iWorld
Americans adopt digital apps for Netflix
NEW DELHI: A growing number of American households are relying on dedicated set-top/plug-in devices (otherwise known as Digital Media Players) to watch Netflix on a TV set, according to a GfK study, Over-the-Top TV 2014.
By contrast, video game systems – while still the most common hardware for Netflix viewing on a TV screen – are used much less than they were three years ago
The report shows that 28 per cent of those who stream Netflix on a TV used a digital media player (such as Roku, Apple TV, or Chromecast) to do so; this is nearly double the 2013 level (15 per cent) and roughly five times the 2011 figure (6 per cent). The surge comes as ownership of the players among all homes has increased tenfold – from 2 per cent to 21 per cent – since 2010.
Streaming capabilities built into today’s higher-end TV sets have also become popular, with use of built-in streaming reported by 28 per cent of those who watch Netflix on TV – up from 20 per cent a year ago and 13 per cent in 2011.
On the other hand, reports of watching Netflix on TV through a videogame system have dropped to 43 per cent – down 5 percentage points from 2013, and almost 20 per cent below the 2011 level which was 62 per cent.
The new report also indicates wide generational differences in how people access Netflix. Generations X and Y are twice as likely as Baby Boomers to use a videogame system to watch Netflix on TV. Capabilities built into TV sets are highly favoured by Gen Y Netflix viewers, and both Generations X and Y show strong use of digital media players.
“The wide variations in devices used – and in preferred device by age – speak to a need for Netflix and other SVoD providers to optimise the user experience for each situation,” said GfK Senior Vice President and author of the report David Tice.
“Not only do the device interface and remote control need to be user-friendly, but things like on-screen font size and menus need to be age-appropriate. With a quarter of Netflix users also being Amazon Prime or Hulu viewers, there is a potential battle in user experience as well as in variety and exclusivity of content,” he added.
Meanwhile, Belgian telco Belgacom which has adopted a new identity as Proximus also plans to add entertainment streaming service Netflix to its Proximus TV offering.
Confirming the news, Belgacom Chief Consumer Market Officer Phillip Vandervoort said that Netflix was without doubt a very eagerly-awaited new player. “I’m proud to announce this partnership which reflects the dynamics of our new brand and enables us to offer an amazing experience to our customers on Proximus TV.”
Netflix started offering its service in Belgium on 19 September, giving people access to a wide variety of TV shows, films, documentaries and other programming, according to Advanced Television.
Installation of the Netflix application on the new-generation decoders will begin at the end of 2014. ‘Ultimately all Proximus TV customers will be able to access Netflix on their TV sets,’ added the telco.
iWorld
MS Dhoni invests in Kuku, joins Kuku TV as brand ambassador
Cricket icon backs AI storytelling platform, fronts Kuku TV campaign
MUMBAI: MS Dhoni has invested in Kuku and joined its short-form drama app Kuku TV as brand ambassador, signalling a high-profile bet on India’s fast-growing AI-led content space.
Kuku, a mobile-first storytelling platform, operates across formats with apps such as Kuku TV for micro-dramas, Kuku FM for audio content and Guru for learning-led entertainment. Founded in 2018, the company has scaled rapidly, crossing 350 million installs and building a catalogue of over 20,000 titles across multiple Indian languages.
Dhoni said his decision to invest and partner with the platform was driven by its distinct approach to storytelling and its strong growth trajectory. MS Dhoni said, “I chose to invest in Kuku, and also come on board as the ambassador for Kuku TV, because the platform really stood out to me. It has built a differentiated entertainment experience for audiences across India, spanning multiple languages and formats. The growth has been impressive, and I connect strongly with the founders, who come from small towns like mine and have built something of this scale. I believe in their vision of building an AI-driven storytelling platform from Bharat, for Bharat, and for the world.”
Founded by Lal Chand Bisu, Vinod Kumar Meena and Vikas Goyal, the platform positions itself at the intersection of technology and storytelling, using AI to create and distribute bite-sized content tailored to mobile audiences.
Sharing his perspective, Kuku co-founder and CEO Lal Chand Bisu said, “MS Dhoni is known for backing bold decisions that others might hesitate to take. At Kuku, we are also taking bold bets. That spirit of unconventional thinking resonates deeply with us.”
Adding to this, Kuku co-founder and COO Vinod Kumar Meena said, “Our beloved Thala is one of the rare personalities with truly nationwide appeal. As we build Kuku for all of India, that connection makes him a natural fit for us.”
Further, Kuku co-founder and CTO Vikas Goyal said, “MSD has a unique understanding of people. As we build for both creators and consumers, that perspective will be incredibly valuable, especially as we continue strengthening our AI-driven storytelling stack.”
Backing the momentum, Panthera Peak Capital managing director Nikhil Bhandarkar said, “Kuku’s vision, execution, and clarity of thought are exceptional, qualities that closely mirror MS Dhoni’s approach. We are excited to partner with the team as they build Kuku into a global entertainment platform.”
To mark the association, Kuku TV has rolled out the campaign Dhoni Watches Kuku TV, anchored by a brand film that plays on Dhoni’s instinctive decision-making. Built around short, engaging stories delivered in minutes, the campaign highlights the platform’s promise of quick, compelling entertainment.
With Dhoni stepping in as both investor and face of the brand, Kuku appears to be doubling down on its ambition to take AI-driven storytelling from India to a global audience, one short story at a time.
