iWorld
OTT players see subscription revenue as India’s future
MUMBAI: Most Indian over the top (OTT) and even traditional mediums have assumed that Indian audiences aren’t willing to pay for content. But of late, discussions have shown that monetisation is happening at a slow pace. Though the return on investment (RoI) is not for the foreseeable future, the business minds are highly optimistic that the scenario will change in the next five years.
Eros Digital COO Ali Hussein, SonyLIV EVP Uday Sodhi, Syntropic Systems managing partner Alap Ghosh, Atechnos founder Apurv Modi and Hungama Digital Media VP Soumini Shridhara Paul delved on the future of the industry at an OTTv Mumbai session.
The session started with the age-old debate that Indian people don’t want to pay for content. The scenario hasn’t changed since last year’s panel.
Hussein said the main challenge is not that people don’t want to pay but whether the platforms are able to grow a habit among consumers to return. “The question is to allow the whole ecosystem to pave the way for a feasible experience for the consumers to pay,” he said.
Sodhi backed Hussein’s statement saying that everyone is paying for content in some way but it isn’t enough to allow evolution. 10 or 15 years ago, similar questions were thrown for traditional TV. He is optimistic in that next five years the scenario of the OTT industry will change too.
“In the last two to three years, significant consumption appetite has been seen. Penetration of smartphone, easy access to 4g has activated this. Now some of us are encouraged to create content as we believe that some sort monetisation is coming through,” he said.
Paul said, “When we come to down monetisation challenges, one has to look at how we can build something which is scalable.” She also thinks the quality of production makes a difference. Everybody cannot have $2 billion for content but ensuring the best product within budget is important. In spite of making some content similar, finding something different can really help.
The reasons that make consumers hesitate to pay have never been found. Ghosh mentioned three reasons. One of the reasons is that people stop paying when they finish watching what they wanted to watch. The doubt on the validity of the expense also restricts them to pay again as the consumers are habituated to pay Rs 200 for 300 channels where they don’t have to think what to watch next.
Whenever it comes to monetisation, everyone discusses subscription but it is advertising through which significant money can come through and that depends on good content. Going forward, revenue from both subscription and advertising will increase as the market will mature. As advertising is itself a complex ecosystem, there are bigger challenges for AVOD model to make money.
While Modi said that there is enthusiasm from advertisers to engage in OTT platforms, Ghosh thinks that in the urge to be across platforms they choose to be on one or two select platforms like YouTube, Hotstar to create interest among viewers.
Moreover, strategic partnerships for distribution also leave an impact to reach more consumers leading to better scaling as well as subscriptions.
While monetisation has been the key challenge to Indian OTT industry, there are new avenues which can help to overcome the challenge. It’s important for the ecosystem to be able to allow growth of both advertising and subscription based models. The increased attention on statistics from optimising data can help the players to understand what is working and what needs to be changed to retain consumers.
e-commerce
ITC Sunfeast, Zepto host mango-themed experiential ‘Paglu Party’
Event blends Alphonso desserts, DIY sessions and interactive formats
MUMBAI: When mango season peaks, some savour it others go full ‘paglu’. ITC Sunfeast Baked Creations, in collaboration with Zepto, turned summer indulgence into an immersive brand experience with its ‘Mango Paglu Party’, a high-energy, mango-themed event designed to blur the line between dessert and discovery. Built around the brand’s ‘Mad Over Mangoes’ universe, the space leaned into a sensory overload bright, playful and unapologetically mango-drenched. From curated installations to social-first corners, every element was designed to be as shareable as it was experiential.
At the centre of the celebration was the fruit itself, elevated into a menu crafted using fresh, carbide-free Alphonso mangoes sourced by Zepto. The spread ranged from a flaky Mango Pista Kouign Aman to Mango Coconut Serradura Pudding and a Mango Mascarpone Cake, balancing indulgence with seasonal freshness.
But this was not a passive tasting affair. Guests were drawn into the experience through interactive formats, including a DIY dessert session led by the brand’s chef, where attendees created classics like Mango Tres Leches. Zepto chief business officer Chandan Mehndiratta also joined the session, adding a touch of brand personality to the proceedings.
A quirky highlight came in the form of the ‘Aam Paglu Prescription’, a playful, doctor-themed concept that positioned mango indulgence as the only “treatment” worth taking, turning a simple insight into a memorable activation.
The event built up to a theatrical finale, with the crowning of the ‘Aam Paglu of the Day’ followed by the cutting of an oversized mango-shaped Mango Mascarpone Cake, closing the experience on a high note.
More than just a seasonal showcase, the Mango Paglu Party reflects a broader shift in brand storytelling, where products are no longer just consumed, but experienced. For ITC Sunfeast Baked Creations and Zepto, mango season was not just about flavour, it was about creating a moment that audiences could step into, engage with and, quite literally, devour.
