Brightcove’s Legacy, Dor’s CTV Disruption and Prasar Bharati’s Leap

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Welcome to the 64th edition of Streaming in India Newsletter.Your weekly news roundup on streaming players, OTT trends and analysis. If you’re not already a subscriber, please sign up and join thousands of others who receive it straight to their inbox every Wednesday.

When the news of the Brightcove acquisition came through Bending spoon Last week I was hit with a flood of memories.

In 2017, I had the incredible opportunity to be Brightcove India’s first employee, tasked with driving operations in one of the fastest growing streaming markets. OTT was still in its early stages in India, but Brightcove was already a global leader as a pioneer in the online video platform (OVP) space.

One of my proudest moments during this trip was at the Brightcove CXO Roundtable in Goa (a launch event of Brightcove India). We brought together India’s top media and entertainment leaders to discuss the immense opportunities, challenges and innovation potential in streaming video. This event reflected what Brightcove truly stood for: thought leadership, collaboration, and pushing boundaries.

Under the direction of David Mendels (then CEO) and with the unwavering support of the Boston headquarters and our Singapore outpost, we built something extraordinary in India (a faster growing region for the company with 45 customers at its peak). While operating in a market as dynamic and unique as ours sometimes felt like an island, Brightcove’s camaraderie, passion and commitment to the customer made it a company that wasn’t just about business, it was about building of relationships.

Til today Brightcove remains a career-defining chapter for me. It taught me the pressure and excitement of working for a NASDAQ-listed company, the value of customer-centric innovation, and how to bring SaaS solutions to industries such as media, sports, education, e-commerce and beyond.

The sale of award-winning blue-chip online video platform Brightcove to Bending Spoons (which includes Streamyard, Wetransfer, Evernote and other popular software platforms) for an undervalued $233 million reflects the state of streaming technology – a difficult one Years in a row Post Covid, there is not much to show in terms of technological innovation.

agenda

1. India’s first subscription-based television service: Dor

2. Prasar Bharati’s foray into streaming: A great start with scope for personalization

And…action!

The connected television (CTV) market in India is poised for a significant transformation. Streambox Media, backed by Micromax Informatics, along with investors including Nikhil Kamath and Stride Ventures, has revealed DorIndia’s first subscription based TV service. With the number of CTV households expected to double from 50 million to 100 million over the next five years, Dor aims to redefine the way Indians experience television content by addressing critical issues such as high upfront costs and fragmented services.

Dor combines hardware and a subscription service into a single, seamless offering. It introduces 43-inch 4K QLED TV powered by the proprietary Dor OSpre-installed with 24 OTT apps and over 300 live channels. Key highlights include:

• Unified subscription model: One signup for services like Prime Video, Jio Cinema, Disney+ Hotstar and many more.

• AI-powered search and personalization: Hyper-personalized recommendations based on knowledge graphs.

• Solar powered remote control: Sustainability meets functionality with state-of-the-art hardware design.

The Indian CTV ecosystem is riddled with challenges such as high upfront hardware costs, siled subscriptions and complex user experiences. Dor closes these gaps with:

• Affordable prices: An upfront activation fee of ₹10,799 followed by a monthly subscription of ₹799.

• Scalable distribution: Originally available on Flipkart, Dor plans to expand to offline channels and introduce larger TV variants (55-inch and 65-inch) by early 2025.

• Consumer-oriented approach: Features like intuitive navigation and four-year warranty underscore their commitment to creating long-term value.

The company’s support reflects growing confidence in its innovative business model:

• Micromax Computer Science holds a majority stake, signaling a strategic shift from smartphones to smart TVs.

• Nikhil Kamath (Zerodha) And Stride Ventures have acquired significant minority stakes and bring financial strength and operational expertise.

• Founder Anuj Gandhia media veteran, leveraged his extensive industry experience to develop this solution.

While the exact valuation and details of the stake are yet to be disclosed, the entry of such big-name investors underlines the belief in Dor’s potential to disrupt India’s burgeoning CTV market (read eyeball economy).

India’s CTV landscape is fragmented, and consumers are forced to navigate between multiple apps, subscriptions and ecosystems. Dor offers a clear suggestion:

• Simplified user experience: AI-powered search allows users to effortlessly discover content across genres, platforms and languages.

• Package prices: Unlike traditional TVs or streaming sticks, Dor eliminates the need for multiple subscriptions by integrating services into a single plan.

• Targeting underserved segments: With affordable pricing and pre-loaded content, Dor is able to attract users in Tier 2 and Tier 3 cities where CTV penetration remains low.

• CTV advertising potential: With the increasing number of affluent audiences watching premium content on CTV, Dor is well-positioned to partner with advertisers on targeted campaigns.

• Local content integration: Incorporating regional platforms like Aha and Hoichoi provides an advantage in connecting with India’s diverse audience.

• Market expansion: By entering offline retail and introducing larger screens, Dor could appeal to a wider audience, including joint families and high-income households.

• Content licensing costs: Scaling the content library while maintaining profitability could be a hurdle.

• Consumer acceptance: Convincing users to switch to the Dor ecosystem from existing setups requires significant marketing and education efforts.

• Competition from telecommunications and technology giants: Players like Amazon Fire TV and LG Channels are aggressively expanding their CTV offerings, posing a threat to Dor’s market share. And let’s not forget the 1,000-pound gorilla Jio, which could easily disrupt Dor since it controls the data.

Dor is more than just a TV – it’s a comprehensive ecosystem that aims to revolutionize the way Indians consume content. Its subscription-based model, combined with intuitive technology and affordable pricing, could redefine the CTV market. However, execution will be crucial. As Dor prepares to scale, its success will depend on its ability to educate consumers, foster strategic partnerships and continually innovate.

The Indian CTV market has long been ripe for disruption, and Dor could be the catalyst for change.

Prasar Bharati, India’s public broadcaster, has launched its streaming platform at the International Film Festival of India (IFFI) – the move marks a bold step into the competitive OTT space. There have been over 100,000 downloads on Android alone, which is an encouraging sign for the platform.

Great debut from Prasar Bharati – elegant UI/UX, a wide variety of content in several leading Indian languages, a collection of unique Indian cultural programs and a family-friendly streaming application that can set an interesting benchmark in the highly competitive OTT landscape in India.

• Development partner: Built by RailTel With AWS as a CDN and cloud service provider, the platform has a scalable infrastructure.

The app’s content is not geo-blocked and I was able to log into the site using my Indian mobile number to enjoy most of the content – the initial reports spoke of a “free” app, but they have launched a “freemium” -Model shortly after release for premium movies and shows.

• ONDC integration: Enables online purchasing of goods and services, combining e-commerce with entertainment.

• Third-party apps: Linking with platforms like Eros Now and Lionsgate for in-app subscriptions and revenue share models.

Prasar Bharati’s Waves OTT is a promising step in the evolution of India’s public broadcaster, combining its rich archives with modern content to appeal to India’s diverse audience. From documentaries and government archives to live channels, films and even e-magazines, the platform offers something for everyone. However, developing a unified content strategy for such a diverse nation is no easy task. Waves must prioritize original content creation and implement personalization algorithms to improve viewer engagement and retention. While it’s an impressive start with competitive streaming experiences and launch times, future success will depend on user feedback and agile content diversification. A strong foundation has been laid – now it’s time to build on it!

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