Game Of Throne
The stage is set; the warriors have warmed up and the battle for supremacy has started. Not all will emerge winners, but the blow must go on, as they say in Narcos, the popular drug drama on Netflix. Eerily enough, India's over the top (OTT) entertainment market closely resembles a Netflix trailer, especially a sequel entering a new season. Gone are the Hum Log style family TV sessions and early YouTube days enjoyed by a lucky few with the device and Internet access (YouTube was not a pure play OTT platform at the time and hence, not discussed here). A new season is on, with global giants Netflix and Amazon Prime Video investing crores to grow user base and load their content libraries with original productions as well as licensed regional movies and shows.
The American giants have certainly hit a home run but local players such as Hotstar, SonyLIV (we consider them local as both are registered and headquartered in India), Jio TV and ALTBalaji are not ready to give up on the home advantage and are loosening their purse strings to invest and get ahead. The outcome: As many as 32 OTT players and counting, and 200 million daily active streamers, all necessitating a strong need to differentiate content in a bid to attract eyeballs.
A recent study by the Boston Consulting Group (BCG) reveals
