Emerges as the most engaged premium AVOD platform with 100 billion minutes of watch time in the year
Mumbai, 14th January 2019: Reaffirming its position of making available rich entertainment experience for its audiences, Viacom18’s digital arm and the 2nd largest premium AVOD platform in India, VOOT has achieved another key milestone. The platform that now boasts of the highest engagement with No 1 in TSV(Time Spent per viewer) – 46 mins & frequency of visits (Daily active user to monthly active user ratio) as per App Annie Dec, 2019, is now set to begin the decade with an all new milestone of garnering a phenomenal 100 million monthly active users. VOOT’s consistent focus on offering diverse entertainment experience across genres, languages and formats has led to this growth over this period and will see the platform enter the decade with 100 billion minutes of watch time in the year. Some marquee initiatives that have contributed to scripting the success story for VOOT and setting the stage for a fabulous 2020 were:
Co-Creation with VOOT Studio: Launched in April, VOOT Studio is a playbook for advertisers & brands of all sizes that has been built using a combination of our creative storytelling, production expertise, interactivity offerings, social media platforms and native elements that come together to meet the business objectives. In less than a year VOOT Studio has co-created marquee properties with brands, helping each brand uniquely deliver on their brand narrative. Unique shows and formats like TikTok present Work it Up with Sophie & #Cheatweekin Singapore with Singapore Tourism amongst others have all contributed to building equity and resonance for the brands. 10% of monetization on the platform is achieved through VOOT studio with the focus on doubling the same through the next year.
VOOT Partnership eco-system: One of the key drivers of reach through the year was the building of the most diverse and inclusive partner ecosystem that ensured an omnichannel and multiscreen presence for VOOT. Seamless and wide distribution through partnering with best in class brands across categories like connected TVs, devices, telcos, travel, utility, broadband, etc with names like Sony, LG, Samsung, Flipkart, Ola, MX Player, Airtel joining the new bandwagon have ensured the last mile availability of VOOT,
Akash Banerji, Business Head – VOOT, Advertising Video Platform (AVoD) said “Achieving 100 mn Monthly Active Users in just three years is not a mean feat. We have been able to achieve this new viewership benchmark through our focus on driving constant engagement and reach through impact partnerships, product & tech innovations and versatile content strategy. Our constant pursuit of building a digital business using a user first strategy and basing all decisions that drives higher engagement is the only reason that has made us achieve a quality 100 mn user base leading to 2x increase in monetization.”
Expanding regional footprint: Unlocking new territory with vernacular Content, VOOT’s regional slate saw many firsts. From making a digital first entry into the Telugu market with shows like Feet Up with the Stars Telugu to Regional Reality Content experience being augmented with interactivity & advertiser friendly content innovations, VOOT’s regional story has continued to grow from strength to strength. The platform has witnessed 4X growth in the contribution to the views from Regional content as a result of these initiatives.
An all new refreshed VOOT: The first distinctive step towards achieving the milestone come from building a Stronger, Agile & futuristic tech for the all new VOOT 3.0. Focused on improving content discoverability, providing unmatched user experience and agility for the dynamic digital content user, the all new refreshed platform enhanced the VOOT experience.
Enhanced and immersive user experiences and continued audience patronage is sure to drive VOOT towards new echelons of growth.
About VOOT: VOOT is India’s second largest digital video-on-demand streaming service from the house of Viacom18. With a content library of more than 65,000 hours across Viacom18’s network content, exclusive content around network shows and VOOT Originals, the platform caters to varying needs of discerning audiences across segments. With over 100 million monthly active users, VOOT is the most engaged platform in the ad-supported service space. VOOT continues to take the leadership mantel on innovation, across content, technology and marketing initiatives, aimed at providing an immersive experience to its users.
Viacom18 Media Pvt. Ltd. is one of India’s fastest growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. A joint venture of TV18, which owns 51%, and Viacom Inc., with a 49% stake, Viacom18 defines entertainment in India by touching the lives of people through its properties on air, online, on ground, in shop and through cinema.