277.OTT PLATFORMS IN INDIA — PROC FORMAT | PROC CONTENTS | PROC SORT | PROC PRINT | PROC FREQ | PROC MEANS | PROC SUMMARY | PROC UNIVARIATE | PROC TABULATE | PROC REPORT | PROC TRANSPOSE | PROC SQL | PROC RANK | PROC SGPLOT | MACROS

OTT PLATFORMS IN INDIA — PROC FORMAT | PROC CONTENTS | PROC SORT | PROC PRINT | PROC FREQ | PROC MEANS | PROC SUMMARY | PROC UNIVARIATE | PROC TABULATE | PROC REPORT | PROC TRANSPOSE | PROC SQL | PROC RANK | PROC SGPLOT | MACROS

 /*CREATING THE DATASET OF INDIA OTT LANDSCAPE*/

SECTION 1: FORMATS & SETUP

PURPOSE: Create user‑friendly value labels for flags and business categories. 

proc format;

  value yesno 0='No'

              1='Yes';

  value $model 'SVOD'='SVOD (Subscription)'

               'AVOD'='AVOD (Ad‑Supported)'

               'TVOD'='TVOD (Transactional)'

               'Hybrid'='Hybrid (Mix)'

               'Sports'='Sports‑centric';

  value $region 'Pan‑India'='Pan‑India'

                'Hindi'='Hindi'

                'Telugu'='Telugu'

                'Tamil'='Tamil'

                'Bengali'='Bengali'

                'Malayalam'='Malayalam'

                'Kannada'='Kannada'

                'Marathi'='Marathi'

                'Multi‑regional'='Multi‑regional';

run;

Log:

NOTE: Format YESNO has been output.

NOTE: Format $MODEL has been output.

NOTE: Format $REGION has been output.

SECTION 2: DATA CREATION

PURPOSE: Create a realistic OTT platforms dataset with > 25 observations. 

data ott_india_raw;

  length Platform_ID 8 Name $40 ParentCompany $40 HQ_City $20 Model $10

         Regional_Focus $15 Genres $40 Notes $60;

  length Launch_Year_India 8  Price_Monthly_INR 8 Annual_Price_INR 8

         Subscribers_Mn 8 MAUs_Mn 8 Originals_Count_2024 8 Avg_IMDB_Originals 8

         FourK_Support 8 Offline_Downloads 8 Ad_Tier_Flag 8 Sports_Rights_Flag 8;

  infile datalines dsd truncover;

  input Platform_ID Name :$40. ParentCompany :$40. HQ_City :$20.

        Model :$10. Regional_Focus :$15. Genres :$40. Launch_Year_India

        Price_Monthly_INR Annual_Price_INR Subscribers_Mn MAUs_Mn

        Originals_Count_2024 Avg_IMDB_Originals FourK_Support Offline_Downloads

        Ad_Tier_Flag Sports_Rights_Flag Notes :$60.;

  format FourK_Support Offline_Downloads Ad_Tier_Flag Sports_Rights_Flag yesno.

         Model $model. Regional_Focus $region.;

  label Name='Platform Name' ParentCompany='Parent Company' HQ_City='HQ (India)'

        Model='Business Model' Regional_Focus='Regional Focus' Genres='Popular Genres'

        Launch_Year_India='Launch Year (India)' Price_Monthly_INR='Monthly Price (INR)'

        Annual_Price_INR='Annual Price (INR)' Subscribers_Mn='Subscribers (Mn, India est)'

        MAUs_Mn='Monthly Active Users (Mn)' Originals_Count_2024='Originals Count (till 2024)'

        Avg_IMDB_Originals='Avg IMDb of Originals' FourK_Support='4K Support'

        Offline_Downloads='Offline Downloads' Ad_Tier_Flag='Has Ad Tier'

        Sports_Rights_Flag='Sports Rights';

  datalines;

1,"Netflix India","Netflix, Inc.","Mumbai","SVOD","Pan‑India","Drama, Thriller, Comedy",2016,649,4999,8.2,16.5,220,7.1,1,1,1,0,"Premium global originals"

2,"Amazon Prime Video","Amazon","Bengaluru","SVOD","Pan‑India","Action, Drama, Comedy",2016,299,1499,20.5,35.0,180,7.0,1,1,0,1,"Bundled with Prime"

3,"Disney+ Hotstar","Disney","Mumbai","Hybrid","Hindi","Drama, Sports, Reality",2015,299,899,40.0,50.0,150,6.8,1,1,1,1,"Large sports slate"

4,"SonyLIV","Sony Pictures","Mumbai","SVOD","Hindi","Thriller, Sports, Reality",2014,299,999,15.0,22.0,120,6.9,1,1,1,1,"Original thrillers"

5,"ZEE5","Zee Entertainment","Mumbai","Hybrid","Multi‑regional","Drama, Soap, Reality",2018,199,699,34.0,40.0,140,6.5,1,1,1,0,"Strong TV library"

6,"JioCinema","Reliance","Mumbai","AVOD","Pan‑India","Movies, Sports",2019,0,0,85.0,120.0,60,6.0,1,1,1,1,"Scale via telco"

7,"MX Player","Times Internet","Mumbai","AVOD","Pan‑India","Drama, Reality",2018,0,0,58.0,95.0,70,5.9,0,1,1,0,"High AVOD reach"

8,"ALTBalaji/ALTT","Balaji Telefilms","Mumbai","SVOD","Hindi","Romance, Drama",2017,100,300,3.2,6.0,95,5.8,0,1,1,0,"Niche originals"

9,"Eros Now","Eros Media","Mumbai","SVOD","Hindi","Movies, Music",2012,99,399,12.0,18.0,85,6.0,0,1,1,0,"Movie catalogue"

10,"ShemarooMe","Shemaroo","Mumbai","SVOD","Multi‑regional","Classics, Devotional",2019,149,799,4.0,7.5,45,6.2,0,1,1,0,"Legacy catalogue"

11,"Sun NXT","Sun TV Network","Chennai","SVOD","Tamil","Movies, Serials",2017,99,799,12.5,16.0,55,6.1,0,1,1,0,"South focus"

12,"Hoichoi","SVF","Kolkata","SVOD","Bengali","Thriller, Drama",2017,149,999,2.8,5.2,120,7.2,0,1,0,0,"Bengali originals"

13,"Aha","Arha Media","Hyderabad","SVOD","Telugu","Comedy, Drama",2020,199,699,3.9,6.8,110,6.7,0,1,0,0,"Telugu focus"

14,"Lionsgate Play","Lionsgate","Mumbai","SVOD","Pan‑India","Hollywood, Thriller",2020,149,999,3.5,5.5,65,7.0,1,1,1,0,"Premium imports"

15,"Apple TV+","Apple","Mumbai","SVOD","Pan‑India","Drama, Sci‑Fi",2019,99,1499,1.8,3.0,45,7.7,1,1,0,0,"High‑quality originals"

16,"YouTube Premium","Google","Hyderabad","SVOD","Pan‑India","Creators, Music",2018,139,1299,7.0,28.0,25,7.0,1,1,1,0,"Ad‑free YouTube"

17,"Discovery+ (IN)","Warner Bros. Discovery","New Delhi","SVOD","Pan‑India","Docu, Lifestyle",2020,199,399,4.5,8.0,35,7.1,1,1,1,1,"Factual + sports tie‑ins"

18,"TVF Play","TVF","Mumbai","AVOD","Hindi","Comedy, Slice‑of‑life",2016,0,0,2.0,4.5,25,7.8,0,1,1,0,"Cult web shows"

19,"Stage","Stage OTT","Gurugram","SVOD","Hindi","Haryanvi, Rajasthani",2019,199,999,1.2,2.1,35,7.0,0,1,0,0,"Dialect content"

20,"Ullu","Ullu Digital","Mumbai","SVOD","Hindi","Bold, Thriller",2018,198,1488,3.0,5.0,70,5.5,0,1,1,0,"Adult drama"

21,"Chaupal","Chaupal OTT","Mohali","SVOD","Punjabi","Movies, Serials",2021,99,799,0.9,1.5,40,6.1,0,1,0,0,"Punjabi focus"

22,"Planet Marathi","Planet Marathi","Mumbai","SVOD","Marathi","Movies, Serials",2021,99,699,0.6,1.2,30,6.0,0,1,0,0,"Marathi focus"

23,"ManoramaMAX","MM TV","Kochi","SVOD","Malayalam","News, Serials",2019,99,999,1.5,2.8,35,6.2,0,1,1,0,"Malayalam focus"

24,"Koode","Studio Mojo","Kochi","AVOD","Malayalam","Movies, Serials",2020,0,0,0.7,1.3,20,5.8,0,1,1,0,"Malayalam AVOD"

25,"Namma Flix","Indie","Bengaluru","SVOD","Kannada","Movies",2020,99,599,0.5,0.9,18,5.9,0,1,0,0,"Kannada films"

26,"ReelDrama","AM Television","Guwahati","SVOD","Multi‑regional","Assamese, Bodo",2020,99,499,0.3,0.6,15,5.7,0,1,0,0,"Northeast focus"

27,"Docubay","IN10 Media","Mumbai","TVOD","Pan‑India","Documentary",2019,0,0,0.8,1.4,10,7.3,1,1,0,0,"Documentary rental"

28,"Tata Play Binge","Tata Play","Mumbai","Hybrid","Pan‑India","Aggregator",2020,249,1499,6.5,10.0,0,.,1,1,1,0,"Super‑app aggregator"

29,"Vi Movies & TV","Vodafone Idea","Mumbai","AVOD","Pan‑India","Movies, TV",2016,0,0,5.0,8.5,12,5.5,0,1,1,0,"Telco bundle"

30,"JioTV","Reliance Jio","Mumbai","AVOD","Pan‑India","Live TV",2016,0,0,60.0,90.0,0,.,0,0,1,1,"Live channels"

31,"Crunchyroll (IN)","Sony","Mumbai","SVOD","Pan‑India","Anime",2017,99,999,1.1,2.0,40,7.5,1,1,0,0,"Anime focus"

32,"BBC Player (IN)","BBC Studios","Mumbai","SVOD","Pan‑India","Drama, Docu",2023,299,1799,0.4,0.7,20,7.0,1,1,0,0,"British TV"

;

run;

proc print;run;

Output:

Obs	Platform_ID	Name	ParentCompany	HQ_City	Model	Regional_Focus	Genres	Notes	Launch_Year_India	Price_Monthly_INR	Annual_Price_INR	Subscribers_Mn	MAUs_Mn	Originals_Count_2024	Avg_IMDB_Originals	FourK_Support	Offline_Downloads	Ad_Tier_Flag	Sports_Rights_Flag
1	1	Netflix India	Netflix, Inc.	Mumbai	SVOD (Subscription)	Pan‑India	Drama, Thriller, Comedy	Premium global originals	2016	649	4999	8.2	16.5	220	7.1	Yes	Yes	Yes	No
2	2	Amazon Prime Video	Amazon	Bengaluru	SVOD (Subscription)	Pan‑India	Action, Drama, Comedy	Bundled with Prime	2016	299	1499	20.5	35.0	180	7.0	Yes	Yes	No	Yes
3	3	Disney+ Hotstar	Disney	Mumbai	Hybrid (Mix)	Hindi	Drama, Sports, Reality	Large sports slate	2015	299	899	40.0	50.0	150	6.8	Yes	Yes	Yes	Yes
4	4	SonyLIV	Sony Pictures	Mumbai	SVOD (Subscription)	Hindi	Thriller, Sports, Reality	Original thrillers	2014	299	999	15.0	22.0	120	6.9	Yes	Yes	Yes	Yes
5	5	ZEE5	Zee Entertainment	Mumbai	Hybrid (Mix)	Multi‑regiona	Drama, Soap, Reality	Strong TV library	2018	199	699	34.0	40.0	140	6.5	Yes	Yes	Yes	No
6	6	JioCinema	Reliance	Mumbai	AVOD (Ad‑Supported)	Pan‑India	Movies, Sports	Scale via telco	2019	0	0	85.0	120.0	60	6.0	Yes	Yes	Yes	Yes
7	7	MX Player	Times Internet	Mumbai	AVOD (Ad‑Supported)	Pan‑India	Drama, Reality	High AVOD reach	2018	0	0	58.0	95.0	70	5.9	No	Yes	Yes	No
8	8	ALTBalaji/ALTT	Balaji Telefilms	Mumbai	SVOD (Subscription)	Hindi	Romance, Drama	Niche originals	2017	100	300	3.2	6.0	95	5.8	No	Yes	Yes	No
9	9	Eros Now	Eros Media	Mumbai	SVOD (Subscription)	Hindi	Movies, Music	Movie catalogue	2012	99	399	12.0	18.0	85	6.0	No	Yes	Yes	No
10	10	ShemarooMe	Shemaroo	Mumbai	SVOD (Subscription)	Multi‑regiona	Classics, Devotional	Legacy catalogue	2019	149	799	4.0	7.5	45	6.2	No	Yes	Yes	No
11	11	Sun NXT	Sun TV Network	Chennai	SVOD (Subscription)	Tamil	Movies, Serials	South focus	2017	99	799	12.5	16.0	55	6.1	No	Yes	Yes	No
12	12	Hoichoi	SVF	Kolkata	SVOD (Subscription)	Bengali	Thriller, Drama	Bengali originals	2017	149	999	2.8	5.2	120	7.2	No	Yes	No	No
13	13	Aha	Arha Media	Hyderabad	SVOD (Subscription)	Telugu	Comedy, Drama	Telugu focus	2020	199	699	3.9	6.8	110	6.7	No	Yes	No	No
14	14	Lionsgate Play	Lionsgate	Mumbai	SVOD (Subscription)	Pan‑India	Hollywood, Thriller	Premium imports	2020	149	999	3.5	5.5	65	7.0	Yes	Yes	Yes	No
15	15	Apple TV+	Apple	Mumbai	SVOD (Subscription)	Pan‑India	Drama, Sci‑Fi	High‑quality originals	2019	99	1499	1.8	3.0	45	7.7	Yes	Yes	No	No
16	16	YouTube Premium	Google	Hyderabad	SVOD (Subscription)	Pan‑India	Creators, Music	Ad‑free YouTube	2018	139	1299	7.0	28.0	25	7.0	Yes	Yes	Yes	No
17	17	Discovery+ (IN)	Warner Bros. Discovery	New Delhi	SVOD (Subscription)	Pan‑India	Docu, Lifestyle	Factual + sports tie‑ins	2020	199	399	4.5	8.0	35	7.1	Yes	Yes	Yes	Yes
18	18	TVF Play	TVF	Mumbai	AVOD (Ad‑Supported)	Hindi	Comedy, Slice‑of‑life	Cult web shows	2016	0	0	2.0	4.5	25	7.8	No	Yes	Yes	No
19	19	Stage	Stage OTT	Gurugram	SVOD (Subscription)	Hindi	Haryanvi, Rajasthani	Dialect content	2019	199	999	1.2	2.1	35	7.0	No	Yes	No	No
20	20	Ullu	Ullu Digital	Mumbai	SVOD (Subscription)	Hindi	Bold, Thriller	Adult drama	2018	198	1488	3.0	5.0	70	5.5	No	Yes	Yes	No
21	21	Chaupal	Chaupal OTT	Mohali	SVOD (Subscription)	Punjabi	Movies, Serials	Punjabi focus	2021	99	799	0.9	1.5	40	6.1	No	Yes	No	No
22	22	Planet Marathi	Planet Marathi	Mumbai	SVOD (Subscription)	Marathi	Movies, Serials	Marathi focus	2021	99	699	0.6	1.2	30	6.0	No	Yes	No	No
23	23	ManoramaMAX	MM TV	Kochi	SVOD (Subscription)	Malayalam	News, Serials	Malayalam focus	2019	99	999	1.5	2.8	35	6.2	No	Yes	Yes	No
24	24	Koode	Studio Mojo	Kochi	AVOD (Ad‑Supported)	Malayalam	Movies, Serials	Malayalam AVOD	2020	0	0	0.7	1.3	20	5.8	No	Yes	Yes	No
25	25	Namma Flix	Indie	Bengaluru	SVOD (Subscription)	Kannada	Movies	Kannada films	2020	99	599	0.5	0.9	18	5.9	No	Yes	No	No
26	26	ReelDrama	AM Television	Guwahati	SVOD (Subscription)	Multi‑regiona	Assamese, Bodo	Northeast focus	2020	99	499	0.3	0.6	15	5.7	No	Yes	No	No
27	27	Docubay	IN10 Media	Mumbai	TVOD (Transactional)	Pan‑India	Documentary	Documentary rental	2019	0	0	0.8	1.4	10	7.3	Yes	Yes	No	No
28	28	Tata Play Binge	Tata Play	Mumbai	Hybrid (Mix)	Pan‑India	Aggregator	Super‑app aggregator	2020	249	1499	6.5	10.0	0	.	Yes	Yes	Yes	No
29	29	Vi Movies & TV	Vodafone Idea	Mumbai	AVOD (Ad‑Supported)	Pan‑India	Movies, TV	Telco bundle	2016	0	0	5.0	8.5	12	5.5	No	Yes	Yes	No
30	30	JioTV	Reliance Jio	Mumbai	AVOD (Ad‑Supported)	Pan‑India	Live TV	Live channels	2016	0	0	60.0	90.0	0	.	No	No	Yes	Yes
31	31	Crunchyroll (IN)	Sony	Mumbai	SVOD (Subscription)	Pan‑India	Anime	Anime focus	2017	99	999	1.1	2.0	40	7.5	Yes	Yes	No	No
32	32	BBC Player (IN)	BBC Studios	Mumbai	SVOD (Subscription)	Pan‑India	Drama, Docu	British TV	2023	299	1799	0.4	0.7	20	7.0	Yes	Yes	No	No

PURPOSE: Clean and derive additional KPI fields for analysis. 

data ott_india;

  set ott_india_raw;

  /* Defensive caps on values */

  if Price_Monthly_INR < 0 then Price_Monthly_INR = .;

  if Annual_Price_INR < 0 then Annual_Price_INR = .;

  /* Derive effective monthly price if annual given */

  Eff_Monthly_From_Annual = round(Annual_Price_INR/12, 0.1);

  /* Derive price per original (avoid division by zero) */

  if Originals_Count_2024 > 0 then 

      Price_per_Original = Annual_Price_INR / Originals_Count_2024;

  else Price_per_Original = .;

  /* Tenure (years since India launch; cap at 0 minimum) */

  Tenure_Yrs = max(0, year(today()) - Launch_Year_India);

  /* Price segment */

  length Price_Segment $10;

  if Price_Monthly_INR = 0 then Price_Segment = 'Free';

  else if Price_Monthly_INR < 150 then Price_Segment = 'Budget';

  else if Price_Monthly_INR < 300 then Price_Segment = 'Mid';

  else Price_Segment = 'Premium';

run;

proc print data=ott_india; 

 Var Platform_ID Name ParentCompany HQ_City Price_Monthly_INR Annual_Price_INR                   Eff_Monthly_From_Annual Price_per_Original  Tenure_Yrs Price_Segment;

run;

Output:

Obs	Platform_ID	Name	ParentCompany	HQ_City	Price_Monthly_INR	Annual_Price_INR	Eff_Monthly_From_Annual	Price_per_Original	Tenure_Yrs	Price_Segment
1	1	Netflix India	Netflix, Inc.	Mumbai	649	4999	416.6	22.7227	9	Premium
2	2	Amazon Prime Video	Amazon	Bengaluru	299	1499	124.9	8.3278	9	Mid
3	3	Disney+ Hotstar	Disney	Mumbai	299	899	74.9	5.9933	10	Mid
4	4	SonyLIV	Sony Pictures	Mumbai	299	999	83.3	8.3250	11	Mid
5	5	ZEE5	Zee Entertainment	Mumbai	199	699	58.3	4.9929	7	Mid
6	6	JioCinema	Reliance	Mumbai	0	0	0.0	0.0000	6	Free
7	7	MX Player	Times Internet	Mumbai	0	0	0.0	0.0000	7	Free
8	8	ALTBalaji/ALTT	Balaji Telefilms	Mumbai	100	300	25.0	3.1579	8	Budget
9	9	Eros Now	Eros Media	Mumbai	99	399	33.3	4.6941	13	Budget
10	10	ShemarooMe	Shemaroo	Mumbai	149	799	66.6	17.7556	6	Budget
11	11	Sun NXT	Sun TV Network	Chennai	99	799	66.6	14.5273	8	Budget
12	12	Hoichoi	SVF	Kolkata	149	999	83.3	8.3250	8	Budget
13	13	Aha	Arha Media	Hyderabad	199	699	58.3	6.3545	5	Mid
14	14	Lionsgate Play	Lionsgate	Mumbai	149	999	83.3	15.3692	5	Budget
15	15	Apple TV+	Apple	Mumbai	99	1499	124.9	33.3111	6	Budget
16	16	YouTube Premium	Google	Hyderabad	139	1299	108.3	51.9600	7	Budget
17	17	Discovery+ (IN)	Warner Bros. Discovery	New Delhi	199	399	33.3	11.4000	5	Mid
18	18	TVF Play	TVF	Mumbai	0	0	0.0	0.0000	9	Free
19	19	Stage	Stage OTT	Gurugram	199	999	83.3	28.5429	6	Mid
20	20	Ullu	Ullu Digital	Mumbai	198	1488	124.0	21.2571	7	Mid
21	21	Chaupal	Chaupal OTT	Mohali	99	799	66.6	19.9750	4	Budget
22	22	Planet Marathi	Planet Marathi	Mumbai	99	699	58.3	23.3000	4	Budget
23	23	ManoramaMAX	MM TV	Kochi	99	999	83.3	28.5429	6	Budget
24	24	Koode	Studio Mojo	Kochi	0	0	0.0	0.0000	5	Free
25	25	Namma Flix	Indie	Bengaluru	99	599	49.9	33.2778	5	Budget
26	26	ReelDrama	AM Television	Guwahati	99	499	41.6	33.2667	5	Budget
27	27	Docubay	IN10 Media	Mumbai	0	0	0.0	0.0000	6	Free
28	28	Tata Play Binge	Tata Play	Mumbai	249	1499	124.9	.	5	Mid
29	29	Vi Movies & TV	Vodafone Idea	Mumbai	0	0	0.0	0.0000	9	Free
30	30	JioTV	Reliance Jio	Mumbai	0	0	0.0	.	9	Free
31	31	Crunchyroll (IN)	Sony	Mumbai	99	999	83.3	24.9750	8	Budget
32	32	BBC Player (IN)	BBC Studios	Mumbai	299	1799	149.9	89.9500	2	Mid

SECTION 3: QUICK STRUCTURE & VIEWS

PURPOSE: Inspect metadata and first rows for sanity. 

proc contents data=ott_india varnum; run;

Output:

The CONTENTS Procedure

Data Set Name	WORK.OTT_INDIA	Observations	32
Member Type	DATA	Variables	23
Engine	V9	Indexes	0
Created	09/02/2025 19:08:20	Observation Length	360
Last Modified	09/02/2025 19:08:20	Deleted Observations	0
Protection		Compressed	NO
Data Set Type		Sorted	NO
Label
Data Representation	SOLARIS_X86_64, LINUX_X86_64, ALPHA_TRU64, LINUX_IA64
Encoding	utf-8 Unicode (UTF-8)

Engine/Host Dependent Information
Data Set Page Size	131072
Number of Data Set Pages	1
First Data Page	1
Max Obs per Page	363
Obs in First Data Page	32
Number of Data Set Repairs	0
Filename	/saswork/SAS_work1511000155AC_odaws01-apse1-2.oda.sas.com/SAS_work4C11000155AC_odaws01-apse1-2.oda.sas.com/ott_india.sas7bdat
Release Created	9.0401M8
Host Created	Linux
Inode Number	1082209
Access Permission	rw-r--r--
Owner Name	u63247146
File Size	256KB
File Size (bytes)	262144

Variables in Creation Order
#	Variable	Type	Len	Format	Label
1	Platform_ID	Num	8
2	Name	Char	40		Platform Name
3	ParentCompany	Char	40		Parent Company
4	HQ_City	Char	20		HQ (India)
5	Model	Char	10	$MODEL.	Business Model
6	Regional_Focus	Char	15	$REGION.	Regional Focus
7	Genres	Char	40		Popular Genres
8	Notes	Char	60
9	Launch_Year_India	Num	8		Launch Year (India)
10	Price_Monthly_INR	Num	8		Monthly Price (INR)
11	Annual_Price_INR	Num	8		Annual Price (INR)
12	Subscribers_Mn	Num	8		Subscribers (Mn, India est)
13	MAUs_Mn	Num	8		Monthly Active Users (Mn)
14	Originals_Count_2024	Num	8		Originals Count (till 2024)
15	Avg_IMDB_Originals	Num	8		Avg IMDb of Originals
16	FourK_Support	Num	8	YESNO.	4K Support
17	Offline_Downloads	Num	8	YESNO.	Offline Downloads
18	Ad_Tier_Flag	Num	8	YESNO.	Has Ad Tier
19	Sports_Rights_Flag	Num	8	YESNO.	Sports Rights
20	Eff_Monthly_From_Annual	Num	8
21	Price_per_Original	Num	8
22	Tenure_Yrs	Num	8
23	Price_Segment	Char	10

proc sort data=ott_india out=ott_sorted; 

    by Model descending Subscribers_Mn; 

run;

proc print data=ott_sorted (obs=12);

  Var Platform_ID Name ParentCompany HQ_City Model descending Subscribers_Mn; 

  title 'Top 12 Rows by Model and Subscribers';

run; title; 

Output:

Top 12 Rows by Model and Subscribers

Obs	Platform_ID	Name	ParentCompany	HQ_City	Model	Subscribers_Mn
1	6	JioCinema	Reliance	Mumbai	AVOD (Ad‑Supported)	85.0
2	30	JioTV	Reliance Jio	Mumbai	AVOD (Ad‑Supported)	60.0
3	7	MX Player	Times Internet	Mumbai	AVOD (Ad‑Supported)	58.0
4	29	Vi Movies & TV	Vodafone Idea	Mumbai	AVOD (Ad‑Supported)	5.0
5	18	TVF Play	TVF	Mumbai	AVOD (Ad‑Supported)	2.0
6	24	Koode	Studio Mojo	Kochi	AVOD (Ad‑Supported)	0.7
7	3	Disney+ Hotstar	Disney	Mumbai	Hybrid (Mix)	40.0
8	5	ZEE5	Zee Entertainment	Mumbai	Hybrid (Mix)	34.0
9	28	Tata Play Binge	Tata Play	Mumbai	Hybrid (Mix)	6.5
10	2	Amazon Prime Video	Amazon	Bengaluru	SVOD (Subscription)	20.5
11	4	SonyLIV	Sony Pictures	Mumbai	SVOD (Subscription)	15.0
12	11	Sun NXT	Sun TV Network	Chennai	SVOD (Subscription)	12.5

PURPOSE: Frequency cuts for categorical distribution. 

proc freq data=ott_india;

  tables Model Regional_Focus Price_Segment / nocum;

  tables Model*Regional_Focus / nocol norow nopercent;

run;

Output:

The FREQ Procedure

Business Model
Model	Frequency	Percent
AVOD (Ad‑Supported)	6	18.75
Hybrid (Mix)	3	9.38
SVOD (Subscription)	22	68.75
TVOD (Transactional)	1	3.13

Regional Focus
Regional_Focus	Frequency	Percent
Bengali	1	3.13
Hindi	7	21.88
Kannada	1	3.13
Malayalam	2	6.25
Marathi	1	3.13
Multi‑regiona	3	9.38
Pan‑India	14	43.75
Punjabi	1	3.13
Tamil	1	3.13
Telugu	1	3.13

Price_Segment	Frequency	Percent
Budget	14	43.75
Free	7	21.88
Mid	10	31.25
Premium	1	3.13

Frequency

Table of Model by Regional_Focus Model(Business Model) Regional_Focus(Regional Focus) Bengali Hindi Kannada Malayalam Marathi Multi‑regiona Pan‑India Punjabi Tamil Telugu Total AVOD (Ad‑Supported) 0 1 0 1 0 0 4 0 0 0 6 Hybrid (Mix) 0 1 0 0 0 1 1 0 0 0 3 SVOD (Subscription) 1 5 1 1 1 2 8 1 1 1 22 TVOD (Transactional) 0 0 0 0 0 0 1 0 0 0 1 Total 1 7 1 2 1 3 14 1 1 1 32

PURPOSE: Descriptive stats for price & scale variables. 

proc means data=ott_india n mean std min p25 median p75 max maxdec=1;

  var Price_Monthly_INR Annual_Price_INR Subscribers_Mn MAUs_Mn Originals_Count_2024 Avg_IMDB_Originals;

  class Model;

run;

Output:

The MEANS Procedure

Business Model	N Obs	Variable	Label	N	Mean	Std Dev	Minimum	25th Pctl	Median	75th Pctl	Maximum
AVOD (Ad‑Supported)	6	Price_Monthly_INR Annual_Price_INR Subscribers_Mn MAUs_Mn Originals_Count_2024 Avg_IMDB_Originals	Monthly Price (INR) Annual Price (INR) Subscribers (Mn, India est) Monthly Active Users (Mn) Originals Count (till 2024) Avg IMDb of Originals	6 6 6 6 6 5	0.0 0.0 35.1 53.2 31.2 6.2	0.0 0.0 36.9 54.1 27.7 0.9	0.0 0.0 0.7 1.3 0.0 5.5	0.0 0.0 2.0 4.5 12.0 5.8	0.0 0.0 31.5 49.3 22.5 5.9	0.0 0.0 60.0 95.0 60.0 6.0	0.0 0.0 85.0 120.0 70.0 7.8
Hybrid (Mix)	3	Price_Monthly_INR Annual_Price_INR Subscribers_Mn MAUs_Mn Originals_Count_2024 Avg_IMDB_Originals	Monthly Price (INR) Annual Price (INR) Subscribers (Mn, India est) Monthly Active Users (Mn) Originals Count (till 2024) Avg IMDb of Originals	3 3 3 3 3 2	249.0 1032.3 26.8 33.3 96.7 6.7	50.0 416.3 17.9 20.8 83.9 0.2	199.0 699.0 6.5 10.0 0.0 6.5	199.0 699.0 6.5 10.0 0.0 6.5	249.0 899.0 34.0 40.0 140.0 6.7	299.0 1499.0 40.0 50.0 150.0 6.8	299.0 1499.0 40.0 50.0 150.0 6.8
SVOD (Subscription)	22	Price_Monthly_INR Annual_Price_INR Subscribers_Mn MAUs_Mn Originals_Count_2024 Avg_IMDB_Originals	Monthly Price (INR) Annual Price (INR) Subscribers (Mn, India est) Monthly Active Users (Mn) Originals Count (till 2024) Avg IMDb of Originals	22 22 22 22 22 22	178.1 1116.7 4.9 8.8 68.3 6.6	126.1 953.3 5.5 9.6 53.8 0.6	99.0 300.0 0.3 0.6 15.0 5.5	99.0 699.0 1.1 2.0 35.0 6.0	144.0 999.0 3.1 5.4 45.0 6.8	199.0 1299.0 7.0 16.0 95.0 7.0	649.0 4999.0 20.5 35.0 220.0 7.7
TVOD (Transactional)	1	Price_Monthly_INR Annual_Price_INR Subscribers_Mn MAUs_Mn Originals_Count_2024 Avg_IMDB_Originals	Monthly Price (INR) Annual Price (INR) Subscribers (Mn, India est) Monthly Active Users (Mn) Originals Count (till 2024) Avg IMDb of Originals	1 1 1 1 1 1	0.0 0.0 0.8 1.4 10.0 7.3	. . . . . .	0.0 0.0 0.8 1.4 10.0 7.3	0.0 0.0 0.8 1.4 10.0 7.3	0.0 0.0 0.8 1.4 10.0 7.3	0.0 0.0 0.8 1.4 10.0 7.3	0.0 0.0 0.8 1.4 10.0 7.3

PURPOSE: Summarize by region/model to get totals and averages. 

proc summary data=ott_india nway;

  class Regional_Focus Model;

  var Subscribers_Mn MAUs_Mn Annual_Price_INR Originals_Count_2024;

  output out=agg_region_model (drop=_type_ _freq_) sum= / autoname;

run;

proc print data=agg_region_model;run;

Output:

Obs	Regional_Focus	Model	Subscribers_Mn_Sum	MAUs_Mn_Sum	Annual_Price_INR_Sum	Originals_Count_2024_Sum
1	Bengali	SVOD (Subscription)	2.8	5.2	999	120
2	Hindi	AVOD (Ad‑Supported)	2.0	4.5	0	25
3	Hindi	Hybrid (Mix)	40.0	50.0	899	150
4	Hindi	SVOD (Subscription)	34.4	53.1	4185	405
5	Kannada	SVOD (Subscription)	0.5	0.9	599	18
6	Malayalam	AVOD (Ad‑Supported)	0.7	1.3	0	20
7	Malayalam	SVOD (Subscription)	1.5	2.8	999	35
8	Marathi	SVOD (Subscription)	0.6	1.2	699	30
9	Multi‑regiona	Hybrid (Mix)	34.0	40.0	699	140
10	Multi‑regiona	SVOD (Subscription)	4.3	8.1	1298	60
11	Pan‑India	AVOD (Ad‑Supported)	208.0	313.5	0	142
12	Pan‑India	Hybrid (Mix)	6.5	10.0	1499	0
13	Pan‑India	SVOD (Subscription)	47.0	98.7	13492	630
14	Pan‑India	TVOD (Transactional)	0.8	1.4	0	10
15	Punjabi	SVOD (Subscription)	0.9	1.5	799	40
16	Tamil	SVOD (Subscription)	12.5	16.0	799	55
17	Telugu	SVOD (Subscription)	3.9	6.8	699	110

PURPOSE: Distribution checks for price and ratings. 

proc univariate data=ott_india;

  var Price_Monthly_INR Annual_Price_INR Avg_IMDB_Originals;

  histogram Price_Monthly_INR Annual_Price_INR Avg_IMDB_Originals;

  inset n mean std p5 p95 / pos=ne;

run;

Output:

The UNIVARIATE Procedure

Variable: Price_Monthly_INR (Monthly Price (INR))

Moments
N	32	Sum Weights	32
Mean	145.78125	Sum Observations	4665
Std Deviation	132.284818	Variance	17499.2732
Skewness	1.79792103	Kurtosis	5.59714236
Uncorrected SS	1222547	Corrected SS	542477.469
Coeff Variation	90.7419976	Std Error Mean	23.384873

Basic Statistical Measures
Location		Variability
Mean	145.7813	Std Deviation	132.28482
Median	99.5000	Variance	17499
Mode	99.0000	Range	649.00000
		Interquartile Range	100.00000

Tests for Location: Mu0=0
Test	Statistic		p Value
Student's t	t	6.233998	Pr > |t|	<.0001
Sign	M	12.5	Pr >= |M|	<.0001
Signed Rank	S	162.5	Pr >= |S|	<.0001

Quantiles (Definition 5)
Level	Quantile
100% Max	649.0
99%	649.0
95%	299.0
90%	299.0
75% Q3	199.0
50% Median	99.5
25% Q1	99.0
10%	0.0
5%	0.0
1%	0.0
0% Min	0.0

Extreme Observations
Lowest		Highest
Value	Obs	Value	Obs
0	30	299	2
0	29	299	3
0	27	299	4
0	24	299	32
0	18	649	1

---

The UNIVARIATE Procedure

The UNIVARIATE Procedure

Variable: Annual_Price_INR (Annual Price (INR))

Moments
N	32	Sum Weights	32
Mean	864.53125	Sum Observations	27665
Std Deviation	918.363024	Variance	843390.644
Skewness	3.00347329	Kurtosis	13.0771025
Uncorrected SS	50062367	Corrected SS	26145110
Coeff Variation	106.226701	Std Error Mean	162.34518

Basic Statistical Measures
Location		Variability
Mean	864.5313	Std Deviation	918.36302
Median	799.0000	Variance	843391
Mode	0.0000	Range	4999
		Interquartile Range	649.50000

Tests for Location: Mu0=0
Test	Statistic		p Value
Student's t	t	5.325266	Pr > |t|	<.0001
Sign	M	12.5	Pr >= |M|	<.0001
Signed Rank	S	162.5	Pr >= |S|	<.0001

Quantiles (Definition 5)
Level	Quantile
100% Max	4999.0
99%	4999.0
95%	1799.0
90%	1499.0
75% Q3	999.0
50% Median	799.0
25% Q1	349.5
10%	0.0
5%	0.0
1%	0.0
0% Min	0.0

Extreme Observations
Lowest		Highest
Value	Obs	Value	Obs
0	30	1499	2
0	29	1499	15
0	27	1499	28
0	24	1799	32
0	18	4999	1

The UNIVARIATE Procedure

The UNIVARIATE Procedure

Variable: Avg_IMDB_Originals (Avg IMDb of Originals)

Moments
N	30	Sum Weights	30
Mean	6.54333333	Sum Observations	196.3
Std Deviation	0.67091463	Variance	0.45012644
Skewness	0.1284044	Kurtosis	-1.1890157
Uncorrected SS	1297.51	Corrected SS	13.0536667
Coeff Variation	10.2534074	Std Error Mean	0.12249169

Basic Statistical Measures
Location		Variability
Mean	6.543333	Std Deviation	0.67091
Median	6.600000	Variance	0.45013
Mode	7.000000	Range	2.30000
		Interquartile Range	1.00000

Tests for Location: Mu0=0
Test	Statistic		p Value
Student's t	t	53.41859	Pr > |t|	<.0001
Sign	M	15	Pr >= |M|	<.0001
Signed Rank	S	232.5	Pr >= |S|	<.0001

Quantiles (Definition 5)
Level	Quantile
100% Max	7.80
99%	7.80
95%	7.70
90%	7.40
75% Q3	7.00
50% Median	6.60
25% Q1	6.00
10%	5.75
5%	5.50
1%	5.50
0% Min	5.50

Extreme Observations
Lowest		Highest
Value	Obs	Value	Obs
5.5	29	7.2	12
5.5	20	7.3	27
5.7	26	7.5	31
5.8	24	7.7	15
5.8	8	7.8	18

Missing Values
Missing Value	Count	Percent Of
		All Obs	Missing Obs
.	2	6.25	100.00

The UNIVARIATE Procedure

PURPOSE: High‑level business table for leadership decks. 

proc tabulate data=ott_india format=8.1;

  class Model Price_Segment;

  var Subscribers_Mn MAUs_Mn Annual_Price_INR Originals_Count_2024;

  table Model all,

        (Subscribers_Mn MAUs_Mn Originals_Count_2024)*(mean sum) Annual_Price_INR*mean

        * (Price_Segment all);

run;

Output:

	Subscribers (Mn, India est)		Monthly Active Users (Mn)		Originals Count (till 2024)		Annual Price (INR)
							Mean
							Price_Segment				All
	Mean	Sum	Mean	Sum	Mean	Sum	Budget	Free	Mid	Premium
Business Model	35.1	210.7	53.2	319.3	31.2	187.0	.	0.0	.	.	0.0
AVOD (Ad‑Supported)
Hybrid (Mix)	26.8	80.5	33.3	100.0	96.7	290.0	.	.	1032.3	.	1032.3
SVOD (Subscription)	4.9	108.4	8.8	194.3	68.3	1503.0	834.8	.	1126.0	4999.0	1116.7
TVOD (Transactional)	0.8	0.8	1.4	1.4	10.0	10.0	.	0.0	.	.	0.0
All	12.5	400.4	19.2	615.0	62.2	1990.0	834.8	0.0	1097.9	4999.0	864.5

PURPOSE: Executive report with computed KPIs. 

proc report data=ott_india nowd;

  column Name Model Regional_Focus Subscribers_Mn MAUs_Mn Annual_Price_INR Originals_Count_2024 Price_per_Original Tenure_Yrs;

  define Name / display;

  define Model / group;

  define Regional_Focus / group;

  define Subscribers_Mn / analysis mean format=8.1 'Subs (Mn)';

  define MAUs_Mn / analysis mean format=8.1 'MAUs (Mn)';

  define Annual_Price_INR / analysis mean format=8. 'Avg Annual INR';

  define Originals_Count_2024 / analysis mean 'Originals';

  define Price_per_Original / computed format=8.1 'INR per Original';

  define Tenure_Yrs / analysis mean 'Tenure (yrs)';

  compute Price_per_Original;

    Price_per_Original = _c6_ / max(_c7_,1);

  endcomp;

run;

Output:

Platform Name	Business Model	Regional Focus	Subs (Mn)	MAUs (Mn)	Avg Annual INR	Originals	INR per Original	Tenure (yrs)
TVF Play	AVOD (Ad‑Supported)	Hindi	2.0	4.5	0	25	0.0	9
Koode		Malayalam	0.7	1.3	0	20	0.0	5
JioCinema		Pan‑India	85.0	120.0	0	60	0.0	6
MX Player			58.0	95.0	0	70	0.0	7
Vi Movies & TV			5.0	8.5	0	12	0.0	9
JioTV			60.0	90.0	0	0	0.0	9
Disney+ Hotstar	Hybrid (Mix)	Hindi	40.0	50.0	899	150	6.0	10
ZEE5		Multi‑regiona	34.0	40.0	699	140	5.0	7
Tata Play Binge		Pan‑India	6.5	10.0	1499	0	1499.0	5
Hoichoi	SVOD (Subscription)	Bengali	2.8	5.2	999	120	8.3	8
SonyLIV		Hindi	15.0	22.0	999	120	8.3	11
ALTBalaji/ALTT			3.2	6.0	300	95	3.2	8
Eros Now			12.0	18.0	399	85	4.7	13
Stage			1.2	2.1	999	35	28.5	6
Ullu			3.0	5.0	1488	70	21.3	7
Namma Flix		Kannada	0.5	0.9	599	18	33.3	5
ManoramaMAX		Malayalam	1.5	2.8	999	35	28.5	6
Planet Marathi		Marathi	0.6	1.2	699	30	23.3	4
ShemarooMe		Multi‑regiona	4.0	7.5	799	45	17.8	6
ReelDrama			0.3	0.6	499	15	33.3	5
Netflix India		Pan‑India	8.2	16.5	4999	220	22.7	9
Amazon Prime Video			20.5	35.0	1499	180	8.3	9
Lionsgate Play			3.5	5.5	999	65	15.4	5
Apple TV+			1.8	3.0	1499	45	33.3	6
YouTube Premium			7.0	28.0	1299	25	52.0	7
Discovery+ (IN)			4.5	8.0	399	35	11.4	5
Crunchyroll (IN)			1.1	2.0	999	40	25.0	8
BBC Player (IN)			0.4	0.7	1799	20	90.0	2
Chaupal		Punjabi	0.9	1.5	799	40	20.0	4
Sun NXT		Tamil	12.5	16.0	799	55	14.5	8
Aha		Telugu	3.9	6.8	699	110	6.4	5
Docubay	TVOD (Transactional)	Pan‑India	0.8	1.4	0	10	0.0	6

PURPOSE: Pivot a quick matrix of model vs 4K support counts. 

proc freq data=ott_india noprint;

  tables Model*FourK_Support / out=freq_4k (drop=percent);

run;

proc transpose data=freq_4k out=pivot_4k prefix=FourK_;

  by Model;

  id FourK_Support;

  var count;

run;

proc print data=pivot_4k;run;

Output:

Obs	Model	_NAME_	_LABEL_	FourK_No	FourK_Yes
1	AVOD (Ad‑Supported)	COUNT	Frequency Count	5	1
2	Hybrid (Mix)	COUNT	Frequency Count	.	3
3	SVOD (Subscription)	COUNT	Frequency Count	13	9
4	TVOD (Transactional)	COUNT	Frequency Count	.	1

SECTION 4: SQL ANALYSIS

PURPOSE: Use PROC SQL for joins, views, windows, and filters. 

/*Compute total subs per model */

proc sql;

  create table model_totals as

  select Model, sum(Subscribers_Mn) as Total_Model_Subs

  from ott_india

  group by Model;

quit;

proc print data=model_totals;

run;

Output:

Obs	Model	Total_Model_Subs
1	AVOD (Ad‑Supported)	210.7
2	Hybrid (Mix)	80.5
3	SVOD (Subscription)	108.4
4	TVOD (Transactional)	0.8

/* Join back to compute share */

proc sql;

  create table model_shares as

  select a.Name, a.Model, a.Subscribers_Mn,

         b.Total_Model_Subs,

         case 

            when b.Total_Model_Subs>0 

            then a.Subscribers_Mn / b.Total_Model_Subs

            else .

         end as Share_in_Model format=percent8.2

  from ott_india as a

  left join model_totals as b

  on a.Model=b.Model;

quit;

proc print data=model_shares(obs=10);

run;

Output:

Obs	Name	Model	Subscribers_Mn	Total_Model_Subs	Share_in_Model
1	JioCinema	AVOD (Ad‑Supported)	85.0	210.7	40.34%
2	Koode	AVOD (Ad‑Supported)	0.7	210.7	0.33%
3	TVF Play	AVOD (Ad‑Supported)	2.0	210.7	0.95%
4	Vi Movies & TV	AVOD (Ad‑Supported)	5.0	210.7	2.37%
5	MX Player	AVOD (Ad‑Supported)	58.0	210.7	27.53%
6	JioTV	AVOD (Ad‑Supported)	60.0	210.7	28.48%
7	Tata Play Binge	Hybrid (Mix)	6.5	80.5	8.07%
8	ZEE5	Hybrid (Mix)	34.0	80.5	42.24%
9	Disney+ Hotstar	Hybrid (Mix)	40.0	80.5	49.69%
10	Lionsgate Play	SVOD (Subscription)	3.5	108.4	3.23%

SECTION 5: RANKING & VISUALS

PURPOSE: Rank platforms by subscribers within model and overall. 

proc rank data=ott_india out=ranked ties=low descending;

  var Subscribers_Mn;

  ranks Rank_Overall;

run;

proc sort data=ott_india out=tmp_model;

  by Model;

run;

proc rank data=tmp_model out=ranked_by_model ties=low descending;

  by Model;

  var Subscribers_Mn;

  ranks Rank_in_Model;

run;

proc print data=ranked_by_model(obs=10);

var  Platform_ID Name ParentCompany HQ_City Model Subscribers_Mn Rank_in_Model ;

 run;

Output:

Obs	Platform_ID	Name	ParentCompany	HQ_City	Model	Subscribers_Mn	Rank_in_Model
1	6	JioCinema	Reliance	Mumbai	AVOD (Ad‑Supported)	85.0	1
2	7	MX Player	Times Internet	Mumbai	AVOD (Ad‑Supported)	58.0	3
3	18	TVF Play	TVF	Mumbai	AVOD (Ad‑Supported)	2.0	5
4	24	Koode	Studio Mojo	Kochi	AVOD (Ad‑Supported)	0.7	6
5	29	Vi Movies & TV	Vodafone Idea	Mumbai	AVOD (Ad‑Supported)	5.0	4
6	30	JioTV	Reliance Jio	Mumbai	AVOD (Ad‑Supported)	60.0	2
7	3	Disney+ Hotstar	Disney	Mumbai	Hybrid (Mix)	40.0	1
8	5	ZEE5	Zee Entertainment	Mumbai	Hybrid (Mix)	34.0	2
9	28	Tata Play Binge	Tata Play	Mumbai	Hybrid (Mix)	6.5	3
10	1	Netflix India	Netflix, Inc.	Mumbai	SVOD (Subscription)	8.2	5

PURPOSE: Simple bar charts for leadership (requires SAS/GRAPH or ODS Graphics). 

ods graphics on;

proc sgplot data=ott_india;

  vbar Model / response=Subscribers_Mn stat=sum datalabel;

  title 'Total Subscribers by Model';

run; title;

Output:

proc sgplot data=ott_india;

  vbar Regional_Focus / response=MAUs_Mn stat=sum datalabel;

  title 'MAUs by Regional Focus';

run; title; ods graphics off;

Output:

SECTION 6: DATA QUALITY & UTILITIES

PURPOSE: Macro toolkit for common analytics workflows. 

PURPOSE (macro): Append one new OTT row to an existing dataset. 

%macro add_ott(ds=ott_india,

               Platform_ID=., Name=, ParentCompany=, HQ_City=, Model=, Regional_Focus=,

               Genres=, Launch_Year_India=., Price_Monthly_INR=., Annual_Price_INR=.,

               Subscribers_Mn=., MAUs_Mn=., Originals_Count_2024=., Avg_IMDB_Originals=.,

               FourK_Support=0, Offline_Downloads=0, Ad_Tier_Flag=0, Sports_Rights_Flag=0,

               Notes=);

  data &ds.;

    set &ds. end=eof;

    output;

    if eof then do;

      Platform_ID=&Platform_ID.; Name="&Name."; ParentCompany="&ParentCompany."; HQ_City="&HQ_City.";

      Model="&Model."; Regional_Focus="&Regional_Focus."; Genres="&Genres.";

      Launch_Year_India=&Launch_Year_India.; Price_Monthly_INR=&Price_Monthly_INR.; Annual_Price_INR=&Annual_Price_INR.;

      Subscribers_Mn=&Subscribers_Mn.; MAUs_Mn=&MAUs_Mn.; Originals_Count_2024=&Originals_Count_2024.; Avg_IMDB_Originals=&Avg_IMDB_Originals.;

      FourK_Support=&FourK_Support.; Offline_Downloads=&Offline_Downloads.; Ad_Tier_Flag=&Ad_Tier_Flag.; Sports_Rights_Flag=&Sports_Rights_Flag.;

      Notes="&Notes.";

       Re‑compute derived fields 

      Eff_Monthly_From_Annual = round(Annual_Price_INR/12,0.1);

      if Originals_Count_2024>0 then Price_per_Original = Annual_Price_INR / Originals_Count_2024; else Price_per_Original = .;

      Tenure_Yrs = max(0, year(today()) - Launch_Year_India);

      if Price_Monthly_INR=0 then Price_Segment='Free';

      else if Price_Monthly_INR<150 then Price_Segment='Budget';

      else if Price_Monthly_INR<300 then Price_Segment='Mid';

      else Price_Segment='Premium';

      output;

    end;

  run;

  proc print data=&ds.(obs=10);

  run;

%mend;

%add_ott(ds=ott_india, Platform_ID=33, Name=NewRegionalOTT, ParentCompany=StartUp, HQ_City=Indore,

         Model=SVOD, Regional_Focus=Hindi, Genres=Drama, Launch_Year_India=2024,

         Price_Monthly_INR=129, Annual_Price_INR=899, Subscribers_Mn=0.2, MAUs_Mn=0.5,

         Originals_Count_2024=10, Avg_IMDB_Originals=6.3, FourK_Support=0, Offline_Downloads=1, Ad_Tier_Flag=1, Sports_Rights_Flag=0,

         Notes=Pilot);

Output:

Obs	Platform_ID	Name	ParentCompany	HQ_City	Model	Regional_Focus	Genres	Notes	Launch_Year_India	Price_Monthly_INR	Annual_Price_INR	Subscribers_Mn	MAUs_Mn	Originals_Count_2024	Avg_IMDB_Originals	FourK_Support	Offline_Downloads	Ad_Tier_Flag	Sports_Rights_Flag	Eff_Monthly_From_Annual	Price_per_Original	Tenure_Yrs	Price_Segment
1	1	Netflix India	Netflix, Inc.	Mumbai	SVOD (Subscription)	Pan‑India	Drama, Thriller, Comedy	Premium global originals	2016	649	4999	8.2	16.5	220	7.1	Yes	Yes	Yes	No	416.6	22.7227	9	Premium
2	2	Amazon Prime Video	Amazon	Bengaluru	SVOD (Subscription)	Pan‑India	Action, Drama, Comedy	Bundled with Prime	2016	299	1499	20.5	35.0	180	7.0	Yes	Yes	No	Yes	124.9	8.3278	9	Mid
3	3	Disney+ Hotstar	Disney	Mumbai	Hybrid (Mix)	Hindi	Drama, Sports, Reality	Large sports slate	2015	299	899	40.0	50.0	150	6.8	Yes	Yes	Yes	Yes	74.9	5.9933	10	Mid
4	4	SonyLIV	Sony Pictures	Mumbai	SVOD (Subscription)	Hindi	Thriller, Sports, Reality	Original thrillers	2014	299	999	15.0	22.0	120	6.9	Yes	Yes	Yes	Yes	83.3	8.3250	11	Mid
5	5	ZEE5	Zee Entertainment	Mumbai	Hybrid (Mix)	Multi‑regiona	Drama, Soap, Reality	Strong TV library	2018	199	699	34.0	40.0	140	6.5	Yes	Yes	Yes	No	58.3	4.9929	7	Mid
6	6	JioCinema	Reliance	Mumbai	AVOD (Ad‑Supported)	Pan‑India	Movies, Sports	Scale via telco	2019	0	0	85.0	120.0	60	6.0	Yes	Yes	Yes	Yes	0.0	0.0000	6	Free
7	7	MX Player	Times Internet	Mumbai	AVOD (Ad‑Supported)	Pan‑India	Drama, Reality	High AVOD reach	2018	0	0	58.0	95.0	70	5.9	No	Yes	Yes	No	0.0	0.0000	7	Free
8	8	ALTBalaji/ALTT	Balaji Telefilms	Mumbai	SVOD (Subscription)	Hindi	Romance, Drama	Niche originals	2017	100	300	3.2	6.0	95	5.8	No	Yes	Yes	No	25.0	3.1579	8	Budget
9	9	Eros Now	Eros Media	Mumbai	SVOD (Subscription)	Hindi	Movies, Music	Movie catalogue	2012	99	399	12.0	18.0	85	6.0	No	Yes	Yes	No	33.3	4.6941	13	Budget
10	10	ShemarooMe	Shemaroo	Mumbai	SVOD (Subscription)	Multi‑regiona	Classics, Devotional	Legacy catalogue	2019	149	799	4.0	7.5	45	6.2	No	Yes	Yes	No	66.6	17.7556	6	Budget

PURPOSE (macro): Quick profile (structure + univariate + basic frequencies). 

%macro quick_profile(ds=ott_india);

  proc contents data=&ds. varnum; run;

  proc means data=&ds. n mean std min median p95 max; var Price_Monthly_INR Annual_Price_INR Subscribers_Mn MAUs_Mn; run;

  proc freq data=&ds.; tables Model*Price_Segment / nopercent nocol norow; run;

%mend;

%quick_profile(ds=ott_india);

Output:

The CONTENTS Procedure

Data Set Name	WORK.OTT_INDIA	Observations	34
Member Type	DATA	Variables	23
Engine	V9	Indexes	0
Created	09/02/2025 19:55:23	Observation Length	360
Last Modified	09/02/2025 19:55:23	Deleted Observations	0
Protection		Compressed	NO
Data Set Type		Sorted	NO
Label
Data Representation	SOLARIS_X86_64, LINUX_X86_64, ALPHA_TRU64, LINUX_IA64
Encoding	utf-8 Unicode (UTF-8)

Engine/Host Dependent Information
Data Set Page Size	131072
Number of Data Set Pages	1
First Data Page	1
Max Obs per Page	363
Obs in First Data Page	34
Number of Data Set Repairs	0
Filename	/saswork/SAS_work1511000155AC_odaws01-apse1-2.oda.sas.com/SAS_work4C11000155AC_odaws01-apse1-2.oda.sas.com/ott_india.sas7bdat
Release Created	9.0401M8
Host Created	Linux
Inode Number	1087665
Access Permission	rw-r--r--
Owner Name	u63247146
File Size	256KB
File Size (bytes)	262144

Variables in Creation Order
#	Variable	Type	Len	Format	Label
1	Platform_ID	Num	8
2	Name	Char	40		Platform Name
3	ParentCompany	Char	40		Parent Company
4	HQ_City	Char	20		HQ (India)
5	Model	Char	10	$MODEL.	Business Model
6	Regional_Focus	Char	15	$REGION.	Regional Focus
7	Genres	Char	40		Popular Genres
8	Notes	Char	60
9	Launch_Year_India	Num	8		Launch Year (India)
10	Price_Monthly_INR	Num	8		Monthly Price (INR)
11	Annual_Price_INR	Num	8		Annual Price (INR)
12	Subscribers_Mn	Num	8		Subscribers (Mn, India est)
13	MAUs_Mn	Num	8		Monthly Active Users (Mn)
14	Originals_Count_2024	Num	8		Originals Count (till 2024)
15	Avg_IMDB_Originals	Num	8		Avg IMDb of Originals
16	FourK_Support	Num	8	YESNO.	4K Support
17	Offline_Downloads	Num	8	YESNO.	Offline Downloads
18	Ad_Tier_Flag	Num	8	YESNO.	Has Ad Tier
19	Sports_Rights_Flag	Num	8	YESNO.	Sports Rights
20	Eff_Monthly_From_Annual	Num	8
21	Price_per_Original	Num	8
22	Tenure_Yrs	Num	8
23	Price_Segment	Char	10

The MEANS Procedure

Variable	Label	N	Mean	Std Dev	Minimum	Median	95th Pctl	Maximum
Price_Monthly_INR Annual_Price_INR Subscribers_Mn MAUs_Mn	Monthly Price (INR) Annual Price (INR) Subscribers (Mn, India est) Monthly Active Users (Mn)	34 34 34 34	144.7941176 866.5588235 11.7882353 18.1176471	128.2761650 890.1369725 20.1923142 29.2956763	0 0 0.2000000 0.5000000	114.5000000 799.0000000 3.3500000 5.7500000	299.0000000 1799.00 60.0000000 95.0000000	649.0000000 4999.00 85.0000000 120.0000000

The FREQ Procedure

Frequency

Table of Model by Price_Segment Model(Business Model) Price_Segment Budget Free Mid Premium Total AVOD (Ad‑Supported) 0 6 0 0 6 Hybrid (Mix) 0 0 3 0 3 SVOD (Subscription) 16 0 7 1 24 TVOD (Transactional) 0 1 0 0 1 Total 16 7 10 1 34

PURPOSE (macro): Create price segment using optional custom thresholds. 

%macro segment_price(ds=ott_india, b1=150, b2=300);

  data &ds.; set &ds.;

    length Price_Segment $10;

    if Price_Monthly_INR=0 then Price_Segment='Free';

    else if Price_Monthly_INR<&b1. then Price_Segment='Budget';

    else if Price_Monthly_INR<&b2. then Price_Segment='Mid';

    else Price_Segment='Premium';

  run;

  proc print data=&ds.(obs=10);

  run;

%mend;

%segment_price(ds=ott_india, b1=120, b2=250);

Output:

Obs	Platform_ID	Name	ParentCompany	HQ_City	Model	Regional_Focus	Genres	Notes	Launch_Year_India	Price_Monthly_INR	Annual_Price_INR	Subscribers_Mn	MAUs_Mn	Originals_Count_2024	Avg_IMDB_Originals	FourK_Support	Offline_Downloads	Ad_Tier_Flag	Sports_Rights_Flag	Eff_Monthly_From_Annual	Price_per_Original	Tenure_Yrs	Price_Segment
1	1	Netflix India	Netflix, Inc.	Mumbai	SVOD (Subscription)	Pan‑India	Drama, Thriller, Comedy	Premium global originals	2016	649	4999	8.2	16.5	220	7.1	Yes	Yes	Yes	No	416.6	22.7227	9	Premium
2	2	Amazon Prime Video	Amazon	Bengaluru	SVOD (Subscription)	Pan‑India	Action, Drama, Comedy	Bundled with Prime	2016	299	1499	20.5	35.0	180	7.0	Yes	Yes	No	Yes	124.9	8.3278	9	Premium
3	3	Disney+ Hotstar	Disney	Mumbai	Hybrid (Mix)	Hindi	Drama, Sports, Reality	Large sports slate	2015	299	899	40.0	50.0	150	6.8	Yes	Yes	Yes	Yes	74.9	5.9933	10	Premium
4	4	SonyLIV	Sony Pictures	Mumbai	SVOD (Subscription)	Hindi	Thriller, Sports, Reality	Original thrillers	2014	299	999	15.0	22.0	120	6.9	Yes	Yes	Yes	Yes	83.3	8.3250	11	Premium
5	5	ZEE5	Zee Entertainment	Mumbai	Hybrid (Mix)	Multi‑regiona	Drama, Soap, Reality	Strong TV library	2018	199	699	34.0	40.0	140	6.5	Yes	Yes	Yes	No	58.3	4.9929	7	Mid
6	6	JioCinema	Reliance	Mumbai	AVOD (Ad‑Supported)	Pan‑India	Movies, Sports	Scale via telco	2019	0	0	85.0	120.0	60	6.0	Yes	Yes	Yes	Yes	0.0	0.0000	6	Free
7	7	MX Player	Times Internet	Mumbai	AVOD (Ad‑Supported)	Pan‑India	Drama, Reality	High AVOD reach	2018	0	0	58.0	95.0	70	5.9	No	Yes	Yes	No	0.0	0.0000	7	Free
8	8	ALTBalaji/ALTT	Balaji Telefilms	Mumbai	SVOD (Subscription)	Hindi	Romance, Drama	Niche originals	2017	100	300	3.2	6.0	95	5.8	No	Yes	Yes	No	25.0	3.1579	8	Budget
9	9	Eros Now	Eros Media	Mumbai	SVOD (Subscription)	Hindi	Movies, Music	Movie catalogue	2012	99	399	12.0	18.0	85	6.0	No	Yes	Yes	No	33.3	4.6941	13	Budget
10	10	ShemarooMe	Shemaroo	Mumbai	SVOD (Subscription)	Multi‑regiona	Classics, Devotional	Legacy catalogue	2019	149	799	4.0	7.5	45	6.2	No	Yes	Yes	No	66.6	17.7556	6	Mid

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