Two of the nation’s largest media Companies — ZEE Entertainment Enterprises (ZEEL) and STAR India — are competing aggressively for viewership within the digital house. The over-the-top (OTT) platforms of the 2 — Hotstar and ZEE5 — are ranked one and two within the pecking order, in keeping with subscriber information.
ZEE5 has a month-to-month lively person (MAU) base of 41.three million for September, in keeping with its newest quarterly outcomes. This is second to Hotstar, whose MAU stands at 150 million. While Hotstar’s subscriber base is over three-and-a-half occasions that of ZEE5’s, what is necessary is that the latter has pushed previous gamers equivalent to Netflix and Amazon Prime Video to No.2 spot. Counterpoint Research and trade estimates peg Netflix and Amazon Prime’s subscriber base at 5 million and 22 million, respectively.
ZEE5 was launched solely six months in the past, changing ZEEL’s DittoTV and OZEE OTT platforms. Subscribers of the latter have been migrated to ZEE5, although trade sources say that the bottom was not enormous.
Experts say ZEEL and STAR are utilizing completely different ways to strategy the OTT market in India. Hotstar is banking on its Sports activities streams, because of the consolidated rights to Indian Cricket, Indian Premier League, and ICC tournaments that it holds for the subsequent 5 years. ZEE5 is closely skewed in the direction of leisure and way of life, providing content material in 12 regional languages, together with unique exhibits and dwell TV channels.
On Tuesday, ZEEL revived its content-sharing take care of Reliance Jio, two months after pulling out all its exhibits from the operator’s platform over pricing points. The agency had admitted this was carried out in line with the telco’s enormous subscriber base, which was 227 million, pushing it to iron out variations with the latter. The new deal would see ZEEL present 37 dwell TV channels and over 200,000 hours of video-on-demand content material to Jio. ZEEL additionally has a content-sharing take care of Airtel and so has rival Hotstar (with each Airtel and Jio) for its Sports activities feeds.
The two OTT platforms are additionally tying up with smartphone firms, providing to be bundled with new cellphone fashions, with e-tailers equivalent to Flipkart (with Hotstar) and EZMall (with ZEE5), and with allied operators equivalent to journey websites and resort aggregators.
Hanish Bhatia, senior analyst, gadgets & ecosystems, Counterpoint Research, says, “The reason for the aggressive push into the OTT space is linked to the growing use of smartphones.”
TVs are stationary gadgets, extra appropriate for household watching whereas smartphones are non-stationary gadgets, appropriate for particular person and on-the-go leisure. Quality content material at minimal price is additionally maintaining audiences hooked.”