TV on mobile apps a new and booming industry

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Don’t want to miss the latest episode of your favourite soap while travelling? You can just log into one of the numerous TV on mobile apps available, including Hotstar, Hoot, DittoTV, nexGTv, and watch it on the go.

Thanks to faster mobile data networks, cheaper smartphones and increasing mobility, people are watching their favourite channels and movies on their mobile devices. The trend has spawned a whole new industry of video entertainment over mobile, whose players are reaching out to the customers with a variety of content and monetisation models.

“The market is opening up. People are getting into the field relaising that it is serious business,” said GD Singh, director, Digivive, a Media Matrix Worldwide company that operates nexGTv, a mobile TV and entertainment app.

Don’t want to miss the latest episode of your favourite soap while travelling? You can just log into one of the numerous TV on mobile apps available, including Hotstar, Hoot, DittoTV, nexGTv, and watch it on the go.

Thanks to faster mobile data networks, cheaper smartphones and increasing mobility, people are watching their favourite channels and movies on their mobile devices. The trend has spawned a whole new industry of video entertainment over mobile, whose players are reaching out to the customers with a variety of content and monetisation models.

“The market is opening up. People are getting into the field relaising that it is serious business,” said GD Singh, director, Digivive, a Media Matrix Worldwide company that operates nexGTv, a mobile TV and entertainment app.

Over a quarter (27%) of Internet users regularly watch TV or films online, compared to one in ten in 2007.

“Low prices of smartphones and faster networks are the main drivers of growth in this field,” said Manoj Padmanbhan, senior vice-president at the Ditto TV of Zee Entertainment Enterprises Ltd.

Apart from providing TV channels live and latest movies of various languages, companies are also coming up with their own exclusive content. Internationally, programmes such as the House of Card series of Netflix have gained much popularity. Digivive, for instance, has partnered with Fluence, India’s largest celebrity digital network, to create celebrity led mobile-serials.

While the maximum viewership is from the metros, the customer base in small cities is also growing, thanks to the roll out of faster networks. Hindi and regional languages dominate demand, while English programmes have 10% to 15% share. “We adjust the video quality based on the network,” said Rajiv Vaidya, India CEO, Spuul.

The monetisation models include free streaming with advertisements as well as subscription-based streaming.

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