A.

Background

Category Potential: A growing industry with immense potential, India is currently the world's
fastest-growing OTT market, and is all set to emerge as the world's sixth-largest by 2024. The market
is expected to grow at a CAGR of 28.6% over the next four years to touch revenues of $2.9 billion as
per the latest report by PwC.

High Daily Consumption: Young India's appetite for binge-watching has increased multifold. Faster
internet speed, increased accessibility of smartphones, and the pandemic led to a massive increase
in the viewership of OTT. The daily content consumption has gone up by 1-2 hours on an avg.
Currently, a typical GenZ is consuming 4.45 hours of daily content while a millennial consumes 3.66
hours of content on an avg.

The rise of international and regional content: With better subtitles and dubs, the language barrier
is lowering. Shows like Money Heist, Game of Thrones, Korean drama trended on the charts across
the globe. The regional cinema of Marathi, Tamil, Telugu, Kannada, and Malayalam received close to
50% viewership from customers outside the home states.

The increase in the direct-to-digital releases has gone one step further in cementing the position of
OTT platforms as the preferred medium of content consumption.

B. What is OTTplay today?

OTTplay is a single-stop content discovery gateway and recommendation platform that provides
personalised recommendations of shows and movies to watch based on a user's preference of
language, genre, platform, actor, filmmaker, and much more from 65,000 titles that are available to
stream currently.

Users can further filter the recommended list of movies and shows by genre, language, and provider,
and also based on whether the title is available for free or requires a subscription for watching. At
the same time, it doubles up as a single-stop content discovery gateway across 55+ OTTs who are
creating some amazing content across genres and languages.

The aim behind OTTplay is to democratize the watching and discovery experience. Most end up
watching only what's promoted on their homepage or patch wall of OTT platforms, and this happens
to be a fraction of the content available on a platform. We want to help users discover shows and
films based on what they've watched and liked and would want to watch more of.

OTTplay is also establishing itself as a preferred destination for the latest OTT news, reviews, and
listicles which are produced internally and also supported by credible sources including Hindustan
Times, Desi Martini, Live Mint, and Film Companion

OTTplay's editorial team publishes close to 1,400 articles per month offering in-depth coverage of
the booming OTT space, helping users navigate and pick the best content available on the big
streaming services and regional providers across languages. Through news articles, exclusive
interviews, reviews, and listicles in addition to exciting quizzes, podcasts, photo galleries, and the
latest movie and show recommendations from celebs, our newsroom gives the users valuable
insights to seamlessly make their decisions.

The product currently, solves these two problems:

 What to Watch:

OTTplay recommendation engine tracks and analyses user activity on the platform and showcases
curated recommendations based on user preferences.

Where to Watch:

Users can quickly identify where to consume the content of their choice through the OTTplay catalog
pages. Here, the user can choose from the list of service providers streaming the desired content

Currently, while searching for a movie or web series, as soon as the user clicks on the 'Watch Now'
CTA button, they are redirected to the OTT service provider's page where they can consume the
desired content. The current OTTplay flow ends when a user decides to watch any content on the
associated service provider's page and the user moves out of OTTplay eco-system.

Through OTTplay subscriptions, we intend to include the content consumption experience within
the OTTplay platform and solve the problem of ‘Watch Now’ on the OTTplay platform.

C. Introducing OTTplay Subscriptions

One Subscription- Multiple Apps!

Through OTTplay Subscriptions, a user gets the double benefit of getting personalised
recommendations for 'what to watch' and getting access to multiple OTT platforms right on the
OTTplay app, so they don't have to download and keep track of multiple apps and subscriptions.

OTTplay Subscriptions will help us provide an enhanced experience to the user searching to watch
good content. The journey which began with 'what to watch' will now go to the next step of 'watch
now' in the OTTplay platform itself completing the loop in the user journey.

OTTplay has partnered with multiple OTT service providers to provide custom packages to users. The
bundled packages will be formed using permutations and combinations of multiple OTTs to cater to
a variety of customer segments.

The OTTplay user will be able to choose from multiple bundled subscriptions at attractive prices.
Once subscribed, the user will be able to consume content from the associated OTTs (included in the
package) within the OTTplay platform.

USP: 4 premium OTT platforms Hallmark, Dust, Fuse, and Tastemade launching in India for the first
time with OTTplay Subscriptions.
D. OTTplay Subscription Packs:

Double Advantage: Access to Multiple OTTs in one pack+ Intelligent Content recommendations.

The users will not only be able to purchase multiple OTT bundled subscriptions at attractive prices
but also be presented with refined and accurate recommendations based on the content
consumption data fed into our recommendation engine algorithm.

E. The Goal of the Launch Campaign

To attract maximum eyeballs and conversions for OTTplay subscriptions.

Establish OTTplay subscription as the 'Only Subscription You Will Ever Need' for all your content
watching needs. The campaign needs to be innovative, quirky, young, and exciting to drive
conversations and shares in the various social communities our target audience usually frequents.

F. Target Group

Consumption TG - Demographics (Source: Google Consumer Insights, IBEF, Inc42)

Age: 15-40 yr old (73% of India's online video viewers)

Bull’s eye TG for communication: 20 to 35 yrs. old.
Gender : Male (59%) & Female (41%)
Location : Top 5 Metros (46%) & Tier 1 cities (35%)
Preferred Language : Hindi (~40%), English (~30%) Other Regional Languages (~30%)

G. The benefit to the consumer:

I know what I want to watch

 I can now spend time watching & not searching

I can watch the content here and no more need to download multiple OTT apps and keep track of
multiple subscriptions.

H. Key message

"OTT Play se pucho aur OTTplay pe hee Dekho" (With translations in other regional languages)

-Addresses consumer insight of What to watch & Where to watch & Watch here.

I. Competition: OTT Aggregators in the market

1. Tata Play Binge

https://www.tataplay.com/binge/tata-play-binge-prime/
 2. Times Prime Pack

https://www.timesprime.com/
J. Past Creatives for Reference:

Print and Digital ads of OTTplay launch.

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