JioCinema limits loss after IPL

livemint.com:

Reliance Industries Ltd, has seen a 20% dip in viewership levels basis monthly active users after the IPL (Indian Premier League) peak in April and May, according to media and entertainment industry experts tracking the platform. However, the company points out that while services would normally expect a 70-80% drop once a tentpole property gets over, the platform has sustained much engagement thanks to the reality show Bigg Boss OTT which has performed on par with typical monthly viewership for a Hindi GEC (general entertainment channel) show, having recorded more than 100 million viewers over the season and 30 billion minutes of watch time. That said, the churn remains high and quality content low as the platform launches two to three new titles every week.

“Our primary focus was to sustain post the IPL. It was such a huge property that helped us build a large funnel of viewers but what we’ve managed post that has been very encouraging. A key driver of the same has been Bigg Boss OTT 2," said a senior executive at the platform who declined to be named.

The show is garnering impressive viewership on mobile as well as larger TV sets, the person added, with 42-43% of all of viewers interacting either through voting or other activities. The finale of the show, on Monday, was live streamed by 23 million viewers with peak concurrency of 7.2 million. The platform that is betting big on non-fiction, calls the reality show the largest entertainment property on digital.