And then there were 50!
And then there were 50!
The Top Newsletters hint at the future of Streaming in India?
Hey Streamers 👋,
Celebrating 50 Newsletters of “Streaming in India” at The Streaming Lab: A Journey Through India's Streaming Landscape
Welcome to the 50th edition of The Streaming Lab! This milestone is not just a number but a celebration of India's ever-evolving streaming industry. Over the past 49 issues, we've dived deep into the trends, triumphs, and challenges that have shaped this vibrant sector. From the streets of Mumbai to the mountains of Kashmir, we've been on a journey together, celebrating the underdog (OK and the big boys) and shining a spotlight on the innovations driving the Indian Streaming industry forward.
Here is a look at our “Top 7” newsletters on “Streaming in India” as per Substack’s analytics and a brief analysis of each one (plus you can click on the images below to read them in detail). We would love to hear from you in case you want us to cover any specific topic that we might have missed so far.
1.
In the 33rd edition of the “Streaming in India” newsletter, the focus is on the dynamic and challenging landscape of the streaming industry in India, emphasizing OTT subscription pricing strategies and avenues for revenue diversification. This edition provides a comprehensive overview of subscription prices across 33 OTT platforms, highlighting the diverse pricing from as low as Rs. 250 for ALTT to Rs. 5,988 for Netflix annually. The analysis underscores India's position as a low ARPU market, pushing the necessity for hybrid models combining ad-supported, transactional, and subscription services to boost revenue.
Accenture's introduction of the Media Thrive Index is particularly noteworthy, offering insights into the financial and strategic positioning required for media companies to prosper in tough markets. The newsletter discusses potential strategies for growth, such as expanding into e-commerce, community features, and localized content like live streaming regional sports or devotional activities. These approaches aim to not just survive but thrive by adapting to consumer preferences and exploring new growth avenues. The discussion extends to transactional video-on-demand (TVOD) and the potential of integrating commerce directly with streaming, mirroring successful models like Amazon Prime Video. The overarching message is a call for media companies to innovate and diversify in order to stay relevant and competitive in the rapidly evolving media landscape.
2.
The 38th edition of the "Streaming in India" newsletter looks into the immense popularity and strategic digital engagement of the Indian Premier League (IPL) teams, focusing on the Royal Challengers Bengaluru (RCB) and Mumbai Indians (MI). This edition highlights the record-breaking viewership of the recent IPL 2024 match between RCB and Chennai Super Kings, which drew an unprecedented 500 million cumulative views, showcasing the deep-rooted fan loyalty and broad appeal of teams like RCB and MI beyond regional boundaries.
Particularly for MI, the newsletter underscores their innovative approach to fan engagement and brand monetization, which has significantly bolstered their brand value, making them the first IPL franchise to exceed a $100 million brand value. The detailed coverage of MI’s digital strategies includes their extensive membership options, monetization through digital properties, and the MI TV platform, which serves as a tool for deepening fan connections by offering exclusive content and capturing essential fan data. This robust digital engagement strategy not only sustains high brand valuation but also sets a benchmark in sports franchises’ digital and global outreach, exemplifying how blending cultural elements with strategic marketing can resonate widely and foster enduring fan loyalty.
3.
The 36th edition of the "Streaming in India" newsletter shared the following highlights: It covered major upcoming sporting events, including the Paris Olympics available on Viacom18 Media in India and the T20 World Cup, accessible via Disney+ Hotstar and other platforms. This issue also deep-dived into the rich cultural heritage and modern dynamism of Tamil Nadu, exploring its historical significance, political movements, and the profound impact of cinema, particularly through the legendary figure Rajnikanth.
Furthermore, the newsletter focused on the SunNXT OTT platform, part of the Sun TV Network, which has successfully captivated the South Indian audience with its extensive content library and substantial subscriber base, while also discussing its ongoing challenges and opportunities for growth in the competitive OTT landscape.
Additionally, the "My Views" section of the newsletter offers insightful commentary on the strategic positioning and future directions of SunNXT. It emphasizes the need for the platform to enhance its user interface and improve overall user experience to remain competitive, noting the current platform's lackluster ease of use compared to its rivals. The commentary also suggests that SunNXT could greatly benefit from diversifying its content offerings, particularly by including sports content and leveraging advanced technologies to cater to a multilingual audience. Moreover, the potential for engaging younger demographics through innovative strategies like branded content and multilingual gaming is highlighted as a crucial step for expanding its user base and staying relevant in the rapidly evolving digital entertainment space.
4.
The 25th edition of the "Streaming in India" newsletter marks a significant milestone with its coverage of the Women's Premier League (WPL) 2024, the unfolding of new-age entertainment with iTAPverse, and the innovative convergence of content, gaming, and commerce. This edition detailed the exhilarating start of the WPL 2024 and its availability on JioCinema and Sports18 channels, highlighting the engagement in sports streaming.
The spotlight also turned to iTAPverse, a cutting-edge OTT platform that integrates gaming, esports, NFTs, and Metaverse content to cater to a digitally savvy youth audience. iTAP's diverse offerings—ranging from "mobisodes" and classic Hindi movies to immersive gaming and Metaverse events—demonstrate a revolutionary blend of entertainment that aligns with the digital habits of its target demographic. The platform's subscription models and innovative use of iCoins to foster user engagement through a rewards system highlight its strategic approach to blending content consumption with interactive experiences.
5.
The 18th edition of the "Streaming in India" newsletter highlighted the disruptive force of Reliance Jio in the Indian streaming and telecommunications sector. According to the Axis My India report, a significant portion of the Indian audience is transitioning from traditional cable to digital streaming platforms, reflecting the broader shift Jio is capitalizing on. JioCinema, dubbed the 'Streaming Super App,' is now a central hub for diverse content ranging from IPL cricket to international series from HBO and Peacock, available in multiple languages.
The edition extensively covered Jio’s strategic expansions into sports content, original programming through Jio Studios, and its ambitious plans following its merger with Disney Star. Jio Studios is set to release over 100 movie and web series titles across various languages, featuring collaborations with top Indian filmmakers. Additionally, Mukesh Ambani’s announcement that JioCinema has become India’s largest digital entertainment destination underscores the monumental shift to digital viewing, with record-breaking viewership numbers for the IPL streamed on JioCinema, highlighting the platform's extensive reach and technological advancements in live streaming.
6.
The 15th edition of the "Streaming in India" newsletter captures the vibrant shifts in India’s OTT landscape, marked notably by the release of Netflix's highly anticipated "THE ARCHIES." Directed by Zoya Akhtar and featuring debuts from Bollywood's next generation, this release is expected to boost Netflix's traffic and subscriptions significantly. This edition also introduces Runn TV, India's pioneering independent FAST (Free Ad-Supported Streaming TV) platform, which has made a significant entrance into the streaming market under the leadership of media veteran Manish Sinha.
Runn TV has garnered over 40,000 app downloads within its first month, signaling a strong market entry. The platform offers a diverse array of content across various categories including movies, news, and kids' programming, all curated into 24x7 thematic channels for an engaging viewer experience. With features like DVR, audio language toggles, and a focus on user-friendly navigation, Runn TV is not just enhancing the viewing experience but also strategically positioning itself in the competitive FAST market. The company aims to expand its offerings with "pop-up" channels and personalized FAST channels, leveraging in-house technology to tailor content and improve user engagement, setting a high benchmark for innovation in India's rapidly evolving streaming ecosystem.
7.
The 39th edition of the "Streaming in India" newsletter provides a comprehensive look at the evolving dynamics in the Indian streaming landscape, with a spotlight on significant global and local events influencing viewer engagement. The newsletter opens with a strong stance on the conflict in Gaza, highlighting the “All Eyes on Rafah” campaign that has gained traction globally, including in India. This mention underscores the newsletter’s commitment to addressing pressing global issues that resonate with its audience.
On the entertainment front, the newsletter dives into the rise of Loco, India's pioneering gaming and streaming platform. Loco's transformative impact on the Indian gaming scene is emphasized, particularly its role in democratizing gaming entertainment by providing a stage for every gamer to showcase their talents. The platform’s rapid growth, with 60 million registered users and impressive engagement metrics, highlights its significant role in shaping the future of entertainment in India. Moreover, Loco's introduction of a VIP program to enhance monetization reflects a strategic move to build sustainable financial models while boosting user engagement and supporting a growing community of creators. This edition captures the dynamic interplay between current global events and the booming local digital entertainment sector, showcasing the breadth and depth of content that the newsletter covers.
As we wrap up this celebratory 50th edition of the "Streaming in India" newsletter, I want to extend a heartfelt thank you to each and every one of you who joins us every week. Your enthusiasm and engagement are the true driving forces behind our continued dedication to this exciting and ever-evolving landscape. Looking ahead, we remain committed to championing the interests of the Indian streamer, who remains at the beating heart of our endeavors.
We see the underdogs in the Indian media and entertainment industries not just as participants, but as crucial cogs in the wheel of innovation—whether they're streamers or media tech startups. Their contributions are essential for the long-term vitality of the Indian streaming and OTT ecosystem. Alongside, we will continue to spotlight the broader eyeball economy, including gaming, sports, tech innovations, and the creator economy, all of which play pivotal roles in shaping the future of the OTT industry in India.
Here's to more exploring, discovering, and celebrating the dynamic world of streaming in India. Stay tuned, stay engaged, and let’s keep making streaming history together. Cheers to what comes next!
That’s all for today folks. If you enjoyed this breakdown, please consider sharing it with your friends and colleagues.
Angry Young Men is a three-episode docu-series on the lives of Salim Khan and Javed Akhtar. Created by Namrata Rao, the series on Prime Video also features Amitabh Bachchan, Jaya Bachchan, Dharmendra, Hema Malini, Salman Khan, Aamir Khan, Kareena Kapoor Khan, Hrithik Roshan, Yash, Karan Johar among others. Must Watch!
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