According to Ficci-KPMG report on M&E industry, India is the world’s fastest growing smartphone market. The digital video market currently stands at a little more than 15 per cent of the total digital advertising market — and both are growing rapidly. Mobile video entertainment space has seen many players. There are digital streaming operations in the form of a over-the-top ( OTT ) service. Hotstar is an example of video streaming app from Star network. We are likely to see more and more branded OTT services. They do the digital premieres of new movies too. Digital entertainment also gives a chance to own the IPRs. They can generate their own different content. In the US, Hulu and Netflix are very popular.

India’s OTT sector is nascent, but the market for online video consumption is expanding rapidly. In 2015, three OTT video platforms have been launched. These platforms will adopt either an advertising driven model or subscription and ad supported model. Advertising will be on a selective basis. It is important to keep the medium clutter-free. Advertising will have to be integrated to what they are presenting on a case-by-case basis. There will be special non-TV campaigns to strengthen the engagement with the customers.

India is still not a subscription-led market, as here the cable rates are the lowest. As it is the consumer already pays for internet access. Why the same consumer again will pay for the content? Yes, in future, content can be monetised imaginatively. You can allow a consumer to order on outfit a heroine in digital content is wearing.

In video ads, the components are in-video ads ( 10 per cent ), true- view ads (15 per cent ) and standard in-stream ads, which are pre-roll, mid-rolls and post-rolls ( 75 per cent ).