A month after Viu’s launch in March 2016, it registered over 5 lakh downloads in India. Aware that other OTT players are witnessing oscillating viewership, VuClip realised that having the right business model in place is pertinent to stay profitable. “Our surveys show us that Indian consumers are more value conscious and quality focused than price sensitive,” said Nickhil Jakatdar, while explaining why Viu adopted a freemium model.
One factor that played a significant role in Viu’s success is its patented Dynamic Adaptive Transcoding technology that delivers a buffer-free viewing experience across multiple devices and networks. Jakatdar is aware that VOD players in India are increasingly foraying into creation of original series to add catch-up content to stay relevant. Since content exclusivity is something that OTT players will vie for to gain a competitive advantage, Viu viewers can expect more exclusive content 2016 onwards. If all goes as per his plans, the celebratory mode Jakatdar began 2016 with could continue well through the year.