DocuBay amping up D2C marketing strategies to grow consumer base in 2024

The documentary 'Water Mafia' sheds light on the illegal water trade in various Indian cities. The documentary was released on January 12 on DocuBay, an international documentary streaming service by IN10 Media Network. In interaction with Adgully, Girish Dwibhashyam, COO, DocuBay, elaborates on the OTT platform’s content strategies, pricing strategies, and growth plans in India.

What is your content strategy? Also, what are your observations on documentary (non-fictional) content, especially in India, from 2023?

Broadly, we are focusing on topics that are both relevant and impactful, aiming to create nonfiction content that resonates with a large percentage of the audience in the country. Therefore, we are selecting subjects that haven't been explored by other platforms, and ‘Water Mafia’ is one such example. We believe that this story needs to be told. In the larger context, our lineup of originals includes documentaries on unique topics. The chosen subjects are ones for which you won't find many documentaries on any OTT platforms. This unique value proposition is what we aim to bring to the table in India. So, at a very broad level, this is our strategy.

Could you tell us about your pricing strategy?

We aim to keep our membership affordable, currently priced at around Rs 999 for a year. Additionally, we have strategic partnerships with the Times Group, where you get access to ET Prime and TY Plus along with DocuBay membership, making it a very competitive package. We believe we have priced it in a way that makes it accessible for people interested in watching documentaries and nonfiction content, ensuring that cost is not a barrier. Our subscription plans include a monthly option at Rs 199 and a quarterly plan for Rs 499.

DocuBay is available across platforms, including Jio Fiber, Airtel Xtreme, and Tata Play. We also collaborate closely with Prime Video Channels, making our content available on the Prime Video app through an add-on subscription to DocuBay. Additionally, we have partnerships with aggregator platforms like OTT Play and others. In terms of pricing, our approach is to ensure affordability is not a hindrance.

What are your regional language strategies to engage more with the Indian audience?

Primarily, our focus is on creating content in the English language, even for the Indian market. However, when interviewing certain personalities who are more comfortable speaking in Hindi or any vernacular language, we have chosen not to edit their interviews and will keep them in their natural dialect. In that sense, we are open to any Indian language. Our preference is to create content in English because we are a global documentary streaming app, and we want these documentaries to be accessible to customers in the US, UK, and other parts of the world. So, that’s one of the reasons why we strive to keep it in the English language.

If we talk about the making of these documentaries, could you talk about your tie ups with various production houses and content creators?

When I think about it, we started working with Vice, and that’s when we began building our foundation. In fact, they were among our few early partners. Today, we collaborate with almost all of the factual entertainment creators in India. Over the next year, you will witness a diverse slate where we engage with a variety of producers, including studios and independent filmmakers. It truly encompasses the full spectrum.

What are DocuBay’s plans to grow in India?

We plan to acquire customers through direct-to-consumer marketing this year, in collaboration with our partners. We are already accessible through most telecom operators, catering to their customer base, which forms a significant part of our customer acquisition strategy—working closely with our partners to acquire customers through their platforms. However, what sets this year apart is our increased focus on direct-to-consumer marketing in major Indian metro cities. Throughout the year, you will witness us being more visible outdoors and in above-the-line marketing efforts for our main market.