Indian OTT players are surging ahead of the international players. SVOD services such as Hotstar, ALTBalaji and many others are adding subscribers at a much faster rate than Netflix, which is still seen as a premium platform in India. High subscription rates of Netflix, content distribution and vibrant content library of Indian players are few factors that have led to higher subscriptions of Indian SVOD services.
Tarun Katial, CEO, Zee5, quoted, “I don’t think the international players have understood the consumers as well as we do. We have a very strong consumer connect and consumer proposition. The local broadcasters and even OTT players have been in the market for so many years. They understand the consumers’ taste, have a large library of content that appeals to the target audience. Everyone has taken to digital and is planning accordingly, so we also have original series strategy.”