Unlike many OTT players in the country, Lionsgate Play has been targeting urban audiences instead of the masses, and has largely kept away from regional language content and live sports. Can this strategy for India work in the long run?
On December 16, Lionsgate Play completed its two-year anniversary in India. The platform has taken a very different approach as compared to most other OTT platforms in India. The platform wants to focus on a niche market with English-language content, while investing in Hindi originals. “The last two years have been nothing short of magic. In the last year, we must have premiered close to 60 shows and movies, we've had fantastic traction from subscribers,” says Rohit Jain, MD, Emerging Markets Asia, Lionsgate. Like in broadcasting, he explains, “You will still need a bouquet of providers to offer you different things for different requirements—from Indian Premier League (IPL) to daily soaps. It will still take five to six different players to then cater to these needs.” The platform hopes to tap into the gaps in the market.