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Dynamics of Indian Media Industry: Past and Future Outlook

Explore the evolution and trends in the Indian media industry based on KPMG's analysis, highlighting digital growth, changing consumer behavior, advertisement spends, TV viewership, print media challenges, and innovations in coping strategies.

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Dynamics of Indian Media Industry: Past and Future Outlook

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  1. A snapshot of changing Indian News Media Industry

  2. Indian media industry – The past and the future Source: KPMG in India’s analysis and estimates, 2016-17

  3. Indian media industry – The past and the future (2) Source: KPMG in India’s analysis and estimates, 2016-17

  4. Indian media industry – The past and the future Source: KPMG in India’s analysis and estimates, 2016-17

  5. Indian media industry – The past and the future (2) Source: KPMG in India’s analysis and estimates, 2016-17

  6. Indian media industry – The past and the future Source: KPMG in India’s analysis and estimates, 2016-17

  7. Digital has led the M&E growth Avg: 13% Source: FICCI-EY report 2018

  8. Winds of change –The rise of digital

  9. Explosion of internet users CAGR: 12.4% Source: https://www.statista.com/statistics/255146/number-of-internet-users-in-india/

  10. Significant smartphone penetration CAGR: 68% Source: Digital media: Rise of on-demand content report by Deloitte

  11. The social network CAGR: 17% Source: https://www.statista.com/statistics/278407/number-of-social-network-users-in-india/

  12. The video revolution CAGR: 22% CAGR: 33% YouTube and Facebook alone account for 42% and 47% of overall videos consumed online Source: EY analysis; Report by Kantar IMRB and Culture Machine

  13. Changing consumer behaviour – Wireless data subscribers by technology CAGR: 19% 604 521 429 Source: The ‘Digital First’ journey report by FICCI & KPMG

  14. Changing consumer behaviour – Facebook * Estimated as of Dec 2018 by Statista Source: https://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/

  15. Changing consumer behaviour – Online purchases increasing CAGR: 25% Source: Statista

  16. Television

  17. Healthy viewership growth CAGR 22% 15% 5% 21% 48% Source: FICCI-EY report 2018

  18. Print

  19. Sales of Indian language dailies stagnant CAGR: 0.2% Source: ABC; comprises top 10 regional dailies

  20. Sales of English dailies declining CAGR: -4% Source: ABC; comprises of 22 English dailies in the Jan-Jun period

  21. Advertisement spends

  22. Digital advertisement spends CAGR: 32% • 68% of 2017 spends is from Facebook and Google • 9% of 2018 estimates spend is from the traditional media houses Source: KPMG in India’s analysis and estimates, 2017; Economic times

  23. TV advertisement spends CAGR: 13% Source: KPMG in India’s analysis based on data collected from industry discussions

  24. Print advertisement spends CAGR: -2.0% Source: Internal estimates (figs taken from top leading newspapers in India)

  25. English newspaper advertisement spends CAGR: -3.7% Source: Internal estimates (figs taken from top 4 leading English newspapers in India)

  26. Vernacular newspaper advertisement spends CAGR: 0.9% Source: Internal estimates (figs taken from top 5 leading Vernacular newspapers in India)

  27. CAGR of advertisement spends (2015-2018) 32% 13% -2.0% Digital TV Print

  28. How Indian media is coping with the above – ABP experience

  29. How Indian media is coping with the above – ABP experience Product localization Advertising innovation Adjacent business

  30. How Indian media is coping with the above – ABP experience Product localization Advertising innovation Adjacent business

  31. Paper-in-Paper – A new concept ABP main paper Durgapur Full newspaper within the main newspaper, for the local edition

  32. Hyperlocal– First page Hyperlocal snippet news Hyperlocal front page news AR coded video content Hyperlocal weather Additional “front page” inventory

  33. Hyperlocal – Listings and Classifieds • Hyperlocal Information • Cinema • Police • Hospital • Train • Bus • Ambulance • Blood Bank, etc • Quiz and polls on local • topics Bottom half page for Local classifieds

  34. Hyperlocal – Citizen journalism • Different features for all 7 days of the week • Monday – Local schools/ colleges • Tuesday – Local culture • Wednesday – Local business • Thursday – Health and local health services • Friday – Local agriculture • Saturday: Contributions from local kids • Sunday – Local travel Letters from local readers Citizen Journalist Content from local eminent persons

  35. Results

  36. How Indian media is coping with the above – ABP experience Product localization Advertising innovation • Cooperation • Small advertiser conversion Adjacent business

  37. One India – One Plan for One Country A unique media offering for select advertising partners Offerstotal of 28 million readers across India

  38. The Journey so far… 5x growth in 5 years

  39. How Indian media is coping with the above – ABP experience Product localization Advertising innovation • Cooperation • Small advertiser conversion Adjacent business

  40. The Long Tail – The opportunity • Over 1000 small advertisers • Many in remote areas • Low access to digital marketing or TV • Run by ambitious growth focussed entrepreneurs

  41. What did we do? • Identified over 200 such advertisers in metros and small towns • Created a team to cater to these advertisers • Created affordable print plan based on frequency • Used vacant advertising inventory

  42. Results

  43. How Indian media is coping with the above – ABP experience Product localization Advertising innovation Adjacent business • ABP Weddings

  44. Matrimonial classifieds – Print & Online Source: Juxtconsult, DeloitteAnalysis, ABP management

  45. We took the challenge and disrupted the disrupters

  46. What is a successful reinvention of a market leader? 2015-16 + = 2016-17 2017-18 More than double the revenues of 2015-16 Market leader in 3 years * Figures are indicative only

  47. THANK YOU

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