As per App Annie data for December 2019, Voot’s Time Spent per viewer (TSV) is 46 minutes.
Also, its ad revenue has doubled, according to Voot business head advertising video platform (AVoD) Akash Banerji. The platform gets 23% of its ad revenue from regional content while Voot Studio’s contribution is 10%.
He added that Voot Studio was set up to help advertisers tell stories and narrative that goes beyond the 30-second spot. It has worked with around 15 clients so far.
Voot’s five key focus areas going forward are continuous innovation, content and publishing agility, regional growth, using big data to streamline costs and consumer lifetime value. Profitability is the biggest goal for the AVoD business. The expectation is to get there in the coming year if not sooner. He, however, declined to talk about the percentage of Viacom18’s revenue coming from Voot noting that it is a far more recent initiative.
He said: “We are moving steadfastly in our journey to drive profitability. I am confident that we will be the first AVoD platform in the country to be profitable.”
Banerji added: “I I do not have advertiser demand then why should I be spending money on acquiring that user as opposed to say a female in 25-35 age-group which gives me half the watch-time at a cost of Rs. 20? But if I can generate advertiser value that is more than Rs. 20 because the advertiser wants to target that user then I am going to go and acquire the user. The value is then more than the cost. This is the only mantra to drive profitability for your business.”
He also said that Voot is very tech-savvy as it has its team of coders, AI experts, machine learning experts, programming personnel who can create tech for the future in the most seamless manner.