Subject category:
Marketing
Published by:
Amity Research Centers
Length: 7 pages
Data source: Published sources
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Abstract
OTT (over-the-top) platforms such as YouTube, Netflix, Amazon Prime Video and Hotstar were revolutionising content consumption in India, with rapid growth in digitalisation and connected devices. Extended lockdowns due to the COVID-19 pandemic had only increased the popularity of OTT platforms, with movies premiering on them. Increasingly, ad budgets were shifting from traditional media to OTT platforms, with FMCG brands spearheading this trend. Consumer behaviour was also supporting this trend. In a first of its kind, Tata Tea Gold and Parle-G had partnered with Amazon Prime Video, for the release of the movie Shakuntala Devi, in a bid to strengthen their brands. While the OTT platforms had several advantages, it also posed a few problems for advertisers. Would the increasing popularity of OTT platforms become a game changer for FMCG advertising and brand building? With the OTT market in India set to grow at a CAGR of 21.8%, will it become the new normal?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Time period
The events covered by this case took place in 2020.Geographical setting
Region:
Asia
Country:
India
About
Abstract
OTT (over-the-top) platforms such as YouTube, Netflix, Amazon Prime Video and Hotstar were revolutionising content consumption in India, with rapid growth in digitalisation and connected devices. Extended lockdowns due to the COVID-19 pandemic had only increased the popularity of OTT platforms, with movies premiering on them. Increasingly, ad budgets were shifting from traditional media to OTT platforms, with FMCG brands spearheading this trend. Consumer behaviour was also supporting this trend. In a first of its kind, Tata Tea Gold and Parle-G had partnered with Amazon Prime Video, for the release of the movie Shakuntala Devi, in a bid to strengthen their brands. While the OTT platforms had several advantages, it also posed a few problems for advertisers. Would the increasing popularity of OTT platforms become a game changer for FMCG advertising and brand building? With the OTT market in India set to grow at a CAGR of 21.8%, will it become the new normal?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 2020.Geographical setting
Region:
Asia
Country:
India