VOOT Aims For 10 Cr Active Users; Announces 30 New Originals, Freemium Model
India’s 2nd biggest on-demand entertainment platform: VOOT is celebrating 100 billion minutes of watch time. To mark the occasion, they have decided to raise the benchmark, and generate 10 crore monthly active users on their platform.
How will they achieve this?
VOOT: 30 New Shows Will Be Launched
VOOT has decided to capitalize on the momentum generated by crossing 100 billion minutes of watchtime, and will now aim for 10 crore or 100 million active users per month.
Launched in 2016, VOOT is the digital arm of Viacom18.
In the same endeavor, VOOT has announced that 30 new exclusive shows will be launched in the coming months, covering genres such as horror, thrillers, romance, comedy and more.
Some of these new shows will be Law and Honour, Naaz, Love All, The Raikar Case, Kaisi Yeh Yaariaan – Season 4, Marzi and Asura.
Sudhanshu Vats, Group CEO and MD, Viaom18 said, “VOOT has crossed the 100bn watch minutes’ mark in 3 years and we are now targeting 100mn monthly active users within this financial year.”
VOOT’s New Business Model: Freemium Access
As per Sudhanshu, India will be home of 50 million Internet users, and 3/4th of them will be consuming video content.
In order to tap the audience, and make VOOT their primary choice for viewing on-demand content, VOOT is diversifying their existing AVOD or Advertisement based Video on Demand business model into 4 segments: a new freemium offering, VOOT Kids and VOOT International, along with the existing AVOD.
VOOT Kids and VOOT International will no doubt aim to target specific genres, but their decision to launch a freemium model can be the next big thing.
With the freemium model, VOOT plans to invite more first-time users, and give them a preview of their original, exclusive content.
VOOT’s New Business Push: New Advertising Platform, Partnerships
VOOT has decided to push more aggressively their advertisement business, and this is the reason a new platform for businesses has been announced: VOOT Studios.
We received a preview of the features, and the concept looks futuristic: Advertisers would be able to generate on-demand campaigns, based on the business objectives, and reach more eyeballs and more people.
VOOT Studios has been designed to be performance-based as well.
Akash Banerji, Head – AVOD Business, VOOT said “Brands today realise regular ad spot while important is not sufficient to drive resonance with the consumer. Branded content solutioning is hence the way forward given that it allows for bespoke content curation and subtle communication embedded into the narrative of the show. VOOT Studios will allow brands to bring the world of story-telling , data and tech all together to deliver the brand message and the ROI effectively for the business.”
Besides, VOOT has also partnered with major players from mobile, travel and broadband, as 20 new strategic partnerships have been announced.
VOOT has collaborated with TV manufacturer CloudWalker, digital services provider ShareIt , broadband provider Act Fibrenet and app-based mobility provider OLA and more.
As of now, VOOT has a consumer base of 40 million users, and commands 60,000 hours of content, spread across Viacom18’s network content.
We will keep you updated, as more details come in.