Impact of OTT Platforms on DTH Services
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Added on 2022-03-16
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One of the fastest-growing markets worldwide is the over-the-top streaming OTT on DTH Services market in India. Due to the lockdown brought on by Covid-19, total domestic OTT usage climbed in the last 12 months from 181 billion minutes to 204 minutes, according to an analysis by RedSeer. Monthly OTT consumption also fluctuated significantly over the course of the year. Then, numerous significant OTT releases, including sporting events, fresh films, and a Netflix drive to expand its following in India, helped to increase consumption in the fourth quarter.
Impact of OTT Platforms on DTH Services
Added on 2022-03-16
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Chetana’s Institute of Management & Research
Bandra (East), Mumbai
Impact of OTT Platforms on DTH Services Among
Millennial Consumers in Mumbai
Industry Oriented Project
Submitted in partial fulfilment of the requirements for
Post Graduate Diploma in Management
Academic Year: 2020-2021
Submitted By
Name: Arun Walmiki
Roll No.: 59
PGDM Batch: 2019-2021
Bandra (East), Mumbai
Impact of OTT Platforms on DTH Services Among
Millennial Consumers in Mumbai
Industry Oriented Project
Submitted in partial fulfilment of the requirements for
Post Graduate Diploma in Management
Academic Year: 2020-2021
Submitted By
Name: Arun Walmiki
Roll No.: 59
PGDM Batch: 2019-2021
Declaration
I hereby declare that this project report titled ‘Impact of OTT Platforms on DTH Services
Among Millennial Consumers in Mumbai’ submitted in partial fulfilment of the
requirement of Post Graduate Diploma in Management to Chetana’s Institute of
Management and Research is my original work and not submitted for the award of any
degree or diploma fellowship or similar title or prize. References of work and related
sources of information have been duly acknowledged in the report.
The project has been carried out under the guidance of Dr Hufrish Majra
I further declare that I have no objection and grant the rights to Chetana’s Institute of
Management and Research to publish any chapter/project or use it for future reference if
they deem fit.
Place : Mumbai
Date : 27/04/2021
Name : Arun Walmiki
Division : M1
Roll No. : 59
Digital Signature :
I hereby declare that this project report titled ‘Impact of OTT Platforms on DTH Services
Among Millennial Consumers in Mumbai’ submitted in partial fulfilment of the
requirement of Post Graduate Diploma in Management to Chetana’s Institute of
Management and Research is my original work and not submitted for the award of any
degree or diploma fellowship or similar title or prize. References of work and related
sources of information have been duly acknowledged in the report.
The project has been carried out under the guidance of Dr Hufrish Majra
I further declare that I have no objection and grant the rights to Chetana’s Institute of
Management and Research to publish any chapter/project or use it for future reference if
they deem fit.
Place : Mumbai
Date : 27/04/2021
Name : Arun Walmiki
Division : M1
Roll No. : 59
Digital Signature :
Certificate
This is to certify that the project titled ‘Impact of OTT Platforms on DTH Services Among
Millennial Consumers in Mumbai’ submitted by Arun Walmiki to Chetana’s Institute of
Management & Research in partial fulfilment of the requirement of Master of
Management Studies, has been done under the guidance of the undersigned during the
period December 2020 to April 2021.
Date: 27/04/2021
Place: Mumbai
Dr Madhumita Patil Dr Hufrish Majra
I/C Director Programme Chair- PGDM Marketing
Faculty Guide
This is to certify that the project titled ‘Impact of OTT Platforms on DTH Services Among
Millennial Consumers in Mumbai’ submitted by Arun Walmiki to Chetana’s Institute of
Management & Research in partial fulfilment of the requirement of Master of
Management Studies, has been done under the guidance of the undersigned during the
period December 2020 to April 2021.
Date: 27/04/2021
Place: Mumbai
Dr Madhumita Patil Dr Hufrish Majra
I/C Director Programme Chair- PGDM Marketing
Faculty Guide
ACKNOWLEDGEMENT
Deciding the topic for my research was fairly easy because all I had to do was to find
something I was interested in and there’s no better time to be alive when there’s so much
changing every year that I got the opportunity to analyze both very different services yet
providing the same Product i.e., Entertainment to its viewers or subscribers.
I would like to extend my deepest gratitude to my mentor Dr Hufrish Majra, Programme
Chair, PGDM Marketing and Faculty guide at CIMR who at every step of this project
guided me through intricate details and provided me with honest feedback on how I should
go about making this project more specific and relevant. It was only due to her knowledge
and clear response that I was able to make my research project simpler and much more
effective.
I would also like to thank my friends who provided their insights into this study and
provided their assessment on the Questionnaire so that the respondents were gauged while
answering and on their recommendation on putting elaborate details in the survey so that
the respondents construed it exactly as was expected out of them.
Lastly, I would like to extend my sincere gratitude to the respondents who took time out of
their busy schedule and provided their valuable response and answered open-ended
questions sincerely which gave real insights into the customer behaviour towards OTT and
DTH Platforms.
Signature of the Student
Deciding the topic for my research was fairly easy because all I had to do was to find
something I was interested in and there’s no better time to be alive when there’s so much
changing every year that I got the opportunity to analyze both very different services yet
providing the same Product i.e., Entertainment to its viewers or subscribers.
I would like to extend my deepest gratitude to my mentor Dr Hufrish Majra, Programme
Chair, PGDM Marketing and Faculty guide at CIMR who at every step of this project
guided me through intricate details and provided me with honest feedback on how I should
go about making this project more specific and relevant. It was only due to her knowledge
and clear response that I was able to make my research project simpler and much more
effective.
I would also like to thank my friends who provided their insights into this study and
provided their assessment on the Questionnaire so that the respondents were gauged while
answering and on their recommendation on putting elaborate details in the survey so that
the respondents construed it exactly as was expected out of them.
Lastly, I would like to extend my sincere gratitude to the respondents who took time out of
their busy schedule and provided their valuable response and answered open-ended
questions sincerely which gave real insights into the customer behaviour towards OTT and
DTH Platforms.
Signature of the Student
TABLE OF CONTENTS
Chapter
No.
Particulars Page
No.
1 General Management 6
2 Social Relevance 24
3 Functional Perspective 50
4 Learnings and Challenges 67
5 Bibliography 68
6 Turnitin Receipt 70
7 Turnitin Similarity Report 71
Chapter
No.
Particulars Page
No.
1 General Management 6
2 Social Relevance 24
3 Functional Perspective 50
4 Learnings and Challenges 67
5 Bibliography 68
6 Turnitin Receipt 70
7 Turnitin Similarity Report 71
6
A. GENERAL MANAGEMENT
1. Introduction to the Industry
India's over-the-top streaming (OTT) market remains one of the fastest-growing markets
in the world. In the past twelve months, total domestic OTT consumption increased from
181 billion minutes to 204 minutes due to the lockdown caused by Covid-19, according to
an analysis by RedSeer, monthly OTT consumption showed significant fluctuations over
the twelve months. Unsurprisingly, the differences followed the pattern of government-
imposed lockdowns, dropping to 195 billion minutes of OTT usage in June. Consumption
in the fourth quarter was then also boosted by several major OTT releases, including
sporting events, new movies, and a Netflix campaign to grow a following in India.
A recent report released by the Boston Consulting Group acknowledged that India's OTT
market is anticipated to succeed in US$5 billion by 2023, although this number could also
be adjusted upward thanks to the ascent of Covid-19. Growth rates include increased data
traffic, increased data penetration in rural markets, and adoption rates by all population
groups including women and therefore the elderly. the primary relevant OTT platform in
A. GENERAL MANAGEMENT
1. Introduction to the Industry
India's over-the-top streaming (OTT) market remains one of the fastest-growing markets
in the world. In the past twelve months, total domestic OTT consumption increased from
181 billion minutes to 204 minutes due to the lockdown caused by Covid-19, according to
an analysis by RedSeer, monthly OTT consumption showed significant fluctuations over
the twelve months. Unsurprisingly, the differences followed the pattern of government-
imposed lockdowns, dropping to 195 billion minutes of OTT usage in June. Consumption
in the fourth quarter was then also boosted by several major OTT releases, including
sporting events, new movies, and a Netflix campaign to grow a following in India.
A recent report released by the Boston Consulting Group acknowledged that India's OTT
market is anticipated to succeed in US$5 billion by 2023, although this number could also
be adjusted upward thanks to the ascent of Covid-19. Growth rates include increased data
traffic, increased data penetration in rural markets, and adoption rates by all population
groups including women and therefore the elderly. the primary relevant OTT platform in
7
India is BIGFlix, which was launched by Reliance Entertainment in 2008. Today,
American giants Netflix and Amazon Prime Video became the biggest players. In terms of
customer satisfaction, video-on-demand platforms Netflix and Amazon Prime Video also
are leaders, with a score of over 50%. This implies that the majority of users will
recommend purchasing streaming services from their peers.
In terms of the number of subscriptions, Hotstar (now Disney + Hotstar) is the most popular
OTT platform in India, with approximately 300 million active users and over 350 million
downloads. For many medium-sized companies in India, Hotstar has a lower subscription
rate and is, therefore, more attractive. In total, there are about 40 streaming media providers
in India, including Eros Now, Voot, and JioCinema, JioTV, MXPlayer and Asianet Mobile
TV.OTT are part of the media and entertainment field. PricewaterhouseCoopers said that
by 2024, its compound annual growth rate will exceed 10%, reaching $55 billion. From
March 2020 to July 2020, it is 0 million. According to a recent study, most Indian viewers
prefer to watch content in regional languages on OTT platforms, especially Hindi. From
April 2020 to July 2020, Hindi content accounted for more than 50% of all radio programs.
In July 2020, the five largest metropolitan areas accounted for 46% of the total users of
OTT video platforms, while the first-tier cities accounted for 35% of the total users.
India is BIGFlix, which was launched by Reliance Entertainment in 2008. Today,
American giants Netflix and Amazon Prime Video became the biggest players. In terms of
customer satisfaction, video-on-demand platforms Netflix and Amazon Prime Video also
are leaders, with a score of over 50%. This implies that the majority of users will
recommend purchasing streaming services from their peers.
In terms of the number of subscriptions, Hotstar (now Disney + Hotstar) is the most popular
OTT platform in India, with approximately 300 million active users and over 350 million
downloads. For many medium-sized companies in India, Hotstar has a lower subscription
rate and is, therefore, more attractive. In total, there are about 40 streaming media providers
in India, including Eros Now, Voot, and JioCinema, JioTV, MXPlayer and Asianet Mobile
TV.OTT are part of the media and entertainment field. PricewaterhouseCoopers said that
by 2024, its compound annual growth rate will exceed 10%, reaching $55 billion. From
March 2020 to July 2020, it is 0 million. According to a recent study, most Indian viewers
prefer to watch content in regional languages on OTT platforms, especially Hindi. From
April 2020 to July 2020, Hindi content accounted for more than 50% of all radio programs.
In July 2020, the five largest metropolitan areas accounted for 46% of the total users of
OTT video platforms, while the first-tier cities accounted for 35% of the total users.
8
Another study found that about 90% of regional consumers like language, while only 7%
of the total time spent on OTT platforms in India is in English. Since the coronavirus
quarantine has affected consumer movie theatres, film producers are adding new versions
to the OTT platform. According to this report, the Indian OTT market will reach 237.86
billion rupees ($3.22 billion) in FY25, which is lower than the 42.5 million Indian rupees
($57673 million) in FY2019. With the popularity of smartphones and the Internet, this
market may grow. Following current trends, a diversified content portfolio and different
pricing plans will help OTT players attract more paying subscribers.
1. Geographical Traffic, OTT Video Sector
2. No. of Subscriptions, OTT Video Sector (In million)
Another study found that about 90% of regional consumers like language, while only 7%
of the total time spent on OTT platforms in India is in English. Since the coronavirus
quarantine has affected consumer movie theatres, film producers are adding new versions
to the OTT platform. According to this report, the Indian OTT market will reach 237.86
billion rupees ($3.22 billion) in FY25, which is lower than the 42.5 million Indian rupees
($57673 million) in FY2019. With the popularity of smartphones and the Internet, this
market may grow. Following current trends, a diversified content portfolio and different
pricing plans will help OTT players attract more paying subscribers.
1. Geographical Traffic, OTT Video Sector
2. No. of Subscriptions, OTT Video Sector (In million)
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