iWorld
Asian OTTs use global, local content, AVoD and SVoD mix to consolidate position, says report
MUMBAI: Over-the-Top services are steadily gaining traction in APAC, but succeeding in a highly diverse and price-sensitive market will entail a thorough understanding of consumer preferences and intent.
OTT players in the region are already partnering with mobile operators to drive subscribership. Examples include Viu’s various partnerships with Telekom Malaysia, Maxis and U Mobile in Malaysia, Indosat in Indonesia, CSL in Hong Kong and Idea cellular in India among others.
A new report, “OTT Video in Asia-Pacific: Localised content and business models are key while mobile will offer opportunity for future video growth” has been added to the repository of Market Research Hub (MRH).
Strategies of the four key OTT video service providers have been discussed in the report in the form of four case studies. The key OTT video service providers profiled in the case studies include Netflix, iflix, Viu, and Hotstar.
The success of OTT services in any market depends upon a host of factors, with viewer awareness and receptiveness among the key factors. Smartphone ownership, cellular and broadband penetration levels, and pay-TV subscription are the other key factors that influence the scope of OTT video services in a market.
The APAC region remains diverse, with a significant variation in internet and broadband penetration levels. Further, owing to lax piracy laws, a significant section of the consumer base is habitual of downloading pirated copies from the internet. In view of these factors, many OTT video service providers are using a mix of AVoD and SVoD to consolidate their position.
According to the report, content remains an integral part of overall viewer experience in APAC. OTT video service providers have realised the importance of high-quality content, as a result of which, content production has gained prominence. Further, increase in smartphone ownership and launch of 4G services in several APAC countries are leading to collaboration between telecom service providers and OTT video service providers.
According to the report, OTT service providers in countries that have low OTT readiness can commence with AVoD services to raise awareness and interest among viewers. The report comments that this strategy has helped Hotstar and Viu in gaining a significant foothold in the APAC OTT video services market.
However, AVoD as a business model is likely to face a lot of challenges, on account of high cost of content acquisition. Further, relying on one particular form of content may not work, and OTT service providers may have to rely on a mix of local and international content to appeal to a wider target audience.
iWorld
Rusk Media announces Battleground Season 2 on Amazon MX Player
Fitness reality show returns in April 2026 with bigger challenges and mentors.
MUMBAI: The arena is reopening and this time the competition promises even more sweat, strategy and spectacle. Rusk Media has confirmed the return of its fitness reality format Battleground for a second season, set to stream on Amazon MX Player from April 2026. The announcement follows the breakout success of the show’s debut season, which positioned itself as a high energy blend of sport, strategy and reality television. Season 1 brought together 16 contestants for a 28 day test of endurance and discipline, as aspiring athletes and fitness enthusiasts competed in physically demanding challenges and team based battles.
Divided into four teams, the participants trained under a panel of mentors drawn from the fitness and lifestyle space, with former Indian cricketer Shikhar Dhawan serving as the show’s Super Mentor.
The format quickly found an audience among digital viewers and was listed among the most binged titles on Amazon MX Player. The show also picked up industry recognition, winning the “Most Popular Non Fiction Show” honour at the IWMBuzz Digital Awards 2025.
The first season also drew a slate of brand partnerships, including Honda Bigwing, Charged, American Pistachio Growers, Bigmuscles Nutrition, Ritebite Max Protein, Plix and Sparsh CCTV, highlighting the show’s appeal to brands targeting India’s rapidly growing youth and fitness audience.
For Season 2, the producers say the format will evolve with tougher physical challenges, a sharper competitive structure and deeper mentor involvement while continuing to focus on discovering the next generation of Indian fitness personalities.
Rusk Media, chief executive officer and co founder Mayank Yadav said the first season proved the appetite for competitive fitness storytelling. “Battleground was always envisioned as more than a show. Season 1 demonstrated that there is a massive audience for aspirational fitness competition at scale. With Season 2 we are going even bigger in ambition, intensity and opportunities for contestants and partners,” he said.
Rusk Ads lead Rahul Arora added that the series has also evolved into a strong platform for brand integration and advertiser engagement. “Season 1 showed that Battleground is not just compelling content but a powerful brand ecosystem. As we move into Season 2, we are looking to deepen brand collaborations and build more integrated partnerships,” he said.
With a larger format, an expanding fan base and a new season set to arrive in April 2026, Battleground is positioning itself as one of India’s emerging fitness reality franchises in the digital entertainment space.
