Today Iflix operates in 19 countries, including Pakistan, but has not come to India yet. Its subscription costs just $3 per month. Like Netflix, the companies started its own local production, for instance, the first Arabic show Tough Luck. But what distinguishes it from Netflix is that Iflix targets the mass market with low income and poor access to the Internet. Its CEO, Mark Britt compared Iflix with Android, while Netflix is considered to be the iPhone (Variety, 2017). Their future plans are to move into sport live streams and to get more local shows, since they provide high views.

To sum up, nowadays there are three largest online TV services so far: Netflix, Amazon Prime and Hulu, which operate across the globe (except Hulu, which is available only in the USA and Japan) and provide a lot of different TV shows and movies, including own original content. Basically, OTT services use standardization strategy, which implies a standardized product, stable price policy and content mostly produced in the USA. While entering emerging markets, online TV services should follow adaptation strategy because of cultural specifics, legal restrictions and local infrastructure's development. Moreover, they have to invest in production of local shows in order to attract more users. Such player as Iflix is already trying to fill the niche in emerging markets.

2. Indian online TV services market as the most perspective one

2.1 Indian online TV services market potential and current situation

Before 1991 Indian TV market was monopolized by government-owned company Doordarshan. Liberalisation processes started in 1991 brought cable TV to the country. One of such companies, which became a giant media conglomerate, was Star. In 1993, 64% of its stake was aquired by Indian billionaire Rupert Murdoch, who saw great perspectives of Indian TV market. Later, in 2003, Star TV became a part of 21st Century Fox company.

Nowadays, Star India is actively developing in different directions, including digital. In 2013, it started to stream sports matches online on its website, but it was complicated due to low development of Internet infrastructure. However, despite of a low Internet speed, in the first year of online live stream the website got almost 28 million unique visitors (Fortune India, 2017). In fact, according to IBEF research (2018), Indian media industry today is growing mostly because of digitalization processes and higher Internet penetration. Its revenue expects to increase from $19.5 billion in 2016 to $37.5 billion by 2021. The largest segment in the Indian media & entertainment sector belongs to television.

In order to examine Indian online TV services market, it is important to know Internet penetration in the country and to learn potential audience's habits. Todya India is the second country in the world in terms of population with more than 1.3 billion people (The Statistics Portal, 2018). According to Fortune India (2017), only 462 million people use Internet and only 378 million do it via mobile devices, which means that a large amount of population has no access to Internet, but at the same time, a significant number of people is online. Besides, it should be said, that the biggest part of Internet users includes people from 15 to 34 and they are mostly engaged in watching video.

Another important factor is that almost 850 million people live in rural areas (Coull, 2017), so with the development of telecom infrastructure, more people will get access to the Internet, and potential audience of online TV services will increase. Moreover, as more affordable smarthones becomes available, users will spend more time online. Thus, Indian online TV market has a lot of opportunities and can grow fast when potential customers get access to the Internet via affordable smartphones.

But it will be totally incorrect to consider that the Internet today in India is something unavailable and watching content online is not popular. In 2017, the revenue of Indian online video industry from advertising and subscription fees was estimated at $340 million (Ahluwalia H., 2017), while by 2022 it is expected to be $1.6 billion.

In fact, Indian market is an attractive one for foreign OTT services because Internet rapidly becomes available for more people. The number of Internet users will increase to 829 million by 2021 (Tran K., 2018). Moreover, spending of people will also grow to $4 trillion by 2025, which means that there is a huge potential audience, who will be able to pay for OTT subscriptions.

In 2017, three organizations IMRB, Kantar Media and Culture Machine made a deep research on online video consumption trends in India. Here are the main findings of the study:

1. YouTube and Facebook are the most popular social platforms, where people watch video. In terms of figures, 47% of users prefer Facebook, 42% - YouTube, and other 11% of video content is watched via OTT services. In average, an Indian user spends 8.5 hours watching video on Facebook and YouTube, but as for the frequency, Facebook is leading: people watch video there 2.5 times more than in YouTube. This can be explained by autoplay of video while scrolling news feed. Interesting fact that if a user watch video 11 hours per month, he/she will be considered as avid viewer. Women watch content 30% more than men on YouTube and 37% on Facebook.

2. Mobile Internet is more preferable than Wi-Fi. If in the Western regions people try to use Wi-Fi connection whenever is possible, in India 65% of people, who have an access to the Internet, watch content using mobile data. It became possible after Jio mobile network offered cheap Internet with good speed. But at the same time it should be noted that only 10% of mobile phone users have a smartphone (Nielsen, The Mobile Consumer, 2017). It implies that Indian consumers need affordable smartphones and higher Internet penetration.

3. The most favorite genre of Indian viewers is comedy. Almost 50% of the content watched on Facebook and YouTube is entertainment. This fact can be especially important to new entrants in Indian online video market. The creators of original local shows must take into account that many Indians buy a TV primarily to watch movies, dances and listen to popular music, in other words - to be entertained.

4. Speaking about the most preferable content, Hindi videos on Facebook and YouTube are the most viewed. Especially, comedies and animation. Indian soap opera is also still extremely popular among Indian viewers, as they show real family problems, presented in a melodramatic way.

5. OTT video services become more popular. The penetration of mobile devices allows people to watch favorite shows at any place and any time. The case of live stream by Star is a great example of how people gradually switch from TV to online video services. This trends attracted many OTT players to Indian market as it has large opportunities to grow.

6. Indians are ready to pay for content. While people do not need to pay for YouTube or Facebook, OTT services such Netflix or Amazon Prime Video have membership cost. Nowadays, there more than 24 million people who use streaming video platforms in India, and average revenue per user (ARPU) is estimated as INR255 per month, which is $3.8. In order to get higher quality video and original content 80% of users are ready to pay for a subscription.

Indian OTT service Hotstar was launched in 2015 and got all the first-mover benefits. According to Fortune India (2017), nowadays it became the most popular video streaming services in the country. Users usually spend there around 7 hours per month. Live streams of sport games have become one of the success factors, since no other OTT services can offer it. In 2016, streaming of Indian Premier League provided 100 million users.

Among other reasons of success are 62 Indian TV channels, which are known and watched by most of Indians. Moreover, Hotstar, alongside with content in Hindi and English, provides videos in other regional languages, which becomes more complicated for foreign services. As for global TV shows and series, Hotstar has agreements with ABC, FOX and HBO, so that Indians users could watch Game of Thrones or The Walking Dead. Such content is usually chosen by English speaking and premium users. All these factors helped Hotstar to become a leading OTT service nowadays. In 2017, it had more than 72 million application downloads (Das. D, 2017).

The launch of Hotstar attracted other OTT services to Indian market. First was Netflix in January 2016, while Amazon launched its service Amazon Prime Video in December of that year (but Amazon itself started to work in India since 2013). Today these three media giants, alongside with other local players, fight for customers' attention by playing with price and producing original content.

The cost of services became an important factor in new users acquisition. Hotstar charges $15 per year, the same price is for Amazon Prime Video's membership, while Netflix demands $7.58 just per month. In fact, Hotstar works on `freemium' business model, which implies that the service offers its live streams and content for free, while its premium subscription without advertising is available for payment, which allows Hotstar to get revenue both from advertising and subscription. Unlike videos in social media, where pre-rolls can be skipped, OTT users have to watch commercials till the end, what makes it profitable for video streaming services. That is why many other Indian local players also work on freemium business model, for instance, VOOT (Viacom18) or Sony LIV (Multi Screen Media).

2.2 Peculiarities of Netflix and Amazon Prime Video marketing strategies in India and services comparison

Strategies of both Netflix and Amazon Prime Video should be considered comprehensively, by taking into account pricing policy, available content, services' interfaces and business model in general.

As it was mentioned before, Netflix is the most expensive OTT service in India. Even its Basic subscription plan will cost $7.5 per month, while Amazon Prime Video and Hotstar offers an annual membership for almost the same price. Besides, in Basic tier there is know HD quality content. Such a high price for the service can be explained by the fact that in the USA ARPU for cable TV varies from $60 to $100 per month, which means that Netflix subscription plan is quite low. But in India the situation is opposite: average payment for cable TV is not more than $4, which makes Netflix a premium service (Das D., 2017). In fact, cost of the service becomes one of the most decisive factors, since no one wants to overpay, but Netflix does not adapt its price to Indian market, where customers are price sensitive.

Amazon Prime Video is a part of Amazon Prime package, which includes various benefits for members like free one-two days delivery, access to Amazon Library, as well as half an hour early access to the discounts on Amazon Prime website in India. So, in terms of price for the service, Amazon Prime Video is much cheaper and goes with other benefits of Amazon Prime membership. Moreover, Amazon works with cash on delivery and even for service subscription, which is important for Indian customers. However, it should be noted that in Netflix all content is available without any extra charges, while there are many movies and TV shows in Amazon Prime Video's catalog that require additional payment to watch, which is quite unexpected.

Product's interface is one of the strengths for both Netflix and Amazon, while Hotstar's interface is quite simple. Netflix application has intuitive structure and user-friendly features, for example, bookmarked programs, which a user wants to watch later, or Netflix suggestions that are created based on what was watched and marked.

Source: netflix.in

Amazon Prime Video has its own advantages, like the possibility to change the size and colors of subtitles, or the quality of content. Netflix does not have such options.

Source: Amazon Prime Video India

As for playback interface, Amazon designed it with minimalism, using thin and simple icons, while Netflix made the opposite, however it has episode list, which is convenient if a user wants to see all series of the season. Amazon Prime Video's distinctive feature is `X-Ray' that during watching a program can show all details about it, for instance, who are the actors in the current scene, what is the song playing and so on.

In terms of supported devices, which is important for OTT services, Netflix shows better results, since besides desktop, Smart TV, smartphones on iOS and Android, it is available on PlayStation, Xbox and Blu-ray.

When it comes to content, Indian audience prefers local TV shows and series, since it is a significant part of their culture. When Netflix entered Indian market, it made a focus on its original shows, which are highly perceived worldwide: House of Cards, Narcos, Orange is The New Black, Stranger Things and many others. Moreover, Netflix has a special approach for new coming episodes, it released them not every week like usually do many services, but the whole season at once, that even created a new way of consuming content - binge watching. And if such exclusive titles usually provide success in developed regions, Indian audience demands their own local hits and premiers that they got used to watch, which means that foreign OTT services have to acquire Indian programs and, moreover, in order to create exclusivity, to produce their own local shows.

Last year, Netflix invested $6 billion to the content production, while in 2018 it is planning to increase it to $8 billion and to produce 700 new titles (Wilhelm P., 2018). In 2016, Netflix signed a deal with an Indian distribution company, Phantom Films, to create its first Indian series based on the novel of Vikram Chandra, Sacred Games. Release date is on the 6th July 2018. It is a detective thriller, which tells the story of a Bombay police officer, Sartaj Singh. In August 2016, Netflix announced two more original series that would be produced in India. First is called Selection Day based on The White Tiger Indian novel about the most popular sport in India, cricket. The second one is a detective series, Again, about a supernatural woman. Their release dates are not known yet.

In November 2017, Netflix went further and invited Bollywood superstar Shah Rukh Khan to a new original series, Bard of Blood, based on the same name book. Besides the fact that favorite Indian actor will be in a new Netflix show, it will be a multilingual and will be available in English, Hindi, Urdu and even in other Indian regional languages, what provides great potentials for audience's positive perception. In February 2018, Netflix announced three more local series such as Ghoul, Leila and Crocodile, so that in total the company will have seven original shows in India. It should be noted, that according to Netflix official press release (2017), the company expects to present all shows produced in India to the global audience as well, since many world-class talents are engaged in. However, when it comes to Indian regional shows, Netflix has just few of them and not the newest ones, which can be explained by licensing terms.

When Amazon Prime Video was launched in December 2016, it already had a plenty amount of Bollywood movies and regional shows. According to Fortune India (2017), Amazon invested $300 million in Indian content acquisition. Moreover, its catalog includes titles in various languages such as Hindi, Telugu, Marathi, Bengali and Tamil, which provides a great advantage in the choice of services. Since its launch, Amazon announced that it would produce seventeen Indian original shows (Amazon Press Release, 2016), including Made in Heaven, Mirzapur, Bodhidharma: Master of Shaolin and The Ministry.

Amazon Prime Video has its own popular programs that are well known across the globe. The most popular of them are Mozart in the Jungle, which in 2016 got the Golden Globe for the Best TV series in Musical or Comedy category and The Grand Tour with famous hosts Jeremy Clarkson, Richard Hammond and James May.

In order to compete with original content of Netflix, Amazon tries to find its own niche like cricket and stand ups. First it is known as the most favorite Indian sport, so Amazon decided to use it in the production of new content and created a series called Inside Edge about a cricket team. It was released in July, 2017. According to CNN (2017), the series was positively accepted by critics and Indian audience, so that it was agreed to make the second season. But in terms of sport live streaming, what Amazon does globally with football, currently it cannot stream cricket in India, because Hotstar has exclusive rights to show Indian Premier League on TV and the website during the next five years.

Speaking about stand ups, in January 2017, Amazon announced its partnership with Only Much Louder studio on featuring 14 stand ups with popular Indian comedians. And what is important, that these shows are not censored, while all Amazon Prime Video content goes through censorship. All stand ups last 60-80 minutes and according to Director and Country Head of Amazon India, Nitesh Kripalani, they generate a huge traffic to the Amazon Prime Video website and become the most watched shows on the service (Pathak A., 2017). In fact, this direction became a unique selling proposition of Amazon service, since Netflix does not have plans to develop stand ups.

As for the original content, in January 2018, Amazon Prime Video presented its second India made series, Breath. The story about ordinary Mumbai police officer, who is fighting for his son's life, includes eight episodes and was shown in all the countries Amazon operates in.

When comparing catalogs of Netflix and Amazon, there are several aspects to consider. Firstly, Amazon Prime Video has more titles in terms of number, but as it was mentioned before, many programs are available only for the extra payment. Secondly, Netflix has more original shows that are widely perceived and users cannot find them in other resources in good quality of image and dubbing. Thirdly, in comparison with local players, especially with Hotstar, Netflix and Amazon Prime Video have a lot to do in order to make their catalogs Indian-oriented. Despite of their plans to produce more local shows, the number of Indian titles available, especially in regional languages, is still lower than that in Hotstar, while Hotstar can provide Indian audience with global popular shows from FOX, HBO and ABC in English. Moreover, Hotstar is a unique platform in India, which has TV channels, movies, series, sport live streams and all in many languages so that every Indian customer could enjoy using the service. But foreign competitors have their own advantages.

In 2017, Netflix announced its partnerships with the largest Indian operators: Vodafone, Airtel TV and Videocon d2h. According to their agreement, Vodafone will include payment for Netflix subscription in mobile bills, which will help customers, who do not use banking cards. Airtel company will add Netflix application in its direct-to-home service and its rival Videocon d2h will create special remote controls with a Netflix button.

As for Netflix price police, Reed Hastings, CEO of the company, explained that this is a part of the strategy (Wharton University, 2017) and in fact, Netflix is targeting only customers who are willing to pay for a good content. He said that India is a very important market, where several strong companies are competing for customers' attention. And in comparison with other services, Netflix is a great combination of global original content and impressive local shows.

Its main competitor Amazon also works on providing its customers with unique viewing experience. Thus, In April 2017, the company presented in India a new device, called Amazon Fire TV Stick, which costs $60 and gives an access to all local and foreign TV shows, series and movies. Moreover, it has a voice-activated remote, which helps to find a necessary show just after naming it, and it works even with Indian names. In fact, it was designed for Indian customers. For example, it has a search in Hindi. Other countries where Amazon provides Fire TV Stick are the US, Germany, Japan and Britain.

Despite the fact that Amazon does a lot in order to promote its video content, Amazon's main focus is increasing Prime members via its OTT service. And here Amazon has a privilege over Netflix, since can target not only people who is interested in video content, but all the customers of their website, and low price for the membership really helps.

In e-commerce Amazon's main rival in India is Bangalore based company Flipkart, which expands its business by acquiring local companies. In order to compete with this giant, Amazon strengthen its position in India by increasing the number of Prime members, selling its Echo smart speaker and introducing Prime Day, when Prime members have an access to the large amount of goods with significant discounts.

2.3 Netflix and Amazon Prime performances in India

Indian market has become a battleground not only for Netflix and Amazon, but for many local video services as well. But whereas local players use freemium business model, both foreign companies offer subscription one, which faces several barriers:

1. Indian audience's mindset, which is not willing to pay extra money for content, while cable TV costs just $3 per month, which means that it would be barely possible to make customers totally swith from TV to OTT, like it is happening in the USA. In that case, Amazon has a privilege, as its Prime service with Video subscription is available for $15 per year. But Netflix is quite expensive with its $7-9 per month.

2. High cost of data. In fact, the cost for mobile Internet today is getting lower, after telecom operator Reliance Jio offered cheap tariffs for high speed.

3. Limited options for payment. Since OTT services require details of a banking card, which not everyone is ready to give, it makes people to choose another service. In that case, Netflix recently came up with the payment via mobile bills.

All these barriers are gradually reducing, which means that Indian online TV market has huge potentials. Among other trends that services need to pay attention at, is watching video mostly on mobile phones. Unlike Americans, who watch online video on the TV screen, Indian viewers prefer to do it on the way (Wharton Univerity, 2017). According to KPMG India report (2017), mobile video traffic is expected to increase at CAGR of 68%, and the number of mobile devices connected to the Internet will grow to 800 million, which implies that video streaming services will have to create special content for mobile screens, since using the phone, a person has many distractions such as messengers, social media notifications and calls, so the content must be so interesting that a user will not be distracted.

If to look at each service's performance in terms of subscription base, Hotstar is an absolutely leader, followed by Voot and Amazon Prime Video, while Netflix is only the fifth. But it should be taken into account, that Amazon Prime Video's success is mostly expalained by adaptative pricing strategy and an existing Amazon Prime's customer base.

Source: KPMG India-FICCI Indian-Media and Entertainment Industry Report, 2017

If the figures can show that Amazon Prime Video is more popular in India, on the Quora website people leave their own reviews on services. According to the top five comments, customers appreciate Netflix original shows and well working recommendation engine, while Amazon Prime Video is considered as the better option for Indian content (not taking Hotstar) and the best solution in terms of price.

Alongside with a number of subscribers, it is important to analyze services' revenues, but companies do not reveal this information explicitly in their official documents. There are some assumptions and forecasts made by different research agencies. For instance, according to Counterpoit Asian research company (2017), Netflix has only 6-8% of paying subscribers, while Amazon Prime Video has 100%, which implies that Amazon is likely to have higher revenue. But it should be mentioned, that for subscription based services at the initial stage of entering a new market, subscriber acquisition is the highest priority. When the market becomes stabilized, companies might switch their focus on revenue.

Globally speaking, the entry of Netflix and Amazon Prime Video means a lot for media industry in India. First of all, they create a new category of audience, who is ready to pay for content. Secondly, due to large amount of investments in original local shows, other producers also have to keep working on the programs' quality. What is more, both services attract Indian talents to work on new shows, which will be launched worldwide, so that Indian culture and values will be popularized in many other regions. The companies work with Indian writers, directors and give them opportunity to be involved in global projects. In addition, Netflix and Amazon make significant distribution to the Indian mobile infrastructure development, since mobile Internet penetration will encourage potential customers to use their services.

3. Key research findings

Netflix and Amazon came to India in 2016 and both started to invest a lot of money in producing local content with the goal of making India their next successful case. Amazon Prime Video has committed to present about twenty new original Indian TV series, which is the largest number among all regions where Amazon operates, while Netflix's number of new shows is seven, and the first Indian series Sacred Games will be released in July 2018. In fact, entering of such global companies to India has a significant impact on the customers' preferences. For many decades, Indian audience was watching Bollywood soap operas and melodramas, but know people are offered more `maturing' content. At the same time, both companies understand the value of local culture and habits, so they work with local TV studios and invite famous Indian actors like Salman Khan and Shah Rukh Khan.

However despite large investments in creating local content, Netflix and Amazon Prime Video are far behind from the local OTT service Hotstar, which works on freemium model, has sport live streams and offers many regional shows. But India is still remaining one of the most perspective markets, since the number of Internet users is growing and mobile data is becoming cheaper.

In terms of marketing strategies, Amazon uses adaptation approach. From the beginning, it has a lot of titles in Hindi and even regional languages in its library, and the company is going to produce own local shows in the future. What is more, Amazon has chosen the right price strategy by offering the service even cheaper then does Hotstar. And it should be taken into account, that this is a price not only for video, but for the whole Prime service, which includes many benefits like free delivery and large discounts. In fact, Amazon competes not only with OTT players but also with e-commerce giant Flipkart. And since Video service is one of the effective ways to attract new customers, Amazon will continue invest in content development.

Netflix, which has more than 125 million in 190 countries (Netflix press release, 2018), came to India without local content in its catalog, making stress on the original Netflix shows that are highly perceived across the world. But then the company realized that only local content can be a really driver to subscribe to the service and it started to build a team with Indian specialist, although most of executives, who are responsible for Indian market development, are still in Los Angeles. Another significant moment of Netflix standardization approach is a price - $7-9 per month (depending on plan) is quite high for Indian customers, especially when all local video services offer content for free and only premium package is for money. In that case, Netflix can be affordable only for upper class people, who traveled abroad and understand English and, moreover, Western countries' values and way of living. But the company aims to conquer the Indian market by providing high quality original content. Moreover, the series produced in India will be shown in all other countries, so that Netflix can become one of the main exporters of Indian content.

To sum up, it should be noted, that using OTT services is a new experience for Indian audience. And this experience will be defined not only by the services' interfaces and content, but also by telecom industry's respond to the growth of mobile data usage, so the future development of both services in India depends on their partnership with the largest operators. In fact, in time when the Internet penetration is high and different payment methods are available, the choice between Netflix and Amazon Prime Video will be made based on the amount of local content and the price for the services. Moreover, one of the most important factors for the companies is time, since it will take many years, before Indian customers change their mindset and start massively to choose watching online instead of cable TV, so the services will have to keep investing and wait for dividends in the long run.

Conclusion

Based on key research findings, it can be said that the hypothesis given at the beginning is approved, since Indian market, like all emerging markets as it was examined, require an adaptation of online TV services due to many reasons: cultural specifics, habits, mobile infrastructure development and existing local players, which know better than anyone the audience's preferences. And if Amazon has localized its service by offering Indian content and adapting the price, Netflix continues to follow standardization strategy, although it also began to produce local shows. In fact, its price policy limits a pool of potential users.

Taking into account all the aspects covered in this research, it must be said that both Netflix and Amazon Prime Video have their own privileges and weaknesses on the Indian market, and both services are making a lot of efforts in order to attract new customers. While Amazon's service is more affordable, it has many titles that require additional payment. Netflix can provide better quality of content at the lower Internet speed. Moreover, Netflix is available on the higher number of devices. Both services have a good library of original TV series, movies and Indian local content, but their number is still lower in comparison with Hotstar's catalog, which gives the companies a great incentive to provide Indian audience with a new viewing experience and high quality original shows.

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