iWorld
India’s OTT content market expected to touch Rs 1420 cr by 2020
MUMBAI: The Indian OTT content market is expected to grow at a CAGR of 26 per cent and touch Rs 1420 crore by 2020, as per the ‘2018 Fast Track India: Reimaging the Content Ecosystem’ forum. In 2017, the market was estimated to be Rs 710 crore.
The 2018 Fast Track India: Reimaging the Content Ecosystem is a knowledge series forum by the Federation of Indian Chambers of Commerce (FICCI).
At the inaugural address, Maharashtra government secretary & director general, information & public relations and special inspector general of police, cyber Brijesh Singh said, “India has a rich cultural history and a vibrant content industry. The time is right for digital content players to showcase India’s soft power through homegrown stories that connect with a global audience. Sectoral regulations and policies will create new opportunities for the domestic industry in addition to boosting innovation and growth.”
Disinformation and integrity of the data ecosystem have raised several questions for the industry and for regulators globally. The heavy dependence on data-based innovation and regulatory responses to privacy challenges, further raise policy questions for India. As governments and market participants seek to devise appropriate accountability and liability frameworks for global media platforms, isolated policy decisions can be detrimental to projected growth outcomes.
On liability regimes evolving globally for intermediary platforms, MPA VP and regional legal counsel, Asia Pacific Michael Schlesinger said, “India stands on the verge of a bright digital future, one in which creators, consumers and intermediaries all function symbiotically in a healthy internet ecosystem. Still, unique challenges like online piracy must be addressed. Thankfully, India is starting to ensure appropriate rules of the road, including site blocking to reduce piracy traffic, an infringing website list to choke ad revenues, and domain seizures by the Maharashtra cyber unit to keep the internet ecosystem in India more honest. Steps like these should accompany others to ensure all players including internet platforms are more accountable.”
Speaking in a panel on online content regulation, Eros International Media Ltd group general counsel Aamod Gupte said, “While we have been discussing the need for self regulation of content by OTT players, in a sense we may have missed the bus. With the institution of the Digital Communications Regulator of India (DCRAI), there is possible regulatory oversight for digital content and that is something we need to watch out for. This is not just a name change but clear policy change.”
India is on track to becoming the second largest video-viewing audience globally; it is expected to reach 500 million by 2020 from 250 million in 2017.
On the ‘Video Market: Harnessing Innovations and Partnerships’ panel, Shemaroo Entertainment Ltd COO Kranti Gada said, “As digital video consumption goes mass and the market gets more and more crowded, audiences will compel us to innovate and this may not be just limited to technology and content but also in collaborations and partnerships. While we at Shemaroo sit on premium content and years of consumer insights, we are of the philosophy that collaborations and partnerships eventually make businesses sustainable and scalable.”
“Viewers have demanded a world of technology innovation where content lives on multiple screens, the exciting task for creators is to now tell innovative stories. We need to weave plots and characters that, as never before, live across traditional media, digital media, and social media,” said TV and virtual reality producer Jonathan Dotan.
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
