Straight to Digital Content: Bollywood Brand Development Online

With recent news that Netflix is planning to start services in India, perhaps through a partnership with a local telecom player, can Bollywood get consumers to pay for digital content online?

Whereas millions of people in the USA regularly pay for digital content via subscriptions to the likes of Netflix and buy digital movies via iTunes, consumers in India are used to free digital content. Bollywood is having a tough time making consumers pay for its content online. A lot of straight to digital content gets uploaded onto YouTube for Consumers to view for free. Its going to be a struggle in India to convince consumers in India to pay for digital content where piracy is rife an Internet connection speeds are not great. A lot of content creators in India see straight to digital content as the future but will have a while to go to reap the benefits. Foreign players have also entered the Indian market.


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