From Analog To Digital: Shemaroo Launches Video On Demand Service

In a bid to capitalise on the growing Indian over-the-top (OTT) industry, Mumbai-based media and entertainment company Shemaroo Entertainment launched it’s OTT video streaming app ShemarooMe.

The platform will provide diverse and exclusive content across various verticals namely Bollywood, Gujarati, Devotion, Punjabi, and Kids to target different age groups. It will allow the users to select content as per their choice. It was reported last year that the company was looking to launch its own online streaming app over the next six-nine months.

“We will be expanding our OTT distribution through strategic partnerships, to offer exciting content across multiple platforms catering to the target audience,” said Zubin Dubash, COO, Digital, Shemaroo Entertainment.

The mobile application can be downloaded from Google Play, and iOS App store, In order to reach out to the users beyond the metro cities, the company is also planning to introduce regional content as well.

The company will allow consumers to buy two different types of subscription packs — individual packs and all access packs. Users can subscribe to the individual category at a starting price of INR 49 per month or INR 499 per year and all access category for INR 99 per month or INR 999 per year.

Shemaroo which was launched in 1962 had first started off as a book circulating library. Over five decades, the company has now emerged as one of the popular video content aggregator and distributor.

Currently, Shemaroo offers services across 30 countries in several Indian languages. It also has partnerships with some of the popular media platforms such as  YouTube, Hotstar, Star Gold, Zee Cinema, Vodafone, Reliance Jio, Tata Sky, Apple iTunes.

Booming OTT Market In India

Shemaroo’s entry into the OTT market comes at a time when both domestic and international companies are looking to strengthen their position in India. With this foray, Shemaroo will now compete with Netflix, Hoststar, Amazon Prime, and Voot.

According to a 2018 BCG report, over the top (OTT) video content market is expected to reach a market size of $5 Bn (INR 35,730 Cr) by 2023.

In January, it was reported that online payment company Paytm is also planning to launch OTT services and has also begun the hiring process for the service.

Last month, Mumbai-based video streaming provider Hotstar has also announced the launch of its original content vertical called Hotstar Specials.

Not only the domestic companies but international players are also looking to step up their game. US-based OTT provider Netflix leased a 1.5 Lakh sq ft space in Bandra-Kurla Complex (BKC), Mumbai to set up its India headquarters.