iWorld
Netflix available in more than 300 mn pay-TV households
MUMBAI: A new report from UK research firm Ampere Analysis has said that Netflix is available in more than 300 million pay-TV households. It also added that more than 50 million of those have come during 2019.
The reach through Pay TV partnerships is almost double the company's current global subscriber base of 158 million. Netflix has been active in signing deals with pay-TV operators to extend its global reach. This year also, Netflix has signed more than 15 deals with major international pay-TV operators.
While Western Europe has highly contributed to the growth, Netflix is available in about 86 per cent of all pay-TV homes in North America. The report also found that the streaming platform was available in about one-quarter of pay TV households in the Middle East and North Africa at the end of 2018, driven by its regional partnership with operator OSN. However, the partnership ended in August 2019, leaving Israel as the only market in the region with existing deals.
The scenario is different in Central and South America, Asia Pacific and Central and Eastern Europe are blank canvases for Netflix. There are 400 million pay-TV subscribers in the region excluding China but Netflix has availability to about 40 million of those. While India is a key market for Netflix, fewer than one per cent of all pay-TV households in India subscribe to the OTT platform.
“These onboarding deals give Netflix pay TV reach in every region bar SubSaharan Africa, while the Western European pay TV market has shown the most rapid growth for these deals,” the report said.
iWorld
Uber spotlights Rs 25 bike rides with music led IPL campaign
Uber uses 15 second music films with Divine and Roll Rida to push Rs 25 rides
MUMBAI: In a season where ads usually swing for sixes with celebrity spectacle, Uber has chosen to play a clever single sharp, fast, and straight to the point. Uber has rolled out a distinctly stripped-down IPL campaign, putting its product Uber Bike rides starting at Rs 25 for up to 3 km front and centre, rather than leaning on big-budget storytelling. The campaign features hip-hop artist Divine in Mumbai and Roll Rida in southern markets, using music as the primary vehicle for recall.
IPL advertising has long been dominated by high-production narratives packed with cricketers and film stars. Uber’s approach flips that playbook. Instead of elaborate storytelling, the brand opts for 15-second music-led films quick, rhythmic bursts designed to mirror the pace of urban mobility itself.
The message is deliberately simple, affordable, fast rides that cut through city traffic. No layered plots, no extended build-up just a functional promise delivered with cultural flair.
In the Mumbai-led film, Divine zips through traffic on an Uber Bike, turning the Rs 25 price point into a hook with his signature wordplay around “pachisi”. The campaign cleverly reframes affordability as a moment of delight, the kind that leaves commuters with a “32-teeth smile” after beating traffic at minimal cost.
Meanwhile, Roll Rida’s version leans into southern sensibilities, blending Telugu and Tamil influences with high-energy visuals. Set to the beat of tape drums, the film celebrates how low-cost rides can unlock a more connected and vibrant city experience. Together, the films reflect a conscious push towards regional authenticity, rather than a one-size-fits-all national narrative.
The campaign also signals Uber’s sharper focus on India’s growing bike taxi segment. While the company offers multi-modal services spanning cars, autos, metro integrations and intercity travel, this push zeroes in on two-wheelers as a key growth lever in dense urban markets.
By anchoring the campaign around a Rs 25 entry price for short distances, Uber is targeting everyday commuters, particularly younger users navigating congested cities where speed and cost matter more than comfort.
With IPL advertising clutter at its peak, even the most straightforward message risks getting lost. Uber’s answer is to embed the proposition within culture using music, regional nuance and repeat-friendly short formats to drive recall. The creative team has also layered subtle visual cues including multiple references to “25” within frames encouraging repeat viewing and reinforcing the core message without over-explaining it.
The campaign reflects a broader shift in advertising priorities. As attention spans shrink and media environments get noisier, brands are increasingly favouring clarity over complexity and speed over scale.
Uber’s IPL play may not shout the loudest, but it lands where it matters in the everyday commute. Because sometimes, in a marketplace full of grand narratives, a Rs 25 ride is story enough.
