During the e4M Content Jam 2022, Zubin Dubash, Chief Operating Officer of ShemarooMe OTT and Digital Businesses, highlighted the increasing importance of regional content for brands today. According to Dubash, the popularity of content in regional languages is soaring on OTT platforms, making local content a readily accessible opportunity in the current landscape.
Dubash emphasized the rapid growth in the consumption of regional content, noting impressive numbers for ShemarooMe’s regional content offerings. He observed that viewers are more loyal to content than specific channels, stating, “The customers, in general, are not channel-loyal. They are content-loyal. Content is where people go.”
Highlighting the success with Gujarati content, Dubash shared that ShemarooMe discovered a substantial audience that enjoys content in Gujarati. The platform not only features a dedicated Gujarati content library but also ensures a consistent supply of weekly content. Additionally, ShemarooMe commissions web series and theatre plays catering to the preferences of the Gujarati community, resulting in significant traction on the platform.
Dubash stressed that focusing on regional content is a strategic approach for growth, as it fosters customer loyalty. He explained that ShemarooMe operates on the principle of “CAS” (content as a solution). In conclusion, Dubash emphasized that the growth of regional content is undeniable and should be a vital component of the core strategy for targeting the next generation of digital consumers.
