OTT PLATFORM:- FALL OF

TELEVISION!
1. Introduction
2. How it affects market?
3. What is the strategy implemented ?
4. OTT vs TELEVISION?
5. Conclusion

AKHIL MANOJ
6163
Marketing strategy
Project by :- Priyanka maam
 1. INTRODUCTION
• OTT , also known as Over-the-top content which is
streamed on mobile devices ,laptops , Television which
are not shown in tradition channels.
• Likewise, OTT platform consist of various streaming
giants such as NETFLIX , AMAZON PRIME ,
DISNEY+HOTSTAR,ZEE5 , VOOT SELECT.
• As people are just so much into compact devices which
efficiently have more content that is shown on television
this proves that there is a sharp fall in Television
watchers.
• OTT platforms in India are growing rapidly. Mainly due to
youth oriented population.
• India has about 300-450 million smartphone users and
by 2022 it is estimated that it will reach by 700million
users as of current rate of inclusion.
• Platforms like VOOT,SONYLIV are platforms developed
by existing broadcast channel due to pressure of OTT
platforms.
 2. HOW IT AFFECTS THE MARKET?
1. The OTT platform helped people overcome boredom
during a pandemic. Last year, OTT platform usage
increased from 181 billion minutes before the pandemic to
204 billion minutes. In fact, India's OTT market will be the
sixth largest in the world by 2024, according to a report
from PwC's Media and Entertainment Outlook.
2. The OTT market in India may reach $2.9 billion in
revenues if it continues to grow at a 28.6% rate.
3. Ten years ago, we were all together in the family, sitting
in front of the TV and checking the contents of the cable
channel. But nowadays, you can choose your own shows
and devices to stream content in groups. This shows the
collapse of the television world.
4. According to the IndianOvertheTop (OTT) Platforms Report
2020 published by MICA Ahmedabad, men are watching
OTT apps more than women in India. The apps that
Indian men see most often are Netflix, Amazon Prime, and
Hotstar. Female traffic is lowest in the 2545 age group.
However, about 54% of Voot's female users
 3.WHAT IS THE STRATEGY
IMPLEMENTED ?
1. Changes in consumer demand have been a major factor in the
popularity of OTT platforms in India. Change is now the only
constant in the digital world. Therefore, it is essential for service
providers to keep up with the latest trends to take advantage of these
dynamics.
2. Traditionally, television viewing has been limited to programs
broadcast on television in certain locations and at certain times.
Today, we have personalized and interactive experiences anytime,
anywhere. The ease of use of vast amounts of content has been
instrumental in the growing popularity of OTT platforms in India.
3. The primary requirements of a content strategy include:
• Capability to cater to niche as well as mass audience
• Creation of a good content pool
• Streaming of original content
• Developing a strong regional content base
• Live video streaming.
4. This is the strategy implemented shows fall in television viewers.
 4. TELEVISION VS OTT
• DTH VS OTT: The Similarities
• While the differences are evident, considering
both DTH and OTT services go above and
beyond regular cable TV services, there are a
few similarities between both. Some of which
are listed below:
• The transmissions are digital in nature and are
acquired from the satellite immediately
• DTH and OTT are fundamentally different in
terms of content and environment. DTH
connections are more communal in nature,
whereas OTT services are more intimate, but
they both focus on providing customer-centric
content
• They also compliment one another, OTT
platforms are included in the content
accessible on DTH connections
• Online streaming speed has improved over
time, and it will continue to increase over
time as a result of initiatives such as Digital
India.
• So, while there’s no doubt that OTT
platforms are constantly on the rise, India’s
vast population also has space for a large
number of DTH subscribers as well.
Eventually, one might overtake the other,
but, for now both services are maintaining
their position in the Indian market
• You will see the following happening in India
very soon:
• 1. More traditionalists moving to OTT
consumption
• 2. Burst in production of regional shows in
the 300+ million internet users from the
rural community of India
• 3. Cut-throat competition amongst the OTT
players to find a place on the top 3 OTT
apps on your phone.
 5.CONCLUSION
1. With a budget data network providers like Jio, we see an increase within the
consumption of OTT content. However, it's unlikely to possess an enormous
impact of the share that television medium enjoys.
2. We will also see OTT players pushing in additional regional original content to
suit the taste of the younger generation on the portals since the present viewer base
is usually the youth.
3. At present the OTT market is very dispersed with pure OTT players (Netflix),
channels and media houses (Viacom’s Voot, Hotstar), telcos (Jio TV, Airtel TV)
etc. within the coming years, we'll see an emergence of a more collaborative
ecosystem.
4. India may be a major marketplace for the worldwide OTT players and therefore
the boost within the infrastructure and digitisation is unquestionably getting to
further shift the way media is consumed across mediums. it's a critical time for
both TV and therefore the OTT medium with a plethora of opportunities. Players
across mediums will reap the advantages of this growth, and television & the
video OTT platforms will find an ideal platform to co-exist in India.