iWorld
OTT players spend exceeds traditional broadcasters; Netflix weighing Indian content to drive growth
MUMBAI: Online platforms such as Amazon and the streaming giant Netflix have ramped up their investment in programming, investing US$ 7.5 billion last year which is more than HBO, Turner and CBS in most countries including Australia and South Korea.
Netflix invested over twice as much on original programming as the entire Australian TV market, a new report stated. In India, it could look at licensing deals and produce more local language content as it seeks to strengthen its presence here.
The US-based company, which expanded into over 130 markets, entered India a few months ago and rivals streaming sites or platforms such as Star India’s Hotstar, SonyLiv, YuppTV, Spuul, Ditto TV, Eros Now, and Hungama. All these are betting on growing smartphone and Internet use to drive growth. Netflix could soon be introducing ‘download-and-go’ offline streaming.
Between 2013 and 2015, Amazon and Netflix doubled their annual investments on programming. In 2013, Amazon spent US$ 1.22 billion, that jumped to US$ 2.67 billion in 2015. In the corresponding period, Netflix investments rose from US$ 2.38 billion to US$ 4.91 billion, a IHS Markit report stated while examining how TV programme producers are adapting to the era of internet TV.
“Netflix and Amazon investments are only topped by Disney ($11.84 billion) and NBC ($10.27 billion),” said IHS Technology senior principal analyst Tim Westcott,.
Netflix added over 50 per cent more subscribers than expected in the third quarter as original shows such as “Stranger Things” drew new international viewers and kept US customers despite a price hike, according to FactSet StreetAccount.
Other online platforms such as China’s Youku Toudu, iQifyi, Tencent and Hulu in the US have also increased their investment in original programming and acquisitions.
“More and more consumers are watching content online, shaking the foundations of the traditional TV industry,” Westcott said. “However, it’s premature to declare that the era of linear TV is over,” he added.
Westcott estimated that, in 2015, the US represented 33 per cent of worldwide expenditure on TV programming, with US$ 43 billion invested across free-to-air, pay TV and online.” “Netflix and Amazon, though they are US companies, are now commissioning for multiple territories, so we have treated them as global platforms.”
The biggest markets in Western Europe were the UK with $10.7 billion, Germany ($7.3 billion), France ($6.6 billion) and Italy ($4.6 billion). “Notably, China is now the second largest market in Asia Pacific, with $8.4 billion invested last year,” Westcott said. Japan is the largest in the region with $9.8 billion, followed by South Korea ($2.6 billion), Australia and India—both on $2.4 billion.
Netflix considers pouring money into building its stable of licensed and original movies and TV shows. Content spending will rise to $6 billion next year, a $1 billion increase from 2016, its CEO Reed Hastings has said.
It faces competition from the likes of Amazon and Hulu. Figures released in the World TV Production Report 2016 claim Netflix spent US$ 4.91bn on new programming the last year, compared to Australia’s total market spend of US$2.4bn. Amazon, which may reportedly launch in Australia in a few months, increased its programming investment in 2016 to US$ 2.67bn from US$ 1.22bn in 2015, although far below Disney’s spend of US$ 11.84bn in 2016.
In India however Netflix has branded itself in the premium bracket and therefore has some disadvantage as far as pricing is concerned. A majorly English language content makes business difficult for Netflix in India. More local language content and licensing deals could help in this context. Netflix, which has not disclosed its subscribers base in India, may need to adopt a localisation strategy for growth in the country.
iWorld
Coke Studio Bharat unveils Season 4 artist line-up, Rekha Bhardwaj, Aditya Rikhari to lead
New season blends folk roots and modern voices in rich musical mix
MUMBAI: Coke Studio Bharat is tuning up for its fourth outing, unveiling a diverse artist line-up that promises to strike a chord between tradition and today.
After three seasons of blending regional sounds with contemporary flair, the platform returns with Season 4, opening with ‘The List’ that introduces a vibrant mix of voices from across the country. Among those taking centre stage are Rekha Bhardwaj, Aditya Rikhari, Kutle Khan, Faheem Abdullah, Arsalan Nizami, Mame Khan and Mohammad Faiz, alongside a host of emerging and established names.
If the previous season leaned into poetic revival and festive anthems, this edition dives deeper, weaving stories of devotion, longing and memory through India’s rich musical landscape. From Rajasthani folk and Punjabi Sufi traditions to Kashmiri storytelling and urban love ballads, the new season stretches across regions and emotions with equal ease.
Rekha Bhardwaj said, “Every generation rediscovers its roots in its own way. Coke Studio Bharat creates a space where tradition can evolve without losing its soul.”
Aditya Rikhari said, “My music has always been personal. This platform allows that intimacy to grow while reaching a much wider audience.”
Faheem Abdullah said, “Music carries memory and identity. Being part of this platform lets me bring my Kashmiri storytelling to a national stage.”
Backed by Coca-Cola India and in collaboration with Universal Music Group, the platform continues to position itself as a meeting ground for heritage and experimentation.
Coca-Cola India and Southwest Asia IMX lead Shantanu Gangane said, “Coke Studio Bharat brings together folk traditions and contemporary voices, creating a powerful cultural narrative at scale.”
Universal Music Group chairman & CEO, India & South Asia, & senior vice president of strategy for AMeA Devraj Sanyal said, “The platform reflects the kind of creative ecosystem India needs, one that honours regional depth while building globally relevant sound.”
With fresh collaborations, unexpected pairings and stories rooted in place yet ready to travel, Season 4 looks set to turn up the volume on India’s many musical voices, one track at a time.
