Ad-driven slates are a strong focus for OTT platforms as initial efforts pay off
Gunaah that released in June was also free for mobile users and another title Commander Karan Saxena, is slated for early July. Entertainment industry experts say original AVoD shows can be three to four times cheaper as compared to SVoD shows. The former, an emerging category, is also providing opportunities for newer talent and production houses at a time when premium SVoD shows are only being commissioned when mainstream film studios are at the helm of affairs.
Platforms are also seeing interest from brands that are often integrated within the show. That said, the challenges of low ad rates threaten to derail plans. According to Manish Kalra, chief business officer, ZEE5 India, the platform’s free streaming shows have generated impressive returns, both in terms of viewer engagement and advertising revenue.
These shows play a vital role in attracting a larger audience to the platform, which, in turn, drives overall growth. “The advertising partnerships and brand integrations associated with these shows contribute significantly to our revenue streams. Additionally, by offering high-quality content for free, we enhance our platform's value proposition, which can lead to increased subscriber conversions over time," he added.
ZEE5 has launched AVoD titles such as Ardh, Kaam Chalu Hai, Am I Next, House of Lies and Country Mafia, among others, which follow strategies of well-defined episode lengths and efficient production processes. “Despite these optimized methods, advertiser interest remains robust. Brands are particularly attracted to the wide and diverse audience that these shows reach, and we see strong engagement from advertisers keen on seamless product integration within our content," he said.
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