Year 2016 was a very turning point for the Indian entertainment industry. The two giants – Amazon Prime & Netflix landed with OTT (Over The Top) services.
As the data plans got cheaper, these services has thrust upward at a greater pace and by the end of 2016 million of Indian subscriber has added with it.
Now, considering the present situation, more than a couple of competitors has landed in the market and already acquired the market firmly. There are a number of streaming services which are available in India like Hotstar, JioCinema, Hooq, Sonyliv, Alt Balaji, Eros Now apart from Amazon Prime Video and Netflix.
The market competition temperature has raised to a greater level and definitely, users will get the accounts of benefits. The Indian OTT companies like Hotstar and Jio TV (Jio Cinema) are giving tough competitions to the giant companies and are in reality more popular than their international rivals.
So what are the cause of this intense competitions ?
Cheap, Efficient & Effective Service of Jio
Reliance Jio is the telecom upstart that was launched in the year 2015 and has beaten the services of Vodafone Play and Airtel TV. The Jio TV and Jio Cinema is the platform which has acquired the wide spectrum of users in a very short span of time which makes it a bigger threat for Hotstar, Amazon Prime & Netflix as it has the strong distribution network and can be accessed easily. Similarly, Eros Now has also collaborated with BSNL (Bharat Sanchar Nigam Limited) to outreach its content in places of rural India.
Complexity & High Price Subscription of Netflix
Sacred Games… (Yeh, Gaitonde) was a good piece for the Netflix and did really hit the good spot on the viewers but that wasn’t enough to stay top on the video streaming industry. The best things about Netflix is that it has the good NPS (Net Promoter Score), means two-thirds of its users recommend others to use this platform. The only thing that puts it behind Indian competitors is the pricing which asks a lot as compared to other streaming service platofrms.
Apart from the others OTT service providers, Netflix is the only who struggles the most. Below image illustrate the app uninstallation rates of the previous year.
Source: Quartz India and The Atlas Charts