Several media and entertainment networks that own movie libraries and distribute original feature-length programming are streaming some of their content for free on YouTube while also making it available on paid subscription platforms in an effort to increase revenue. I’m doing it.
Zee has premiered the Pakistani television drama Barzakh both on Zee Zindagi YouTube channel and paywalled on OTT platform ZEE5. All episodes of TV shows from the Sony Entertainment network are available on YouTube and the company’s video streaming app SonyLIV.
While some believe free YouTube streaming takes away from paid memberships, we see this as a viable complementary model given that revenue sharing terms with YouTube often make good business sense. Some people. We also believe that the two platforms’ target audiences do not overlap.
“YouTube is one of the largest reach accumulation platforms in India and accounts for a significant share of the advertising pie. Therefore, the content monetization opportunities it offers are immense,” said Digital Business of Shemaroo Entertainment Ltd. said Saurabh Srivastava, Chief Operating Officer.
He said India has a low average revenue per user (ARPU) market for both advertising video on demand (AVoD) and subscription video on demand (SVoD).
โTherefore, most content requires multiple content pipes and, in some cases, simultaneous presence on multiple platforms to reach the target audience,โ Srivastava said. .
long term outlook
He said many content monetization models exist and continue to grow in a vast and diverse consumer landscape.
“There is no single strategy that fits all content publishers and platforms. We have a strong presence on YouTube and feel this platform is a great way to engage and entertain our viewers.” added Srivastava. โAt the same time, our OTT platform, ShemarooMe, continues to offer a pure SVoD proposition that is clearly structured around We need a long-term outlook.โ
Nitin Gupta, chief content officer at Chaupal, a platform specializing in Punjabi, Haryanvi and Bhojpuri content, said the company’s priority has always been to gain subscriptions through the app.
โWe use YouTube, but primarily to promote content. We spend a lot of time watching exclusive, original content on YouTube, but only for a set period of time, at least Only after nine months have elapsed,โ Mr. Gupta said.
Experts said YouTube is a larger funnel that supplements revenue. Partho Dasgupta, managing partner at Tote Advisors and former CEO of BARC India, said companies could negotiate favorable deals with YouTube and hope it would gain more attention. He said that
ad-based revenue
“We’re assuming the two platforms (YouTube and its own OTT) don’t cannibalize each other,” he said, adding that many of these services have only a few million subscribers.
Ultra Media & Entertainment Group Chief Operating Officer Rajat Agrawal said YouTube is an ad-supported model and revenue is generated through ads based on views, impressions and engagement.
“This is a volume-driven platform where increased viewership translates into increased advertising revenue. YouTube’s advantage is its broad reach and ability to cater to an audience that prefers free content,” Agrawal said. I say. โHowever, the revenue generated per view on YouTube is typically lower compared to subscription models.โ
Ultra recently launched two OTT platforms – Ultra Play, which features old movie classics, and Ultra Gaane, which hosts old songs. Much of this content is also available on YouTube.
On the other hand, for SVoD platforms, revenue is earned through subscriptions. Users pay recurring fees, resulting in predictable and stable revenue.
โSVoD models typically have fewer users but offer higher ARPU compared to free platforms such as YouTube. If both SVoD services are positioned correctly, YouTube will not necessarily usurp the SVoD service. In fact, YouTube serves as a marketing tool to attract a wide audience and focus them on premium content on SVoD platforms,โ Agrawal added.