2018 saw OTT platforms double media spends: ESP Properties report

OTT statistics India

OTT platforms are increasing media spends to build audiences and credibility, OTT statistics India show 207% growth from 2017 to 2018.

OTT platforms like Amazon Prime Video, Netflix, Hotstar, Zee5, Sony LIV, Voot, Eros Now and ALTBalaji doubled the estimated amount of money spent by them to attract and retain consumers in 2018 as compared to 2017. According to a report released by GroupM’s ESP Properties, estimated media spend by these platforms grew at 207% from 2017 to 2018.

Among the platforms considered for 2018, the highest amounts were spent by Amazon Prime Video (216.2 crores) and Netflix (192.2 crores). These numbers were 137.4 crores and 31.3 crores respectively, in 2017. However, the biggest leaps were made by SonyLIV (29.3 crores from 0.7 crores in 2017) and Voot (26.2 crores from 4.6 crores in 2017).

“With their spends growing by twice, thrice and even ten times that of the previous year’s, OTT giants are gearing up faster than the cinematic world can fathom,” predicts the report, adding that the 3Cs — cost, content and comfort — will continue to drive OTT platforms.

Film marketing

In the world of film marketing, a substantial sum of Rs 606 crores was spent by the creators of 1,087 movies that released in the country nationwide in 2018. Of the total amount, about 47% (Rs 285 crores) was spent on television marketing and about 28% (Rs 170 crores) on digital marketing.

Celebrity endorsements

The celebrity-brand industry size escalated from Rs 795 crores in 2017 to Rs 995 crores in 2018. A closer look at these numbers indicates that about Rs 605 crores (61%) of the total in 2018 and Rs 506 crores (64%) in 2017 were because of the top 10 celebrities. This means that there has been a slight drop in the contribution by the top celebrities.

Brand associations

2018 saw 18 new brands enter the film marketing space with movie tie-ups. FMCG topped the list of contributors, followed by e-commerce and health and fitness, with automobile trailing behind. The top three fresh spenders in 2018 for brand associations were Thums Up Charged (Avengers Infinity War) at 2.3 crores, Friends Adult Diapers 1.8 crores (102 Not Out) and Ketomac Shampoo 1.2 crores (Hichki).

Influencers ahead

“The influencer game will become stronger with brands increasingly swaying towards them, vying for direct reach with their loyal follower base as part of their renewed brand strategies,” predicts Vinit Karnik, Business Head, ESP Properties.

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