Streaming platforms up marketing techniques for new-age audiences

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Subscribe to enjoy similar stories. From collaborating with music festivals to set up gaming arenas to partnering with local community groups and festival organising committees, both foreign and homegrown streaming platforms are raising marketing techniques to better reach younger, new-age audiences in India. Strategies are now moving beyond regular social media and influencer marketing to reach young audiences wherever they may be, from colleges to small shops.

While some of these strategies are more expensive than traditional influencer, print, or digital marketing, they also address fresh touch points to cater to viewers. “In recent months, OTT platforms have been adopting creative and experiential marketing strategies to engage audiences and promote flagship shows. Global platforms like Netflix and Amazon Prime have utilized pop-up events, interactive installations, and collaborations with gaming brands to immerse fans in the world of their shows.

Similarly, local platforms are also employing innovative strategies to reach their regional audiences," Kaushik Das, founder and CEO of AAO NXT, an Odia language OTT platform, said. Das added that AAO NXT is the official OTT partner for Sunburn Odisha 2024, which will be held in Bhubaneshwar. Additionally, the platform engages with regional audiences through collaborations with local festivals and influencers.