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Case Study by:-

Ishan Mohta
Ayush Jaiswal
Asian and Indian perspective

• Price: Indian consumers are not habitual to paying for content online. Expensive in
comparison to cable networks, opposite trend to American market

• No local content: With only 6-7 % of Indian households watching English content
generating customized content is necessary

• OTT service by major players: Content generators like Zee, Sony and Star have
existing OTT services over Ditto, Sony Liv and Hotstar

• Internet connectivity and coverage: India ranks 115th in average net connection
• Piracy: Availability of paid content for free over sites like fmovies, 123 movies and

• Business strategy: Expansion in 130 countries without proper research and

implementation of local customization

• Regulatory restriction by Govt.: Countries like Indonesia censor online content for
violence and adult content
• Competitive pricing with regular attractive offers
– Registration shouldn't require credit/debit card details
– Free lifetime access to limited regional content
• Tie up with local media houses for regional content
– Garner upcoming content creaters and provide them with a platform
• Enter markets with strict anti piracy laws
• Gradual step by step focused expansion in select regions
– Deep research and enhanced regional tie ups
– Better share prices
Best Practices
• Flexible Bandwidth
– The video streaming service automatically adapts to the user’s data plan and meet the
available bandwidth
• Commercial Free
– Netflix has maintained its stance of keeping its services advertisement free even in its
expansion strategy
• Pioneer in quality content
– Netflix is making quality content a standard in the VOD market by supporting original
content creation