenges shaping the future of the media industry. Retrieved from
https://www.nagarro.com/en/blog/emerging-trends-shaping-future-media-industry#:~:text=Content
creators are helping people,from $666.9 billion in 2017

The Future of Media: Concepts and Trends for Communication Professionals. (2019, May 23). Retrieved from
https://online.maryville.edu/blog/future-media/

Team, C. I. (2020, September 30). Covid to have a two year impact on the media and entertainment industry in
India: KPMG: Advertising. Retrieved from https://www.campaignindia.in/article/covid-to-have-a-two-year-
impact-on-the-media-and-entertainment-industry-in-india/463985

What does the future look like for digital media? (n.d.). Retrieved from https://www.quora.com/What-does-the-
future-look-like-for-digital-media