 |
| Sonyliv cricket |
Sonyliv cricket:
Sonyliv cricket; how OTT platform SonyLIV rode cricket, FIFA and international content to 100 million downloads. In July this year, Sonyliv cricket surpassed 100 million downloads on the Google Play Store, becoming only the third homeground video-on-demand platform (after Hotstar and JioTV) to reach the milestone. Owned by Sony Pictures Networks (SPN), the video-streaming service began in early 2013 at a time when streaming was a niche activity. It was Pre-Hotstar and Pre-Jio India, where Internet piracy ruled and digital audiences were set back by poor bandwidth and prohibitive data costs. Then, in 2015, Sony's rival Star India launched Hotstar to coincide with the ICC Sonyliv cricket World Cup. And, a year later, India's richest man Mukesh Ambani, along with Reliance Jio, created the world's cheapest mobile data network. Since then, the industry has seen a variety of revolutions, with 40 video-streaming apps to gain attention in the market by 2023, which is now noticeable in the market.
SonyLIV is now one of the top five OTT apps, recording unprecedented growth in the last 15 to 18 months. It began in January 2018, when the platform acquired the digital rights for a cricket tour of India in South Africa. How the game fueled growth in MAUs and engagement App Annie estimates that SonyLIV's monthly active users (MAUs) doubled in March to 15.8 million in March after launching the India-South Africa series. The establishment of the Play Store registered a massive growth of 246 percent. Viewership also increased, increasing by 475 percent in hours and 69 percent in average time. In 2018, Sonyliv cricket carried India's cricket visits to England and Australia, and most importantly, the FIFA World Cup in Russia, which saw "a landmark viewership" of 70 million, the highest for football in India.
In addition, cricket visits to India in Australia and England achieved viewership of 50 million and 30 million respectively. The company claimed that this is a 5X jump in the time spent on the platform.
“Sports is a very big category for us. We invest a lot of money in acquiring digital sports rights. It is a huge contributor because it is a very big difference. User consumption increased nearly 3X last year and today, we are doubling the average users of the previous year. ”In 2019, the platform has already recorded a 3X increase in MAUs, riding the flagship show of Sony, India's ongoing cricket series in the West Indies. Kaun Banega Crorepati (which has recorded close to 600 million interactions), and other sports properties. Its MAU now ranges from 70 million to 80 million, making it the second most popular OTT platform in India. SonyLIV is aiming to reach 100 million by 2020.
The platform also claims to increase its user engagement by 7X. The average user spends about 35 to 45 minutes per day. The Sonyliv cricket app records 100 downloads per minute, totaling 109 million downloads. Sodhi explains, "2018 was a great year for us. FIFA was a resounding success. From appropriate match times to our lucrative campaigns and interesting innovations in technology, it accelerated membership growth."
Without other content, pricing, and monetization dividing the exact revenue numbers, SonyLIV states that about 20-25 percent of its current users are paying customers. The rest opt for advertising-funded content. In the last quarter, there were about 200 advertisers on the platform, including HUL, Swiggy, Marico, and more from Apple and Google. Sonyliv cricket believes that new avenues for digital advertising have emerged due to increased regional content consumption, and this segment will drive OTT revenue further. "Advertising is the largest form of demonetization for almost all broadcaster-supported OTTs in India," revealed Sodhi. Subscription revenue is also increasing. "We believe that with a better content library, it will continue to grow," he says.
It is currently
No comments:
Post a Comment