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MX Player: Content, Strategy, and Monetization of India’s Biggest Homegrown OTT (Streaming) Platform
內容大綱
When the new chief executive officer joined MX Player, the video streaming business in India was undergoing a content boom and witnessing many changes due to shifting media consumption patterns and the penetration and exponential growth of Western video streaming platforms such as Netflix and Amazon Prime Video. The structure of the Indian video-streaming content and consumer market was changing, with global streaming platforms inadvertently segmenting Indian consumers according to which platforms they could afford. Western streaming platforms had thus led to a category of aspirational consumers who desired distinct content but were not yet willing or able to pay for it. MX Player provided a solution to this audience by offering high-quality compressed video content for free. But could it address the needs of a growing number of digital customers and still be successful amidst the formidable competition in the OTT market?
學習目標
The case study is suitable for specialized or elective courses on media and entertainment, specifically in courses on OTT business management, the media and entertainment business, the business of streaming platforms, and entertainment business and management. This case study examines the growth of video streaming services in India, the impact of the pandemic on the video streaming business, changes in media consumption patterns, the growth and expansion of MX Player, its main milestones and market share, its key strengths and weaknesses, and the competition it faces. The study examines MX Player’s business model, pricing, revenue policy, and content strategy. After working through the case and assignment questions, students will be able to do the following:<ul><li>Explore the challenges and opportunities for a homegrown over-the-top (OTT) platform business in India.</li><li>Analyze the feasibility of creating a unique yet free OTT platform targeting rural, regional, and Tier 3- and Tier 4-city digital consumers.</li><li>Study the content and monetization strategy of an OTT platform that targets a mass audience.</li></ul>