Applications
Movie-on-Demand revenues to reach $2.4 bn in US by 2013
MUMBAI: Video on Demand (VoD) delivered straight to the television is generating high levels of consumer interest, but little revenue with free content accounting for more than 95 per cent of the material being watched.
However, a new Pay-TV market report from Futuresource Consulting shows that consumers will pay extra for movies on demand delivered by their broadcaster or Pay TV operator. The report reveals that by 2013, transactional revenues from movies on demand alone will reach $2.4 billion in the US and 430 million Euros in the leading five Western European countries.
Futuresource business consultant Carl Hibbert says, “The rise of on-demand video content that can be accessed through a laptop, PC or mobile phone shows no signs of stopping and with so much competition out there, the consumer is in the driving seat, demanding entertainment be delivered on their terms, whenever, wherever and however they please. But the pay-TV industry is fighting back, and looking to VoD to supplement its linear TV offering.”
Operators are using VoD as a tool for driving up the average revenue per user. “Paid-for VoD is a small part of the market, but it is expanding, and that’s despite the glut of readily-available free and ‘catch up’ VoD. Growth opportunities are coming from the continued conversion of analogue to digital cable, the expansion of IPTV, and the introduction of hybrid services by satellite operators. As movie release windows shorten and VoD releases come on stream ‘day and date’ with DVD and Blu-ray we’re going to see more traction, but a number of studios are holding back, believing this may cannibalise their packaged media revenues,” says Hibbert.
Improved electronic programme guides (EPGs) are also helping to boost VoD buy rates, making search and purchase easier, and in some cases allowing for personalised front ends. The next stage is the introduction of lifestyle-oriented TV homepages, which will help to filter and focus the colossal amount of live and on demand content available, ensuring the consumer is able to pinpoint and purchase relevant content as soon as it becomes available.
Applications
Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
