OTT (Over The Top) content consumption is on the rise, thanks to the COVID-19 induced lockdowns that forced millions of people to stay at home and consume online content. Apps like Netflix, Amazon Prime video, Zee5, among others have seen a significant rise in terms of subscription and content catalogue. Now, Bharti Airtel is targeting growth in the OTT video market through its latest Airtel IQ Video offering. The telecom network has onboarded three OTT service providers: Raj TV, Eros Now, and CG Telecom of Nepal, which will be using its new video platform as a service. Airtel says the latest solution offers an end-to-end service infrastructure that enables brands to launch video streaming products for large and small screens with minimal investment in infrastructure and technology.
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Airtel IQ Video will help the companies reduce costs by 40 percent compared to the traditional way of launching the service. Airtel’s platform offers a variety of features, including app development, curation, content hosting, and lifecycle management to search and discovery, analytics, and monetisation models. Adarsh Nair, chief product officer, Bharti Airtel said the company is confident of onboarding more than 50 customers in one year across Southeast Asia and the Middle East. The top executive further added that the company is currently testing the scale of the new offering and will eventually take it into markets like the US.
Airtel IQ Video will help the companies reduce costs by 40 percent compared to the traditional way of launching an OTT service.
“With Airtel IQ Video, we expect to see more content startups and traditional content companies coming online and directly engaging with consumers digitally. Every month, we will add 10 customers and have a total pipeline of 50 customers. If you look at the pipeline of companies, there are broadcast companies, news channels, OTTs, education companies among others. All of them will actually need live streaming products. Airtel is competing with the likes of Apalya Technologies in India. We’ve been in the business for video for the last four years where we built the entire stack for streaming and now putting it out as a platform for other companies,” said Nair to the Economic Times.
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