iWorld
Netflix to remain SVod world leader by 2027: Digital TV Research
Mumbai: Global SVod subscriptions will increase by 475 million between 2021 and 2027 to reach 1.68 billion. Six US-based platforms will account for 47 per cent of the world’s total in 2027.
Netflix will remain the revenue winner, with $30 billion expected by 2027 – similar to Disney+, HBO Max and Paramount+ combined. Global SVod revenues will reach $132 billion by 2027.
Digital TV Research principal analyst Simon Murray said, “Our forecasts in June had Disney+ [274 million subscribers] overtaking Netflix [253 million subs] by 2027. These forecasts assumed that Disney+ Hotstar would retain the Indian Premier League cricket rights. It didn’t – hence the 67 million lower forecast for Disney+.
“SVod revenues for Disney+ will reach $15 billion by 2027. Despite lowering our forecasts by 67 million subscribers, SVod revenues for Disney+ will be the same in 2027 as in our previous forecast. SVoD ARPUs and revenues will increase in key markets after the platform introduces the hybrid AVoD-SVoD tier and the more expensive SVod-only tier,” he added.
iWorld
Prashant Iyer joins Sony LIV as head of marketing
The former Netflix India director grew the streamer’s social following from half a million to 55m
MUMBAI: Sony LIV has poached one of India’s most battle-hardened streaming marketers. Prashant Iyer, who spent nearly eight years at Netflix building its India operation into a social-media juggernaut, has joined the platform as head of marketing.
Iyer leaves Netflix having done rather a lot. He grew the streamer’s India social community from roughly 500,000 followers to over 55m, delivered engagement and organic impressions double those of rivals, and ran more than 250 campaigns across titles, brand and partnerships. In his final role as director, marketing, he sat on the core leadership team credited with driving 15-times revenue and subscription growth over eight years. He also served as the only director-level social leader across Asia-Pacific, a regional mandate that stretched across a 200m-plus follower community.
Before Netflix came Nike, where Iyer spent three and a half years straddling digital brand commerce and key account management, including ownership of Myntra, the brand’s largest digital account in India. Earlier still, Titan Company gave him his first crack at brand and digital marketing.
Sony LIV, which has been muscling for position in an increasingly crowded streaming market, has landed a marketer who knows precisely how to build an audience from scratch and, just as importantly, how to keep it. For a platform still chasing the kind of cultural cachet Netflix India took years to earn, that is not a bad place to start.
