2019, was the year that saw quite a few OTT players pivoting from users’ numbers to engagement as an active unit of measurement.
The move, chiefly led by Viacom18 owned OTT service VOOT, set out to cross the 100 million MAU mark with 100 billion minutes of watch time in a year. Within the year, the platform crossed these dual milestones on the back of 4 major drivers.
Driving Loyalty and Engagement
Focusing on the metrics that matter -Watch time and DAU/MAU ratio. Voot’s focus has been to continuously engage with the consumer through different touch-points like the app, content or even a simple promotional communication.
Most Engaged OTT platform – Voot was the most engaged platform (DAU to MAU ratio) from Oct to Dec 2019, as per the App Annie data; and this resulted in Voot to cross 100 Bn Watch time in minutes on their app within a single FY. Basis the TSV per day and the DAU to MAU ratio, VOOT is now the number 1 in the premium AVoD category. In fact it’s monthly watch time is more than the combined watch time of its next two competitors, per App Annie.
Innovation On New IPS & Content
Voot Studio – Voot Studio was launched in the first quarter of last FY with an objective to produce innovative Video Solutions for their advertisers. Most of their clients wanted to drive love for their brand. It is now becoming a hub of such content. ‘Work it Up’ helped Tik-Tok achieve this objective and the show was ranked in the top 11 shows to be watched on OTT. While ‘Cheat weak at Singapore’ did the magic for Singapore Tourism. In fact, VootStudio is now driving more than 10% oftheir revenue.
Shows around show – Voot night live is a first of its kind show that was built around a reality show. On the back of VNL and other content such as Unseen, Undekha,Bigg Buzz and a very successful #AsliFanmarketing campaign, Bigg Boss season 13 got 1Bn views.
Regional is the new National – This year saw a massive growth of Vernacular content with views increasing by 4X on a yearly basis. Marathi was the dark horse that grew by 4X, while Kannada continued to show steady growth. Voot also launched Colors Telugu, India’s first digital-only channel. Also, Tamil grew on the back of the marquee shows such as KBC Tamil.
Making Voot’s Product and Tech Ready for Future
Launched the new version of Voot V3 -The new app enhanced User experience with state of art personalized recommendation and an intriguing architecture that facilitated better discoverability for all Voot consumers
Rugged and Robust – The new app workedseamlessly across platforms right from 2G/3G phones of ‘Bottom of pyramid’ viewers to Smart TVs catering to premium audience. It was capable of handling really complex & interesting Second Screen and Interactivity requirements.
Bringing the Tech in-house – The year saw VOOT accelerating it’s pace of building an in-house tech team based out of Bangalore.
Voot Partnership Eco-System
Reach consumer anywhere – 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.
Wider Distribution – Seamless and wide distribution through partnering with best in class brands across categories like connected TVs, Devices, Telcos, Travel, Broadband, etc with names like Sony, LG, Samsung, Flipkart, Ola, MX Player and Airtel joining the new bandwagon have ensured the last mile availability of VOOT.
Source: DAN Digital Report 2020
