Megha: The industry is undergoing disruption, and Discovery, globally, is working against an aggressive set of objectives to carve out a differentiated Direct to Consumer strategy. India is no different. The soon to launched differentiated factual entertainment led D2C product ‘Discovery Plus’ is not being adapted; it is being made for India.
We have historically leveraged each opportunity to put our content and beloved brands wherever consumers are. We are now working towards milking this opportunity in the D2C domain.
We tested the hypothesis for a real-life entertainment product with DailyHunt where we introduced a video destination named Discovery Plus on the home page of Dailyhunt App offering exhilarating short form video content especially customized for the digital audiences in India. The content across Discovery’s strong verticals of Outdoor, Food, Wildlife, Science and Military is available in 10 languages.
We are happy with the traction we have received with total video views crossing more than 1.3 billion since launch. Discovery Plus on DailyHunt app has attracted more than 32 million unique users since launch.
The numbers present a very interesting picture. Almost 80% of the consumption happens in non-English languages. This is a very important indicator for us – as it belies the perception that infotainment genre is restricted to English only.
I would like to highlight that Hindi language tops English consumption on Discovery Plus. Tamil is the biggest language after. We are delighted with our learnings and are working towards adapting them the for our yet to launch direct to consumer vertical.
The entertainment scripted side of business does look crowded, expensive and with lots of risks. No one is making money! That’s not how we look at our business. We want to spend prudently; and ensure that consumers get the worth! As already mentioned, our huge library helps!