Go language-specific, go cheap and go hyper-local to reap success appears to be the motto of a range of streamers operating across South Asia. With countries including India, Pakistan, Bangladesh, …
Go language-specific, go cheap and go hyper-local to reap success appears to be the motto of a range of streamers operating across South Asia.
In April 2021, ShemarooMe relaunched with a new consumer proposition where subscribers would get one new piece of content every week – a series, play or film. “And that meant that the audience has a certainty of flow of content every week,” says Gada. The content is Bengali-language and hyper-local, with a base of 1,000 films, 15 original series currently streaming. The plan ahead for 2022 is two original series per month, a single drama every other week, one new acquired film streaming every week, four specials around festivals like Eid and national holidays and four original films. Thirty titles are currently in production.
Competition is growing in the Bengali-language segment in South Asia. Besides Bongo and Hoichoi, Indian players include ZEE5 Bangla and Addatimes, while Bangladesh has Bioscope, BanglaFlix, Chorki and Toffee among many others., the streamer launched in August 2021, catering to approximately 84 million Marathi-language speakers around the world, there is no competition at the moment.
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