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Dexter Capital AdvisorsĀ ā¢Ā 1y
Amazon buying MX Player is a masterstroke! šš Here's why it wants a 3rd streaming platform. Letās start from the start š .. Basics: -> MX was developed by Koreaās J2 Interactive to play downloaded videos on smartphones -> By 2018, it had 175m MAU globally. But, most users hailed from Bharat (not India) -> Mostly android users from beyond Tier-1 & 2 cities, with less money, but more knack for entertainment -> They would download pirated content & watch over MX .. Enters, Times Internet: -> Impressed by its penetration into Bharat, Times acquired it in 2018 for $140mn! -> Relaunched as an AVOD-based app that allowed users to stream content for free with un-skippable ads (AVOD: Advertising-Video on Demand) .. The Positioning: -> Aware of the usual MX user, it focussed on stories primed with a mix of sex, violence & crime, set in Bharat, or having main characters who hail from there, either in the story or in reality -> As this worked wonders with user & engagement growth, MX doubled down by listing similar content from other players -> For eg- In 2020, it signed on one of Indiaās most prominent adult content OTT, Ullu Outcome: Today, MX Player has a MAU count of 300m+ šš .. But, unlike MX, most of the well-known OTT powerhouses had grown as SVOD platforms till mid-2021. The āSā in SVOD stands for Subscriptions. Thank recessionary pressures & high inflation hitting the West- Netflix, Disney, WarnerBros, Amazon Prime Video were all hit by a global slowdown in OTT subscriptions. However, it didnāt mean the users didnāt want entertainment anymore. .. Thus happened the pivot to AVOD: Netflix, and also Disney launched such packages on Disney+ Hotstar, Hulu & more And in line with the trend, Amazon launched miniTV smartly tucked inside the its website/app. .. Why? -> No hassle to bring users to a fresh app/website -> Would help bring new shoppers to its app/website in lieu of watching a show on miniTV -> It already knew which userās profile should be shown what ads- A new platform would be a problem here -> It could tell advertisers precisely, how many users of what profile saw an ad, transacted, or not- No competitor can that .. But there was one problem: Amazon's un/under-penetrated state in Bharat (vs India) also limited miniTVās reach & potential. .. 2 ways to solve this š Difficult way- Build a 3rd platform with such content, promote it, acquire users over time, and grow it, like it grew Prime Videos, and is now growing miniTV. Easy way- Buy an existing such platform that has already solved it all- Buy MX! ā”ā” What do you think?
Content creatorĀ ā¢Ā 6m
India's OTT market cap is $2.5 billion in 2023. According to VHI, Worldwide OTT market is $450 billion in 2023 which is projected to reach $1.56 trillion by 2028, expected to grow at an annual rate of 28.19%. The estimated size of India's video OTT
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Disney+ Hotstar has changed its logo color for beta users and plans to roll out this change for all users soon. How does the change in background color between the two Disney+ Hotstar logos impact the brand perception and user experience? Which color
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The most successful OTT platform in India is not netflix, prime or hotstar but ULLU, How can ULLU be the most successful when most of us have not even heard about it? Let's figure it out ULLU is a regional OTT platform. Last year, ULLU had 21L
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ChatGPT is not the new Google Twitter or X is dead, burnt by a lot of competitors YouTube is the new MiniTV with versatile Viewing Use Cases OTT is spacial place for mediocre budget cinema š½ļø Quick Commerce will eventually be Controlled by Amazon a
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