Internet penetration in India has changed the country’s landscape for the higher. As per Statista reports, in 2021, the net penetration went up by 45 percent, which resulted in an overall increase of 75 percent viewership in OTT app subscriptions during the lockdown. With the onset of Covid-19, over-the-top (OTT) platforms emerged in concert of the foremost preferred mediums of advertising for brands because of the audience engagement and therefore the reach.
It pushed every one folks to think differently and innovate our existing formats to present us better results. Addressing the unalterable global situation, we at Discovery India saw tailormade business solutions as a good tool to interact consumers. Despite the covid restrictions and a slump within the industry operations, 2020 witnessed phenomenal double-digit growth. Discovery’s digital ad revenues took a lion’s share and grew by 200% in 2021.
Discovery India, a pioneer, and leader within the infotainment segment implemented over 40 projects in 2021, namely EdTech, Auto, Finance, Telecom, and FMCG, amongst others. For linear and digital platforms, comprehensive solutions were used across branded content IPs, content integrations, collaborations, and brand licensing.
Discovery carved out a distinct segment for itself by providing a various range of services and 360-degree business solutions to satisfy clients’ marketing needs while reinforcing its brand promise of family, facts, and fun. Furthermore, within two years of its inception, our sports vertical, Eurosport India, saw a major increase in viewership.
We were observing the heartbeat of the country and spotted the revenge buying trend timely which also became a discussion point with plenty of our clients, this resulted in advertising spending on branded content. We sensed the necessity for high-impact formats and spotted a chance during the launch of our marquee property – Into the Wild with Bear Grylls, white later emerged as a mega IP for us.
The franchise has always helped us reduce and drive advertising revenues considerably with its great line-up which has some renowned personalities like our Honorable Prime Minister, Narendra Modi, Akshay Kumar, and Rajnikanth, and in 2021 we launched 2 specials consecutively with Ajay Devgan and Vicky Kaushal which has attracted multiple advertisers.
Coming to our streaming platform, discovery +, Star vs Food S2 was one such series that made its way into the record of successes through its association with Korea Tourism. As part of the association, exclusive integrations within the style of Korean meals, K-pop stars, etc. were drained the premiere episode starring Janhvi Kapoor.
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