BCG+利用數(shù)字技術(shù)推動(dòng)機(jī)電業(yè)務(wù)增長

Seeing

theBIG

PictureHarnessingdigitaltodrive

M&EgrowthMarch

2023Boston

Consulting

Group

partners

withleaders

inbusinessand

society

to

tackletheir

most

importantchallengesand

capture

their

greatest

opportunities.BCG

was

the

pioneerinbusinessstrategy

whenitwas

founded

in1963.Today,

we

work

closely

withclients

to

embrace

a

transformational

approachaimed

atbene?tingallstakeholders

—

empoweringorganizations

to

grow,

buildsustainablecompetitiveadvantage,

and

drive

positive

societalimpact.Metabuildstechnologies

thathelp

peopleconnect,

?ndcommunities,and

grow

businesses.When

Facebook

launched

in2004,

itchangedthe

way

peopleconnect.

Appslike

Messenger,Instagramand

WhatsAppfurtherempoweredbillionsaround

the

world.

Now,

Metaismovingbeyond

2Dscreens

toward

immersive

experienceslike

augmented

and

virtualreality

to

help

buildthe

next

evolution

insocialtechnology.Ourdiverse,

global

teams

bring

deepindustry

andfunctional

expertiseand

a

range

ofperspectivesthatquestionthe

statusquoand

spark

change.BCG

delivers

solutionsthrough

leading-edgemanagementconsulting,

technology

and

design,and

corporate

and

digitalventures.

We

work

inauniquelycollaborative

model

across

the

?rm

andthroughout

alllevels

ofthe

client

organization,

fueledby

thegoal

ofhelping

ourclients

thrive

and

enablingthem

to

make

the

world

a

better

place.THE

ORIGINS

OFTHE

STUDYMedia&

Entertainment(M&E)players

around

the

world

haveembraced

digital-forward

practices

to

become

future-ready.They

recognize

the

power

ofdigitalto

in?uence

every

stage

ofthe

consumer’s

mediaconsumption

journey,

from

discovery

tointerest

to

engagement.

Yet

Indianplayers

have

beenhesitantto

embrace

digital.BCG

and

Metahave

come

together

to

present

a

view

onhowdigitalcandrive

growth

for

M&Eorganizations

inIndia.We

connected

with30+

industryleaders

from

LTV,

OTTandMovie

Studiosto

getthe

complete

industry

perspective.We

complemented

thiswitha

quantitative

survey

of~2,600consumers

and

in-depth

discussionswith50+viewers,

for

aholisticcustomer

perspective.We

are

grateful

to

these

industryleaders

and

consumers

fortheir

invaluable

contributions.Shaveen

GargTHE

TRAILERThink

full

funnelDeploy

digital

as

acomplementary

mediumRamp

up

digitalengagementHighconsumerinvolvementpostcontentdiscoverySigni?cantconsumerinvolvementondigitalchannelsbeyondLTV/OTT

networkWord

ofMouth(WoM)

increasesappointmentviewingandreduceschurnDigitalplaysacriticalroleacrossthecontentconsumptionjourneyIdeate,create

andsharedigital-forwardcontentDesignandexecute

targetedcampaignsto

nudgeWoM50–60%

ofconsumersactivelyresearchandengagewithcontent~50%

off-networkactivityhappensondigitalUp

to

40%

higherwatch

timesfordigitallyengagedaudiences3

digital

touchpoints

betweencontentdiscoveryandconsumptionOfthese,

50%+

are40%+viewersdiscovercontentondigitalviaWoMdigitally

in?uencedIdentify

pockets

ofinnovationBuild

capabilities

tomatch

global

peersUnlock

signi?cantvalue

with

digitalUrgentneedto

re-thinkandformulatebusiness,contentandmarketingstrategiestoaccelerategrowthBest-in-classcompaniesbuildanecosystemto

designandexecute

digitalactivationsStrategicdigitalactivationsexpandtheviewerbaseanddrivetop-linegrowth2.5–3xhigheractiveuserbaseNurture

Test

and

learn

cultureContent

factorywithagileteamingMeasurement

toolkit1.5–2xhighertimespentRe-allocate

marketing

spendsbasisincrementalreturnsOrganizational30–40%salesupliftforLTV

andMovieStudiosTechnology

and

dataTailor

digital

activationsbasisdigitalmaturityFlywheel

for

user

engagement35–40%marketingspendsef?ciencyforOTTSHOOTING

SCHEDULE01

02LIGHTSCAMERAUnderstandingthepowerofdigitalandevolvingconsumerbehaviorAttractingandengagingtheviewerP

a

g

e

0

8P

a

g

e

2

403

04ACTIONBEHIND

THE

SCENESKey

research

datapointsandglossaryoftermsBuildingadigital-readyorganizationP

a

g

e

4

4P

a

g

e

5

401LIGHTSUnderstanding

the

power

of

digitaland

evolving

consumer

behavior89Indiaisanentertainment-hungrynation–andgrowthindigitalisdrivingnewcontent

consumptionGrowth

indigitalconsumption

outpacingallother

segmentsPayTV

households

inIndiacontinue

a

growing

trendwhilethe

USand

Chinaare

staticordeclining…CAGR

19–22Number

of

hours

of

consumption/day/viewer10.6–11.22%-7%0%8.7–9.14.3–4.5Television1IndiaUSChina3.8–3.92.1–2.2…and

the

numberofOTTSVoD

subscribers

isgrowing

3–4x

faster

thaninUSand

China3.0–3.3Digitalvideo2CAGR

19–2251%Others317%3.3–3.411%2.8–3.020192022E4IndiaUSChina1.

TV:

ages18+whouseatleast

oncepermonth;includeslive,

DVR,

andotherprerecorded

video(suchasvideodownloadedfromtheinternetbutsaved

locally);includesalltimespentwatching

TV,regardlessofmultitasking.Ifallpopulationwithage18+isconsidered,average

hoursperday

is3.28hoursasof2022;2.

Digital:ages18+whouseatleast

oncepermonth;includesalltimespentwithonlinevideoactivities,regardlessofmultitasking;includesviewingviadesktop/laptopcomputers,mobile(smartphonesandtablets)andotherconnecteddevices(gameconsoles,connectedTVs

orOTTdevices);3.

Includesgaming,printandradio4.

EstimatedSource:

MediaconsumptioninIndia2022fromE-marketer;

IndustryReports;BCG

Analysis10SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTHVideoverticalsare

cateringto

thisappetiteandexpectedto

grow

at12%+CAGR

fornext3yearsThisreport

isfocused

onthe

LTV,

OTTand

Movie

StudiossectorsVideo-basedmedia

and

entertainmentmarket

size

inIndiaIn

USD

BnFaster

growth

inpost-pandemic

period+12%18-20~600Mn

online

video

viewers

inIndia

(50%upvs.

2019)CAGR

22–25+5%141311LTV3%52%67%Original

content

onOTTto

reach4,000

hours

by

2024

(2x

vs.

2019)Digital

Video(OTT,

SFV)73%34%77%33%15%20%13%3%8%MovieStudios17%20%19%50%+

ofalltime

spentonOTT

by2025

willbeon

vernacular

content201620192022E22025F3Pre-pandemicPost-pandemic1.

Shortform

videoapps

2.

Estimated3.

ForecastedSource:

IndiaMediaMarket

Size,2022fromMagnaGlobal;TuningInto

Consumer,

March

2022by

EY

&

FICCI;Press

Articles;BCG

AnalysisLIGHTS:UNDERSTANDINGTHEPOWEROFDIGITAL&EVOLVING

CONSUMERBEHAVIOR11Digitally

active

users

aregrowingand

expectedto

be85%

ofinternetusers2020In

Mn2022EIn

Mn22025F3In

Mn2030FIn

Mn6%CAGRInternet

usersaged

18+51522443%62436659%74354573%89475713%CAGRDigitallyactive

users1Share

of

digitallyaged

populationsamong

internet

users85%1.

Usersusinginternet

for

more

than4

years

2.

Estimated

3.

ForecastedSource:

BCG

analysis12SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTHHowever,

Indianmediacompaniesare

under-indexedonmarketingspendsanddigitalcapabilitiesIndian

M&Eindustry

spendslower

thaninternational

peersEven

domestically,

digitalspendslower

thanother

B2CindustriesUrgent

need

to

invest

ininternal

digitalcapabilitiesShare

of

digital

in

marketing

spends1In

USD

Mn1,6506803701,400600Average23.7%10067%46%42%10%28%UnitedStates"Majority

of

our

efforts

are

onown

network,

digital

is

seen

as

asecondary

driver

of

reach"AustraliaJapan806040200"Digital

is

growing

but

ourLTV

network

still

has

majorityof

the

eyeballs"UKFranceAverage57%ItalySouthKoreaGermanyIndiaCanada"Lack

of

clarity

on

the

impact

ofdigital

activations

puts

a

lot

ofresistance

in

executing

these"Brazil33%54%58%90%72%ChinaIndustry

speak01234510Retail

BFSI

Telecom

FMCG

M&ERelative

size

ofM&E

IndustryMarketing

spends

as

%of

industry

revenue1DigitalOf?ine1.

For

20212.

Average

of11countriesotherthanIndiaSource:

MediaMarket

&

AdvertisingOverview,

2021fromMagnaGlobal;IndustryExpertInterviews;BCG

AnalysisLIGHTS:UNDERSTANDINGTHEPOWEROFDIGITAL&EVOLVING

CONSUMERBEHAVIOR13We

lookedatconsumersacrossdemographics…DISCOVERYGenderIncome45%

55%53%

47%?

Getting

to

know

abouta

new/existing

piece

ofcontent

onthatrespectivechannel/studio/OTT

platformLess

thanMore

thanINR10lacsMaleFemaleINR10lacs1Age

groupsCity

tier257%

43%

53%

47

%Drive

awareness

amongcustomers

who

areLess

than35

yearsMore

than35

yearsLargetownSmalltown?

Notaware

aboutthe

platform?

Notaware

aboutthe

content?

Dormant/churnedLanguageHindiDigital

maturityHigh:

Typicalappusage:SVoDOTT,app-based

cabbooking,internet/mobile

banking57%41%2%44%56%"Top

10

trending

are

a

great

wayto

discover

good

content

pieces"RegionalEnglish"I

came

across

a

meme

fromarecent

release

and

decided

towatch

its

trailer"Low

to

moderate:

Typical

appusage:socialmedia,search,e-comshoppers,AVoD

OTT,mobilewallets1.

Per

annum2.

Largetowns

–

metrosandtier-1

citiesandsmalltown

–

tier2

and3

citiesSource:

BCG

ConsumerContent

ConsumptionSurvey,

October2022,N

=

2,61514SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTH...to

understandtheircontent

consumptionjourneyandthekey

driversINTERESTENGAGEMENT?

Gathering

information

actively

to

makea

conscious

decision

to

watch/notwatch

a

piece

ofcontent?

Actively

following

the

content

episodeafter

episode,seasonafter

season

(incl.

catchup)?

Sharing

of

related

info

(view,

feedback,

recommendation)

whileconsumingthe

content?

Involved

with

the

content

beyond

watching

it(fandom,discussionsoncharacters

/

plotetc.)Engaging

with

audiences

by

various

marketing

initiatives?

Maximizing

subscriptions?

Generating

interest

aboutthe

content?

Maximizingtime

spent?

Maximizingfrequency

ofvisits?

Reducingchurn

rateSocial

listening

to

gaugereaction

to

content"Whenever

I

am

watching

something,

I

usually

take

a

picture

of

mylaptop

screen

and

post

it

online""We

have

a

group

where

we

review

anddiscuss

new

shows

and

movies""I

follow

of?cial

handles

of

my

favorite

celebs;

at

times

they

have

sharedmy

posts

on

their

handles

as

well""I

search

for

information

about

the

contentonline

and

check

out

reviews

by

in?uencers""I

usually

watch

sports

highlights

on

my

phone

when

I

am

having

a

meal"LIGHTS:UNDERSTANDINGTHEPOWEROFDIGITAL&EVOLVING

CONSUMERBEHAVIOR15CORE

OBJECTIVE

OF

THE

STUDY

WAS

TO

UNDERSTAND…How

media

companies

can

catalyzegrowth

through

digital...16SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTHLIGHTS:UNDERSTANDINGTHEPOWEROFDIGITAL&EVOLVING

CONSUMERBEHAVIOR17Activationsto

bedesignedkeepinginmind…High

overlap

inSigni?cantdigitalSimilardigitalin?uence

forHindi

and

Regionalcontentcontent

viewers;

however,important

nuances

in

thechoice

of

channels

andactivities

withinthemcontent

consumptionacross

verticals–in?uence

observedevenfor

cohorts

generallyconsidered

to

beblurring

boundaries

inconsumers'minddigitally

passive

(over

–35

years,

women,

small-town

residents)18SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTHConsumersseamlesslytransitionacrossLT

VandOTTContent

consumption

isverticalagnosticfor

40%+

respondents……rather,

consumers’

choice

ofplatform

towatch

content

depends

onexternal

factorsShare

of

respondentsLTV"I

love

watching

a

particular

serial

on

TV

because

I

like

theway

the

lead

acts

and

dresses""I

never

skip

the

episodes

and

have

been

watching

it

sincethe

last

2–3

years"38%"Sometimes,

when

I

miss

an

episode

on

TV,

I

watch

it

onlinethe

next

day"Priyanka,

Patiala,

34years38%11%1%3%1%OTT"I

am

a

sports

lover

and

sports

means

Cricket

and

Kabaddifor

me"8%MovieStudios"I

usually

watch

them

on

TV.

But,

if

my

family

wants

towatch

something

else,

I

switch

to

OTT

apps

on

my

phoneor

laptop"43%

respondents

consume

contentacross

verticals"Whenever

I

am

in

of?ce,

I

watch

live

cricket

matches

onstreaming

platforms

on

my

laptop"Jugal,

Mumbai,

25yearsSource:

BCG

qualitativeresearch,

October2022,N=50;BCG

ConsumerContent

ConsumptionSurvey,

October2022,N

=

2,615LIGHTS:UNDERSTANDINGTHEPOWEROFDIGITAL&EVOLVING

CONSUMERBEHAVIOR19Contraryto

industrybelief,even

cohortslike

over–35

years,

womenandsmall-townresidentshave

signi?cantdigitalin?uenceDigitalin?uence

andinteraction

isage,gender,

income

&

city-tier

agnostic%

respondents

digitallyin?uenced

at

eachjourney

stageAgeGenderFemaleAnnual

incomeCity-tier<35

years35

years+Male<INR

10

lacs

INR

10

lacs+Large

towns

Small

townsLTVOTT40%7828%71%54%26%70%45%34%66%55%33%76%63%35%76%56%31%74%55%39%81%68%PREWATCHING1MovieStudios62%LTVOTT68%72%69%60%70%70%67%78%68%65%77%74%64%72%69%64%71%69%64%72%70%65%72%69%POSTWATCHING2MovieStudios<25%25-50%50-75%<75%Digital

efforts

should

be

planned

to

target

audiences

across

demographics1.

Includesdigitalin?uenceinthe“pre-watching”stageofmediacontentjourney(i.e.,discoveryandinterest)

2.

Includesdigitalin?uenceinthe“post-watching”stageofmediacontentjourney(i.e.,engagement)Source:

BCG

ConsumerContent

ConsumptionSurvey,

October2022,N

=

2,61520SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTHDigitalin?uencesimilarforHindiandRegional,butdriven

by

differentchannelsandactivitiesSimilarlevels

ofdigitalin?uenceinHindi

and

RegionalHowever,

the

most

in?uentialdigitalchannelsfor

bothdiffer

considerably%

respondents

digitally

in?uenced

at

each

journey

stage1LanguageHindicontentRegionalcontentToprankedHindicontentRegionalcontentSourceShort-

and

long-form

videosLTVOTT40%78%64%25%72%46%In-for

digitaldiscoveryappacross

platformsInformationonreleasedates/launchResearchtopicInformationonstorylineRegional

in?uencersbuild

better

connectand,

therefore,

havehigh

credibilityMovieStudiosSource

ofresearchactivityOf?cialpage/accountLTVOTT70%70%58%73%In?uencersPain

points

for

Regionalare

mainly

driven

bylimited

availability

ofindustry-generatedcontent

like

BTSFollowinginterviews/of?cialaccountsofrelated

celebsDiscussiononwebsites/forumsEngagementactivityMovieStudios69%73%<25%25-50%50-75%<75%Important

for

media

houses

to

have

customized

approach

for

marketing

Regional

content1.Samplesizeof1,493

for

Hindiand1,082for

RegionalcontentSource:

BCG

ConsumerContent

ConsumptionSurvey,

October2022,N

=

2,615LIGHTS:UNDERSTANDINGTHEPOWEROFDIGITAL&EVOLVING

CONSUMERBEHAVIOR21M&E

companies

must

actively

and

consciouslyunderstand

evolving

consumer

behavior

anddesign

strategies

covering

E2E

consumerjourney

to

accelerate

growth22SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTHLIGHTS:UNDERSTANDINGTHEPOWEROFDIGITAL&EVOLVING

CONSUMERBEHAVIOR2302CAMERAAttracting

and

engaging

the

viewerDISCOVERYINTERESTENGAGEMENT2425DISCOVERYINTERESTENGAGEMENTLTV

viewers

have

low

digitalmaturity;

better

reachedthrough

of?ine

channelsDigitaldiscoveryisontheupswing,even

inLTV...Highestin?uence

seeninfast-growing'highdigitalmaturity'

segment%

respondents

discoveringcontent

digitallyIn?uence

of

digitalsigni?cantly

higher

forOTT

and

Movie

StudiosPrevailing

view3xLTV:higherin?uencefor

digitally69%Content

discovery

primarilydriven

through

promotions

onown

channels,

limited

or

nodigital

activations

requiredmature

audience149%LTV

audiences

only

discusscontent

among

themselvesand

take

reviews

from

theirfriends

and

family34%21%OTT

and

Movie

Studios:OverallOTTMovieStudiosLTVDigital

is

important,

anddriving

online

discovery

isa

key

imperative1.

Compared

to

low

digitalmaturityaudienceSource:

IndustryExpertInterviews;BCG

ConsumerContent

ConsumptionSurvey,

October2022,N

=

2,61526SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTHDISCOVERYINTERESTENGAGEMENT…viewers

are

in?uencedby

digital,butsupplyisaconstraintLackofdigitalcontent

isa

pain

pointfor

~80%ofnon-digitally

in?uenced

LTV

viewers%

of

non-digitally

in?uenced

LTV

viewers

facing

the

respective

issueSupply

drivenchallenges46%32%19%Limited

info

aboutupcoming

content

ononlineplatformsIncomplete

info

inads,

orpromos

shown

are

not

fordesired

contentToo

many

ads

ofirrelevant

products/servicesLTV

players

should

invest

in

ideating,

creating

and

sharing

digital-forward

content

to

tap

into

this

existing

demandSource:

BCG

ConsumerContent

ConsumptionSurvey,

October2022,N

=

2,615CAMERA:ATTRACTINGANDENGAGINGTHEVIEWER27DISCOVERYINTERESTENGAGEMENTNo

pressing

need

for

digitalinterventions

beyond

ownnetworks/channels

to

drivecontent

discoveryOff-network

discovery

ishugelyunderestimated

–and

50–60%ofitisondigitalchannelsSourceof

discovery%

respondents

in?uenced

by

respective

sources63%Prevailing

viewLTV60%40%40%

ofdiscoveryhappensoutsideTV,andmore

than60%ofthatisondigital37%LTV:DigitalOf?ineDiscovery

mainly

driven

by

ownnetwork

and

of?ine

channelsDigital

activation

not

criticalsince

TG

is

not

digitally

activeOTT38%50%50%62%

discovery

happensoffthe

app–

and

halfofitisondigitalOTT:62%DigitalOf?ineCRM

channels

suf?cient

topromote

content

discoveryonce

viewers

are

onboardedOutside

networkIn-app/Own

NetworkRecognize

the

power

of

non-network

digital

platformsto

drive

discoveryRecommendation

engine,top

listings

aresigni?cant

driversSource:

IndustryExpertInterviews;BCG

ConsumerContent

ConsumptionSurvey,

October2022,N

=

2,61528SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTHDISCOVERYINTERESTENGAGEMENTThedriversofdigitalcontent

discoveryOrganic

chatter

–

conversationswithfriends,

family

andpeers

are

apowerful

engine

ofdiscoveryFan

following

–

onlinechannels

likestudio/celebrity's

of?cialhandles

etc.canbeharnessed

to

drive

discoveryVideo

nudges

–

short-

and

long-formvideosacross

platforms

exert

strongin?uence

ondiscoveryIn?uence

of

in?uencers

–

keyemerging

channel

to

buildconnectand

hook

viewers

to

contentCAMERA:ATTRACTINGANDENGAGINGTHEVIEWER29DISCOVERYINTERESTENGAGEMENT60%+

consumersseekoutinformationaboutcontent

beforedecidingto

watchUpto

80%ofresearch

occurs

online,

across

verticalsOnaverage,

3

digitalconsumer

touchpoints

betweencontent

discovery

andconsumption%

respondents

who

research

content

onlineto

help

them

make

a

viewing

decisionNoofdigitaltouchpointsPrevailing

view62%%

respondentswho

researchcontent

toLTV:3.2OTT83%Interest

can

be

generatedby

having

higherfrequency

of

touchpointson

own

networkMovieStudios68%3.1decide

whetherto

watchOTT

and

Movie

Studios:2.7LTV42%Decisions

are

oftenshaped

by

multipleonline

interventionsLeverage

digital

to

nudge

viewer

decision-makingSource:

IndustryExpertInterviews;BCG

ConsumerContent

ConsumptionSurvey,

October2022,N

=

2,61530SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTHDISCOVERYINTERESTENGAGEMENTWithindigital,videoshave

thegreatest

in?uenceonviewer

decision-makingacrossverticalsLTVOTTMovie

Studios%

respondents

doing

respective

research

activityDigital

outside

networkShort-

and

long-21%29%32%form

videosText-based

(inclrecommendationsfrom

peers)20%16%19%Posts/banners/rich

media5%7%10%9%12%26%Of?ineads1Of?inerecommendations7%5%13%In-app/ownnetwork42%27%NA1.

Includesradio,newspaper,OHHandTV

(forMovie

StudiosandOTT)Source:

BCG

ConsumerContent

ConsumptionSurvey,

October2022,N

=

2,615CAMERA:ATTRACTINGANDENGAGINGTHEVIEWER31DISCOVERYINTERESTENGAGEMENTConsumersseeksimilarinformationacrossverticals,butprioritiesvaryContent

trailers/teasers

are

most

sought-after

across

verticalsLTVOTTMovie

Studios%

respondents

ranking

information

area

as

topTrailers/teasersrelated

to

contentTrailers/teasers

relatedto

contentTrailers/teasersrelated

to

content28%24%27%14%15%17%15%17%15%15%13%12%Reviews

andratingsReviews

andratingsReviews

andratingsInfo

aboutwherethemovie

isscreeningAd

promos

for

thecontentAd

promos

for

thecontentInfo

aboutrelatedstars/celebs/playersInfo

aboutrelatedstars/celebs/playersInfo

onstorylineDevelop

content

across

high-preference

information

areas

to

nudge

decision-makingNote:

Comparison

shownfor

OTTMovies,TV

MoviesandCinemaSource:

BCG

ConsumerContent

ConsumptionSurvey,

October2022,N

=

2,61532SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTHDISCOVERYINTERESTENGAGEMENTCase

study:

Indian

LT

V

playerLeveraging

external

channels

ina

360o

marketing

campaign

for

a

dance

reality

showDriving

online

mentionsthrough

the

metaversePublicizing

title

trackusing

AR

dance

classesDance

challengesfor

in?uencersHashtag

led

challengesacross

citiesEnabledaudienceto

choosetheiravatar

and

danceon

virtual

stageHarnessedARto

letpeopledance

to

the

title

trackwith

a

celebrity

judgeTop

in?uencers

dancedwiththejudges/anchors,performingthehooksteptothetitletrackFlash

mob

organizedinMumbaiwithchildrendancingto

thetitletrackEngagingactivitieslikephoto

booth,

dance

master-class,

game

zone

and

BTSVideo

snippets

releasedforparticipantsto

share

ontheir

online

handlesTalent

show

forselect

dancetroupes

invariouscitiesSnippetsuploaded

andpromoted

as

short

videos

foreasysharing2

highest

rated

reality

show

in

Indiandand

among

top

20

shows

withina

week

oflaunchSource:

Industry&

Press

Reports;BCG

AnalysisCAMERA:ATTRACTINGANDENGAGINGTHEVIEWER33DISCOVERYINTERESTENGAGEMENTLimited

online

post-watchengagement

for

LTV

content~50%viewers

engage

withcontent

–

and35–50%

ofthisoccurs

digitallyacross

verticals…Digitalengagementsigni?canteven

for

LTVPrevailing

view%

respondents

actively

engaged

and

digitally

in?uencedLTV:Passive

consumer

involvementafter

watching

content48%%

respondentswho

engagewith

content47%35%34%Limited

scope

for

digitalin?uence

as

engagementmainly

driven

by

of?inediscussion

with

friends/familyOTTLTVMovie

StudiosOTT

and

Movie

Studios:Audiences

engageonline

with

user-generated

content,

aswell

as

content

sharedon

of?cial

handlesSource:

IndustryExpertInterviews;BCG

ConsumerContent

ConsumptionSurvey,

October2022,N

=

2,61534SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTHDISCOVERYINTERESTENGAGEMENT…though

digitalengagement

inLT

V

isdriven

by

user-generated

contentLTV

under-indexed

onindustry-generateddigitalengagement

activitiesWithin

digitalengagement,

85%+

consumersconsume

short

clips

ofwatched

showsSources

ofdigitalengagement

activities55%“I

actively

seek

out

short

clips

ofmy

watched

shows”O(jiān)TT

GEC73%64%54%27%36%46%?ctionrespondentsMovieStudios32%“I

watch

short

clips

of

myLTV

GEC?ctionwatched

shows

whenever

Icome

across

them”respondentsIndustry-generatedcontent(Interviews

of

celebs,

BTS,

memes,

updates,

contests…)`User-generated

content(Online

discussions,

sharing

reels,

recommendations,

stories…)Propagate

engagement-driving

content

and

fosteronline

communities

for

user-generated

contentImportant

to

re-engage

with

audiences

and

explorescope

to

monetize

content

through

publishersSource:

IndustryExpertInterviews;BCG

ConsumerContent

Consumpti