Expanding horizons; by dialing up Regional and International Play
VOOT Premium to come alive in 2018
National, 20th December 2017: Viacom18’s video on-demand Streaming Service, VOOT, is all set to continue its strong growth momentum in 2018. Since VOOT’s launch eighteen months ago, the digital media consumption landscape has witnessed a huge transformation. India today ranks as the No. 1 market for mobile data usage globally. Reduction in data prices and significant increase in in data usage have made India the world’s most exciting video streaming market. VOOT has successfully captured this digital entertainment landscape, consolidating its position amongst top 3 over-the-top Video Streaming Services in the country. After a successful and groundbreaking year marked by content and technology innovations, VOOT is all set to move towards new echelons of growth. Ushering in the next growth wave in 2018 is VOOT’s future ready expanded reach strategy initiated through a big focus on regionalization and international markets. VOOT’s journey ahead is represented through its all new bold and distinctive brand identity.
VOOT has set out an aggressive plan for 2018 towards expanding its audience base across regional languages & markets. The micro market focus strategy will see not just see a big dial-up in regional language content but also focus on full regionalization of the product. The regional content focus will include VOOT Regional Originals being produced across 4 key languages (Kannada, Tamil, Bangla and Marathi) and over 30+ shows on VOOT kids being made available across 6 languages (Kannada, Tamil, Bangla, Marathi in addition to English and Hindi).
VOOT PREMIUM SERVICE
2018 will also see VOOT bring alive its much awaited premium offering. Completely ad free, VOOT’s premium service will include exclusive digital original content, international series & movies in addition to all content available through the regular service .
2018 will also see VOOT make its international foray catering to the discerning needs of the Indian diaspora globally. VOOT International will take India to the world and will provide an immersive content and product experience that will include 50,000 hours of Viacom 18’s VOD library, VOOT Originals , Indian Kids content and Linear television channels (localized for each key market). The service will start rolling out in key markets from the second quarter of 2018
Speaking about VOOT’s growth strategy, Gaurav Gandhi, COO, Viacom18 Digital Ventures said “The journey of VOOT has been an extraordinary one. In a short time, we have taken bold & progressive strides in the Video Streaming space. Be it global-first technology innovations or introducing award winning VOOT Originals, we want to do all that it takes to give our viewers the most immersive content backed by the best user-experience possible.” He further added, “In 2018 we will continue to dial-up VOOT’s presence across languages and geographies in addition to rolling out a premium offering for our viewers”.
The aggressive growth strategy for 2018 will be represented through the new brand identity brought alive through a brand-new logo, refreshed on-air and off-air packaging and a disruptive brand film.
Speaking about the new brand identity, Akash Banerji, Head – Marketing and Partnerships, Viacom18 Digital Ventures said “With the new brand campaign, our endeavor is to establish VOOT as an ultimate entertainment destination offering a multitude of choices that goes beyond the norm. #WHYNOT is not just an expression or a phrase, it is a belief system, a philosophy and a mindset that VOOT as a brand aims to foster and encourage in this country.”
The Progressive Brand Ethos: The new Brand campaign for VOOT, created by Mullen Lintas, is designed to gratify the dynamic media consumption patterns of a new age user, seeking entertainment on their own terms.
The brand ideology comes to life through a powerful encore of #WHYNOT. #WHYNOT is much more than just an expression. It’s a war cry from the content hungry fans in this new digital-first India.
VOOT intends to inspire a change through this campaign, having users challenge the status quo, question the existing habits of consuming media thereby taking strides towards a world that is created and controlled by them and not forced upon them.
Logo & Packaging: The brand’s new color identity is Purple – standing for being bold, high energy and premium- and promising an exhilarating experience that drives imagination through our powerful storytelling.
Within eighteen months from its launch, VOOT has consolidated its position amongst the top three Over-the-top Video Streaming Services in the country with over 32 million monthly active users and 50 mn downloads. VOOT’s 6-million daily active users (across mobile, web and smart TV/ smart TV devices) spend over 50 minutes per user per day on the service, making VOOT one of the most engaged Video services in the country.
VOOT is a digital video-on-demand streaming service from the house of Viacom18. With a content library of close to 50,000 hours across Viacom18’s network content, content around content, VOOT Kids and VOOT Originals, the platform caters to varying needs of discerning audiences across segments. Operating currently as an ad-supported service in India, VOOT has amassed close to 50 million app downloads with over 32 million monthly active users. VOOT was awarded the coveted ‘Best app of 2016’ title by Google Play and VOOT’s Progressive Web App (PWA) product has won the IBC global innovation awards in 2017 . 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 Viacom Inc. and the Network18 Group, Viacom18 defines entertainment in India by touching the lives of people through its properties on air, online, on ground, in shop and through cinema.
For further information, please contact:
Deepti Nair: Deepti.Nair@viacom18.com I 9890267721