by viacom18

CASE ON VOOT
Digital commerce in the world of connected screens

SUBMITTED BY
GROUP 9
ASADUR RAHMAN SAAKI 60D ROLL:22
MD. MAHMUD HASSAN 60D ROLL: 26
MAUNG MYO KYAW 60D ROLL: 32
MD. AYMANUL ISLAM 61D ROLL: 34
Introduction
VOOT a Video on Demand or VOD platform launched in India by Viacom18 on March 29, 2016. At
starting their Model was Advertising-led VOD or AVOD model. They were able to create a diversified
and rich digital content library collaborating with TV channels like Colors, Comedy Central India and
having the best children’s content.

As an Over the top or OTT service provider they are facing heavy competition from other digital
platforms like Hotstar, Sony LIV, ErosNow, Netflix, Amazon Prime video etc. The main concerns of
VOOT at this point are:

 How to outperform the competition through content

 What VOT model they should use- should they stick to their AVOD model or switch
 Should they make their contents available on other platforms, if yes how.
Question 1:Assess Voot’s performance to date in terms of its digital presence.
To assess the performance of Vootindia, we can do a SWOT analysis.
STRENGTHS
1. National and regional language shows
are available and different regional
channels such as Colors Bangla, Colors
Gujrati attracts local customers.
2. Library contained with shows of
popular TV channels such as Colors,
MTV.
3. Different programs for different
demographic customers. Such as Big
Boss, Roadies reality shows for young
aged group,Comedy shows, Indian
series which are popular among Indian
households.
4. Cartoon channel such as Nickelodeon
and shows like Chhota Bheem, Motu
patlu is the most popular cartoon
shows among kids.
OPPORUNITIES
1. Customers are shifting from TV to
VOD as new medium for entertainment
2. Need to broadcast live shows of games
and sports
3. Growth through expansions and
diversification
4. Data prices declined in India, they
could have pointed out the untapped
customers
5. Most of the customers are willing to
pay subscription fee for original and
good contents
WEAKNESSES
1. Lack of original contents like
Netflix, Amazon prime video.
2. Couldn’t charge premium prices for
the contents and lack of
customization in app.
3. Lack of international contents,
channels and shows.
4. The decision making in the Voot
Digital Commerce in the World of
Connected Screens takes too much
time, causing expensive delays in
introducing new products in the
market.
THREATS
1. Highly competitive market.
2. Lack of brand awareness.
3. Hotstar, Netflix, Amazon prime
video are the most prominent player
in the VOD platform.
4. Customers are highly fleeting and
tend to switch.
5. Content piracy
6. The changing regulatory framework
and introduction of new stricter
regulations impose a major threat to
the Voot Digital Commerce in the
World of Connected Screens.
Question 2: What are the pros and cons of each of the VOD app monetization
models? Which model would best suit VOOT?
The pros and cons of all the models are given below:

AVOD:
PROS:
1. Easy use acquisition
2. Variety of model is available such as – Pre roll, Midroll video ads, In video ads, Text overlay ads
3. Personal add recommendation for brands
4. Easy revenue distribution model to video content creator and ad partners

CONS:
1. Works only on large scale
2. Takes longer to be in break even
3. Requires sound AI technology to integrate custom ads and personalization for viewers

SVOD:
PROS:
1. User Retention is high
2. New content trial is easy
3. Allows recurring revenue streams
4. Best for large content portfolio
CONS:
1. Only works at scale, Risky at low user base
2. Revenue distribution agreements are tricky
3. Recommendations and Visibility for large content is a challenge
TVOD:
PROS:
1. Easy revenue distribution model to video content creators
2. Better revenue opportunities for fresh release VOD content
3. Accurate estimation of operational TVOD costs and lower risks
4. TVOD can work on smaller scale then SVOD, Good option to launch business
CONS:
1. User retention is a problem in TVOD
2. Content visibility controls content revenues
3. Limited Trial Opportunities, Restrictive for large content size

FREEMIUM:
PROS:
1. No Usage Barrier
2. Easy to get large user base
3. Differential Pricing
4. Cost savings

CONS:
1. Burns cash reserve fast
2. Non-paying users may require more resource and support
3. There must be an optimum ratio of paid and non-paid user which is difficult to implement

Voot should fo for a Hybrid VOD model blending the advantage of all four models.
For example, it can follow the example of YouTube Red.
Voot can offer
1. Free content to all of its non-paid user where they will put AVOD model
2. Ad-free and offline videos for subscribed members
3. High quality video content for premium users
4. Integrate TVOD, selling only most popular video contents providing limited access to the users

Question 3:Work out a digital strategy for Voot that addresses the issues of
availability and content.
Going forward, Voot’s strategy about content and availability should incorporate following things:
1. More streaming options: Different type of consumers prefer different resolution options based on
their device and platform, Voot should provide different resolution/quality options to cater them all
2. Language: Nowadays subtitle is a pretty common industry standard when it comes to Digital
Content platform.
Also in case of the most popular/ talked about content, they should have dubbed versions too.
3. Diversity: One of the reason why Netflix or Amazon prime is dominating the market is that they
have something for everyone, more importantly they provide content in niche category as well. Voot
should come up with such contents too. For example: Fantasy/horror shows or movies.
4. Catering to Cricket Crazy people: Even though Voot already broadcasts live cricket matches, it
can do better by creating a cricket library: a collection of Indian cricket matches or moments from the
past. India is a very cricket crazy nation, this should solidify Voot’s position in the market.
5. Regional Approach: Voot is currently focusing on the Indian market. An important key of success
in this industry is expanding into different market or culture. While expanding, boot should have target
the entire south Asian culture as a whole. Because the countries here share many part of their culture with
neighboring countries, it is convenient for Voot to cater to them as well.
6. Voot originals: Exclusive programs are by far the most important strategy to stand out in this
industry. Original programs make consumers loyal to the platform. But more importantly in this way the
contents are tailor made by the platform meaning it has excessive control over what it wants its consumer
to consume.
7. Continuing the focus on children: Children’s shows are one of the key strengths of voot. The
challenge is not do something groundbreaking, but rather retaining the current status.
8. News network: Voot’s rival, Hotstar made the first move in this regard gaining an unique
advantage in this front. However, to offset this, Voot should try to set up a deal with another leading news
agency. This makes sense for both the parties and shouldn’t be difficult to turn it into reality.

Question 4: Discuss Voot in terms of its digital brand equity

The ever growing digital media platform of India has seen rapid growth in recent years which outperform
the world’s average growth in every aspect. In this era, VOOT by Viacom is always a major player, one
of top 3 in Indian market. Though the necessary information to give a number to the brand equity of
VOOT is not available, its huge customer base and their loyalty towards this platform shows it has a
strong brand equity. Currently voot’s android app has hosted 40,000 hours of video content according to
google play store.
According to 2019 economic times data, VOOT had around 40-50 million monthly active users or MAUs.
It has also passed 100 billion watch minutes by 2019 April. Available on iOS, Android, web, and Amazon
Fire TV, Voot has 20+ distribution partners across the travel, broadband and mobile ecosystem as well as
with OEMs. It has a target to reach 100 million MAUs within year 2020. The expected VOD market of
India to grow to 1.8B USD attracts all the VOD players. VOOT also aiming to catch a large portion of
that market.
We can quote the head of business at VOOT, Akash Benarji- “Brands today realise that regular ad spots,
while important, are not sufficient to drive resonance with the consumer. Branded content solutions are
the way forward given that these allow for bespoke content curation and subtle communication embedded
into the narrative of the show. Voot Studios will allow brands to bring the world of story-telling, data and
tech all together to deliver the brand message and the ROI effectively for the business.”

References
1. "Voot TV Shows Movies Cartoons - Android Apps on Google Play". play.google.com.

2. "Viacom18 launches video-on-demand platform Voot - The Economic Times". The Economic Times.

3. “Viacom18 introduces first subscription led digital product – VOOT

Kids”brandequity.economictimes.indiatimes.com