The online video streaming segment is witnessing a lot of intense action. From pioneers like YouTube, to comparatively newer players like Yahoo Video, many major players are coming up with features, content & other engagement activities to entice users to stay glued to their screens. Despite the overwhelming scenario, iStream founder & CEO Radhakrishnan Ramachandran is confident to find his place under the sun,“If you look at any of the other markets you will find niche players who have managed to create a market for themselves. For instance, Hulu in the US, Youku in China and others. Our effort in India is to become a premium video destination,” exclaims a positive Ramachandran.
What sets the company apart?
For beginners, iStream has been working with the bigwigs since the last five years. It was a content distribution partner for platforms like YouTube, MSN India among others. By late 2010, the company had swelled to become the largest content partner for YouTube. As the need to grow further nagged Ramachandran, he orchestrated a soft-launch in 2011 & by early 2012, iStream was a full-fledged independent audio-visual content company.
Over the span of these many months, the company has amassed a partner pool of 85 media publishing companies & 200,000 clips of news bulletins, TV shows & movies in five Indian languages from over 80 channels. Additionally, the company live-streams 26 news channels – in English, Hindi, Tamil, Kannada, Telugu and Malayalam. The company even has 3000 movie titles especially in the regional language segment & will soon add 5000 more while augmenting the number of languages support too.
How does the company plan to earn?
Despite popular sentiments, Ramachandran firmly believes that Indians are not yet ready to opt for an ad-free premium-based paid subscription model. Hence it is focusing on Advertising driven revenue stream & has partnered with brands like HP, GE, Intel & others.
Online video streaming is undoubtedly a great space & the company claims it is its only mode of business. However, with players like BigFlix, nexGTv and many others, fighting tooth & nail for content aggregation & customer engagement it will be tough battle ahead. What do you think?
Image Courtesy | softonic