iWorld
OTTs are regarded as one of the most important aspects that influence consumer behaviours: MMA Report
Mumbai: In India, OTTs are regarded as one of the most important aspects that influence consumer behaviors. In a recently published report, in collaboration with Warc, MMA Asia Pacific examines how the industry is approaching these challenges, focusing on current trends and future opportunities. To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets.
Findings from this study suggest that over a third (36 per cent) of Indian marketers will spend more than 60 per cent of their budgets on digital marketing, compared to 25 per cent of Apac marketers overall.
19 per cent of Indian marketers are investing in AR/VR in efforts to promote marketing advancements, the report added.
A majority of marketers are using data analytics and collection to drive improvements in their digital marketing. While 69 per cent marketers expect the metaverse to significantly impact the space, a budget of 36 per cent identified it as the biggest barrier to digital marketing growth in India.
To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets. But as complexity grows, marketers face increasingly difficult choices about where to allocate their investments, what objectives and tactics to choose, and what capabilities to develop in order to drive future growth.
iWorld
Spotify spotlights Premium with AI DJ and Lossless Audio push
Five week campaign highlights personalisation and high fidelity listening.
MUMBAI: Your playlist just got a promotion and it now comes with a DJ who never sleeps. Spotify is turning up the volume on its Premium proposition, rolling out a new campaign that places product features not just music centre stage.
At the heart of the push are two upgrades: AI DJ and Lossless Audio. Rather than pitching them as add-ons, Spotify positions these as the engines quietly reshaping how people listen, moving the experience from passive playback to something far more intuitive and immersive.
The campaign unfolds through two feature-led films rooted in everyday listening moments. One spot leans into AI DJ as a hyper-personalised curator, adapting in real time to mood, taste and listening patterns essentially turning algorithms into something that feels almost human. The other film zooms in on Lossless Audio, emphasising richer, high-fidelity sound that captures nuances often lost in compressed streaming.
It’s a strategic shift in storytelling. Instead of selling access to content, Spotify is selling how that content feels smarter, sharper, and more tailored to the individual listener.
The rollout is equally expansive. The five-week campaign spans digital video, connected TV, audio, out-of-home, social media and in-app integrations, ensuring visibility across both digital and physical touchpoints. The idea is clear: meet users wherever they are, and remind them that Premium is designed to follow.
There’s also a strong regional layer baked in. With integrations across Tamil and Telugu music, Spotify is leaning into India’s linguistic diversity, acknowledging that personalisation in this market is as much cultural as it is technological.
The broader play is hard to miss. In an increasingly crowded streaming landscape, differentiation is no longer just about catalogue size or pricing. It’s about experience. By foregrounding AI-led curation and high-quality audio, Spotify is betting that the next phase of competition will be won not by what users listen to, but how they listen to it.
And if this campaign is anything to go by, the platform is keen to ensure that every tap of the play button feels a little more like a performance.
