What does OTT mean?
An OTT (Over-the-Top)platform, is the new delivery method of films as well as TV over the internet without the traditional need of cable or satellite pay TV-services. These platforms are popular for video on demand(VoD) and live streaming services. It also covers audio streaming, messaging services and online voice-calling services.
OTT Television- Apple TV, Amazon Fire Stick, Android TV, Google Chromecast
OTT Video- Netflix, Amazon Prime, Hotstar, Voot
OTT Messaging- Whatsapp, Facebook Messenger
OTT Voice Calling- Skype, Whatsapp, WeChat
According to ComScore, around 50 million households across the world have OTT video, which they consume at the same time as the day pattern as the traditional TV audience.
OTT Platforms around the World
|YouTubeKids||YouTube||iQIYI||myCanal||Amazon Prime||Hotstar||Niconico||Afreeca TV||YouTube||YouTube|
|Globo Play||BIGO Live||Youku||YouTube||BILD||Amazon Prime Video||Amazon Prime Video||Twitch||Amazon Prime Video||Twitch|
|HBO GO||DAZN||Bilbili||Molotov||YouTube||JIO TV||Abema TV||Pooq||BBC Sport||YouTube Kids|
|Twitch||Amazon Prime Video||Imgo TV||Twitch||Twitch||Voot||dTV||oksusu||BBC I-player||Hulu|
Credits- AppAnnie, The state of Mobile 2019
Globally, players are realizing the importance of creating curated content, which should be in line with the audience’ preferences. The average money spent on OTT platforms is higher than the average cost for television.
Credit-Indian OTT Platform 2019 Report by MICA
Time spent on video streaming Apps globally went up to 140% in 2018 v.s. 2016 in countries like Australia, India, Indonesia, South Korea and Thailand. It shows the consumption habits shifting from desktop, television to mobile. (AppAnnie, The state of Mobile,2019)
YouTube was the #1 app by the time spent in video streaming apps all around the world except for in China for the year 2016,2017,2018. Globally, YouTube accounts for 9 out of every 10 minutes spent in the top 5 video streaming apps in 2018.
OTT Platforms in India
Here are some of the top ott audio and visual platforms in India.
|Amazon Fire Stick||Device|
With above 40 OTT platforms in India and having a high competition between them, people have now got used to the idea of including audio as well as video OTT platforms in their daily entertainment routine.
YouTube leads the Indian OTT market, followed by Disney+Hotstar, Amazon Prime Video, Netflix, SonyLiv, Voot, Zee5, AltBalaji.
Regional OTT platforms
The rise in mobile data consumption per capita has contributed to more time spent watching online. Rural as well as semi-urban areas have come out of the internet dark zones and with affordable data plans, there is a rise in regional content on OTT platforms. New players within the regional content include Hoichoi, MX player, SunNXT, ShemarooMe, ErosNow amongst the more established players such as YouTube, Hotstar, Amazon Prime, and Netflix.
According to Google,97 per cent of content consumed on YouTube is within the regional languages. Many OTT players are investing in building their regional content libraries to match the demand of the audience.
Growth in regional Content Libraries of OTT players
|ZEE5||SonyLiv||Hotstar||Voot||AltBalaji||Amazon Prime Video||Hoichoi||ErosNow||Netflix|
Source:KPMG in India analysis,2019
User-base of OTT platforms in India
According to Counterpoint Research’s “India OTT Video Content Market Survey’, 89% of users include from the age group of 16-35 years. It is consumer groups of salaried employees, followed by business owners, students, housewives. Among young users, in addition to 16-24, 25-35 contributed equally to the overall market. Male users account to 79 per cent of total users. Overall, the five metro-cities account to 55 per cent of total OTT platform users, while Tier-I cities account for another 36 per cent of users.
What is OTT Advertising
OTT ads are the abbreviation of Over the Top ads. It is so much similar to ads on TV, but with a difference that it is delivered through streaming media on the audio, video-driven platform through the internet on OTT platform.
VIDEO OTT PLATFORMS
YouTube was launched in the year 2008 in India. YouTube originals are available to subscribers of YouTube account.YouTube Originals offers programs across multiple genres such as music documentaries, reality series, talk shows and scripted series.
60% of watch time on YouTube is happening outside the metro cities.
Youtube is more viewed by the male audience, with the male-female ratio being 66:33.Males between 15-34 drive up to approximately 47% of the overall consumption of Youtube.
Why advertise on YouTube?
-YouTube has 274M unique users in India.
-It allows you to target your audience through demographics, topic, keywords, category, placement.
-The best option for people who want to target the masses as approximately 60% of the audience stay outside the metro cities.
-The advertiser can track the ad performance in real-time.
-Video discovery advertisements
Disney+Hotstar, India’s largest OTT streaming platform streams a wide range of subjects including sports, international and vernacular TV shows, movies and web series. It is owned by Novi Digital Entertainment, a subsidiary of Star India, which itself is a wholly-owned subsidiary of Walt Disney Company. It is India’s largest premium streaming platform with more than 100000 hours of drama, entertainment, movies in 17 languages, with a coverage of every major global sports event as well.Disney+Hotsar has content from Star India channels in both Hindi and regional languages.
Market and Users
|Jammu and Kashmir||1-2 Mn|
|Himachal Pradesh||4-5 Mn|
|North East||7-8 Mn|
|Tamil Nadu||11-12 Mn|
Hotstar’s demography shows 69% are the male audience as of March 2019. One major contributing factors are likely the sports-driven content, which is generally men’s interest genre. The age group between 15-24 remains the largest viewers amongst both males, females.
Credit-Indian OTT Platform 2019 Report by MICA
Why advertise on Disney+Hotstar?
-Hotstar has an audience base ranging from 6-35+ years old.
-Affordable premium subscription rates draw more audience.
-Has over 300 million monthly active audiences, 8.6 million concurrent audiences over its platform, turning it into a global entertainment competitor as of 2020.
Advertising format of Disney+Hotstar is of two types Non-Skippable, Display advertising
-It is 6-10 second ad that automatically plays before the video starts, on both phone and desktop.
-10-60 second ad that plays during the video content.
- In-Stream Display
-High-performance display ad played within the video stream in pre-rolls, mod-rolls.
- Native Frames
-Placed on Disney+Hotstar home page to capture your customers’ attention as they browse.
3. Amazon Prime Video
Amazon Prime video was launched in 2016, owned by Amazon.It has genres ranging from horror,action,documentary,drama,comedy,reality,romance, kids,science fiction,fantasy.It has 23.1M, unique users, as of March 2019. The local subject accounts for 70% overall of Prime video Programming in India.
Netflix was launched in 2016 in India. Netflix India includes a 1000+ Netflix Originals of films, series with 15.5M users as of March 2019.
5. Sony Liv
Sony Liv was launched in January 2013 which is owned by Sony Pictures Networks India with 24.5 million unique users. Sony Liv’s base is primarily in the Asia-Pacific region. The library of Sony Liv consists of more than 18 years of content from channels of Sony Entertainment Network.
Due to the sports content, the SonyLiv continues to be male-driven, with a male-female ratio of 68:32 in March 2019. The youth comprising the 15-24 age group in both genders contributed to 45% of viewership, followed by the 35+ age group.
Why advertise on SonyLIV?
-It has about 24.5 million users.
-Sports accounts for around 35-40% of SonyLIV’s content.
-The majority users comprises the youth of 15-35 years of men, women.
Voot is an ott platform, part of Viacom 18 Digital Ventures, the digital arm of Viacom 18. Launched in 2016, it is available as an app for iOS, KaiOS and android users and a website for desktop. Voot has content from MTV India, Colors TV, Nickelodeon India and other regional languages.
The youth are the major viewers.
|Less than 20||27|
|More than 45||6|
Female viewers are more when compared to the males.
Why advertise on Voot?
Voot is one amongst the top 5 OTT platforms in India. This contributes to being the best choice for advertisements. Some more reasons are as follow:
-Voot has a range of original series and a huge collection of shows produced by Viacom-18. The most popular show in this platform is Big Boss.
-Voot has an audience mainly the youth aged between 16-30.
-The fastest growing online streaming app.
- Video advertising
There are 2 types of video ads being:
- Native Display advertising
The display of ad that matches the look, feel and functions of the app.
- Banner advertising
They are placed in the browsing section of the Voot app.
- Interstitial Ads
They are full-screen interactive advertising that appear between the video.
7. Zee 5
Zee-5 launched in 2018 with content in 12 languages. It is an OTT platform run by Essel Group via its subsidiary Zee Entertainment Private Limited.
The platform Zee-5 is mostly viewed by the age group 15-35.
Why advertise on Zee5?
Zee5 is one of India’s top over the top platforms.
-Home to 125,000+ hours of On-Demand Content with 90+ live TV channels.
-The company has entered into strategic partnerships with tech giants across the world to deliver world-class user experience, content in a brand-safe environment while strengthening the reach and customer engagement for advertisers.
8. Alt Balaji
AltBalaji was launched in 2017, owned by Balaji Telefilms Limited.AltBalaji is India’s leading OTT platforms focusing on delivering original content with 4.4 M, unique users, as of March 2019. It has released comedy shows in 5 languages.
The ratio of male-female visitors on ALTBalaji was 7:3 in March 2019. The largest demographics were males between 15-34 and Females above 35.
9. MX Player
MX-Player was launched in the year 2011 as an offline music app and 2019 as a video-on-demand platform. The coverage is available in 10 different languages Hindi, Kannada, Marathi, Telugu, English, Tamil, Bengali, Punjabi and Malayalam.
Why advertise on MX-Player?
-Almost 172+ active monthly users.
-Available in 10 languages which can target audience of different dialects and groups.
-Made its presence internationally in countries like United States, United Kingdom, Bangladesh, Nepal, Australia, Canada and New Zealand.
10. Jio Cinema
JioCinema is is an India OTT platform which was launched in the year 2016, owned by Jio Platforms, a subsidiary of Reliance Industries Limited. Its content library includes films, TV shows, Web series, documentaries, and music videos. The subject is available in 15+ languages with 74.5 M unique user in the mobile app.
11. Hungama App
Hungama is one of the largest digital destinations for a huge range of music from Bollywood, regional movies, music bands and other audio entertainment from India and around the world. It was launched in July 2007. In addition to music, the platform also offers movies and series in various languages with 7 million unique users.
Men are the major viewers in comparison to women. The major viewers are people from the age group 18-34. There are 22M monthly users.
Why advertise on Hungama App
-22M visits every month with over 50M users.
-Accessible via computers, tablets, mobile phone, smart TVs and other connected devices, users can download the content of their choice.
-Pre-roll video advertising
-Standard Banner advertising
12. Yupp TV
Yupp Tv was launched in 2015 in India. Yupp Tv(India) has close to 240+ LiveTV channels,2000 movies and 180+ TV shows in more than 13 languages with 3.7 M, unique users, as of March 2019.
Male audiences, who made up nearly 79% of total viewers in March 2019, are primary viewers of YuppTV. Over 40% of males are aged above 35. Meanwhile, females between 15-24 showed greater activity on the platform.
-Billboard(Home page) advertising
TVFPlay was launched in 2012, owned by The Viral Fever(TVF) with 1.7M, unique users, as of March 2019.
Males comprised 3/4th of traffic on TVFPlay in March 2019. TVFPlay struck a chord with younger audiences, with the 15-24 age group comprising 53% and 75% of male and female audiences respectively.
Why advertise on TVF website?
-It attracts an audience of age group 15-24.
-You can reach out to a specific audience.
It was launched in 2017 and owned by Sun TV Network Limited with contents in 5 languages-Tamil, Telugu, Kannada, and Bengali.SunNXT is available in android, iOS devices, Smart TVs and other devices.
Sun NXT had a male: female ratio of 60:40 in March 2019, with 15-24 age group comprising 50% of demographic in both genders.
Why advertise on Sun NXT?
-It attracts an audience of age group 15-24.
-You can reach out to a specific audience of regional level.
Audio OTT Platforms
Credit-OTT Audience Measurement Insights Report
A recent study OTT Audience Measurement Insight report by Kantar and VTON, Times Internet owned music streaming app Gaana emerged as the market leader with 30 per cent market share in over-the-top(OTT)audio streaming space. Gaana is followed by Jio Saavn, Wynk and Spotify.
Credit-OTT Audience Measurement Insights Report
The report also revealed that Delhi and Mumbai are the largest audio streaming markets with 25 per cent share followed by Kolkata and Bangalore standing at 11 per cent and 10 per cent respectively.
Gaana App is a free music streaming website with access to a huge collection
of licensed Indian & International music. Gaana.com is the largest
Indian commercial music streaming service with over 150 million
monthly users. It was launched in April 2010 by Times Internet and
provides both Indian and international music content. The entire
Indian music catalogue is available to users worldwide.
Why advertise on Gaana?
-Gaana’s monthly listenership is approximately 78M.
-Gaana targets a young and actively engaged target group.
-45M songs stream across the platform.
-Audio with a Companion banner
2. Jio Saavn
JioSaavn is an online music streaming and a digital distributor of Bollywood, English and other regional Indian music across the globe. Since it was founded in 2007 as Saavn, the company has acquired rights to over 5 crore music tracks in 15 languages.
The users are mostly the youth of age group 15-35 years.
Why advertise on Saavn?
-It has 19M active users monthly
-The youth streams music for around 25hrs/week.
-Jio Saavn uses analytics to improve listening.
-Rest of Site Banne
3. Wynk Music
Popular music online streaming app that was launched in 2014 by Airtel, which is India’s efficient telecom platform. It hosts both audio and visual content across its digital services with access to a huge music library covering all genres.IT is available in 12 languages.
The users are mostly youth of age group 18-34.
Top Reach Cities
Why advertise in Wynk Music?
-The platform brings an array of music choices that are categorized according to the genre, latest music, top artists, old songs, languages, top songs, top searched music. It lets you customize a playlist of your own that caters to your choices and mood.
-It is favoured by the young population of 18-34 years.
-About 4 million daily active users and engages for at least 41 minutes.
Spotify is an audio streaming platform that provides audio and podcast from various licensed Indian and International music. It is the largest Indian commercial music streaming service with over 15 million monthly users. It was launched in March 2018 and provides both Indian and International content.
Majority of users are mostly youth of the age group 18-34.
Why advertise on Spotify?
-286 million monthly active users, including 130 million paying subscribers.
-Become one of the most favourite audio streaming apps for the youth in a very short time.
-15 million monthly active users.
-Lead board advertising
Advantages of OTT Advertisement
– Brands can reach the target audience in a more refined way by delivering advertisements of products and services based on their personal interests and needs.
-OTT Advertising reaches a wider audience via smartphones through the internet.
-Advertisements can be targeted to a different section of the audience based on their geographical location,age-group, ethnicity, demographics and their search history.
-With all the data obtained about your audience, you can use it to find which ads are working for you and which ones are not to optimize further with insights you obtained.
-Since the OTT platform uses the internet, the viewers can watch the content on smart-phones, laptops, tablets, HDMI supported devices, streaming boxes, video game consoles. The ability to stream on multiple devices increases the amount of time individuals spend in watching. This increases exposure to advertisement.
How to do OTT Advertisements
The delivery method depends on the streaming platforms and how they interact with OTT devices. It could be through the Video Ad Serving Template(VSAT), client-side(CSAI), server-side(SSA). The entire process is as follows:
- Firstly an OTT audience is created. The composition of this audience will be based on the data obtained from the platform.
- Launching of the campaign.
- Advertising will be channelled to the audience through the OTT streaming devices. Various tags will be used to tell the media player how a particular ad should appear to the viewer. At this point, all the information is received and processed by the player.
- The final stage involves sending a report back to the advertiser which contains all types of statistics and metrics about the ad which is the key to determine whether the ad campaign was successful or not.