The platform has launched a UGC-driven IP, ‘Shoot Karo Stars Se Milo’. The IP gives users a chance to re-enact their favourite couple’s best dialogues and moments. Pinjara Khubsurti Ka drives engagement via a ‘Khelo Aur Jeeto’ contest format
KOLKATA: Viacom18’s advertising-led digital arm Voot has been at the forefront of creating the most diverse interactivity and engagement experiences for its users. With many categories first concepts, the leading OTT layer has unleashed the power of fandom and bridged the gap between the fans and artists. With 14 million players engaging on the platform over the last year on
Although the OTT industry has grown multi-fold in the last few years, and more so during the Covid lockdown, a large chunk of viewers download movies and web shows from illegal websites, hitting the sector hard
OTT firms look beyond ads, subscription for revenue
ZEE5 and ALTBalaji have collaborated with e-retailers to launch merchandise for shows such as Rangbaaz.Premium
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Video streaming services are increasingly going beyond advertising and subscription to look at ancillary streams of revenue such as merchandise, music and brand integrations to monetise their content.
Such strategies not only build appeal among audiences and widen mediums of reach but also help create enduring intellectual properties that will ultimately result in larger fan bases, according to media experts. These could possibly account for up to 25% of the total revenue of streaming services in the coming years, they said.
India’s OTT industry loses up to 30% revenue to piracy
OTT content industry in India is estimated to grow 17% over FY21 to touch a revenue of Rs33,800 crore by FY22. (Photo Imaging: Kishore Rawat)Premium
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NEW DELHI: Advertising and subscription-led video streaming services are losing up to 30% of their annual revenue to piracy as more and more Indians log in to digital platforms to watch content.
Popular shows such as Scam 1992 on SonyLIV and Ashram on MX Player have seen pirated versions surfacing within half an hour of their launch.
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