Qyou Media designs a diversified growth plan for India

US-based Qyou Media is bullish concerning the Indian market as a result of progress within the digital content material ecosystem and the rising penetration of Linked TV (CTV) and smartphones, a high firm government stated.

“We’re extraordinarily bullish on the Indian market and have a multi-tiered method to it. Whereas broadcasting will stay related for the foreseeable future, we’re big believers within the growth of CTVs and content material supply over cellular networks,” said Qyou Media CEO and Co-Founder Curt Marvis.

Aside from India, the US is one other key marketplace for the corporate, which produces and distributes content material made by social media stars and digital content material creators. It caters to a youth viewers within the 14–35 age group.

“Having high-budget exhibits has by no means been our technique, and that’s not essentially what youthful audiences are searching for. Quick-form and snackable content material is our focus space,” Marvis stated.

The corporate recorded revenues of over Rs 140 crore from the Indian marketplace for the 12 months ended December 2022, with a big chunk of its income coming from TV broadcasting.

“TV continues to be dominating our income in India as a result of prices per thousand (CPMs) on tv stay a lot increased than digital. In some unspecified time in the future in time, digital income and digital distribution, inclusive of CTV, will turn into the dominant a part of our enterprise, however that’s going to take time,” he said.In India, Qyou Media owns and operates a Hindi leisure channel referred to as The Q, in addition to a number of digital content material locations throughout a number of genres. Lately, it launched a non secular channel with Sadhguru on CTV. It additionally owns a direct-to-consumer platform, Q Play.Aside from TV and digital media, Marvis can also be bullish concerning the influencer advertising and marketing and gaming classes. It had acquired a 97% stake in influencer advertising and marketing company Chtrbox for Rs 38 crore and a 51% stake in cellular gaming firm Maxamtech Digital Ventures for Rs 2.9 crore, with the choice to accumulate the remaining 49% in tranches by 2026. It has since elevated its stake in Chtrbox to 98%.

“We have now put all of the items collectively to construct a rising media firm with a give attention to youthful audiences,” Marvis said. “In case you are constructing a media model, then you could be reaching customers in all of the totally different locations that they seem.”

Qyou Media’s programming library in India includes over 1300 exhibits. In 2022, it produced over 1300 hours of programming, in comparison with 400 hours within the prior 12 months.

Bennett Coleman and Firm Restricted’s strategic funding arm, Model Capital, had invested in Qyou Media. BCCL additionally publishes The Financial Occasions.

Marvis stated Qyou will proceed to pursue an ad-driven enterprise mannequin in India. “If you wish to create worth in India, you could be mass, and to be mass, the product must be free,” he said.