Live streaming has been around since the 1990s. In India, streaming arrived much later, the first OTT (over the top) platform BigFlix made the news as being the first live stream channel in India. It was India’s first global multi language HD film platform with over 2, 000 films that encompassed nine different Indian languages and was launched by Reliance Entertainment on 27 April 2010.
This endeavour looked like it was bound for success, however a series of technological and marketing errors and being plagued by problems when trying to acquire content, which included a lack of original titles, delays in access to new films such as Bollywood hits, as well as high costs to acquire popular films and TV shows and the inability to effectively compete with the arrival of Amazon and Netflix who began to push their way into the Indian streaming market led to BigFlix’s eventual demise in 2016.
Growth of Live Streaming in India
As one of the largest economies in the world, India is seeing an unprecedented growth in live streaming. There is a younger generation that is increasingly tech savvy and likes to stay up to date with the latest trends and have become an important part of the workforce across many different technological sectors in the country. Live streaming has been widely accepted across the country. A technological revolution is sweeping across the country as accessibility to cheap internet and smartphones has become possible even in remote areas. There are several sectors where live streaming has really impacted content consumption:
Sports broadcasting has been transformed and has made the transition from being diffused on traditional television to streaming platforms where consumers directly interact with the content which creates an engaging and personalised viewing experiences where viewers can access and watch on a player feed of their choice, access replays and on-demand highlights as well as take part in quizzes, polls, and share their opinions with other viewers and enjoy access to global sports events that were not available on traditional linear TV broadcasting
News used to only be available at certain times during the day Streaming has transformed into a 24/7 experience where users can access live streams that in addition to be offered by traditional news providers is created by independent journalists and content creators on social media platforms such as YouTube, Whatsapp, or Facebook Users can access newsfeeds and receive updates that are curated to their interests
Entertainment is dominated by on demand use and OTT platforms such as Netflix, Disney+, Amazon Prime, and Holstar are dominating the market with subscription based models that allow users to choose what and when they wish to enjoy films and series The same is true online gaming or music on demand platforms such as Spotify. Users demand access 24/7 along a wide array of different entertainment options that they can easily access from any device of their choice which is particularly crucial in an ecosystem that is predominantly mobile first users.
Streaming means that users have access to unlimited content on their terms. This can cause over saturation which makes it difficult to discover new content. Another concern is the cost of accessing on demand services and there are many users that have limited the number of subscriptions that they pay for in order to keep costs in check.
Audience Behavior Is Shifting From Passive to Interactive
The term audience was a description of a passive group of individuals who consumed media content that was delivered using printed media, radio, and television that was delivered in a linear one way process to the consumer. The knowledge that was shared is predetermined and had a start and finish that was controlled by the media source that provided it and audiences were expected to accept the content that was offered..
Since the arrival of the internet, the consumption of content has undergone a significant transformation. It has turned content viewers into content creators and platforms such as YouTube were pioneers who introduced the concept that allowed viewers to create their own content. Fast forward to the present day where content creators are making a career of producing content and a rise in “influencers” individuals who have created a large following and are often used by companies to promote brands and products. This heralds a massive change from traditional methods of advertising where consumers were bombarded with linear presentations of products.
New-Age Live Digital Experiences That Go Far Beyond Sports
These days there are no barriers when it comes to content creation. Anyone with a smartphone can create and publish their content. The digital universe has become a proactive ecosystem where the lines have been blurred between consumers and producers. This phenomenon has democratised content and the rise of social media has turned passive viewing into a participatory experience where consumers contribute to the story by sharing photos, interacting and collaborating with other users, and sharing their opinions of the content that they are interacting with which can even influence the outcome of their experience which creates more engaging and fulfilling content consumption.
What Role Does Gamified Live Streaming Play In Attracting Young Audiences?
Gen Z is less interested in traditional forms of content consumption therefore media providers needed to find an alternative that will attract and engage this massive demographic of users. Gamified live streaming is crucial in attracting this user group as users want to be able to interact and share with others as they gain rewards, move up the leaderboards, and also enables them to compete with other participants who are engaging in the same activity.
This new method consuming content demands that users can actively engage and interact with content and gamification encourages them to stay longer on different platforms, whether it be sports broadcasts, news programmes, or entertainment which is crucial when fostering a sense of belonging and loyalty and also helps to generate new revenue streams.
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