The increase in CTV viewership, paired with the highly interactive and personalised viewing experience that CTV channels offer, provides content creators, such as Videogyan, with a unique opportunity to reach vast audiences.
Videogyan, an IP-based new-age media studio based in the India and UK, produces kids’ content, such as animated videos, nursery rhymes, and cartoon shows. Videogyan uses high-quality 2D and CG animated content to combine entertainment with education, and develops kid-friendly apps and games to create a wholesome learning and entertainment experience for kids worldwide.
To grow viewership and expand their user base, the team at Videogyan partnered with VlogBox to create CTV/OTT channels that air on Roku TV, Amazon Fire TV, and Google TV, overcoming several obstacles on their way – resulting in revenue increases of 75 per cent and audience growth of 80 per cent.
Goals of Going CTV and OTT
Joining connected TV environment implies a variety of purposes for content creators. For Videogyan, their primary objectives were gaining the first-mover advantage, diversifying their monetization revenues, and avoiding exorbitant development fees.
- Capitalize on the Emerging CTV Opportunity
With total hours spent on CTV devices up 81 per cent from 2020 to 2021, the CTV industry is seeing massive and rapid growth. For content creators like Videogyan getting an early foothold in the CTV ecosystem is essential for establishing a name for themselves and connecting with as broad an audience as possible.
- Diversify monetization streams
Prior to the development of novel CTV channels, YouTube was and remains one of the most popular and, in many cases, the only monetization stream content creators use. However, generating significant income solely from YouTube exposes content creators to considerable risk, as Google and YouTube can update ad pairings on a whim.
Adding CTV channels, such as Roku TV, Amazon Fire TV, and Google TV, helps mitigate the risk content creators face from over-exposure to a single revenue stream, while also diversifying their potential view base and audience reach.
- Avoid crippling third-party development fees
Apps are an ideal way for content owners to compliment the characters and storylines they create. However, developing, launching, managing, and growing channels can become time consuming in terms of learning and microtasks, unaffordable and problematic, in terms of the number of specialists involved.
Challenges of Jumping on the CTV Train
Planning and executing CTV and OTT campaigns presents inherent challenges for content creators. Similarly, Videogyan had to overcome several of these in order to establish themselves on CTV and OTT – the most pressing of which included limited access to U.S. viewers and finding the expertise required to navigate the new and constantly evolving CTV landscape.
- Reaching the U.S. audience and testing new monetization options
As viewer time is a finite resource, with a limited amount of hours per day that people and families can allocate to content consumption, the challenge is to build awareness and then a connection with U.S. viewers to earn a foothold in the U.S. market.
New monetization algorithms, finding and connecting to a quality pool of demand, and maximizing video content monetization results requires a trusted service with successful cases.
- Finding the right talent and expertise
The rapidly evolving nature of the CTV ecosystem means regulations, strategies, and knowledge needs expertise and fluidity. Finding the right people who possess the necessary skillsets can be a challenge.
By expanding their audience, diversifying their monetization streams, and focusing on high-quality content production, Videogyan grew their audience by 80 per cent, with over 70 per cent of that growth coming from U.S. viewers.
This growth has translated into a revenue increase of 75 per cent since partnering with VlogBox. In turn, Videogyan has been able to reinvest the resulting profits into expanding their own internal content creation process, allowing them to further improve the quality of their offerings to an ever-expanding audience.
Videogyan Studios co-founder and CEO Vishal T M said, “One of our major objectives is making Videogyan series’ accessible to kids globally, and we consciously concentrated on content distribution across U.S. audiences when choosing a CTV partner. We’re happy that we can track the first positive results in terms of viewership and monetisation, and hope that in another year, we can expect to see these figures double,”
VlogBox co-founder and CSO Tetyana Seredyuk said, “We consider CTV to be a deep pool of opportunities for kids’ content creators and believe the demand for connected TV channels and advertising within this ecosystem will keep on growing in the near years. We’re happy to see that our common efforts with the Videogyan team in this rather new environment are rewarded, and believe there is huge potential in our future collaboration.”