A snapshot of changing Indian News Media Industry
Indian media industry – The past and the future Source: KPMG in India’s analysis and estimates, 2016-17
Indian media industry – The past and the future (2) Source: KPMG in India’s analysis and estimates, 2016-17
Indian media industry – The past and the future Source: KPMG in India’s analysis and estimates, 2016-17
Indian media industry – The past and the future (2) Source: KPMG in India’s analysis and estimates, 2016-17
Indian media industry – The past and the future Source: KPMG in India’s analysis and estimates, 2016-17
Digital has led the M&E growth Avg: 13% Source: FICCI-EY report 2018
Winds of change – The rise of digital
Explosion of internet users CAGR: 12.4% Source: https://www.statista.com/statistics/255146/number-of-internet-users-in-india/
Significant smartphone penetration CAGR: 68% Source: Digital media: Rise of on-demand content report by Deloitte
The social network CAGR: 17% Source: https://www.statista.com/statistics/278407/number-of-social-network-users-in-india/
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
Changing consumer behaviour – Wireless data subscribers by technology CAGR: 19% 604 521 429 Source: The ‘Digital First’ journey report by FICCI & KPMG
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/
Changing consumer behaviour – Online purchases increasing CAGR: 25% Source: Statista
Television
Healthy viewership growth CAGR 22% 15% 5% 21% 48% Source: FICCI-EY report 2018
Sales of Indian language dailies stagnant CAGR: 0.2% Source: ABC; comprises top 10 regional dailies
Sales of English dailies declining CAGR: -4% ABC trends: State Source: ABC; comprises of 22 English dailies in the Jan-Jun period
Advertisement spends
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
TV advertisement spends CAGR: 13% Source: KPMG in India’s analysis based on data collected from industry discussions
Print advertisement spends CAGR: -2.0% Source: Internal estimates (figs taken from top leading newspapers in India)
English newspaper advertisement spends CAGR: -3.7% Source: Internal estimates (figs taken from top 4 leading English newspapers in India)
Vernacular newspaper advertisement spends CAGR: 0.9% Source: Internal estimates (figs taken from top 5 leading Vernacular newspapers in India)
CAGR of advertisement spends (2015-2018) 32% 13% -2.0% Digital TV Print
How Indian media is coping with the above – ABP experience
How Indian media is coping with the above – ABP experience Product localization Advertising innovation Adjacent business
How Indian media is coping with the above – ABP experience Product localization Advertising innovation Adjacent business
Paper-in-Paper – A new concept ABP main paper Durgapur Full newspaper within the main newspaper, for the local edition
Hyperlocal – First page Hyperlocal snippet news Hyperlocal front page news AR coded video content Hyperlocal weather Additional “front page” inventory
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
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
Results
How Indian media is coping with the above – ABP experience Product localization Advertising innovation Cooperation Small advertiser conversion Adjacent business
One India – One Plan for One Country A unique media offering for select advertising partners Offers total of 28 million readers across India
The Journey so far… 5x growth in 5 years
How Indian media is coping with the above – ABP experience Product localization Advertising innovation Cooperation Small advertiser conversion Adjacent business
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
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
Results
How Indian media is coping with the above – ABP experience Product localization Advertising innovation Adjacent business ABP Weddings
Matrimonial classifieds – Print & Online Major Players- Market Share Business Model of BM Revenue of BM Trends in the Matrimony Market ABP Matrimony Differentiators Why ABP Matrimony Source: Juxt consult, Deloitte Analysis, ABP management
We took the challenge and disrupted the disrupters
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
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