INDUSTRY ANALYSIS OF OTT PLATFORMS

“CHANGE BEFORE CUSTOMERS START EXPECTING A CHANGE IS A

CHALLENGE”
OTT PLATFORMS-INTRODUCTION
The rise of Over-the-Top (OTT) platforms in
India like Netflix, Amazon Prime Video,
Zee5, Hotstar Disney, Voot, MXPlayer and
ALT Balaji, has allowed the audience to view
not just diverse content from around the
world but also experience new genres.
Unlike the silver screen, where the market,
actor’s value, investment needed, and
producers determine the genre of films that
INDUSTRY
eventually get made, OTT platforms allow
for a lot more experimentation because of
ANALYSIS
their format and lower investments.
However, unlike the variety of international
content one finds on these platforms, most of
the Indian original content getting greenlit
seems to be based around the crime, thriller
and horror genres.
 Worldwide Traffic in Crores

India’s share in
350
296.8
300
252.5

OTT platform’s
250 238.8
226.5
211.4 200.3
196.9
200

150

100 worldwide traffic

50 21.35
9.7 8.9 10.98.65 13.59.16 13.859.52 13.259.65 19.29.02
7.57
0
Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20 Apr-20
India has a huge potential for growth of
Netflix Prime Video Hotstar customers on OTT platforms. Even at the
current level, most of the OTT platforms
100
Percentage of Indian Users which are available in India and other
91.91
90 countries too, have a major chunk of their
80
70 customers as Indians in comparison to rest of
60
50
the world.
34.29
40
24.29
30
20
10
0
Netflix Prime Video Hotstar
 Porter’s 5 Forces Framework

• Weak customer loyalty

• Customers are highly price sensitive
• Customer subscription fees is the major source of revenue
Powers of Buyers • Considerable treat by piracy sites for providing free
content
• Offering original content can help mitigate risks to some
extent

• Suppliers have the power to shift to other OTT platforms

as they are bound by licence agreements which are time
Power of specific
Suppliers • Suppliers offering their own digital streaming services
• OTT platforms in India are highly dependent on supplier’s
content
 • Current major players work on the strategy of high
economy of scale keeping costs to minimum
Potential Entrants • Potential competition from movie and television sector to
rise

• Certain population still tend to rely on satellite/cable TV

and movie theatres
Substitutes • Rapid technology changes/advancements may result in
new and innovative substitutes

• High competitive rivalry due among major players like

Amazon Prime Video, Netflix, Disney+ Hotstar, Voot, etc.
Industry Rivals • Consumers subscribe and shift rapidly among more than
one OTT platforms
AMAZON PRIME VIDEO
ABOUT:
Is an American Internet video on demand service that is developed,
owned, and operated by Amazon. It offers television shows and
films for rent or purchase and Prime Video, a selection of Amazon
Studios original content and licensed acquisitions included in the
Amazon's Prime subscription.
A Prime subscription also includes free access to ad-free music,
exclusive deals, Prime day, e-reading, games and fast delivery.
MARKETING MIX
PRODUCT
 PRICE

An Amazon Prime subscription in India costs

₹129/month, offering free access to Prime Video, or
you can pay for one year in advance for ₹999
including the access to ad-free music, fast delivery,
exclusive deals, e-reading and gaming.
 PLACE
Prime Video can be accessed through:
 Android- Google Playstore
 IOS- Apple store
 Website- www.primevideo.com
PROMOTION
CORE COMPETENCIES, USP & COMPETITIVE ADVANTAGES
Free additional benefits Data saving adjustment

Kids Languages
Hindi Marathi
English Kannada
Telugu Malayalam
Tamil Bengali
Punjabi Gujarati
ANALYSIS OF DISNEY+
HOTSTAR
COMPANY PROFILE
Disney+ Hotstar is an online video streaming platform owned by Novi Digital Entertainment Private Limited, a
wholly owned subsidiary of Star India Private Limited. Highly evolved video streaming technology and a high
attention to quality of experience across devices and platforms, make Disney+ Hotstar the most complete video
destination for Over The Top (OTT) video consumers.

01 02 03
Over 100,000 hours of TV content Disney+ Hotstar currently offers It covers mostly every major sports
and movies. content across 9 languages. event live.

17
PRODUCT
PRICE
PROMOTION
PLACE (ACCESS)
ANDROID IOS
WEBSITE

Promotions - Effective
promotional schemes with
leading mobile services operators
like Jio and Airtel. Even
collaborating with leading
private banks like HDFC and
ICICI for cashback and discount
offers.
CORE COMPETENCIES, USP AND COMPETITIVE ADVANTAGE
Rates - The pricing of the
subscription is the best value for
money among its peers. ₹399 a year,
including mobile app-access, separate
from the ₹999 a year for Hotstar
Premium summing up to ₹1499 a
IPL, which generates a lot of revenue
year
Kids safe mode to ensure age-
appropriate content for kids.
Better parental controls There is also a separate section
for only Disney+ content on the
app, which curates and organizes
titles from Disney, Pixar, Marvel,
Star Wars, and National
Geographic for easy navigation
Providing content in 9 languages to
maximize its customer base. Covers
all type of content from traditional
TV channels to news, sports,
Bollywood, Hollywood, Disney,
Official digital streaming partner of
marvel, kids, Hotstar originals &
specials etc.
to the firm and attracts crores of
24
people from all over the India.
 PROBLEM DEFINITION

Who is Netflix’s biggest competition?

How should Netflix respond to competitors?

What do customer’s like/dislike about Netflix?

What should Netflix’s future strategy be?

PORTER’S 5 FORCES ANALYSIS
 CONCLUSION

 The future of OTT in India will be defined by quality content. 

 OTT video platforms are considerably becoming part of viewers’ entertainment time and they are giving tough
competition to traditional modes.

 Moreover, the older generation prefers television for any kind of viewing over OTT platforms. For marketers, OTT
represents one of the few remaining frontiers in the world of digital advertising.

 Some of the existing broadcasters have used envelopment strategy launching similar services to OTTs, and
diversification strategy by acquiring data analysis companies or launching content producing affiliation.

 Time and place convenience, availability of efficient and cheap data connectivity, penetration of smart phones,
availability of cheap and even free access to OTT video platforms, sheer breadth of content to choose from and quality
of content are some of the major factors affecting viewers to shift towards the OTT Video Platforms.