In the first part of the interview, Karan Bedi, COO of Eros Now spoke about approach to YouTube, film releases on its platform, and others. In this second part, he speaks about paid and free content consumption on the platform, advertising, marketing, YouTube as a MSO, among others.
Paid vs free content consumption & geographies
MediaNama: What is the kind of consumption for paid television content on your platform with the freemium model?
Bedi: We have various different models and are introducing advertising on some of our properties. For example, Videocon was a sponsor for Tanu Weds Manu Returns and their ads were playing on that property. We are going to introduce various price points of subscription giving access to different content and over time, even break it down to micro-subscription.
MediaNama: What do you mean by micro-subscription?
Bedi: We will have subscription packs of various lengths like monthly packs, daily packs and so on and so forth.
MediaNama: Which is the most consumed content on your platform? Films or television content?
Bedi: Currently, our content trends more towards films as compared to TV but we have a number of initiatives that will grow the TV share such as original programming as well as innovative licensed content such as our agreement with Hum TV which is showing great results.
MediaNama: Which are the geographies that you target? What kind of online consumption of content do you see in India Vs outside India?
Bedi: Our key geographies outside of India are the US, UK, Middle East, Australia – New Zealand and South Asia (Pakistan, Bangladesh etc.), essentially those with large NRI populations. We see great growth in these geographies. Also, a lot of others are emerging as good markets like Northern/Central Europe, South East Asia etc. The bulk of our user base is in India so consumption is in aggregate higher from India.
MediaNama: How do you market your content on Eros Now?
Bedi: We have a number of different marketing strategies, offline events. We did a conference to launch our marketing activities and started off several, big offline campaigns, which we will continue to iterate and go ahead with. Plus we have an entire digital campaign and that takes all the forms of marketing – driving existing user engagement, driving new users, the general movie buff, an entire gamete of activities.
Advertising on Eros Now
MediaNama: What kind of ad formats do you have on your site right now?
Bedi: We currently have only video. We will be following video as a genre of the activity but we will be experimenting with various different formats to see what works for our users and us.
MediaNama: What kind of video formats do you have? What is the duration of the ad?
Bedi: We have pre-rolls and mid-rolls but it varies from creative to creative. 10-15 seconds, 30 seconds, formats that are pretty much standard across the Internet.
MediaNama: Do ads play on paid as well as the free content?
Bedi: No, one of the benefits of the membership is that it is ad free.
MediaNama: Do the users have the choice of skipping the ad?
Bedi: We have various different formats. Like I said, we just introduced the video ad activity with Videocon on Tanu weds Manu Returns. We will be heading towards all the formats. The platform definitely supports skippable and non-skippable ads.
MediaNama: How are you different from YouTube in terms of your offering to advertisers? Why would advertisers want to come and work with you?
Bedi: We offer high quality, full length curated content. Our user base is different from YouTube, which is primarily for short bite stuff. Reach is one metric and profile of users is another. It is the same reason brands advertise across different media. Eros Now offers a user base with interest in specific areas that advertisers want to advertise which is content consumption. We are having very good conversations with a lot of advertisers.
YouTube as a MSO
MediaNama: How different is YouTube than a MSO partnership for you? Are you looking at YouTube as another MSO?
Bedi: YouTube has a large audience and is our partner in many ways, and we use YouTube in several ways in terms of distribution. We utilise our own platform to provide movie experiences of curated content. We work with them as partners to grow the space for everyone. We as Eros, work more with channels and not with MSOs specifically.
MediaNama: For the library of content that you work with, wouldn’t it make sense to work with MSOs? Why not?
Bedi: We are looking at integrations with various partners. Since we are working on an app for Eros Now, we are definitely looking at various integrations including MSOs. Essentially all MSOs today are migrating towards IP and Internet based delivery. We are definitely in talks with several of them in terms of integrating our service in their boxes.