The conservative approaches to target rural areas are fast changing

For Mimi Deb, Senior VP, Zenith, hyperlocalisaticon is the way video streaming is going to evolve in the coming years to cater to the 500 million+ audiences which is being predicted by experts by 2026. High speed Internet availability with the tailwind of original content, vernacular content will probably fast forward the adoption rate and the 500 million+ is a number we will touch much earlier. “We are after all a predominantly young nation, this is bound to be a reality,” Deb said.

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For the marketers, chasing the footprints of these audiences is going to be the only way forward. The opportunity is with the next billion, which is the belly that is still experimenting with the different platforms and moving out of the conventional free served content. The SVOD numbers are bound to increase, but given the size of the country, the next billion will still be a big number. The advertising planning complexity is going to compound for marketers to be relevant to the customer, who is now ‘King Kong’.

Deb further said, “Rural India has its own OTT platform already and sure there are more in the offing as we speak. The conservative approaches to target rural areas are fast changing, there is a personal screen on every 1 out of 3 persons in rural markets. These markets are no longer media dark; data and tech-based approaches make these audiences a delight for marketers.


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