Viacom’s Voot Eyes 100 Mn MAU By Fiscal End

Viacom18’s digital video-on-demand streaming service Voot is targeting to acquire 100 million MAU or monthly active users by the end of this fiscal doubling its current count from 50 million MAU.

“Our target is 110 million MAU by end of this fiscal year,” said Sudhanshu Vats , Group CEO and MD, Viacom18. He was speaking at an event in Mumbai to celebrate the OTT’s 100 billion minutes of watch time. Voot achieved this magic figure in just three years of launch.

“India will have an online consumer base of more than 500mn by 2022. Of this, more than 3/4th will be consuming video content. While technological advancements allow us to personalize content consumption, growth for the category will come from our ability to segment our offerings to multiple consumer segments accelerated by the three A’s – accessibility, availability and affordability”, he added.

To achieve this target the company is putting in place a multi-prong strategy.

First, Voot is planning to scale up its current content library by adding over 30 originals across genres and languages, by this fiscal. Law and Honour, Naaz, Love All, The Raikar Case, Kaisi Yeh Yaariaan – Season 4, Marzi and Asura are few of the Voot Originals that will be launched shortly, the company added.

Second, institutionalizing the branded content play, the company announced the launch of VOOT Studios – a business performance-oriented content tech solution for advertisers looking to connect with digital audiences with branded shows, sponsorships, interactive formats in addition to other bespoke solutions.

Speaking about the branded content play for VOOT – 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.”

The company is also segmenting the Voot business into 4 separate yet focussed propositions – the existing AVOD model and the upcoming freemium offering, Voot Kids and Voot International.”

With the proliferation of digital content and its increasing consumption across mediums, understanding consumer behaviour now plays a critical role. Voot’s consumer insights product MAVARIC is built to help advertisers identify the right audience thus ensuring high impact via communication. MAVARIC helps advertisers with consumer insights as well as target their messaging beyond simple demographic profiles and instead focuses on enhanced insights around online behaviour, purchase behaviour, affinity and interest and more.

Insights clubbed with interactivity solutions will allow brands to provide immersive brand engagements. Reinforcing the importance of interactivity on OTT platforms, Voot will also be strengthening its current offering with the addition of 5 new programmes in the next few months which, the company expects, will fuel further growth and attract users to the platform.

The Voot OTT service is available on iOS, Android, Web, and Amazon Fire TV. In order to increase its reach, the firm has added over 20+ new distribution partners across the travel, broadband and mobile ecosystem as well as with OEMs. The OTT platform has partnered with CloudWalker,  ShareIt , Act Fibrenet and travel network company OLA, amongst the others.

Voot also informed that going forward the company is planning to diversify its business model. At present the Voot platform operates on AVOD model or advertisement driven model which means consumers can watch the content for free which is backed by advertisements.  In future, besides offering free content, the company will also go for paid as well freemium content.



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