The Indian Express Group has launched its video content platform InUth.com in beta. It will be a go-to source for trending, sports, entertainment, digital culture and other millennial-focussed content domains.
As claimed in an official statement, the new content formats will be the key differentiator. This will include gifs, memes, audio stories, timeline formats, Instagram stories, and Snapchat stories.
“InUth.com is a big launch for us, we are really excited about the millennial space. The strategy for content discovery is multi-platform, it is not necessary that the content should be discovered on native site. It could be on Facebook, Twitter, Instagram, Snapchat or Youtube – where Indian millennials are spending long hours,” said Sandeep Amar, CEO (Digital), Indian Express.
He further added, “Being video-first makes it totally unique, and the other formats are going to be really exciting for the Indian millennials. We are going to do a lot of experiments, it is a beta launch and we will be constantly innovating.”
By 2017, it is expected that India will surpass the US to be the second-largest video market in the world, as per an E&Y report.