OTT market in India is on the rise as international players like Netflix and Amazon are trying to capture the audience with original content. After exploring online and television mediums for promotion, OOH is another medium that now they are running after. Netflix’s ‘Sacred Games,’ premiered last week and Amazon Prime India’s fourth original series ‘Comicstaan’ has also been launched.
Even though the concept of both these shows is entirely different, both video streaming platforms are trying their best to beat each other and get the attention of audience.
Netflix has spent Rs 30-40 crore across different media channels to promote ‘Sacred Games’ and the response can be guessed with the fact that even after 1 week its reviews are still floating on the feeds of social media platforms. Sacred Games has also created controversies due to its content and Netflix has cleverly promoted the release of the trailer of its next original series ‘Ghoul’ using the popularity of Sacred Games.
I love Sacred Games. LOVE. Beautifully made show, stunning background score, superb pace. Utterly binge-worthy. But I have a few problems with it. I'm hoping that by voicing them, people working on shows will take note and fix, and take this in the spirit of honest feedback.
— Anuya Jakatdar (@anuyeaah) July 10, 2018
During the latest visit in India, I am surprised at the rapid expansion of Netflix in the houses. Sacred Games is a rage. One must sell TV stocks as it will have no future. Netflix and Prime will Eat TV channels , the way TV did it to Radios. Sell Zee, TV18, NDTV, Network 18
— Pulika Nath (@nalandacapital) July 13, 2018
Amazon, on the other hand, is also planning strategically to promote Comicstaan. Social media platforms are seeing the promotion of this show with popular stand-up comedians like Kanan Gill, Sumukhi Suresh, Tanmay Bhatt and Abish Mathew.
We are a show that convinces parents that comedy is a legit career. Now streaming on @primevideoin: https://t.co/yqd6ffNSdr. #ComicstaanLive pic.twitter.com/mDf06zAdq1
— Comicstaan (@comicstaan) July 12, 2018
Not just the streaming channel, but Amazon is going big way in promoting its Prime Day Sales as well. Cities of India like Delhi, Mumbai, Banglore have seen colourful installations creating buzz about the same.. Celebrities including Soha Ali Khan, Armaan Malik, Ambika Anand and several others revealed the mystery behind this.
Also Read: Is It Amazon’s Marketing Strategy For The 16th July Prime Sale That’s Turning Cities Artistic?
CMO of ALTBalaji, Manav Sethi shared his thoughts on the ongoing scenario in the Indian OTT industry and he said:
“If you look at it from Amazon Prime fan point it’s a multiplier effect. With the same media cost and communication (whether it’s news jacket or outdoor) they show Prime from e-commerce and content stand point because they don’t want to lose this space to Netflix and Alt. With the same ad they get to communicate both assets.”
Ali Hussein, COO, Eros Digital also shared his opinion and said:
“The concept of online consumption of video is boosted by Amazon and Netflix which works for the industry because the user base will increase. There will be increased consumption for each within their own capacity.”
