India is in the grips of seismic changes as far as video and broadband consumption is concerned. Pay TV cord-cutting is rampant even as free TV subscriptions are on the rise and OTT buy ins are churning with sign ups for certain platforms stagnating, even as others are seeing rapid increases and some are seeing cataclysmic drops. Aggregators of OTTs are popping up on the horizon promising cheap bundles along with value-added services for cable TV and DTH. There’s a rush to set up free advertising supported TV channels by TV set manufacturers and smart TV device makers. There’s the Jio factor where it is seeking to convert most pay TV customers to free streaming of video content by offering access to consumers at no cost. The consumer continues to demand bandwidths higher than ever imagined even as prices are dropping. Margins are under pressure as every player goes one up on each other o acquire and retain customers.
Clearly, the video and broadband distribution landscape has not been as vibrant as it is now.. How long will this pot-boiling continue? What will the magic potion of video and broadband look and taste like? And what’s the end game?