Go Unlimited with Magzter GOLD
Get unlimited access to 9,500+ magazines, newspapers and Premium stories for just
Try GOLD - Free
‘The Brand Must Come Before The Platform'
Businessworld
|August 4, 2018
One of the few independent Indian players in the OTT space, Arré has its own platform and also works with other OTT platforms as a content provider. Sai Kumar, Founder, Arré talks to BW about the journey so far and what lies ahead. Excerpts:
-
The OTT space in India has seen significant growth. Tell us about your own journey.
We had begun this journey with the ambition of being a full-play media company focused on creating a world-class product with revenues from advertising, syndication, branded content and subscription, and that has not changed. In the last two years, what has changed is the pace of growth of the delivery pipes, due to which audience interaction and nature of data has changed. This has had a direct impact on content and consumption.
The revenue mix from advertising, syndication, branded content and subscription is fast evolving and the next few years will see the proportions change dramatically. There has been a shift from the 30 sec to the very short format content to deep-rooted quality storytelling.
This is a great place and time to be building a media company as the quality filter has come into the industry rather early, which is always a positive sign from an audience and revenue point of view.
This story is from the August 4, 2018 edition of Businessworld.
Subscribe to Magzter GOLD to access thousands of curated premium stories, and 9,500+ magazines and newspapers.
Already a subscriber? Sign In
MORE STORIES FROM Businessworld
BW Businessworld
THE NEW CRÈME DELL-A CRÈME OF ENTERPRISE LAPTOPS
Built for performance and portability, Dell's PRO 14 PREMIUM redefines enterprise laptops with Al-ready power, sleek design, and lasting efficiency
3 mins
September 20, 2025
BW Businessworld
FROM INTENT TO IMPACT: Transforming Data into Hyper-personalised Experiences
In conversations with CMOs, one insight that is consistently echoed has been the growing importance of hyperpersonalisation in marketing. While it holds immense potential to enhance customer experiences and brand relationships, many organisations find it challenging to implement hyper-personalisation at scale. Despite leveraging advanced technologies for segmentation and dynamic content creation, delivering truly personalised campaigns that align with individual customer needs and preferences remains a key hurdle.
3 mins
September 20, 2025
BW Businessworld
Apple's Retail Run in India
Two new stores in Bengaluru and Pune in as many days showcase the iconic brand's commitment to community, creativity, and long-term growth
4 mins
September 20, 2025
BW Businessworld
IT'S ALL IN THE KICKS
A growing love for sneakers in India has seen homegrown brands emerge, and consumers are loving them. We take a peek into this fast-growing market
4 mins
September 20, 2025
BW Businessworld
THE GST STIMULUS
From milk and soaps to mobiles, TVs and small cars, GST cuts promise festive relief—can spending power truly turbocharge India's growth?
8 mins
September 20, 2025
BW Businessworld
HEALTH MADE LESS TAXING
GST Council's bold reforms exempt insurance premiums and slash medical taxes, boosting affordability and access nationwide
3 mins
September 20, 2025
BW Businessworld
"EVERY WORD CARRIES A HIDDEN JOURNEY"
Author SUMANTO CHATTOPADHYAY discusses his book Stories of Words and Phrases, revealing quirky origins and why etymology deepens language and meaning, in this conversation with
4 mins
September 20, 2025
BW Businessworld
THE BIHAR ECONOMY STORY: FROM UNDERDEVELOPED TO UNSTOPPABLE
Under the seasoned leadership of CHIEF MINISTER NITISH KUMAR, the JDU-BJP government is attempting a transformation that feels both ambitious and tangible
3 mins
September 20, 2025
BW Businessworld
CAREER TIPS FROM A CORPORATE WORKSHOP
The author uses mentorship stories, workshop lessons and personal anecdotes from a range of sources to create a comprehensive yet digestible textbook. This eclectic approach serves the book well by preventing it from becoming overly theoretical or anecdotal. Each chapter feels like a conversation with a seasoned co-worker who sincerely wants you to be successful
3 mins
September 20, 2025
BW Businessworld
India Now Tourism Australia's Fifth-largest Market
Marking the second chapter of its global campaign, 'Come and Say G'day', TOURISM AUSTRALIA allocates 70 per cent of India media spend to digital, blending global brand identity with local Indian storytelling
3 mins
September 20, 2025
Translate
Change font size