OTT :

A
Knockout
to the
existing
means.
1
Acknowledgement
We the members of group 2 extend our gratitude to
our professor Dr. Rashmi Ranjan Parida, who gave
us the opportunity to work on this project. We are
grateful to him for providing us invaluable
guidance, and suggestions when needed.

It was due to the efforts of the whole group that we

were able to complete the project smoothly and on
time. Each one of us experienced great learning
experience throughout the process. 2
 ● Introduction to
OTT
● Rise of OTT

Index
● SWOT of OTT
Services
● STP Analysis of
OTT
● Global market
share of OTT
Services
● Indian OTT
Market
3
● Netflix Marketing
 This burgeoning channel of post-cable
programming is called over-the-top
(OTT) content, referring to devices
such as streaming boxes, gaming
consoles, and connected TV devices
Welcome that allow audiences to consume
premium online video through their
to the post- TV sets. Although traditional TV
remains a gargantuan, $70 billion
cable era! industry2, it finally appears to be on
the cusp of its digital transformation,
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Rise of OTT Platforms
80
74
70
62
60

50 48

Revenue in billion INR

40
34
30
22
20
12
10

0
FY 2019 FY 2020 FY 2021 FY 2022 FY 2023 FY 2024
 SWOT
Strengths Weaknesses Opportunities Threats

Global Customer Competitive

Base
Pressure 
Adaptability Niche Government
Content  Third-party
Regulations 
Affordable Limited Entry Point 
Pricing Ad and ad
Copyrights  free
Piracy 
Customer – Rigid subscriptio
Centric Service Pricing
Subscription
n
and accessibility fatigue

6
 Power streamers Hybrid adopters
Mobile first viewers● Size: 20% ● Size: 18%
STP Analysis of Maximalists

OTT Platforms ● Size: 19%

● Mean age: 33
● Mean age: 46 ● Size: 19%
● Mean household ● Mean age: 42
● Mean age: 43
● Mean household
● Mean household income: $66,900 ● Mean household income: $69,500
income: $63,900● Gen Z: 8% income: $93,100 ● Gen Z: 14%
● Gen Z: 20% ● Millennials:25% ● Gen Z: 17% ● Millennials:26%
● Millennials:42%● Gen X: 28 % ● Millennials:23% ● Gen X: 29%
● Gen X: 30 % ● Boomers: 33% ● Gen X: 29% ● Boomers: 26%
● Boomers: 7% ● Matures: 6% ● Boomers: 24% ● Matures: 5%
● Matures: 1% ● Favorite device: ● Matures: 7% ● Favorite device:
● Favorite device: Flat Panel TV Smartphone
● Favorite device:
Smartphone Smartphone
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Global over-the-top market by region

North America
Europe

Asia-Pacific
Lamea
would exhibit
Asia-Pacific
the highest
CAGR of
20.8% during
2018-2025 8
Indian
Streaming
Market
Market share of OTT
platfoms in India in Q2
2020

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NETFLIX Marketing Strategy
● The major differentiating factor between Netflix and its
competitors is content
CONTEN ● Netflix used market research to understand what the audience
wants
T Originals
● Netflix gives have
unique helped Netflix totobecome
recommendation its usersa for
bigabrand
better user
experience
● Netflix uses data analysis to decide which Netflix Originals to
TECHNOL produce.
OGY ● Netflix is available across different platforms like TV, Mobile,
● Laptop
Netflix etc.
and Chill tagline
● Focuses on product to sell your brand, not the other way round
MARKE ● Netflix has high engagement with it’s customer with respect to
TING new trends
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11
“
In recent months, a large chunk population across demographics has switched
to new-age OTT apps in India. With cinema halls closed and almost zero
sporting events, OTT platforms have made a merry of the situation by
lockdown.readily
acquiring Variousavailable users who had more free time thanks to
global and regional
players in the
category, such as
Netflix, Amazon
Prime, Disney
Hotstar, Zee5, and
many more, have
seen a growth in the
number of users and
paid subscriptions.
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Key Strategic Initiatives by OTT
Players
Major SVOD players are
introducing pack durations
and sachet pricing as part
of their strategic initiatives
to boost subscription rates.
Sachet packs ensure that
consumers get access to
what they are searching for
at a reasonable cost and
also facilitate acceptance
among price-sensitive
Indian consumers
SVOD platforms across the
industry are also emphasizing on
creating a repository of regional
content, which includes movies
and web series as a strategic
move to target niche regional
audience across the country.
Traditional broadcasters like
ZEE5, Voot and Disney+hotstar,
as well as independent streaming
platforms like ALTBalaji and
Eros Now, are currently investing
In order to create engaging
experiences for viewers, OTT
players are experimenting with
various forms of in-app
interactive activities like
contests or games that can be
played parallelly while
watching live video content.
Disney+hotstar established the
watch ‘n play initiative during
the 2019 season of IPL, where
a viewer could predict scores 13
 11
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33
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Scope for
Marketers

14
Thanks!
Any questions?
Presented by:
● Riya Jain 20099
● Adityaroop Pathak 20061
● Stetson 20111
● Debopriyo Roy 20074
● Nitesh Waskale 20087
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