We don't look at differentiating ourselves from others: MX Player's Gautam Talwar

Homegrown streaming platform MX Player is delivering its promise to amuse viewers with back-to-back popular series. Following the success of highly acclaimed and popular shows such as Samantar 2, Ek Thi Begum 2 and Matsya Kaand, its newly launched original series Campus Diaries and Bhaukaal 2 have been a resounding success. Campus Diaries, a youth drama that premiered earlier this month, has surpassed 100 million views on MX Player in just two weeks. In addition, following the great success of its first season, the crime-thriller Bhaukaal 2 has registered 100 million views on the site.

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In conversation with Adgully, Gautam Talwar, Chief Content Officer at MX Player, speaks about the success of the two shows and changes in consumer behaviour, other trends in the M&E sector, and much more.

How has 2021 been for MX Player? What was the USP that differentiated you from other OTT players in India?

The year 2022 is going to be very phenomenal for us. We are giving back-to-back success. Most of the shows have crossed 100 million views. Matsya Kaand is going into season 2 and we have started prepping for it two months back. We are hoping that we can either replicate 2021 or break more records. We had limitations with regard to the number of shows in 2021 because of COVID second wave. Now shootings are impacted due to the third wave. We are trying to make sure that we can get as many pieces of content as we can, given the pandemic situation. The differentiator is that we don't specifically look at differentiating ourselves from others. We are concentrating on making sure that we cater to our massive audience of 280 million monthly active people.

What are the changes in consumer behaviour and other trends you witnessed in 2021? What will be the key trends in the ecosystem this year?

I generally believe that what consumers were watching in 2019-20 may not necessarily be what they watched in 2021 or will watch in 2022. They are watching everything, whether through paid platforms or through piracy. Most of the youngsters, if they know that the piece of content is good, lay their hands on it, largely through piracy. But that is the bane of our business. I genuinely believe that the consumer is shifting their preferences and evolving over a period of time, and we as content creators need to be ahead of the curve. Today, I have to plan for 2024, because it takes me that long to write and deliver a show. I am worried about what they will be watching in 2024 rather than what they will be watching in 2022, because that is how long it takes us to create those shows.

As far as trends are concerned, it is important to understand the shifts in the consumer's mind. So, if I knew what are the hit shows, I would only make such shows, never flop shows. But the beauty of this is that you can only do your best. Then you put it out there and let the consumer take a look.

How has been the success of Bhaukaal 2 and Campus Diaries that MX Player has recently released?

It has been outstanding. It has crossed the 100-million mark in less than three weeks. We have a lot of responses from everyone, especially on social media. To get 100 million in less than three weeks is phenomenal and the love that is actually pouring out on social media for that particular piece of content is what encouraged us to make sure that we do Campus Diaries 2. We have already begun to write it.

Any plans to foray into regional-language markets (Bengali, South Indian, etc.) given the fact Indian homegrown OTT players have found regional as a key growth driver?

We were the first ones who actually did the biggest shows in both languages, one in Tamil (Queen), which is going into season two. Second, we launched the biggest Marathi show Samantar1 & 2, which crossed the 100-million mark. With two such huge successes in the regional content, we are doubling down on both these languages. We have Queen 2 now getting into production. We have another big Tamil show with Rajanikanth, which we announced a long time back. There are many more Marathi shows that we're really looking at putting together. We saw some very interesting trends and good responses when we dubbed Matsya Kaand in Punjabi. That is another language we may explore.

What are your targets (growth projections, subscriber base, etc.) for 2022?

We need to grow on all matrices. We need to grow users, subscribers, and watch time in every metric. We will be really focusing on growth. Delivering pieces of content is essential for growth in any case. We may acquire them or make them on our own, ensuring every metric.

Do you think hybrid releases of movies will be a trend going forward? How will the model change the Indian content ecosystem?

Feature film releases on OTT only happened because theatres were closed. Once the theatre opens up, I am sure that there will be theatrical releases. Theatre is a large part of revenue for any feature film. I am sure that once things become normal, films will go back to being released in theatres, followed by satellite and digital routes.

The year 2022 is going to be very phenomenal for us. We are giving back-to-back success. Most of the shows have crossed 100 million views. Matsya Kaand is going into season 2 and we have started prepping for it two months back. We are hoping that we can either replicate 2021 or break more records. We had limitations with regard to the number of shows in 2021 because of COVID second wave. Now shootings are impacted due to the third wave. We are trying to make sure that we can get as many pieces of content as we can, given the pandemic situation. The differentiator is that we don't specifically look at differentiating ourselves from others. We are concentrating on making sure that we cater to our massive audience of 280 million monthly active people.

What are the changes in consumer behaviour and other trends you witnessed in 2021? What will be the key trends in the ecosystem this year?

I generally believe that what consumers were watching in 2019-20 may not necessarily be what they watched in 2021 or will watch in 2022. The second point is that the exposure levels of the consumers have become big. They are watching everything, whether through paid platforms or through piracy. Most of the youngsters, if they know that the piece of content is good, lay their hands on it, largely through piracy. But that is the bane of our business. I genuinely believe that the consumer is shifting their preferences and evolving over a period of time, and we as content creators need to be ahead of the curve. Today, I have to plan for 2024, because it takes me that long to write and deliver a show. I am worried about what they will be watching in 2024 rather than what they will be watching in 2022, because that is how long it takes us to create those shows.

As far as trends are concerned, it is important to understand the shifts in the consumer's mind. They appreciate better and better storytelling formats. So, if I knew what are the hit shows, I would only make such shows, never flop shows. But the beauty of this is that you can only do your best. Then you put it out there and let the consumer take a look.

How has been the success of Bhaukaal 2 and Campus diaries that MX Player has recently released?

It has been outstanding. It has crossed the 100-million mark in less than three weeks. We have a lot of responses from everyone, especially on social media. To get 100 million in less than three weeks is phenomenal and the love that is actually pouring out on social media for that particular piece of content is what encouraged us to make sure that we do Campus Diaries 2. We have already begun to write it.

Any plans to foray into regional-language markets (Bengali, South Indian, etc.) given the fact Indian homegrown OTT players have found regional as a key growth driver?

We were the first ones who actually did the biggest shows in both languages, one in Tamil (Queen), which is going into season two. Second, we launched the biggest Marathi show Samantar1 & 2, which crossed the 100-million mark. With two such huge successes in the regional content, we are doubling down on both these languages. We have Queen 2 now getting into production. We have another big Tamil show with Rajanikanth, which we announced a long time back. There are many more Marathi shows that we're really looking at putting together. We saw some very interesting trends and good responses when we dubbed Matsya Kaand in Punjabi. That is another language we may explore.

What are your targets (growth projections, subscriber base, etc.) for 2022?

We need to grow on all matrices. We need to grow users, subscribers, and watch time in every metric. We will be really focusing on growth. Delivering pieces of content is essential for growth in any case. We may acquire them or make them on our own, ensuring every metric.

Do you think hybrid releases of movies will be a trend going forward? How will the model change the Indian content ecosystem?

Feature film releases on OTT only happened because theatres were closed. Once the theatre opens up, I am sure that there will be theatrical releases. Theatre is a large part of revenue for any feature film. I am sure that once things become normal, films will go back to being released in theatres, followed by satellite and digital routes.

I think the digital release of films is going to be a phenomenon. We have not done it yet. We have not bought any of those very expensive films nor have made any digital-specific originals yet. It is something that we are looking at and hoping to be part of the strategy in the future.