Viacom18’s Voot targets 100mn MAU. Announces plans for freemium & kids

08 Apr,2019

By A Correspondent

 

Viacom18’s digital video-on-demand streaming service aims to reach 100 million monthly active users within the fiscal year. According to information shared, its current MAU number is in the vicinity of 55 million.

At a media briefing on Friday, Sudhanshu Vats, Group CEO and MD, Viacom18 also announced the currently advertising-supported video-on-demand model (AVOD) will soon diversify into four distinct businesses: Voot AVOD, Voot Kids, Voot International and Voot Freemium. Viacom18 also announed the setting up of VOOT Studios, a content-tech solution for advertisers looking to connect with digital audiences with branded shows, sponsorships, interactive formats in addition to various bespoke offerings.

As part of its future growth strategy, the platform also announced the further scaling of its current content library with over 30+ originals across genres and languages, to be launched this fiscal.

Said Vats: “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,” adding: VOOT has crossed the 100bn watch minutes’ mark in 3 years and we are now targeting 100mn monthly active users within this financial year. Additionally, we are segmenting the VOOT business into 4 uniquely focussed propositions – the existing AVOD model and the upcoming freemium offering, VOOT Kids and VOOT International.” 

Added Akash Banerji, Head – AVOD Business, VOOT: “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.”

 

 

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