Content, Audience & Monetization: The three pillars of OTT platforms

Karan Bedi, CEO of MX Player, talks about strategies for competition in the OTT sector

e4m by exchange4media Staff
Updated: Sep 3, 2019 2:30 PM


top talk

MX Player is marching into T2 and T3 markets after its success in T1 cities. Top Talk has invited Karan Bedi, CEO of MX Player, to reveal strategies for competition in OTT sector.

MX Player has become one of the most widely used OTT platforms in India, owning 180 million MAU in India. It has beautifully shifted from simply an offline video player to a streaming-featured platform.

Content, audience and monetisation are the three essential pillars for OTT Platforms. Given to the massive distribution, audience acquisition is the easiest part for MX Player. ‘Regarding to content, we have done a great job. Today we have over 100,000 hours of content on MX,’ says Bedi.

“If you have great content and no audience, you’re not going to go anywhere. If you have great audience and no content, you’re not going to go anywhere. If you don’t have monetisation, eventually you are not going to go anywhere,” he added.

T2 – T5 markets are massive, where user behaviors and demands are quite different from T1 markets. Most Indian families are single-TV households, the population in lower tier cities have even less access to entertainment avenues and screens.

“India is still far away from replacement of screens, now it’s just add-on.” For those users from T2 – T5 markets, when the number of screens rises, there will be more time spent on digital adding on to the time spent on traditional media. The online entertainment content consumption is going to be very high.

Regarding survival hints as an OTT player, Bedi suggests that getting the content supply lines in a manner that is robotic and scalable is really important. It’s also vital to figure out the right models out of 15 different monetization models.

Top Talk is a special series of talks, where we invite industry honchos to have insightful business discussion with us. Ankit Paul, Country Lead - Monetization Strategy and Programmatic at UC, is the anchor to lead the discussion.

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