Mumbai: The OTT sector at large has grown in India with a remarkable appetite originating from the smaller markets. On the AVOD front, the demand has grown significantly as better quality and variety is made available free of cost. This growth is propelled by multiple factors like localization of content, affordable smartphones, cheap internet facilities, cross-device compatibility to cite a few. General entertainment content (GECs) and live streaming of sporting tournaments have also significantly contributed to the increased adoption of AVOD. Furthermore, this expansion has resulted in onboarding of digital marketers from diverse geographical locations.
In 2023, we expanded our content offerings on the platform across languages, genres, and formats. We ventured into cricket and esports with the streaming of ILT20 S1 and IESF Big Bang Asia alongside releasing exclusive films based on social atrocities like ‘Ardh’ with Rajpal Yadav, ‘Am I Next’ with Anushka Sen, Anshuman Jha’s ‘Lakadbaggha’, and Priyamani’s ‘Sarvam Shakti Mayam’, amongst others. Titles like ‘Ardh’ and ‘Lakkadbaggha’ are based on social vices with compelling narratives. Investing in these unique stories not only fostered social awareness but also attracted diverse audience cohorts.
We also released premium international titles dubbed in local languages through our properties like ZEE5 World Hits and ZEE5 Spark. Popular Korean series owing to its popularity amongst the young audience was dubbed in Hindi and released on the platform. During the festive season, multiple campaigns and content offerings were launched which were received positively by the audience, and also made additions to our AVOD slate with live devotional content, family entertainers, and old classics. This led to a massive ~15 BN total streaming minutes on AVOD in the last 6 months.
Going forward, our focus will remain in strengthening our presence in the smaller markets with good quality localized content and better in-app experience.
On the anticipated forecasts or predictions for the year 2024
The AVOD sector is set to expand a lot more, not only in India but on a global scale as well. The key drivers for growth will continue to be quality storytelling, premium titles, a surge in demand for regional content, and the enduring popularity of sports. The rising demand for enhanced viewing experiences, coupled with the growth of connected devices and smart TVs, is anticipated to give rise to AVOD consumption in smaller markets. Achieving a seamless in-app experience coupled with creative avenues like gamification and play-ons are set to captivate audiences more effectively. This will further diversify advertising opportunities on OTT. With precise targeting, data-driven insights, and the ability to customize messages for viewers, OTT advertising will continue to be a great tool for brand building, generate awareness, engagement, and conversions.
For ZEE5, the upcoming year looks promising as we begin 2024 by streaming ILT20 S2 and move on to other prominent projects for the rest of the year. The strategy will remain insights-driven, navigating the dynamic entertainment sector through constant trend mapping and identifying consumer demands. Offering comfort and convenience in content consumption, looking ahead, our priority remains on creating engaging properties, investing in exclusive content, and exploring new formats to provide unique and compelling experiences for our viewers.
