MediAvataar's News Desk
India's Over the Top (OTT) Entertainment Industry is burgeoning into a multi-billion-dollar industry, cannibalizing into the established bastion of traditional television, radio and cinema auditorium forms of media and entertainment.
The size of the OTT market in FY20 stood in the range of US$ 1.7 Billion (both Video and Audio). Home-grown Independent Transaction Advisory firm RBSA Advisors believes that this industry has the potential to grow to be US$ 15 Billion Industry over the next 9 to 10 years.
With access to better networks, digital connectivity and smartphones, OTT platforms in India have increasingly attracted subscribers on a concurrent basis. Apart from top favourites viz Disney+ Hotstar, Amazon Prime Video and Netflix, space is seeing many local and regional OTT players, such as SonyLIV, Voot, Zee5, Eros Now, AL Balaji, Hoichoi and Adda Times, to name just a few.
Rajeev Shah, MD & CEO RBSA Advisors, "Covid-19 has changed the way audience consume media. An undeniable trend surfaced in this period with the adoption of OTTs. The growing market and consumer appetite for content of choice available on OTT platforms fuelled this spurt. OTTs offer a never before consumer experience–choice of content, ease of access, choice of device/mediums (hand phone, laptop, tablet or TV screen), liberal censorship policy."
Adds Shah, "We find ourselves in extraordinary times, where pandemic has had a negative effect on many traditional sectors. Conversely covid has accelerated the shift in consumers' behaviour, pulling forward OTT disruption, otherwise which would have taken minimum half a decade."
NV Capital Co-Founder and Managing Partner Vivek Menon adds, “India is the next bastion after US for boosting the subscriber base of International OTT players given the highly regulated environment of International OTT players in China. Add to that there are many international entrants like Comcast owned “Peacock” & HBO sitting on the fence waiting to make their mark in India. Looking at this trend as well as the rapid rise of home-grown OTT providers, this industry will continue its strong growth momentum in the years to come.”
The quality of content will always remain a significant driver of consumer growth. In recent years, we have witnessed a massive rise in original content being aired on OTT platforms. Apart from creating original content and facilitating binge-watching, networks and production houses have also begun to see value in getting rights to live events and performances. Audiences in India recently saw Filmfare and streaming social networks join forces for the first-ever OTT awards. This was a landmark event for India's media and entertainment industry.
The massive investments made by OTT services like Netflix, Amazon, Disney+ Hotstar and others in original as well as acquired content will help subscription video-on-demand make up a lion share of the total OTT revenues going forward. Further, the next wave of growth in the OTT landscape will come from tier 2,3,4 cities and the Indian language speaking population.
Key Factors Driving the industry
• India has the second-highest per capita consumption of online video in the world
• Cheapest mobile data in the world at INR 18.5/GB (2015 - INR313/GB)
• Growth in rural internet penetration
• The number of smartphone users in India is increasing at astronomical rate
•The average monthly data usage per user in India increased 20% year-on-year to 13.5 GB in December 2020 as Indians spent about five hours daily on a smartphone, as per the Mobile Broadband India Traffic Index (Mbit) 2021.
• Smartphones with affordable data have also brought the vibrant native speakers base of 22 scheduled Indian languages from Tier 2, 3, 4 cities online and created a massive opportunity
• The next wave of growth in the OTT landscape will come from our very own Tier 2,3,4 cities and the Indian language speaking population
• The viewing habits of Indian consumers have evolved a lot in the last few years. While on the one hand, short-form video content consumption on smartphones and social platforms has been on the rise, binge-watching shows on various OTT platforms have also become more common on the other hand
The strategic partnership comes as Luminary expands internationally to advance its mission of informing, educating, and entertaining the world with a high-quality podcast experience built by and for passionate listeners and creators
Luminary, among the world’s leading subscription platforms for high-quality podcasts, today announced a partnership with Times Bridge to bring its premium audio experience to Indian consumers. Times Bridge, a leading global investments and partnerships firm, will enable Luminary to launch, scale and expand its reach in India, the world’s largest open Internet market.
With news of this strategic partnership, Luminary joins Times Bridge’s global portfolio of market-leading, mission-driven partners who see India as essential to their global business: consumer and enterprise businesses alike, including Airbnb, Coursera, Headspace, Houzz, Stack Overflow, Smule, Uber and Wattpad, have all generated outsized global value for themselves in recent years by partnering with Times Bridge in India. Times Bridge is a division of The Times Group, India’s oldest and largest media and digital company.
Founded in 2018 and backed by marquee global investors including NEA, Luminary has set out to transform the global podcasting industry by offering an elevated experience for both listeners and creators. The company offers a subscription service for its premium content - which features personalities such as Russell Brand, Lena Dunham, Trevor Noah, and Dave Chappelle - and has amassed a slew of accolades, most recently from The New Yorker, The Webby Awards and Adweek. In April, Luminary announced that its podcasts would be offered on the Luminary channel of Apple Podcasts, making them available globally.
Luminary’s official launch in the Indian market coincides with exceptional growth in audio consumption across India in recent years. The country is now the world’s third-largest podcast market, after China and the United States, with a monthly listenership of 58 million and expected growth to 200 million by 2024. Luminary aims to meaningfully cater to India’s vibrant cultural, demographic and linguistic diversity with soon-to-be-launched exclusive Indian content.
Drawing on Times Bridge’s local know-how, its operational support and the unmatched reach of Times Group assets, Luminary will forge strategic partnerships, launch original Indian content, build a localized brand voice and contextualize its product experience for the Indian market. Times Bridge’s unique influence-and-insight oriented approach and dedicated resources will accelerate the growth of Luminary’s platform and advance its mission in India.
Simon Sutton, CEO of Luminary Media, said, “India is an incredibly exciting audio market, and we are thrilled to have the opportunity to serve it with Times Bridge. We cannot wait for Indian audiences to experience our unique content offering. Over the course of the next year, we plan on becoming a part of the robust Indian podcast ecosystem. “
Rishi Jaitly, CEO of Times Bridge, added: “Times Bridge’s mission is to bring the world’s best ideas to India and share India’s best insights with the world. Luminary is an original idea with proven appeal with audiences who are passionate about high-quality audio experiences. With podcasting as a medium on the rise in India, and with millions of Indians now developing a habit of educating and engaging via audio, we are confident Luminary will delight new audiences in India - and unlock new stories from India for the world.”
DDB Mudra Group to recruit 5 creatives from the initiative
Jurors include senior creative talent from across agencies
In an effort to provide women and non-binary creatives a platform for visibility in the Indian advertising & design industry, DDB Mudra Group in partnership with Indian Creative Women (ICW) is hosting Portfolio Evening 2021. Call for portfolios is now open with the event scheduled for 23 July, 2021 from 4.30 pm to 8.30 pm. Application deadline is 17 July 2021.
DDB Mudra Group is committed to filling in 5 creative positions across its businesses from the initiative.
This free, virtual event will provide an exclusive opportunity to meet some of the best names in the industry, and have their portfolios reviewed by a panel of senior creative talent from the industry.
This free, virtual event will provide an exclusive opportunity for applicants to have their portfolios reviewed and be mentored by a panel of senior creative talent from the industry. Jurors include Kainaz Karmakar (CCO, Ogilvy India), Delna Sethna (CCO, WPP Redfuse India), P.G. Aditiya (NCD, Dentsu Webchutney) and Shikha Gupta (Creative Director, Swiggy), among others. The event is open to creatives at an ACD level and below; with an average experience of 0-6 years, including recently graduated students from advertising portfolio schools. Women who have taken a career break are also encouraged to apply.
Sakshi Choudhary, Founder - Indian Creative Women said, "The Indian ad industry continues to lose most of its women at the mid-level. While the talk on diversity is slowly gaining momentum, there's a need for more impactful initiatives at different levels. This portfolio evening will give the industry access to some of the best diverse talent available to hire. In addition, we hope to boost the confidence of women and non-binary creatives through constructive conversation and mentorship."
Rahul Mathew, Chief Creative Officer - DDB Mudra Group added, “We’ve been working on many initiatives within the agency to identify and groom more diversity in our creative teams and in our creative leadership. So the Portfolio Evening actually fuels and adds more power to our initiatives.”
“Diversity is just another impressive word until it is actively pursued. We are delighted to partner with Indian Creative Women for the Portfolio Evening. With this initiative, we’re hoping to add more impetus to a movement whose time has come,” said Pallavi Chakravarti, Creative Head - DDB Mudra West.
The seats are limited, and first 50 applicants will be eligible for this exclusive opportunity. All portfolios submitted will be posted on the ICW website.
To delight its viewers with Poker Mantra, the First-ever Docu-Reality Series on Poker in India!
Viacom18 and India’s leading advertising-led video streaming platform, Voot, has been known for creating an engaging and robust content slate for its diverse audience. Further, in an aim to reach out and captivate newer audiences, Voot has associated with World’s biggest Poker League in terms of the prize pool and participation, Poker Sports League to launch and host the first-ever Docu-Reality Series on Poker in India - Poker Mantra presented by Pocket52, exclusively on its AVOD platform.
Speaking about the series, Sidharth Mishra - Co-Founder and CMO of Minds Sports League Pvt. Ltd. said, “The five-part docu-reality series, Poker Mantra directed by Sreetama Ray will take the viewers through the story of Poker in India, along with interviews of renowned poker and mental coaches, league teams and sponsors who believe in the future of poker. With an aim to break barriers and common misconceptions surrounding poker, the series aims at throwing light on the past, present & future of poker in India. Our Supervising Producer, Karan Vig, overcame unseen challenges while filming during covid times; and, we still managed to get virtual as well as live shoots completed with prominent poker players such as Kanishka Samant, Kunal Patni, Romit Advani, Abhinav Iyer, Abhishek Goindi, Niharika Bindra, Muskan Sethi, the reality series will educate viewers on the important life lessons of money management learnt through poker. Scheduled to launch on 16th July, 2021, Voot’s association with Pocket52 Poker Sports League will further strengthen the platform’s commitment for its viewers.”
Speaking about the association, Chanpreet Arora Head- AVOD (Voot), Viacom18 Digital Ventures, said, “At Voot, we have always worked towards providing content that is differentiated and engaging to connect with our users. The unique concept of Poker Mantra will educate enthusiasts about the nuances of the game and create visibility for the sport. Our association with Poker Sports League is also an opportunity to bring new users on the platform. We are looking forward to offering more such unique and innovative content for our viewers at Voot.”
The series will also interview players like Kanchan Sharma, Rajat Sharma, Aniket Pradhan, Harshit Jaiswal, and Nitin Dhamija, Mahima Das Walia, and Radhika Shankar, who will share how one can ace their game by studying and practising thoroughly.
Speaking about the journey of Poker in India, Nitesh Salvi, Founder & CEO of Pocket52, said “At Pocket52, we strive to give our players a better gaming experience. Pocket52 is India's No. 1 Online Poker platform across mobile and desktop users. It was indeed a proud moment for us to get associated with Poker Sports League Season 3 as the Title Sponsor. Now we are delighted to say that this momentous virtual docu-series of the tournament is all set to be broadcast on VOOT, for the first time in India. We are sure that the thrill of the game will keep all the poker enthusiasts on their feet, and this will be a great learning experience for all. The thrill of real-money gaming, when blended into a classically crafted docu-reality series, it is sure to entertain millions of our players across its online poker gaming platform in India.”
Best of Show Goes to Saatchi & Saatchi Australia’s Donation Dollar
NYF Executive Jury Honors The Community, McCann New York, FCB Chicago, Africa, Translation LLC, and Saatchi & Saatchi Australia with Grand Awards
2021 Executive Jury President, Ralf Heuel, Chief Creative Officer/Partner of Grabarz & Partner led this year’s Executive Jury panel of Chief Creative Officers and top-tier agency Executive Creative Directors in the thoughtful deliberation and selection of this year’s winning campaigns. Film Craft, Healthcare, and Financial Executive Juries also convened via video conference to award campaigns Shortlisted within their specific categories. Executive Juries selected winners from the Shortlist determined by the 400+ members of NYF’s Grand Jury from entries submitted from 58 countries.
The combined 2021 Executive Juries awarded the prestigious New York Festival Best of Show Award, 9 Grand Prize Awards, 95 Gold Skyline Tower Awards, 108 Silver, and 146 Bronze. To view the complete list of award-winning entries, visit: 2021 Winners.
Saatchi & Saatchi Australia’s “Donation Dollar” (The Royal Australian Mint) earned the top honor in the 2021 competition, the NYF Best of Show Award. Their innovative redesign of the Australian $1 coin was minted as a call to action and stamped with the message Donation Dollar ‘Give To Help Others’. With a goal of 25,000, one for every Australian, the Donation Dollar is the first Australian $1 coin to feature a color and an interactive design. The coin’s green center, designed to wear down the more the coin is donated, reveals golden ripples from the coin’s center– a symbol of the ongoing impact the coin is making in the lives of those in need. The ground-breaking campaign was also recognized with 2 Grand Awards and an impressive 7 Gold Skyline Towers.
“Donation Dollar was a project many years in the making. It needed approval from the highest levels of our government. And it needed to deliver on its stated promise: to remind all Australians to give more, more often. We are beyond humbled to be bestowed this honour. Thank you to all the judges and the NY Festival for seeing the positive good a little coin can make.” Simon Bagnasco ECD Saatchi & Saatchi Australia
To view an interview with Executive Jury President Ralf Heuel and award-winning Saatchi & Saatchi “Donation Dollar” creatives Simon Bagnasco and Lee Sunter visit: HERE.
The Executive Jury awarded the following agencies for their exceptional creative work with the 2021 New York Festivals Grand Award:
Branded Content/Entertainment: the community “The OREO Doomsday Vault” OREO
Brave Work/Brave Client: McCann New York “True Name by Mastercard” Mastercard
Direct & Collateral: Saatchi & Saatchi Australia “Donation Dollar” The Royal Australian Mint
Design: FCB Chicago “Boards of Change” City of Chicago
Film: Africa “Let Her Run” SporTV
Film Craft: Translation LLC “You Love Me” Beats by Dre
Outdoor: Saatchi & Saatchi Australia “Donation Dollar” The Royal Australian Mint
Positive World Impact: McCann New York “True Name by Mastercard” Mastercard
Social Media & Influencer: the community “The OREO Doomsday Vault” OREO
For a complete list of award-winning entries, please visit: 2021 Winners.
The New York City Award, a special category for NYF’s Advertising Awards, celebrates advertising that captures the vibe of New York City. For 2021 Green Point Pictures’ “WE (SEEN)” for Pangaia was honored with the Gold Skyline Tower. BUCK Design earned the Silver for “The New Yorker 2020 Festival” for New Yorker and Grey New York was recognized with a Bronze for “Unboxing” for States United to Prevent Gun Violence.
New York Festivals special industry awards including the Global Agency of the Year, Global Brand of the Year, Independent Agency of the Year, and Regional Agencies of the Year will soon be announced. Stay tuned for the winners of NYF’s newest awards: The Genius 100 Inspiration Award, Signal Award, Pivot Award, and the SeeHer Lens Award.
To view the 2021 New York Festivals Advertising Awards winners gallery, please visit: 2021 Winners.