SunNXT: An OTT fortress in South India
+ A much larger upside for the Sun Group provided they do certain things right
Hey Streamers 👋,
A warm welcome to the 36th edition of the “Streaming in India” newsletter, your weekly news digest about streaming players, OTT trends and more in one of the fastest growing video markets! If you are not already a subscriber, please sign up and join 2,800+ others who receive it directly in their inbox every Wednesday.
The 33rd edition of the Summer Olympics is set to be held in Paris from July 26 to August 11 this year and will be available for viewers on Viacom18 Media Private Limited (Viacom18) who has the exclusive media rights in India.
Therefore, the Summer Games in the French capital can be watched on Sports18 while the live streaming for the same will be available on JioCinema.
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And brace yourselves as the countdown has begun for a mouth watering T20 World Cup as for the first time ever a major cricket tournament is going to be held in the United States (moving onto the Caribbean) starting June 2nd.
Most fans are trying desperately to get their hands on a World Cup ticket for the legendary India v/s Pakistan match which is to be played in New York (Nassau Country International Cricket Stadium, East Meadow, NY) on June 9th.
And you can watch the action live on Disney+ Hotstar in India and Criclife (StarzON) and Switch TV in the UAE.
Today’s program:
Celebrating Tamil Nadu: A Tapestry of Ancient Heritage and Modern Dynamism
SunNXT: Elevating South Indian Entertainment with Innovation and Vibrant Diversity
My Views
And….Action!
Celebrating Tamil Nadu: A Tapestry of Ancient Heritage and Modern Dynamism
Tamil Nadu: Land of Ancient Heritage and Modern Dynamism
Historical Legacy: Tamil Nadu, nestled in the southern part of India, boasts a rich historical heritage, with its roots tracing back to the illustrious Chera, Chola, Pandya, and Pallava kingdoms. These ancient kingdoms left an indelible mark on the region's culture and architecture, contributing to its vibrant tapestry of tradition.
Cultural Distinction: The Tamil people take great pride in their long history and cultural distinctiveness. Their language, Tamil, is one of the oldest living languages globally, reflecting a deep-seated heritage. The region's modern identity is heavily influenced by Dravidianism, a political ideology emphasizing South Indian cultural uniqueness compared to North India.
Political History: Tamil Nadu's history is marked by political movements seeking to assert its cultural autonomy. The notion of Dravida Nadu, advocating for the unification of Dravidian language-speaking states, once gained traction but eventually waned. The state's resistance to Hindi imposition in the 1960s underscores its commitment to preserving its linguistic and cultural identity.
Contemporary Landscape: Today, Tamil Nadu stands as one of India's most prosperous and developed states, renowned for its economic prowess and cultural richness. While separatist sentiments have diminished, the state maintains a strong sense of independence and identity, distinct from the rest of India.
^ In an era dominated by Dravidian politics and Tamil cultural pride, there emerged a figure with an unmistakable presence: a man with a dusky complexion, flowing locks, and an aura of effortless charisma. Born Shivaji Rao Gaikwad in Karnataka, he arrived in Tamil Nadu 48 years ago, a humble bus conductor devoid of familial, regional, religious, political, or financial backing. Armed only with unwavering determination and faith in himself, his audience, and a higher power, he embarked on a journey that would etch the legend of Rajnikanth into the annals of history. From that moment, he has captivated hearts and minds, leaving an indelible mark on the cultural landscape.
Tamil Language and Cinema: Tamil Nadu's cultural landscape is incomplete without acknowledging its language and cinema. Tamil, one of the oldest classical languages, holds immense cultural significance and pride for its speakers. Likewise, Tamil cinema, known as Kollywood, has garnered global acclaim, with its influence extending beyond regional boundaries. Recent reports highlight Tamil cinema's robust market size (around 3500 crores ~ $427 million), reflecting its growing prominence in the Indian film industry.
Today, approximately 85 million speak the language worldwide, with diaspora communities present in Sri Lanka, Malaysia, Singapore, Thailand, Canada, Fiji, Mauritius, and more, including UAE (400,000 Tamil speakers).
Tamil Nadu encapsulates a blend of ancient heritage and modern dynamism, symbolizing resilience, cultural richness, and economic vitality. As it navigates the complexities of a changing world, Tamil Nadu continues to stand tall as a beacon of tradition and progress in South India.
SunNXT: Elevating South Indian Entertainment with Innovation and Vibrant Diversity
History and Overview
Sun TV Network: Founded in 1993 by Kalanithi Maran, part of Sun Group, Asia's largest TV network (NSE: SUNTV, $470 million revenues)
Channels: Owns and operates 37 TV channels in multiple languages including Tamil, Telugu, Malayalam, Kannada, Marathi, Bengali, and Hindi.
Sun Pictures: Film production and distribution arm established in 2000, producing and distributing Tamil films.
Sun Entertainment: Produces small-budget movies for Sun TV and co-produces content for Sun NXT OTT platform.
Sun NXT: OTT platform launched in 2017 with content in Tamil, Telugu, Malayalam, Kannada, Bengali, and Marathi.
Growth and Expansion
Rapid Growth: 1.1 million downloads within four days of launch in June 2017, now over 20 million subscribers.
Content Library: Offers over 4000 movies, 30 live TV channels, news, comedy clips, originals, and music.
Revenue Model: Relies heavily on contractual content sharing, planning to invest more in original content.
Content and Monetization
Subscription Plans: Offers monthly, quarterly, and annual plans; most revenue from content sharing partnerships.
Free Content: Linear channels available on SunNXT as FAST channels (only to subscribers however), comedy clips, and select music videos free without subscription.
Distribution: Some content available for free on JioCinema, Airtel Xstream, and Vi movies & TV.
Market Dominance: Dominant in Tamil Nadu. Now aiming for UI/UX overhaul to compete with increasing competition.
Market Presence and Reach
Regional Dominance: Strong market share in Tamil Nadu, Kerala, Karnataka, and Andhra Pradesh.
Global Reach: Reaches South Indian diaspora in 27 countries.
Monetization: Attracts major local and national advertisers, high inventory sold out via direct selling.
In conclusion, Sun TV Network and Sun NXT OTT platform continue to dominate the South Indian entertainment market, with plans to invest more in original content and improve user experience to stay competitive in the evolving OTT landscape.
My Views
SunNXT's dominance in the South Indian market, particularly in Tamil Nadu, is undeniable. However, to maintain this position and further expand their user base, they must prioritize enhancing the user experience (current rating of 3.8 on the Playstore and 3.6 on the Appstore), starting with a revamped user interface. Currently, the platform feels clunky and lacks the intuitive flow of some competitors' OTT apps.
What sets SunNXT apart is their strategy of producing movies for theatrical releases; however by then securing digital rights for these films, they exercise greater control over content and enjoy better cost dynamics compared to competitors.
Moreover, their expansion into Bengali and Marathi content indicates a savvy move to attract diverse audiences. Leveraging AI technologies to create multiple audio tracks and subtitles will enable them to cater to various language preferences, thereby multiplying revenues and widening their reach.
However, SunNXT's current lack of sports content is a notable gap. Acquiring digital rights for special sporting events, even hyperlocal tournaments, could be a strategic move to diversify their content offerings and attract a broader audience base.
Additionally, there's an opportunity for SunNXT to better engage with younger audiences (particularly the Gen Z folks), by introducing branded content, user-generated content (UGC), and marketing messages targeting this demographic. Incorporating multilingual gaming on the platform could also help expand their user base among younger viewers.
Despite these areas for improvement, SunNXT excels in showcasing live channels and offers a convenient language-based electronic program guide (EPG), which is likely appreciated by their diverse user base.
That’s all for today folks. If you enjoyed this breakdown, please consider sharing it with your friends and colleagues.
This past week, I was looking for a dose of nostalgia and searched popular streaming services for the “Back to the Future” franchise. AND ended up binge watching the first two movies on Amazon Prime Video. If you guys want to travel back in time (or the future), look no further than Marty Mcfly, Doc and others in these cult movies - Michael J Fox you legend!
Strange that Amazon Prime Video has the first two movies, however not the third installment (it’s not on Netflix as well). The mystery deepens..
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Sun next have good movies but the sad thing is that they do not have subtitles, I wish they do in future so that all the audience enjoy