The document discusses the use of predictive analytics in the entertainment sector in India. It provides an overview of the growing Indian media and entertainment industry and key developments. It then describes how analytics is used by entertainment companies to make personalized recommendations, target content and ads, prevent churn, model behavior, and analyze audiences. The document also discusses how COVID-19 has positively impacted the growth of OTT platforms and provides a case study on how Netflix uses analytics.

1. PREDICTIVE ANALYTICS:
ENTERTAINMENT SECTOR
Presented By:

2. INDUSTRY INTRODUCTION
The Indian Media and Entertainment (M&E) industry is a sunrise sector for
the economy and is making significant strides. Proving its resilience to the
world, Indian M&E industry is on the cusp of a strong phase of growth,
backed by rising consumer demand and improving advertising revenue.
The industry is largely driven by increasing digitization and higher internet
usage over the last decade
India ranks 15 in the world in the music industry and is expected to enter
the top 10 music markets by 2022
The online video market in India is estimated to reach US$ 4 billion by
2025, with subscription services contributing more than US$ 1.5 billion and
advertising adding US$ 2.5 billion.

3. RECENT DEVELOPMENTS
In April 2020, Hotstar, owned by the Star network, was rebranded as
Disney+Hotstar. It plans to localize Disney+ movies and shows by
dubbing or adding subtitles in Indian languages, including Hindi,
Tamil and Telugu.
Spotify will launch lite version for low-end Android phones in India.
As on July 2019, SonyLIV, India’s first premium video on demand
platform (VOD) crossed the 100 million app download on Play store.

4. VERTICALS IN ENTERTAINMENT
INDUSTRY
Television Industry
1. One of the major mass media and a huge industry
2. India is the 2nd largest television market in the world
3. Approximately half of all Indian households own a TV
4. TV Soaps are extremely popular, small screens have a huge role to
play in this
5. DoorDarshan is the National Television Network of India & largest
broadcasting organisations in the world

5. FILM INDUSTRY
Films are the most important form of entertainment in India. Film
industry in India is among the largest in the world in terms of films
produced in different languages which include films in Hindi,
Kannada, Bengali, Tamil, Marathi, Telugu, Punjabi and Malayalam
Approximately 23 million Indians go to see a film every day
This industry employs around 6 million people, and the turnover of
the film
In 2018, the global box office was worth $41.7 billion.When
including box office and home entertainment revenue, the global film
industry was worth $136 billion in 2018
Indian cinema is the largest national film industry in terms of the
number of films produced, with 1,813 feature films produced
annually as of 2018

6. RADIO INDUSTRY
Radio broadcasting in India started in British India in 1923 with the
Radio Club of Bombay
 All India Radio (AIR) was established in 1936 which is one of the
largest radio networks in the world including the AIR FM. AM, FM and
even Satellite Radio have made a huge impact on the Industry in India
Considering the current trends, the revenue has decimated by the
pandemic and lockdown. Advertising on radio fell by 82% during the
lockdown

7. OTT INDUSTRY
There are currently about 40 providers of over–the–top media
services (OTT) in India, which distribute streaming media over the
Internet. In fiscal year 2018, the OTT market in India was
worth ₹2,150 crore, and its value grew to ₹35 billion in 2019.
According to KPMG report, the average time spent by subscribers on
various OTT platforms is 20-50 minutes
The first dependent Indian OTT platform was BIGFlix, launched
by Reliance Entertainment in 2008
Other OTT providers: Hotstar, Netflix, Amazon Prime, SonyLIV
Online Podcasts platform: Spotify, Amazon Music, JioSavvn, Apple
Music, Gaana

8. USE OF ANALYTICS IN THE
ENTERTAINMENT SECTOR
Digital transformation has been driven by changing user behavior,
alterations to the way that people interact with businesses and
consume goods. Subsequently, businesses have had to adapt the way
they deliver content in order to retain and grow their audiences.
Data from social media monitoring can be used to inform not just
historical, but real-time understanding of user behavior. Advanced
consumer profiles can be built that help to enable on-the-fly
adjustments of promoted media, allowing organizations to capitalize
on trending topics across specific regions.

9. HOW ANALYTICS IS USED
1. Effective, Personalised Content Recommendations
2. Targeted Content Generation
3. Better Ad Targeting
4. Churn Prevention
5. Behavior Modeling
6. Audience Analytics

10. INFLUENCE OF COVID-19 ON OTT
PLATFORMS
The global over-the-top (OTT) market was valued over $110.1
billion in 2018 and is projected to generate a revenue of $438.5
billion by 2026, at a CAGR of 19.1%
Market Stats: CAGR(Pre-Covid)-16.7% CAGR(Post Covid)- 19.1%
The emergency COVID-19 has positively impacted the world's OTT
business growth. This increase is due to the increase that the
different governments around the world are pushing in demand for
OTT and gaming in the COVID-19 lockdown. Furthermore, the
lockdown period provided a boost to OTT entertainment services that
increased the viewer's interest for online content via a number of
platforms including Hotstar, Amazon Prime Video and Netflix. Such
factors boost the market for OTT services dramatically during the
time of lockout.

13. CASE STUDY
Deciphering the unstoppable Netflix and the role of Big Data

14. CASE STUDY- WHY NETFLIX

15. HOW ANALYTICS PLAYS A ROLE
1. Netflix Stepping into streaming
2. Use of Customer Lifetime Value at Netflix
3. Predicting viewing habits
4. Finding the next series/movie
5. Quality of experience
6. Defining future plan of action

17. FUTURE ROAD AHEAD
As companies adopt big data, we can expect to see more and
more content producers and providers investing in predictive content
programming. Rather than on simply assuming the customer viewing
habits, businesses should make a decision via big data
What analytics and data can do is give you an insight so you can
run a better business and offer a superior product. People with
data have an advantage over those who run on intuition or “what
feels right.”

18. RECOMMENDATIONS
Content should be the focus
OTT players need to be future-ready for the 5G wave. Low-
latency and high-throughput offered by 5G will give rise to new
formats - infinite endings, infinite Ad creative, and dynamic Ad
insertions
 Both large and small video-streaming platforms need to focus
on building a robust infrastructure to deliver quality service to
their customers and offload technology costs, wherever
necessary for improving reliability and reducing overhead costs.