Online Video

There is a space for high quality content on the mobile. Every major player is investing heavily in acquiring or commissioning content. The first round of growth was subscription driven.
The kind of shows that are being commissioned needs consideration. There is an increase in creating more complex storytelling. The shows for online are made differently from those on the TV. TV is driven by the consumer research and ratings. The data that powers online content decision is different. It depends on deep consumer insight and expectation. Though successful TV shows can be adapted online, there are limitations. Producers of movies upload close to 30-40 promotional videos on YouTube, as against 2-3 previously, as there is co-relation between engagement with the videos and the box office success of a movie.
Online offers more freedom creatively and commercially. Online can explore a variety of genres such as crime, mature relationships which do not fit the daily soap format on TV. In the US, the subscriptions or pay TV drive the content. In India it is ad driven and mass driven, as subscriptions or pay TV has not taken off here.
Some audience in India lapses from TV. They do catch up TV on line or view IPL like big events.
TV has sheer stickiness. It reaches a mammoth 875 million in India. It has continuous engagement. This is not there for an online series that ends in five or ten episodes. Ad rates in video are a fraction of those on the TV. Thus monetisation is the biggest challenge.

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