There will be more than 500 million online video audience by 2020: Kranti Gada, Shemaroo
Kranti Gada, COO of Shemaroo Entertainment, says her company is unabashedly Indian and an antidote to boredom and stress for billions of Indians
At the recent edition of exchange4media’s content marketing conference Content Jam, Shemaroo Entertainment COO Kranti Gada shared her thoughts on content creation and building brands for the masses on the digital platform.
Today, content creation is driven by targeted opportunities. So is there a way for brands to achieve a large scale on digital?
To answer the question, Gada started off by saying, “All these years, when we spoke about content and digital platforms, we spoke about targeting audience and how digital audience looks differently. But as digital becomes mass, which will happen for sure, it will ape broader mediums, mainly television.”
Talking about what Shemaroo stands for, Gada said, “Few months back, we carried out an exercise to find out how we can re-position ourselves in this new world of content, what is going to be relevant to India in the long run and what do we stand for? We found that we really stand for and wanted to be unabashedly Indian, delivering masala and over-the-top content,” said Gada.
“Shemaroo wanted to be an antidote to boredom and stress for billions of Indians by delivering high quality content that appeals to the initial palate and is accessible on demand,” said the COO.
Gada further shared that unlike the popular belief, 97 per cent of millennials do not live in tier I cities. “There are more than 450 million millennials in tier II and tier III cities. By 2021, rural internet consumers are expected to grow from 38 per cent to 52 per cent. Eventually, of the 829 million internet users, just 129 million are expected to be from metros,” she said.
She further said, “Online video audience will double from 250 million in 2017 to more than 500 million by 2020. The digital sector is poised to witness the entrance of first-time internet users, especially from smaller towns and rural areas.”
Talking about their property Shemaroo Filmi Gane, which has 14 million subscribers, more than 60 per cent of whom are millennials, Gada said, “It has more than 78 million unique monthly viewers and is ranked No. 1 retro music channel in India. Also, it has 16 billion-plus watch time (in mins).”
On the type and language of content that will be offered in the future, Gada said, “Only 7 per cent of the time spent on videos is in English language in India. In the next five years, 75 per cent of the new internet users are expected to consume content in local languages,” she said.
Gada mentioned that regional and devotional content also has quite a high demand.
“There are 100 million-plus average monthly views on Shemaroo’s regional YouTube channels,” informed Gada.
About devotional content, she said, “Shemaroo has been a fundamental player in the devotional content category for over a decade. We produce, aggregate and distribute content catering to diverse religious beliefs, including Hinduism, Sikhism and Islam. There are 3 million-plus subscribers on YouTube for Shemaroo’s devotional content.”
Gada said that Shemaroo identifies trends and offers content that people want.
“We are experts in identifying trends and curating content which is loved and enjoyed by Indians,” she concluded.
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