iWorld
India’s OTT paid video subscribers pegged at 1.3 million: Frost and Sullivan
MUMBAI: OTT (over-the-top) was the buzzword in the Indian media and entertainment sector in 2015 with multiple players firming up their game plan to tap into the lucrative and booming digital space. With the emergence of numerous OTT service providers in the past two years coupled with the entry of Netflix in India, the space is poised to grow at a fast pace in the years ahead.
According to Frost and Sullivan’s market insight on the OTT video market in India, there are about 66 million unique connected video viewers in India every month, and about 1.3 million OTT paid video subscribers. Growth in the space can be attributed to increase in smart-phones penetration as well as the improvement in Internet speed in India.
Despite facing several challenges today, the OTT market growth will be fuelled by various disruptive innovations in technology and business models over the next five years, as per Frost and Sullivan.
“With an increase in the use of smart devices in India, content owners and aggregators are using non-TV platforms to improve reach and generate revenues through subscription and advertisement. However, it’s hard to woo the Indian consumer. Success in OTT video distribution will depend on the ability to offer variety of content, new content, at a reasonable price and impeccable user experience,” said Frost and Sullivan research director Vidya Subramanian Nath.
While today a few broadcasters such as the Star TV Network and Zee Entertainment are driving services as well as viewership for OTT video with Hotstar and DittoTV respectively, over the next five years, there will be more broadcasters as well as cable and DTH operators expanding their OTT services. However, inadequate bandwidth speeds and the incumbency of YouTube in the market have challenged market participants.
“India may have over 225 million Internet users, but for consuming video, one needs high-speed broadband access and only about 35 per cent of these users have access to it, informed Nath. “OTT video subscription numbers fluctuate dramatically every month. We find that advertising video on demand (AVOD) is the most preferred mode of OTT video delivery in India currently,” she said.
Among content types, there is an increasing demand for short duration video content. This is primarily attributable to the average low Internet speeds and changing preferences of many Indian viewers. It is common to find online viewership peak during major sports events like the IPL, elections, or breaking news.
Platforms such as YouTube offer opportunities for independent content creators who can publish their videos online without the hassles of negotiation with large networks. Now, with the entry of Netflix in India, independent professional content production will continue to grow. Broadcasters who have their own content or video platforms with a variety of publishers are driving the market. While Viacom18 is all set to launch its service called VOOT next month, Ekta Kapoor’s Balaji Telefilms is also burning the midnight oil to launch its OTT platform – ALT Digital by June this year. Balaji Telefilms CEO Sameer Nair has huge expectations from the platform and expects ALT Digital to have a whopping four million paid subscribers globally by 2020.
With substantial investment being pumped in by companies like by Star India (Hotstar), Sony Pictures Networks India (Sony Liv), Zee Enterprises (dittoTV), Eros International (ErosNow) and Singtel, Sony & Warner (HOOQ) amongst others, the competition in the OTT space is set to intensify with the key differentiators being user experience and variety of content offering.
iWorld
Epic Company launches unified Epic Studio for films and OTT
Vivek Krishnani to head films business; Samar Khan leads OTT & Television.
MUMBAI: Epic just merged its creative superheroes under one cape because when films and OTT need to fight for attention together, you don’t keep them in separate universes. The Epic Company has launched Epic Studio, a next-generation creative and production powerhouse that unites Juggernaut Productions and Movieverse Studio under a single banner. The move creates a streamlined, scalable platform for premium storytelling across theatrical films, OTT originals, television, digital-first formats and branded content.
Vivek Krishnani has been appointed chief executive officer, Epic Studio (Films), overseeing the theatrical and film business with a focus on culturally resonant narratives across Hindi, Telugu, Tamil, Gujarati and Malayalam cinema. Samar Khan continues as chief executive officer, Epic Studio (OTT & Television) and retains his role as chief content officer for Docubay and Epic On.
The Epic Company managing director Aditya Pittie said, “Epic Studio brings together our entire creative ecosystem under one unified studio vision. This is not just an integration of verticals, but the creation of a collaborative environment where writers, filmmakers, creators, and brand partners can seamlessly develop and scale stories across formats and screens.”
Vivek Krishnani added, “We are building an audience-focused mainstream film studio committed to delivering fresh, engaging, and innovative stories for both theatrical and streaming platforms.”
Samar Khan commented, “This alignment allows us to approach storytelling with a unified studio mindset. We are building IP under one creative umbrella, with scale and longevity in mind from inception.”
The unified structure eliminates silos, enabling ideas to flow fluidly from concept to screen while adapting to evolving audience behaviour. Epic Studio positions itself as a creator-led ecosystem championing purposeful, resonant storytelling with commercial strength.
In an entertainment landscape where stories now leap between screens faster than plot twists, Epic isn’t just building a studio, it’s crafting a single launchpad where every tale gets the best shot at soaring across every platform.
