Because you spoke about, you know, Netflix, do realize that when you look at any other medium of content consumption, English is not the top most language of consumption.
Three takeaways worth carrying forward.
- 01
As of now, what will happen is that all these small players, which don't A have a niche, or B have not in or have had to invest both in content and in acquisition?
- 02
And they have already kind of primed us for that the kind of content we see on it today.
- 03
So if you draw that parallel for Netflix versus Erosnau or Alt or, you know, all India homegrown platforms, you have sports and which is where hot star has, you know, acquired the rights.
Connected to the DMAasia operating frame.
Proof
This episode connects brand purpose to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects brand purpose to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects brand purpose to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects brand purpose to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects brand purpose to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If brand purpose is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT989 words
India is a wide chasm between Nagin and Narcos. What kind of potential do OTT apps hold as advertising platforms today? I think what we have seen so far is the tip of the tip of the iceberg, right? The giant iceberg is yet to come. If you look at India as a whole, right, we have not had that deeply penetrated TV or CNS play, right? If you look at TV, we've had only about 200 million plus or so TV households in the country, right? But if you look at mobile, we have 1.2 billion mobile population right now.
We are the only country after China which is adding the largest number of smartphones per quarter. Today smartphones are enabling that entertainment. For one buck, a consumer can today watch a show. That paradigm never existed earlier, right? And I think from that perspective, if you look at it, OTT platforms have democratized, you know, this entire reach which never existed before. Not only from the platform standpoint, but also from the storytelling standpoint, right?
There were stories that could have been told only on TV because TV is largely viewed by family at large, which is why you will find TV largely in the drawing areas. But in your bedrooms with yourself as a most personal device is your phones, right? This specter never existed in the past. And I think that's why I say what, you know, what we have seen is only the tip of the iceberg. The cusp is yet to come. You know, so when we look at platforms like Netflix, Amazon, etc, that's on one side, right? And they have
already kind of primed us for that the kind of content we see on it today. But on the other side, we have homegrown platforms like old Balaji, Erosna. So what is, where do you see this global players versus Indian players? You know, how do you think, what is the market for the Indian players today? India is a wide chasm between Nagin and Narcos, right? Because you spoke about, you know, Netflix, do realize that when you look at any other medium of content consumption, English is not the top most
language of consumption. It is largely Hindi and languages, right? YouTube, which is the lowest common denominators of video on mobile, their report says that English is only minuscule 12% of the total consumption, right? 88% is non English and languages, right? So if you draw that parallel for Netflix versus Erosnau or Alt or, you know, all India homegrown platforms, you have sports and which is where hot star has, you know, acquired the rights. And if you look at non sports in terms of fiction, drama,
and you know, shows, those shows are the shows which are yet to be taken to millions of people. And that's why I go back to say English or Netflix of the world will have a potential audience of about 10 million at max. But what is it that other 950 million plus people are going to watch? They are going to watch the stories that have come from their world, their land, their cultures, their languages, their nuances of those stories. To capture those nuances, right? You need someone who is homegrown,
who understand those nuances and which is why you are seeing lately now, you know, Western OTT platforms investing humongously in stories from India. If you know, also look at this, you know, from a perspective that if you have to take a Bengali show out in the open, right? For TV, you have to launch a Bengali channel for that. You can't take a Bengali show on a Hindi channel, right? But on a OTT play or in a digital play, it just takes you, it just allows you to take that particular story and create a focused
audience set of Bengali speaking people, Hindi speaking people, Thummim, you know, speaking audiences or Telugu speaking audiences, and you can take those stories to them, right? So that overlap, that capital expense that it required earlier is no more required. This leads me to a very interesting question then. What do you think in 2020, you know, when you look at it like that, what is the kind of growth you see for homegrown players, if you play the game right? So I think as I can see it right, Eros now should be the market leader,
right? But if you look, if you talk about it from industry standpoint, I see, you know, mediums or platforms which are gonna take Indian stories, not only to India, but Indians abroad, or maybe localize it in multiple, you know, languages, take it to Indonesia, Philippines, Middle East, you know, those markets where their homegrown content is not that mature, I think we have a lot of value which is still to be built, right? And I think in tomorrow, I mean, I keep hearing this talk about consolidation,
right? Consolidation is, I think, far, far away. As of now, what will happen is that all these small players, which don't A have a niche, or B have not in or have had to invest both in content and in acquisition? See, if you look back, right, why did we launch Alt? We launched Alt when Balaji Telefilms, you know, thought of taking stories against two millions of people which were not available on TV as a platform, right? So that was the thesis in place where you're not required to launch a
particular channel. At Eros now, because we have this rich library of about 12,000 movies, right? We have already launched about five original shows, right? So I think that ability from a consumption standpoint, which never existed before, is looking at a scalable opportunity as we speak.