Regional streaming has a challenge at hand, as larger rivals unlock content
NEW DELHI : Large OTT platforms with deep pockets, secure in their scale and dominance, are able to confidently adopt advertising-led monetization models to offer content for free, squeezing their smaller rivals. In response, these smaller regional-language streaming services have picked hybrid models of monetization, where they offer certain content for free to be sampled while developing a bouquet of programmes, based on a deep understanding of the local markets, at different price points.
More importantly, many are relying on sponsorships, where a significant portion of the production cost is borne by the brand, and the show is still behind the paywall, to maximize revenue. Over the past year, JioCinema has made local-language programming, including new movies and shows, in addition to the IPL, available for free, while Disney+Hotstar has offered premium sports events at no cost to mobile users.
Amazon has followed suit, streaming international content on its free-service miniTV. The OTT advertising market, however, comes with its own set of challenges.
Apart from contending with a low cost per mille (CPM), or cost per thousand impressions, the landscape sees significant competition from digital-ad platforms. Industry giants like YouTube and Facebook, along with e-commerce, social media and short-video platforms, are emerging as major rivals for capturing impressions and audience attention.
“While traditional advertising interest may not be at its peak currently, we're actively engaging in discussions with brands to explore collaborative initiatives that resonate with our Marathi-speaking audience. Our focus lies on co-created content, sponsorships, and product integrations within our original programming, offering
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