Daybreak Prime gets ads — the OTT plot twist (feat ex-Netflix marketing head Swati Mohan)
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May 22, 2025 Swati Mohan, the former head of marketing at Netflix India, brings over two decades of expertise in media and entertainment. She dives into the surprising shift of streaming platforms like Amazon Prime Video introducing ads after years of being ad-free. Swati discusses how consumer habits evolved during the pandemic, the competitive dynamics between Prime and traditional TV, and the impact of ad-supported models on viewer experience. The conversation explores whether this marks a regression for streaming or simply a natural industry evolution.
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Amazon's Dual Pricing Strategy
- Amazon's ad-supported tier reflects a strategic move to serve both price-sensitive and premium customers simultaneously.
- It leverages its huge subscriber base and e-commerce advertiser network to open new revenue streams with ads.
OTT's Three Growth Phases
- OTT growth evolved from initial mobile personal viewing to a pandemic-fueled surge, now entering a normalization phase with slower growth.
- Platforms are experimenting with pricing and ad models to sustain growth as viewer habits stabilize post-pandemic.
OTT Content Strategy Evolution
- OTT platforms shifted from free catch-up TV to originals and live sports, then to regional content and dubbing to expand reach.
- Content strategies evolved based on audience retention triggers and language democratization worldwide.