OTT AND VOD
Digital Studio|January 2021
The biggest game-changers of all time; let’s talk about the changing dynamics of OTT and VOD
ANISHA GAKHAR

Everything comes with a shelf life—content being no exception. With too much being offered, at too little costs and too much accessibility—content, now, needs to stand the test of time. Has the world reached saturation when it comes to content consumption? Not really, I’d say. Though in some parts of the world, we seem to have reached the limit—video following suit.

Consumers increasingly want to watch videos at their beck and call, from any location and at any time. Whilst enjoying this ease, they do not want to compromise on the quality of content they are being served, with regard to the video quality, sound quality, buffering and lag. From live streaming to Video on Demand (VOD) and everything in between, OTT solutions enable a conducive environment to accommodate these prerequisites. As content providers and pay-tv operators look to take advantage of new revenue opportunities related to OTT services, they need scalable and secure content delivery solutions that ensure a flawless quality of experience across all screens. A few key highlights of using OTT include local video caching, CDN selection, and low-latency video delivery solutions that streamline the delivery of high-quality video over managed and OTT networks.

According to a 2019 Nielsen report, daily video consumption has reached a plateau. There has been an astronomical increase in the amount of content produced and posted online—in turn, instigating a shift in the consumer consumption pattern. Viewers spend close to 12 hours on media consumption—which may include more than just video, with video biting off a big chunk of around 6 hours—daily. With unlimited customised plans being offered for subscription, the subscriber base is rising by the day. The Boston Consulting Group stated that the OTT content market in India is ‘at an infection point.’ BCG then went on to describe the potential scope that the other OTT business models might have in this country, like that of SVOD (subscription based platforms), AVOD (advertising based platforms) and TVOD (transaction based platforms).

Content fatigue might strike in more than way—time, to start with. Reed Hastings, co-founder, chairman and CEO, Netflix, had mentioned that the company was competing with sleep? Netflix is not alone, though. With other OTT players like Amazon Prime Video, Hotstar, Voot, our smartphones, all of the TV series and movies we watch without blinking an eye, and social media sites—a lot of content is competing for audience traction. This is potentially eating into the average sleep-time of the viewer, with binge-watching and keeping awake all night, being the key contributor.

Over the top (OTT) refers to distributing streaming media as a standalone product directly to viewers over the Internet, bypassing traditional distribution like telecommunications, multichannel television, and broadcast television platforms that traditionally act as a controller or distributor of such content.

According to a 2019 Nielsen report, daily video consumption has reached a plateau. There has been an astronomical increase in the amount of content produced and posted online—in turn, instigating a shift in the consumer consumption pattern. Viewers spend close to 12 hours on media consumption—which may include more than just video, with video biting off a big chunk of around 6 hours—daily. With unlimited customised plans being offered for subscription, the subscriber base is rising by the day. The Boston Consulting Group stated that the OTT content market in India is ‘at an infection point.’ BCG then went on to describe the potential scope that the other OTT business models might have in this country, like that of SVOD (subscription-based platforms), AVOD (advertising-based platforms) and TVOD (transaction-based platforms).

In 2018, the revenue contribution of the Indian video OTT market was $500 million. A whopping 82% of the revenue was from AVOD, while the rest of the 18% was from SVOD and TVOD. However, by the end of 2023, this number is expected to increase tenfold. The Indian OTT market is expected to generate $5 billion in revenue by the end of 2023.

THE TECHNICAL GAME

Subscription-based video on demand (VOD) services offers access to film and television content services, which offer access to live streams of linear specialty channels. This bears similarity to a traditional satellite or wire-line television provider, only exception being that it is streamed over the public internet, rather than a private network, for instance set-top boxes.

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