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HomeNewsNew MediaOTT to attract Rs 250 crore investment for content creation; mobile marketing to grow: Report
Wednesday, 19 February 2020 05:06

OTT to attract Rs 250 crore investment for content creation; mobile marketing to grow: Report

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According to an MMA India-GroupM report, this year, OTT segment will invest Rs. 250 crore in content creation and distribution. This is the third edition of ‘Mobile Marketing Ecosystem Report 2020’.

As per report, original content creation and programming in digital media has come a long way. It noted that the journey began with independent YouTubers engaging their followers with User Generated Content, further giving birth to large-scale content creators such as Dice Media and TVF that introduced original webisodes, specifically catering to the taste of the Indian consumer.

OTT players have further strategically introduced basic affordable packs to balance out the above capital investments. For example, the ‘Hotstar VIP’ low-cost subscription pack and Netflix powered ‘mobile-only’ plans introduced at a 50% cheaper rate. Amazon Prime and Netflix have even tied up with multiple renowned film production companies to produce cutting-edge original content, the report sad.

The report said, incorporating innovative business models to increase the network of distribution through retail, e-commerce, OEM partnerships, and much more, OTT players international and domestic alike, have imbibed product and service offerings that allow consumers to experience a premium value package of consuming content on the go with mobile device proliferation.

The report added that among all active mobile internet users in India, which stands at approximately 451 million, entertainment is the purpose for a whopping 84%. With more than 30 OTT players and 10 music streaming apps in existence catering to various entertainment and media demands, Indians are prone to consuming content across an array of digital formats and platforms.

On mobile marketing, MMA India Country Head Moneka Khurana said, “Considering the importance that mobile marketing holds for brands, marketers must be armed with the information on the trends and changes in the landscape and leverage the opportunities they provide. With the ecosystem report, our aim is to highlight these trends and opportunities, some of which have already become active in 2019 and will likely form vital elements of mobile marketing campaigns in the coming years. It is our hope that this report acts as a guide for marketers, highlighting the key focus areas, their challenges, and helping them to decipher what they must expect from this ever-changing mobile ecosystem.”

The report said that India’s local UPI (Unified Payments Interface) platform crossed the 1000 million user mark in October 2019, making it one of the fastest adopted payment gateways in the world, leading to a massive rise in social commerce.

There are approximately 250 million mobile gamers in India, spending about 60 minutes every day playing mobile games, the report added.

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