Who Is India’s Top Streamer: Netflix Or Disney?
Started in 2018, Zee5 is among a dozen streaming platforms, like that of Amazon.com. However, where is the Indian market heading towards?
India, as a country has the potential to become the largest overseas market. This is specifically because streaming giants like Netflix and Walt Disney Co. are spending millions of dollars to grab the Indian market.
Consider Zee5, one of the top domestic streaming platforms that has been set up by India’s biggest television broadcaster. Zee5 is currently betting on local content, to fend off big-spending rivals. This was said by Chief Executive Officer Tarun Katial. The OTT (Over The Top) platforms has been playing to its advantage, by adding more local-language shows and lower price options, in order to gain market share.
Once Katial had said that international OTTs neither have legacy nor library with depth. He even added that Zee5 has produced more than 100 original shows in local languages, at least 10 times more than any other rival.
Zee5 had its inception in 2018, and is among dozens of streaming platforms like that of Amazon.com. Boston Consulting Group estimates that Amazon’s market would be reaching around $5 billion in 2023. It’s not a secret that India has become a battleground for global streaming brands. This is specifically with an emphasis on delivering films and TV shows to smartphone users expected to number 850 million in the next two years.
Zee5 had a user base of around 61 million active users in the first 15 months in India. Katial has said that little choice, but to keep producing new shows, and at faster rates.
What About Disney?
Earlier this month, Disney said that it would be launching Disney+ streaming service in India. This would be via its Hotstar platform on March 29, right at the beginning of the Indian Premier League (IPL) cricket season.
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Disney+ To Launch In India And Rebrand With Hotstar
Also, Disney would be rebranding the Hotstar VIP and Premium subscription tiers to Disney+ Hotstar, in order to underline its global brand.
How Is Netflix Faring In India?
The world’s largest streaming platform, Netflix once said that it intends to sign on 100 million subscribers in India. This is almost 25 times the customer base it had in India as of now. When CEO Reed Hastings visited India, he had once said that Netflix is willing to spend around $419 million over 2019 and 2020, in order to produce more local content.
Some of the Indian content that Netflix has produced are ‘Sacred Games’, ‘Ghoul’, and ‘Lust Stories’.
What About The Price Differentiation But?
Netflix had tried to slash the prices by as much as half in India, essentially for subscribers that commit to at least three months. Streaming services in India like Apple Tv+, Amazon Prime, and Disney Hotstar, have offered discount deals this year, and subscriptions at prices much below those in other markets.
In order to attract more viewers, Zee5 has begun offering some region-specific packages at INR.49 a month, or INR. 499 a year. Also, at the same time, Zee5 is planning to add 90-second videos to its platform to meet demand, and also compete with platforms like TikTok.
