iWorld
Young Indians prefer mobile for news & entertainment over TV, radio
KOLKATA: Young Indian consumers do prefer mobile devices over traditional media like television and radio for information, current affairs as well as source of entertainment. Going forward this trend is poised to surge in the coming years, said telecom operator Tata Docomo.
According to mobile service provider Tata Docomo, which recently conducted a research on mobility trends, the Internet represented the preferred mode for both news and entertainment accounting for around 40 per cent and 45 per cent of the space respectively.
This is dominated by mobile access, however, with 33 per cent of millennials (new generation consumers) consulting mobile in the first instance for news (compared to just seven per cent through a fixed connection), and 36 per cent using the same platform to source entertainment and leisure information (just nine per cent for fixed connections).
“This study reveals the declining relevance of traditional information platforms as primary information sources, particularly with respect to entertainment and leisure subjects where nearly a third of respondents turn directly to social media (Facebook, Twitter etc.) in the first instance,” said Tata Docomo digital business head Praveen Gupta.
The study further said the shift towards mobile content is already underway in India.
“Around 63 per cent of millennial mobile users are as comfortable with mobile advertising as they are with TV or online advertising; in fact only 3.1 per cent of Indian millennials consider brands that advertise on TV as being modern, compared to more than twice that number who associate smartphone advertisers with the same quality,” the study said.
iWorld
Atrangii OTT partners with Amazon MX Player to expand global content reach
Deal brings originals and catalogue to Prime Video, widening audience access
MUMBAI: Atrangii OTT has entered into a strategic content partnership with Amazon MX Player, in a move designed to significantly expand the reach of its content across India and global markets.
As part of the agreement, Atrangii’s existing library along with select upcoming originals will also be made available on Amazon Prime Video, giving the platform access to a far wider audience base.
The partnership positions Amazon MX Player as a key hub for Atrangii’s content slate, which includes titles such as Koi Jaaye Toh Le Aaye, Shiddat, Marham, Khamosh Aahatein, and Kanpuriya. Known for its focus on thrillers, romance and unconventional narratives, Atrangii has been building a niche with bold, genre-driven storytelling.
Atrangii OTT CEO Avinash Dugar said, “We are delighted to partner with Amazon MX Player to bring Atrangii OTT’s storytelling to a much wider audience. This collaboration allows us to scale our creative ambitions while continuing to produce compelling originals.”
The move reflects a broader trend of OTT platforms leveraging partnerships to scale distribution without compromising on content identity. For Atrangii, it offers both visibility and scale, while for Amazon’s platforms, it strengthens content diversity.
With audiences now able to access Atrangii’s catalogue across multiple platforms, the partnership sets the stage for wider discovery and deeper engagement, as competition in the streaming space continues to intensify.
