Language entertainment has drawn local advertisers into the fold, given that this expands the reach of such platforms manifold. The advertisements of regional companies
on platforms with a large cache of local language content increased by 4 times during the period compared to pre-Covid-19 period. Advertisements by national brands too grew rapidly, but the story being played out in the local and hyperlocal brand universe points to a big shift say the platforms.
While Hindustan Unilever was the biggest advertiser on OTT among the national brands, Symbiosis Society topped the list of regional players (April 2020). Interestingly, among the national players, the advertisements from food and beverages sector contributed more than 40 per cent of the ads, while among regional players, the education sector contributed to more than 95 per cent of the volume. Apart from Symbiosis Society, Sri Vileparle Kelavani Mandal, Sathyabama University, The Chinese University of Hong Kong and Academy of Fashion and Design were the top advertisers among local brands.
Vinita Shah, senior vice president, TAM Axis, said that ad insertions on OTT platforms doubled in April 2020 as against the previous month (March) and tripled since February 2020. This exponential rise is attributed to a spike in advertising for essential supplies. The Top 10 list of categories in April 2020 were mainly related to day to day essentials during lockdown period and had nearly 70 per cent share of ad insertions on OTT platforms.
A further boost to viewership and therefore, advertiser interest, has come about on account of the release of regional films and increased original content on these platforms. Robibaar (Bengali) among others have all found their release on streaming platforms.
A KPMG study showed that nearly 30 per cent of Indians consume content on OTT in their preferred language, which is other than English and Hindi. Aparna Acharekar, programming head, ZEE5
India says they have seen a tectonic shift in consumer behaviour and the way content is being consumed. The result in this positive surge can be attributed to the lockdown as well as company's multiple initiatives to ensure seamless and continuous entertainment, she said.
saw growth coming in from tier-1 cities including metros, which grew about 50 per cent (Bengaluru: 146 per cent, Mumbai: 48 per cent, Chennai: 55 per cent and Hyderabad: 47 per cent), tier-2 cities grew in the range of 30 per cent. The OTT platform also reported rise in paid viewers in the period.
“We have seen a 20 per cent jump in our daily active users in the past two months, a clear upswing in terms of the number of brands advertising with us. Our fill rates, a reflection of demand, is exceeding 95 per cent. We have not reduced our ad rates and the ad volume has still increased. In the process ad revenues have shot up,”Acharekar said.