OTT PLATFORMS: ALL OUT TO WOO THE AUDIENCE
As spread of the COVID-19 pandemic leads to consumer behaviour changes, it is also set to change the fundamental ways in which media and entertainment is consumed. The lockdown has caused a sudden surge in consumption of media via mobile networks. Not only social media companies like Instagram and Facebook, but even dedicated video-streaming applications are witnessing high demand. Shifting from HD to SD Offering free content and profiles
The Cellular Operators Association of India (COAI) reached out to the Government to direct major OTT video-streaming platforms to undertake measures like switching off HD content to ease the pressure on network infrastructures. Uday Shankar, Chairman, Star and Disney India and other key stakeholders of the digital industry held a virtual meeting that included NP Singh (Sony), Sanjay Gupta (Google), Ajit Mohan (Facebook), Sudhanshu Vats (Viacom18), Gaurav Gandhi (Amazon Prime Video), Punit Goenka (Zee), Nikhil Gandhi (Tiktok), Ambika Khurana (Netflix), Karan Bedi (MX Player) and Varun Narang (Hotstar). A joint statement released by them stated that as an exceptional measure, all companies will immediately adopt measures, including temporarily defaulting HD and ultra-HD streaming to SD content or offering only SD content, at bitrates no higher than 480p on cellular networks. These voluntary measures will be in effect until April 14.
Netflix has said in a statement that it will reduce traffic over Indian telecom networks by 25% over the next 30 days, following similar moves in Europe to help Internet service providers experiencing a surge in usage.
According to Kantar – VTION’s passive OTT Audio Audience Measurement service, there was a reported 42% increase (amongst those Able to Consume OTT / Streaming Audio platforms) in time spent on listening to OTT/ Streaming Audio apps.
Meanwhile, Star & Disney India’s premium content streaming platform Disney+ was supposed to be launched in India on March 29 as part of Disney’s India streaming service Hotstar, coinciding with the beginning of the Indian Premier League (IPL) cricket tournament. However, the roll-out has been paused briefly.
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