Home >> Digital >> Article

'Hooq's Hollywood focus has increased subscriptions ten fold'

30-November-2017
Font Size   16
'Hooq's Hollywood focus has increased subscriptions ten fold'

Asia’s video-on-demand (VOD) service Hooq’s shift in its positioning to offer more Hollywood content with separate price points and a brand campaign, is already bearing fruit as its subscription has increased ten fold.

The library which claims to be curating one-of-the-largest repository of Hollywood content, includes titles from Sony and Warner Bros., such as ‘Wonder Woman,’ ‘The Da Vinci Code’ and TV series like ‘The Flash,’ ‘Arrow,’ ‘Gotham,’ and ‘Friends’ among others. “As soon as there is an episode up in the US, we get it on Hooq. We did it with ‘The Flash,’ ‘Supergirl’ and 'The Big Bang Theory.’ When it comes to movies, you can watch the latest like ‘Spiderman Homecoming,’ and ‘Wonder Woman’ in Hindi, Telegu, Tamil and English at Rs. 59 only under ‘Hot and Fresh’ category,” said Salil Kapoor, Managing Director, Hooq India. On the latter, Hooq’s consumption has picked up around eight times.

Hooq's subscription is INR 89 per month and first 30 days is complimentary.This doesn’t include ‘Hot and Fresh’ Kapoor informed us. In the latter segment, they are going to get Christopher Nolan’s ‘Dunkirk.’ Kapoor believed that they have got it right with the price points which were introduced in October, which aims at two different set of audiences. Kapoor explained, “The ‘Hot and Fresh’ category addresses those customers who don’t want to buy subscription. Sometimes, English movies get only two or three screens. ‘Dunkirk’ didn’t get any screens in the smaller towns. Lot of people missed it. Also, the subscription was made relevant for the customer and hence brought down from Rs. 249 to Rs. 199 and now Rs. 89. So, the pricing is affordable and the product is differentiated. All these make an interesting combination. That’s the strategy rehash we came back with.”

Kapoor explained the need for a change in their positioning from best of Hollywood and local, which has apparently worked in other markets where Hooq is present including Indonesia, Thailand, and Philippines. When Hooq entered the market one and a half years back, it was already buzzing with 25-30 players including the global services Netflix and Amazon Prime Video. Hotstar was also scaling up. Kapoor then decided to concentrate on building B2B partnerships instead of B2C ‘where the customer is anyway not ready to pay.’ He shared, “We went to do a partnership with Airtel, Vodafone, third largest broadband player ACT Fibernet, and Paytm. We also did a special tie-up for ICICI Card customers. We started building revenue from that front.”

Meanwhile in B2C, Kapoor observed that content cost is going up and bringing on a differentiator was becoming a challenge for everybody. He added, “We got feedback from B2B partners and their customers on how Hooq is looked upon and what they are watching. We realised more of Hollywood content was being watched. So, we picked that up as a clue. Instead of trying to play in all four verticals (Hollywood, Bollywood, local regional content, and originals,) we went deep into Hollywood.”

But don’t all the big players already have a huge library of Hollywood content? Kapoor knew that, but he pointed out that each of them is focusing on separate content pieces. “One was focusing on sports, one on originals and one on creation of local content. No one really wanted to call themselves ‘Home of Hollywood’ because that would limit their scope. That positioning was vacant and we took that. Our campaign is all about that. Our new positioning is ‘Hooq: Home of Hollywood’ which is also our tagline.”

The campaign came out in October, spread across two weeks on TV followed by digital and now performance marketing. “The idea was to focus on digital assets and within digital, focus more on performance marketing where we can get direct acquisitions. We have ramped up the digital site. In digital, we are active both on Facebook, Google and with some affiliates. We are strengthening and getting deeper into that by customising the audience and reaching out to specific segments,” he said.

Performance marketing, which started earlier this month, yields effective results with insights on traffics and registrations, Kapoor mentioned. “Our strategy is led more by performance marketing. Through Facebook and affiliates, we will target audience and tell them specifically. Within that, they will charge us when there is actual conversion and sale happening. This is a more targeted approach. You can measure the conversion rate and cost on a daily basis through performance marketing,” he said.

Hooq has seen maximum conversions from metros like Mumbai, Delhi, Bangalore, Hyderabad and Chennai. Kapoor shared, “After that, we are seeing good traction from Lucknow then Calcutta, followed by smaller towns and north east. We are seeing active streaming on Xiaomi, Samsung and Motorola-Lenovo devices.”

Hooq is in the process of signing up more partners from device, broadband and e-commerce categories in a month.

https://www.youtube.com/watch?v=7HbAaXE4pPI

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye