Buddy Group 7

A07: Aayush Rathi

A12: Arya Sheth
A34: Navya Maheshwari
A45: Sagar Abrol
A53: Tanmay Gupta
 Introduction

• The transition from radio to Doordarshan television, and

thereafter to private networks, has been witnessed.

• OTT (over the top) is a media service that is delivered to viewers

directly over the internet. It works without the use of cables,
broadcast, or satellite television.

• The OTT market in India generated $639 million in sales in

2020, a 142 percent increase from $265 million in 2019.

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Journey of Netflix

1999 2008 2010

Introduction Upgradation of
of Streaming They featured a the Streaming
The basic website The website
with less
‘Happy Family’ with an It had a
had a FlixFinder finally had its picture giving a
amount of
immediate Facebook
as its search signature dominating look
access via any
new releases. and feel to the integration
feature. getup with Wii console.
Homepage. with
more and Streaming started Streaming to
more of filmy to work on
televisions with
be in the
elements. Xbox 360 & mainstream.
Roku.

2004 2009 2011

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Journey of Netflix

2012 2015
The less of graphic Added a drop
demonstrations on the down option Significant
Netflix got the modifications on
Homepage. Plus the for the
webpage the Homepage
audience now grasped subscribers to
the concept of Netflix, sleeker. with more user
Furthermore, have a look at friendly features
coming out of the
DVD Rentals. upgrading the the big hits. not giving
‘Titles’ and more weight to
the pricing factor.
emphasizing
Entered the
on the ‘Netflix Indian market.
Originals’.

2013 2016

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Comparison with Competitors
When we compare OTT platforms in India, we can see that the pandemic has acted as a
catalyst for the OTT industry. This is one of the industries that has gained momentum
during this situation. Now the digital revolution is at its peak and growing bounds.

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Key Takeaways
Netflix and Amazon Prime lead the
1 market. 2 Disney Plus Hotstar follows closely.

Majority of Indian viewers prefer to

Indian viewers under 35 years
3 watch English content over regional
content.
4 constitute 90% of the users.

Male viewers constitute around 80% Around 60% of OTT usage comes
5 of the total viewing population. 6 from the 5 metro cities.

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 Strengths
• Brand
• Diverse Content Portfolio
• Managing Regulations
• Technology & Platform
• Award Winning Content

Threats Weakness

SWOT • Government Regulations

• Piracy
• Competitors.
• Limited Copyrights
• Increasing Debt
• Higher Subscription Fees
• Low Local Content

Opportunities
• Changing Technology Landscape
• Multilingual Content Development
• Introduce Cheaper Annual Subscription
• Alliances

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 Porter's 5
Forces

Competition in Potential of new Power of Power of Threat of

the Industry entrants into the Customers Suppliers Substitute
Industry Products
Faces Moderate threat of new High bargaining High bargaining Moderate Risk
competition from entrants due to power due to low power, because from traditional
Prime Video, established industry but switching costs only few media like DTH
Disney+ Hotstar evolving technology companies
etc. produce content

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 Political factors

Economic factors

Social factors
PESTEL Analysis
Technological factors

Environmental factors

Legal factors
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Key Strategies

Pricing Marketing Content

Strategy Strategy Strategy Collaborations

• Standard pricing • Social Media • Started off as in Urban • Production Houses

Strategy Elite segment.
• Mobile only plan • Indian Service
• StreamFest • 7th largest content providers
• New plans under
library
experimentation • The YouTube Game • Other
• Local Content Collaborations

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Pricing
Strategy

• Standard pricing
• Mobile only plan
• New plans under
experimentation

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 No. of original shows
16

Content
15
14

12

10

Strategy
8 8

6 6

44

0
2018 2019 2020 2021*

• Started off as in Urban

Elite segment. No. of Original Movies
25
• 7th largest content 22

library
20

15
• Local Content 12
10
8
7
5
2
0
2017 2018 2019 2020 2021*

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 Memes & Topicals Leveraging Similarities

Marketing
Strategy

• Social Media Strategy Subtle Subtitle Magic Building on Key scenes

• StreamFest
• The YouTube Game

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 Production Houses

Collaborations

Indian Service providers

• Production Houses
• Indian Service
providers
• Other Collaborations
Other Collaborations

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Key Challenges
1 Unique demand of Indian Consumers 2 Pricing

Lack of Infrastructure and internet

3 penetration 4 Increasing competition in the industry

5 New OTT Guidelines 6 Impact of covid 19 on number of users

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 Long term pricing options

Flagships shows

Recommendation of Regional content

Strategies
Creative Freedom

Bundled services

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Conclusion

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Thank you!

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