Evolution From Theatres To OTT And The Future Of Entertainment

Submitted By: Group 1

Sanjeev Kumar M140-19

Sabbir Ahmed M175-19
Prateek Agarwal M155-19
Shivani Singh M196-19
Suresh Kumar Boda M085-19
Pallavi Yadav M102-19
Tuhin Subhra Samanta M057-19
 INTRODUCTI
● ONto a streaming media service offered directly to
An over-the-top (OTT) media service refers
viewers via the internet bypassing cable, broadcast, and satellite television platforms that
traditionally act as a distributor of such content.

● It is being propelled by the rise in the standard of living, evolution of smartphones, ubiquitous and
affordable Internet connectivity coupled with increasing penetration in rural areas, and changing
preferences of the audience.

● A recent Boston Consulting Group report has predicted that the OTT segment in India is currently
pegged at $0.5 billion and is poised to grow to $5 billion by 2023
How cinemas came into being?
● Pioneers were foreigners when Cinematography was introduced in
Bombay
● With a kickstart on silent films, and advent of talkies inspiration
was derived from mythological texts.
● In 1947, after independence, films focused on social reformist films
focusing on lives of lower classes , dowry system etc.
● In the midst, there came making of “masala” films .
● Today, cinema is growing towards making greater sense of realism
to public.
 Evolution of movies and audience
● Movies made for working
Better economic conditions
class and immigrants
● meant movies attracted all
Upper class preferred theater
economic strata
plays Great depression resulted in lower
consumption of movies

1910-1920
1930s
Pre 1910s
 Evolution of movies and audience
● World War II ● Decline in audience due to
● Movies made to target a rise of suburbs ● 16-24 years old become
female audience ● A teenage demographic primary moviegoers
appears

50s
60s
40s
 Evolution of movies and audience
● Movies targeting multiple ● Formula movies
segments ● Use of pre-production
market research and test
audiences
● Franchise movies
● Exploiting existing fandoms
(CBMs, reboots)
● OTT backed movies

80-00s
Post 2000
70s
● Rise of home video, CDs,
DVDs
 Rise of OTT IN INDIA
BIGFlix
Hotstar
India’s first ever movie
on- demand service Most popular OTT
launched by Reliance platform-owned by Star
Entertainment Eros Now India
Provides access to most number ALTBalaji
of Indian movies Hoichoi

2013 2018
2010 2016
2015
2012 Sony LIV
2008 2017 ZEE5
Netflix
nexGTv Amazon Prime Video MX Player
India’s first OTT app Voot
-launched by Digivive
live TV and on–demand
content
 Growth Prospect: OTT Adoption
 Year 2020: India emerged to be the fastest growing OTT market in the world.

 Indian OTT market is forecasted to grow at a compound rate of 28.6% annually over
next 4 years and reach a market size of $2.9 billion

 India is anticipated to become the 6 th largest OTT market in the world by 2024

 Between March’20-July’20: Premium subscription increased by over 30% and grew to

29 million.

Daily active users surged by 16 million new subscribers

83% post lockdown during July’20-
September’20

17000+ new users 437.4 million total

everyday post viewership between
lockdown March’20-April’20
 INDIAn ott market
OTT Users
 User distribution:
55% in top 5 metro cities Others
36% in Tire 1 cities 9%
9% in Tire 2, Tire 3 cities and rural areas

 Content Preference: Tire 1 Metro

Content in regional language - 90% cities Cities
English content – 7~8% 36% 55%

 More than 50% of overall content consumption attributed to Hindi language content.

26.8
P a i d Subs c r i be r s
 Platform preference:
Disnep+Hotstar: ~ 26.8 million subscribers
Amazon Prime: ~ 10 million subscribers

10

10
Netflix: ~ 5 million subscribers

4
Sony LIV: ~ 10 million subscribers
Alt Balaji: ~ 4 million subscribers

A lt Ba laji
Am azo n Prim e
D isn e p +H o tstar

So ny Liv

Netflix
 Both mediums, for now, are holding on to their exclusivity with formats and the
USP attached to it.

● Netflix is planning to spend INR

OTT Platform Theatre
3000 crore to create content in
the Indian context

experience for 3D
● Amazon Prime Video plans to
On-The-Go
invest around Rs 20 billion,
while Netflix has set a budget of
much-awaited releases Rs over 6 billion on original
Affordability and content.
convenience
 “Content is the
king”
This customer experience will continue to occupy the centre stage of the entertainment industry. It is
safe to assume that today’s customers like the plethora of options on the table.

To keep up with the growing demand for more content, About 49% of India’s
youth spend 2-3 hours watching content online.

It is more likely to say OTT has impacted the ongoing TV viewership more in
comparison to the theatrical experience. There is an appetite for content among some
consumers whether on the big screen, or a smaller one
 The Future of Movie Theaters
WarnerMedia made huge waves by declaring that the entirety of their theatrical releases will follow the same way as Wonder Woman 1984: a simultaneous
theatrical release alongside HBO Max. The disruption this year has led some intellectuals believe that the demise of the movie theater is imminent, but that’s
not the case, OTT will not be a permanent replacement for theatres for the following reasons

People watch movies for a

theatrical experience (not just for Outing experience To watch specific movies for visual
the content) experience (likes of Avatar,
Baahubali)

One such recent example For this is TENET, had a good collection in spite of its late release in
India (though the movie has been released on OTT which can be accessible with VPN, and sites
which provide pirated versions)
Although, OTTs might eat up some portion of the theatre-goers, which might be content which is
made with small budgets, more of content-based and it also creates scope for development of
content consumption
 FuTURE OF ENTERtainment
Higher requirement of new content.
High quality of sound and video.
Personalized content.
Collaboration of Telcos and OTT service providers.
Digitalization.
AI/ML innovations in machines.
Growth in kids education and entertainment options.
Online Gaming growth.
THANK YOU