iWorld
Access, language variety, local partnerships to drive next billion subscribers
MUMBAI: Despite the overwhelming growth of the OTT sector, players still need to pay more focus on issues such as content discovery, distribution, partnerships across verticals.
The Future of Video India 2019 organised by Asia Video Industry Association (AVIA) hosted a session on “Capturing the next billion subscribers”. ZEE5 India CEO Tarun Katial, Amazon Prime Video India director and country general manager Gaurav Gandhi, Viacom18 Digital Ventures marketing and partnerships head Akash Banerji and Discovery digital business and partnerships director Issac M John participated in the panel moderated by TriLega partner Nikhil Narendran.
Gandhi pointed out that screens and connectivity are the routes to the next billion users in the sector. According to him, the next important aspect is the hunger for content. Going against the common notion that Indian consumers are price conscious, he said that they are, in fact, value-conscious who will not mind paying for the right content at the appropriate price point.
“Then there are questions of access and distribution. How easy is it to get these content or service by virtue of mobile phones, apps and then is the option of easy payment. Another important part is bringing the ecosystem together whether it’s cable companies or telcos trying to make sure they are able to offer customers the service,” he added.
Discovery’s John spoke about the importance of content in regional languages as the next wave of consumers is coming from rural India. He also added that short-form content is going to drive content consumption citing the popularity of TikTok videos. According to John, offering unique content can create a clear demarcation of value.
Banerji said that the next billion subscribers are not certainly going to come on the back of OTT videos only. It’s going to be multiple industries spanning retail, travel, etc. Banerji emphasised on the role of technology so the streaming services work seamlessly in tier II and III markets. He opined that ensuring the product works even in patchy network is a necessity, especially for someone who is possibly coming to the internet universe for the first time.
Terming the present phase an exciting period, ZEE5 CEO Katial said everybody knows video, vernacular and voice search are going to change the game. He added that India will have an ad-supported model along with premium content behind a paywall but both will keep evolving.
Gandhi pointed out content discovery, getting customers to see value in content and making them pay for it, and piracy as the hurdles to overcome. In addition to that, the media veteran spoke about the unsatiated demand for content which is a challenge for creators to fulfil in relevant languages. Katial agreed with Gandhi’s view giving an example of the demand for returning seasons of popular shows. In addition to that, he threw light on the need for personalisation and segmentation on the platforms with proper technology.
While Banerji said that content is going to be a key differentiator for further growth, he cited the example of the FMCG industry for sales, distribution and brand building. For ensuring distribution in far-flung places, he thinks to work closely with local partners, local broadband players and local cable/DTH players is important. From the marketing aspect, he mentioned how FMCGs do micro marketing by working with local radio stations and print mediums. He even raised the question of attracting those not in the internet universe or older audiences.
However, the experts reaffirmed the co-existence of linear TV and digital content at least for the next five to ten years. Demand for all types of content is increasing even as the TV becomes more accomodating to TV and non-TV content.
Gaming
Sony raises PS5 prices for second time in under a year
US disc edition jumps $100 to $649.99 as memory costs surge.
MUMBAI: Sony just hit the pause button on affordable gaming because when memory prices skyrocket, even the Playstation has to pay the premium. Sony has announced its second price increase for the Playstation 5 range in less than a year, citing pressures in the global economic landscape and a sharp rise in memory component costs driven by AI demand.
In the US, the PS5 disc edition will rise from $549.99 to $649.99, a $100 hike while the digital edition increases to $599.99. The more powerful PS5 Pro will jump $150 to $899.99. The Playstation Portal remote player will also rise by $50 to $249.99. The new prices take effect on 2 April 2026.
Similar increases have been applied in the UK (£90 per model), Europe and Japan. Sony last raised PS5 prices in the US in August 2025.
“We know that price changes impact our community, and after careful evaluation, we found this was a necessary step to ensure we can continue delivering innovative, high-quality gaming experiences to players worldwide,” Sony said in a blog post.
The hikes come amid an unprecedented surge in memory prices, as manufacturers prioritise supply for AI data centres. Analysts say Sony had likely secured price protections for components that have now expired, forcing the company to protect its hardware margins.
Ampere Analysis research director of games Piers Harding-Rolls told CNBC that further increases from Microsoft and Nintendo would not be surprising, though Nintendo may hesitate to raise the price of its recently launched Switch 2 while establishing the new platform.
The increases arrive eight months before the highly anticipated release of GTA 6, which is expected to drive strong console sales. However, early reactions online have been a mix of disappointment and resignation, with growing concern that premium gaming is increasingly becoming a hobby for higher-income players.
In a sector already grappling with tariffs, inflation and component shortages, Sony’s move underscores a tough reality: even the most popular consoles are not immune to the rising cost of keeping up with the latest technology.
