Counting on divine blessings

Spiritual content is opening up new avenues for OTT growth

- CHRISTINA MONIZ

ON THE OCCASION of Ram Navami this month, video streaming platform JioHotstar roped in mega star Amitabh Bachchan to narrate the Ram Katha. The platform livestreamed the festivities from 8 am to 1 pm, recording an impressive 8.2 crore views, according to JioHotstar. In February, it had a 15-hour livestream for Mahashivratri, recording 3.9 crore views with strong traction from states like Uttar Pradesh, Uttarakhand and Maharashtra, among others.

Why would a platform like JioHotstar, which is home to the most-watched cricketing league and an unmatched content library, flex its muscles in the spiritual realm? In an earlier interview, Kiran Mani, CEO - digital, for JioStar, had said that there is untapped potential in bringing hyperlocal cultural events to national audiences. The possibilities, especially at the time of festivals like Diwali and Navratri are immense. Spiritual content connects on a much deeper and emotional level, especially in tier 2 and 3 markets where faith is central to daily life, says Nishant Gopalia, senior VP, media and MarTech for Tonic Worldwide.