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  • Netflix subscriptions to get cheaper in India

    Netflix subscriptions to get cheaper in India

    MUMBAI: Netflix is tuning itself to India’s needs. Netflix chief product officer Gregory Peters said in an earnings call that the company will experiment with cheaper pricing models, betting on India to bring in its next 100 million subscribers for its long-term goal in a bid to increase its growth.

    Netflix is currently the most expensive streaming service in India. It has three existing plans in the country priced at Rs 500, Rs 650 and Rs 800 per month. The Rs 500 plan is for a single screen while Rs 650 plan offers HD content. On the other hand, Amazon Prime offers annual subscription in India at Rs 999 and also has a Rs 129 per month plan.

    “We’ll experiment with other pricing models, not only for India but around the world that allows us to sort of broaden access by providing a pricing tier that sits below our current lowest tier and we'll see how that does in terms of being able to accelerate our growth and get more access,” said Peters.

    Company executives in the earnings call said that they were encouraged with the growth they have seen in India. Netflix CEO Reed Hastings said that the company will take it ‘one million at a time’ when it comes to subscriber growth in the market. “There are over 300 million mobile households and almost twice that in mobile subscription, so there’s a huge market,” he added.

    Netflix has also planned to take on competition in India with more multi-lingual content. Hastings said that after signalling possible options, it could expand beyond English into Hindi and then into more languages, more pricing options and more bundling.

    In the past, Netflix launched its first original show in India Sacred Games followed by Lust Stories and Ghoul. It has also released a movie called Love Per Square Foot.

    Netflix’s streaming revenue grew by 36 per cent year over year in Q3 to $3.9 billion, as average paid membership increased by 25 per cent and ASP rose by 8 per cent. International revenue included a -$90 million year over year impact from currency, excluding the impact of F/X, international ASP rose 11 per cent year over year and 2 per cent sequentially.

  • Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

    Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

    MUMBAI: Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why  all we’ve been hearing about in the last year is how can brands and agencies leverage the most of data and more importantly, understanding the basics of data. 

    Data is not restricted to using it only in advertising (for data-driven advertising), it can essentially be a very function of every brand. With all the buzz around data and using it to reach the consumer effectively and efficiently, marketers and agencies must know how to make the most of data for better ROI and consumer engagement.

    Google Maps, Instagram, Facebook, Twitter, Snapchat, Google, YouTube, Netflix have all changed our world, and for good! Technology has changed the way we connect with brands and things around us. You like something, you hit a ‘heart’, something makes you furious, you reply via an angry emoji on Facebook. All this consumer behaviour is Data for marketers. And with a consumer’s likes, dislikes, hearts, tweets and browsing history available readily, a brand maps the consumer behaviour and reaches to them with targeted advertising and content. That’s why you only get a message or pop up to shop or buy your favourite pair of clothes, lipstick, car or mobile that you’ve been eyeing for long.

    However, with brands being able to map your behaviour by scrutinising you and using your data, it also violates a consumer right to privacy. To address this, the Government of India is currently considering sweeping a data privacy law –  Personal Data Protection Bill of 2018 , which states that privacy is a "fundamental right" under the Indian Constitution. 

    The bill is closely modelled after the European Union's General Data Protection Regulation (GDPR). It broadly applies to all personal data defined as any data of a person which allows direct or indirect identifiability; and envisions a regime where individual consent is the cornerstone of data-sharing. If the bill is passed, it may change the way on when, where and how much data can brands actually use. 

    Maybe eventually brands will have to pay their users in some form to be able to use their data in the new framework of guidelines. It could be in the form of money, virtual money, coupons or discounts.

    To understand the current scenario and future of data driven marketing, in a quick chat with Indiantelevision.com, WPP country manager CVL Srinivas gave us insights about creating the balance between using data and human insights, future of advertising with data, WPP’s plan for 2019 and more. Excerpts: 

    The importance of data in advertising today is more than ever. How do you see the future of advertising along with data?

    Data is a critical part of every business today. We have a lot more data available to us than we ever had before. Today, every business is looking at transforming itself – by smartly leveraging data, businesses can fast track their growth in numerous ways. Advertising is becoming a lot more data-led. Not just in targeting the right audience or deciding the best 

    medium, data is inspiring creative thinking on brands. We saw numerous examples of data-inspired creativity at our summit today. Going forward, we will see brands and agencies adapting to this new data world by rewiring their approaches. This is not to say that all the

    traditional methods will go out of the window. We need as much of the marketing gut as we need data.

    Having too much data can often become complex. What’s the way out?

    A data strategy needs to start with a purpose. The end uses of data need to be defined. Else there is a tendency to try and boil the ocean. Like we heard from a lot of our panellists that day, that the best approach is to start small, test a few hypotheses and then scale up. 

    Somewhere along the way one learns what kind of data is most valuable for a particular business/brand.

    While brands and agencies have a lot of rich data available today, we don’t know what to do with it. Do we still need time to get there where we understand the data and can leverage it to the best?

    Most businesses are on the journey to get better at harnessing the power of data. There is no one defined method. Some of them have made more progress while others are starting off from scratch. While there is an abundance of data, what we really need is a more 

    balanced approach to putting it to good use. By ‘balanced’, I mean combining data points across different sources to paint a broader picture. That’s where we need to see more progress generally speaking. 

    Focus point for agencies and brands in 2019?

    Data-centricity will be a key priority going forward, but it must go hand in hand with creativity. 

    Do you think brands and agencies need to take a step back, pause and say, “I think we are pushing it too much!” How can we as an industry skip being ad-blocked?

    I think we will soon get to a point where most, if not all advertisers will realise the need to move from a completely push-based advertising approach to a more balanced way of engaging with their consumers. Data and technology are making it easier to identify consumer tastes and preferences more sharply. This will reduce the bombardment. On top of that, if one knows what kind of content engages the consumer, it can result in more relevant messaging being served.

  • Netflix adds 6.96 mn subscribers in Q3

    Netflix adds 6.96 mn subscribers in Q3

    MUMBAI: After a disappointing Q2 result, global streaming giant Netflix has again beat all expectations in its Q3 earnings. Netflix has not only added 6.96 million subscribers in this quarter but it has reported $4 billion streaming revenue for the quarter which is up 36 per cent year over year. However, the media company’s international revenue was down $90 million due to year-over-year impact from currency. The Reed Hastings-led company has proved again that it is still at the top of digital entertainment business despite threats from Amazon Prime, Hulu, HBO.

    The amazing subscriber growth came from US market as well as international market. Netflix netted 1.09 million new streaming subs in the US and 5.87 million internationally. The disruptor in world entertainment is projecting it will add 9.4 million net subscribers during the next quarter.

    Though Netflix has licensed content on its platform, it will rely on its TV and film studios to make more of its own content. As quoted by CNBC, Netflix chief content officer Ted Sarandos said its original shows tend to be more valuable than licensed ones.

    “We also continue to expand our international originals, with projects spanning India, Mexico, Spain, Italy, Germany, Brazil, France, Turkey and throughout the Middle East to just name a few. In India, our hit series Sacred Games was followed up by Ghoul in late August. La Casa de las Flores, our latest Mexican original, has become a big hit,” the company said in a letter to shareholders.

    Netflix’s free cash flow in Q3 was -$859 million vs. -$465 million in the year ago quarter. It anticipates that it will be closer to -$3 billion than to -$4 billion for the full year 2018.

    The company also spoke about its competitors while emphasising that internet entertainment is leaving more opportunities. “Content companies such as WarnerMedia and Disney/Fox are moving to self-distribute their own content; tech firms like Apple, Amazon and others are investing in premium content to enhance their distribution platforms. Amid these massive competitors on both sides, plus traditional media firms, our job is to make Netflix stand out so that when consumers have free time, they choose to spend it with our service,” the streaming service commented.

  • Netflix Q3 app revenue up 90% y-o-y

    Netflix Q3 app revenue up 90% y-o-y

    MUMBAI: Netflix's financials show it had a strong Q3 on mobile. The app dramatically observed an upswing by generating gross $243.7 million which represented a 90 per cent year-on-year increase as compared to Q3 2017. The popular streaming app has surpassed an estimated $1.4 billion in total gross revenue to date worldwide on the App Store and Google Play.

    According to the Sensor Tower, during Q3, Netflix’s app gained the most new users from the US, Brazil and India accounted for 19, 13, and 10 per cent of all downloads, respectively. Each of these regions saw growth in installs compared to Q2, but none as large as India, which experienced an increase in downloads of more than 100 per cent.

    Overall global consumer spending on the App Store and Google Play totalled $18.2 billion during the third quarter. Apple’s App store widened its lead over Google Play, as the App Store earned $12 billion during Q3 — nearly 93 per cent more than Google Play, and representing the biggest revenue disparity since at least 2014 between the two platforms.

    According to reports, Netflix also saw solid growth in downloads over the course of Q3, adding more than 50 million installs. This estimate marks a 16 per cent increase in downloads compared to Q2, and represents an even larger year-over-year growth of 36 per cent. The more than 50 million new users helped push Netflix past 600 million worldwide installs to date. In terms of number of downloads, Facebook again topped the global chart with four of the top five apps for Q3 — WhatsApp at number one, Messenger at number two, Facebook at number three and Instagram at number five. Bytedance’s social-video app TikTok, which the company merged with Musical.ly in August, took the number fourth spot worldwide, marking 15 per cent growth quarter-over-quarter and 440 per cent year-over-year.

    Downloads of mobile games grew 2.2 per cent year-over-year last quarter to total 9.5 billion on the two platforms. Google Play saw 76 per cent of those, with 7.2 billion download in the period, according to Sensor Tower. 

  • AVIA announces new members

    AVIA announces new members

    MUMBAI: The Asia Video Industry Association (AVIA) today announced that Netflix has joined as a Patron member, alongside Globe Telecom as a Corporate member, strengthening the mandate of the Association to represent the interests of companies across the broader video industry in Asia.

    Additionally, in joining AVIA, Netflix has increased their role in supporting the industry by committing to becoming a Steering Committee member for the Coalition Against Piracy (CAP); piracy being one of the central pillars of the newly refocused Association.

    CAP is at the forefront of fighting piracy through enforcement, disruption of intermediaries in the piracy chain, along with government and consumer outreach. AVIA is also a supporter of Globe’s ‘Play it Right’ campaign to discourage video piracy.

    “As we create new forms of content, this is an opportunity for Globe to enhance synergy with other key stakeholders in the global entertainment industry”, said Globe President and CEO, Ernest Cu. “Through AVIA we will ensure that our customers get the full benefit of our partnerships. In addition, this will help strengthen our advocacy of protecting original content providers against piracy.”

    Louis Bowell, AVIA CEO, further stated that “It is clear that whatever part of the video industry you come from, there are concerns about the growing threat from video piracy and there is a need to have farsighted policies to foster growth. I am delighted that we will be able to work together with Netflix and Globe Telecom on these crucial issues for our industry”.

    AVIA is open to companies who care about the future of the video industry in Asia Pacific and want to be part of a community of like-minded, responsible companies who work to make it stronger and healthier. Please visit www.asiavia.org for information on how to join.

  • Airtel partners Flipkart, MakeMyTrip, Netflix to counter Jio

    Airtel partners Flipkart, MakeMyTrip, Netflix to counter Jio

    MUMBAI: Indian global telecommunications company Bharti Airtel is teaming up with Flipkart, MakeMyTrip and Netflix to provide customised offers for its consumers, in a bid to compete with Reliance Jio.

    Reliance Jio, having experienced a huge growth over time, used the same strategy to attract customers. Airtel will also attempt to expand itself into a digital platform to attract more customers.

    According to a report by The Economic Times, the offer will be harboured under the #AirtelThanks privilege membership programme. Subscribers who contribute a monthly revenue of over Rs 100 on an average can enjoy the benefits of the offer. On the principle, higher the recharge, bigger the offer value.

    Flipkart will offer cash backs in the form of coupon recharges on buying a smartphone from the ecommerce platform.

    The idea is to make sure a subscriber stays with the firm. “We studied telcos across the globe including T Mobile and Telstra for this,” said Bharti Airtel CMO Vani Venkatesh.

    Speaking to ET, Jaideep Ghosh, partner at consultancy firm KPMG explained how Reliance Jio’s services have demanded other telcos to rise a step up further. Explaining that, he said, “In the currently competitive landscape, traditional sources of plain vanilla telecom services and data services are facing intense pressure and telcos need to branch out into other services, Carriers need to get into partnerships to achieve this, which is crucial to their future growth.”

    Concluding this, Sameer Batra, CEO – content and apps, at Bharti Airtel said, “The more you are invested in the brand, the higher differentiated products and more options thrown to you”.

  • OTT platforms looking at more original films: Siddharth Anand Kumar

    OTT platforms looking at more original films: Siddharth Anand Kumar

    MUMBAI: Although web-series is the most discussed form of OTT content, some of the streaming services are also investing in content-driven original movies. Both international OTT players and home grown platforms in India have added original movies to their content catalogue. The change has expanded the scope for production houses, independent filmmakers to monetise low budget films easily. Popular music banner Saregama’s film venture Yoodlee Films which started last year has three of its movies on streaming giant Netflix. Two more films from the production house will be available on OTT platforms also.

    In an interaction with Indiantelevision.com, Saregama VP TV and Films Siddharth Anand Kumar highlighted the potential of original movies on the platform and their plan to work on OTT platforms. Saregama India’s film division collaborated with Netflix for the streaming giant’s first Indian original film Brij Mohan Amar Rahe, a dark comedy. Other than that, Ajji and Kuchh Beheege Alfaaz produced by them are also available on Netflix.

    Kumar thinks the potential of original movies on streaming platforms are growing. “OTT platforms are concentrating on putting more films as originals whereas till now we have been seeing more emphasis on series. I don’t think the focus on series will decrease but films are also getting in,” he said.

    Explaining the reason he said as a series demands a high amount of time from viewer to finish watching it, there is a separate need for stories which can be consumed in a small span. Traditionally, young audience of age group 18-25 has been given more importance in digital spaces that can binge-watch a series. But, the audience aged above 30 needs content of shorter span.  Yoodlee Films spokesperson also highlighted the benefits films can leverage from a marketing angle. As good content driven movies can be screened in international film festivals, it’s an easy way to grab eyeballs. Critic review also helps to increase awareness through word of mouth.

    The synergy between production houses and OTT platforms for originals can be regarded as win-win situation for both. While theatrical release cannot leave much impact without proper star-studded casting, those platforms have their own loyal viewer base. Moreover, content becomes more crucial than known faces.

    “I feel that it’s important for us as a production house to build a business relationship with all the OTT platforms. So, naturally when you make a film you will go to everybody who is a potential buyer and say that this is our film, this is the quality of the product we are making and if you would like to buy let’s start talking. So we always approach,” Kumar commented while he was asked if it approached Netflix for Brij Mohan Amar Rahe.

    “We have plans to work with all OTT platforms. What is important for us is not partnering with only one platform but creating something as a company where we can work with everybody. We want to take our films to any platform where it is needed Every platform has a specific niche. Some films will fit one platform, some will fit another,” he added.

    While he was asked how they measure the audience response, Kumar said though any OTT platform does not share data with producers, there’s another interesting way to get feedback on digital. With the release of one film, lots of conversations take place on Twitter, Facebook. The production house has a dedicated team to monitor the chatter on social media.

    While some concerns were raised regarding overflow of dark content on OTT platforms, he said as after a long time producers were freed from unnecessary restrictions, that was a natural reaction. Slangs, sex, violence – all despite being a part of commonplace life were strictly restricted from being shown on screen. “However, the cycle is now ending and we are realising other kind of content is equally important. Every kind of content will go on OTT,” he said.

    With a team of 30 members, the company is looking at creating more thematic films. Though it’s playing in an untested territory of its parent company and monetisation could be a challenge, the success of released films till now speaks in its favour.

  • OTT players, cable ops find harmony in integration

    OTT players, cable ops find harmony in integration

    MUMBAI: Studies have shown that as far as India is concerned, nothing is going to dethrone TV’s position for a while. But the OTT boom is undeniable. Even TV broadcasters want to have their cake and eat it too by setting up their own video on demand services. Although cord-cutting is not as prevalent in India as developed markets, it is certain that viewing habit of consumers has already started changing. Cable TV (http://www.indiantelevision.com/iworld/broadband/cable-tv-dth-players-cautiously-optimistic-on-jio-fiber-competition-180706 ) operators are most vulnerable to the major shift in the near-term while DTH players are also under pressure to come up with new strategies.

    Recently, Hathway took a step to bridge the gap between TV and OTT by landing a deal with streaming giant Netflix. Hathway is more vulnerable to the change due to its urban-centric business. Another large operator Siti Networks announced its first hybrid set-top box that has YouTube and YouTube Kids in-built. However, this is not about only cable operators, OTT players also have high chances to reap the benefit of it.

    “Traditional cable players are already penetrated very deep, with 90-100 million TV households and broadband customers too. That is a huge customer base for OTT platforms to leverage. It’s a win-win situation: the OTT (http://www.indiantelevision.com/iworld/over-the-top-services/higher-production-values-of-ott-content-wont-put-pressure-on-tv-biz-punit-goenka-180814 platform gets access to the customer base while the cable company can increase subscription ARPUs,” Ernst & Young media and entertainment advisory services partner Ashish Pherwani commented.

    Netflix, the US streaming giant is trying to beef up its business in India very soon. With deep pockets, it wants to make a premium content library. But as the platform has high pricing and still does not have a considerable amount of regional content, it’s not easy for it to acquire customers here.

    KMPG India media and entertainment partner and head Girish Menon said it’s definitely a starting point for cable operators to be able to offer OTT content. With the rapid growth of mobile internet, linear TV may be under threat at least for certain situations. According to him, by offering OTT platforms, these cable operators are protecting their business from digital.

    “The biggest challenge for any OTT platform is physical distribution and customer acquisition. So by a deal with Hathway, Netflix is actually taking them into many more households than they are currently able to access on a direct basis. It partially helps them with both distribution and acquisition challenges,” Menon commented.

    A study by Parks Associates said approximately 33 per cent of cord cutters in the US would have stayed with their service provider if offered a Netflix-style service bundled with broadcast TV channels. In the US, where the cord-cutting started first, viewers love to get both experiences at the same time. As traditional TV still remains the primary screen in India, these integrations can definitely help cable operators to reduce churn and increase stickiness.

    On the contrary, Dolat Capital VP research Karan Taurani thinks the deal won’t help Netflix to acquire customers as the service is not bundled and will cost the same amount of money. According to him, Netflix is much easier on Chromecast.

    “It may help Hathway in some way if they tie up with four to five VoD platforms rather than just one; further, they will also have to provide the set top box with VoD access at a minimal price in line with the price of a Chromecast device which gives access to any VoD platform,” he added. However, the new set top box with a special button on remote for Netflix has been priced at Rs 2999.

    Talking about the benefits of the deals, Menon mentioned another vital point. As most of the cable companies also have broadband businesses, the alliance between cable and OTT players can lead to the broadband growth of the cable companies. Moreover, for cable companies, broadband operates at a much higher margin than traditional cable business.

    It seems as if even broadcasters are growing alert to the potential danger in OTT unless you make them your friend. Recently Zee Enterprises Entertainment Ltd entered into a content deal with Airtel after breaking up with Jio while ALTBalaji partnered Xiaomi with Mi TV. Eros Now, the OTT platform from Eros International, struck a deal with FashionTV.
    It is very certain that the industry is about to see more partnerships along the same line. Even DTH players have also struck few deals with OTT players. Acknowledging it as an upcoming trend, Pherwani commented that every OTT platform is trying to maximise its reach.

    “I think you will see more and more such partnerships and this is not just in cable, even in DTH. The reason behind it is that to a certain extent they are preparing for a future. Because the FTTH broadband roll out front that Reliance has announced makes it a significant player that could actually impact the distribution business of cable and DTH players. So the partnerships are a protection,” Menon commented.

    Large players like Hathway, Siti Networks, Den Networks will find it easy to invest more in the technological update and remain relevant. But small MSOs with lesser investment, cash flow will not be able to survive in the thriving competition. Hence, the cable industry is definitely going to witness a number of consolidations. The DTH and telecom industries have already realised that they need to merge if they want to sustain their businesses.
    Going forward, we will see more partnerships and deals between traditional TV and modern OTT.

  • BSNL to launch 4G in Telangana; may partner Netflix

    BSNL to launch 4G in Telangana; may partner Netflix

    MUMBAI: According to an Economic Times report, BSNL Telangana Telecom Circle Chief General manager V Sundar informed that a project for 4G testing purposes in Telangana has been initiated. The project would be launched in Jadcherla town of Mahabubnagar district and Wyra town in Khammam district in November.

    BSNL is expecting to extend its 4G services all throughout the state by March 2019 after rolling out its services in these two districts of Telangana next month, stated a senior official.

    Even V Sundar confirmed the plans of expanding the company’s services by saying, “By March 2019, we expect to have 8-9 lakh new 4G customers.”

    Sundar also said that the state owned telecom is working to join hands with video service provider Netflix.

    With that, Sundar also briefed about the special tariff vouchers and offers that would be made available as part of its 18th foundation day and a partnership with Amazon for free Amazon Prime Video subscription for BSNL users.

  • Netflix Acquires Worldwide Rights to Leena Yadav’s Rajma Chawal

    Netflix Acquires Worldwide Rights to Leena Yadav’s Rajma Chawal

    Mumbai/26 September- Leena Yadav and Rishi Kapoor will make their Netflix debut with Rajma Chawal, a light-hearted story about family in the age of social media. Rajma Chawal will be available exclusively on Netflix, worldwide, on November 30, 2018, before which it will premiere at the BFI London Film Festival in October.
    Set in the chaotic, vibrant Chandni Chowk area in Delhi, Rajma Chawal captures the relationship between a father attempting to reconnect with his estranged son through social media, a new world for him. The film is an emotional roller-coaster, interspersing grief and the pressure of family expectations with humour, compassion and love. Rishi Kapoor plays the role of Raj Mathur, the father, along with Amyra Dastur, Aparshakti Khurana and Anirudh Tanwar in his debut role as Kabir Mathur, the son.
    An internationally acclaimed film-maker, Leena Yadav navigates complex and dynamic family relationships with depth, sensitivity and the ability to find humour in unexpected places. Her first international feature film, Parched, premiered at Toronto International Film Festival in 2015.

    Leena Yadav said, “The father-son dynamic is a universal human theme, and Netflix, with its global reach and ability to address a range of audiences with rich and resonant stories, was the ideal partner for us. Being on Netflix invites the whole world into the lives of a family in Chandni Chowk, and we are excited to bring the tumult, colour and vitality of both the family and the area to newer audiences.”
    Swati Shetty, Director, International Originals and Acquisitions, Netflix, said, “Rajma Chawal takes the viewer along the highs and lows of of family dynamics, and we hope members around the world will relate to the story and its multi-dimensional characters. Technology and social media are changing human relationships globally, and we’re honoured that the stellar team behind this film chose to partner with Netflix on showing their take on this subject to the world.”