{
  "docId": "019dd923-5ca1-7489-b634-7e1c9fe1bc87",
  "docSlug": "7a27e27b944e835f",
  "documentTitle": "Seeing the BIG Picture",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.414,
  "pageNumber": 11,
  "pageCount": 60,
  "prevPage": 10,
  "nextPage": 12,
  "slideType": "market_sizing",
  "function": "size_opportunity",
  "density": "dense",
  "nDataPoints": 18,
  "notes": "The slide uses a stacked bar chart to show market size (USD Bn) and a bubble/dot chart to show CAGR breakdown by segment.",
  "elementsJson": [
    "headline_text",
    "bar_chart_stacked",
    "icon_grid",
    "callout_box"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b634-7e1c9fe1bc87/11",
  "deckHref": "/decks/019dd923-5ca1-7489-b634-7e1c9fe1bc87",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b634-7e1c9fe1bc87.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b634-7e1c9fe1bc87#slide-11",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "50%+ of all time spent on OTT by 2025 will be on vernacular content",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-acb9-741a-834e-793e8d8f731b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.42,
        "x": 0.06,
        "y": 0.3
      },
      "kind": "chart",
      "text": "Market size in USD Bn from 2016 to 2025F",
      "attrs": null,
      "subkind": "bar-stacked",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "21bdd402-3511-4646-8799-34f016eadf04",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.15,
        "x": 0.45,
        "y": 0.45
      },
      "kind": "chart",
      "text": "CAGR 22-25 breakdown by segment",
      "attrs": null,
      "subkind": "dot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9d2bc66f-e88f-429b-809b-861a42c0fa1e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.3,
        "x": 0.66,
        "y": 0.35
      },
      "kind": "list",
      "text": "~600Mn online video viewers in India (50% up vs. 2019); Original content on OTT to reach 4,000 hours by 2024 (2x vs. 2019); 50%+ of all time spent on OTT by 2025 will be on vernacular content",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9dad6921-3d22-4167-a1b1-4e18a1da5bfe",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "CAGR: 12%+",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-acb9-741a-834e-7f06f2b8aba5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.65,
        "x": 0.06,
        "y": 0.16
      },
      "kind": "paragraph",
      "text": "This report is focused on the LTV, OTT and Movie Studios sectors",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a051d74c-c841-47d6-abf9-cc0dae4456c4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.65,
        "x": 0.06,
        "y": 0.9
      },
      "kind": "source-note",
      "text": "1. Short form video apps 2. Estimated 3. Forecasted Source: India Media Market Size, 2022 from Magna Global; Tuning Into Consumer, March 2022 by EY & FICCI; Press Articles; BCG Analysis",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "feea086c-63b7-4c1a-a02f-95ddd064fdda",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.65,
        "x": 0.06,
        "y": 0.07
      },
      "kind": "title",
      "text": "Video verticals are catering to this appetite and expected to grow at 12%+ CAGR for next 3 years",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "831f81d0-8b15-4085-9888-39ad419daa37",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "CAGR",
      "numberRaw": "12%+",
      "numberKind": "percent",
      "actionTitle": "Video verticals are catering to this appetite and expected to grow at 12%+ CAGR for next 3 years",
      "calloutText": "50%+ of all time spent on OTT by 2025 will be on vernacular content",
      "numberScale": null,
      "numberValue": 12,
      "metricFamily": "growth_rate",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-14f5-72a3-8b89-f82e7783a0b5",
      "evidence": "'Video verticals... expected to grow at 12%+ CAGR for next 3 years'",
      "confidence": 85
    },
    {
      "name": "Annotation",
      "slug": "annotation",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-14f5-72a3-8b89-fec70b0641ba",
      "evidence": "Callout: '50%+ of OTT time on vernacular by 2025'",
      "confidence": 70
    },
    {
      "name": "Audience Definition",
      "slug": "audience-definition",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "2d93441a-4250-4ac6-9066-efed33cba102",
      "evidence": "The report is focused on the LTV, OTT and Movie Studios sectors",
      "confidence": 0.7
    }
  ],
  "frameworks": [
    {
      "name": "market-sizing",
      "slug": null,
      "matchId": "a3a3809e-3f9f-4710-a48d-a1352bf024e7",
      "evidence": "Quantitative breakdown of market segments and growth projections",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 12,
      "from": 3,
      "beatId": "019dd95a-0702-74a3-87e0-142ec4ee18f8",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Situation & Context",
      "beatSlug": "consultants-gambit-situation-context",
      "evidence": "Origins of study + India entertainment-hungry market context",
      "position": 1,
      "confidence": 88,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    },
    {
      "to": 22,
      "from": 8,
      "beatId": "019dd95a-0702-74a3-87e0-2986d735d600",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": "triple-take-the-facts-what",
      "evidence": "Lights: India market data + consumer behavior facts",
      "position": 1,
      "confidence": 80,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [
    {
      "to": 13,
      "from": 10,
      "name": "Tale Two Worlds",
      "slug": "04-tale-two-worlds",
      "bestFor": "Competitive analysis, benchmarking, case for change",
      "matchId": "019dd95a-088b-72c8-b7e7-36c0961f7ac8",
      "evidence": "India OTT subs growing 3-4x US/China (p.10), then India placed below 11-country average on 2x2 (p.13)",
      "position": 1,
      "objective": "Contrast India's growth opportunity with under-indexed local media",
      "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication",
      "confidence": 85,
      "description": "Show the gap between two states to drive urgency or highlight opportunity"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}