Zee5’s Abhirup Datta on experimenting with putting branded content behind a paywall

New Delhi: People subscribe to OTT platforms to enjoy content without interruptions from brand promotions. Traditionally, OTT platforms have avoided placing brand-sponsored content behind paywalls for this reason.

However, Zee5 in India has been a pioneer in experimenting with branded content behind paywalls. To ensure its audience's satisfaction, Zee5 lets viewers sample the content first. The platform offers the first episode for free, encouraging viewers to subscribe if they wish to watch the remaining episodes.

“SVOD and AVOD are complimentary and often feed off of each other. Getting consumers to sample the content is critical before they decide to purchase,” said Abhirup Datta, head of AVOD marketing at Zee5.

However, he cautioned that branded content should be something other than a pure plug for a brand because the story needs to resonate with consumers for them to watch the content. 

Emphasising the need to diversify beyond Hindi-dominated branded content, Datta, revealed plans to acquire more content across various regions and languages. 

"We are acquiring content across regions and languages because we believe growth is driven by all the regional markets," Datta stated.

Datta further noted that branded content cannot be exclusively Hindi-dominated. 

Additionally, Zee5 aims to acquire branded content that embodies traditional values with a modern twist. "The content has to align with the brand's ethos, being both rooted and progressive," he said. 

He asserted that if the content, watch time, and engagement are good, more OTT players and advertisers will come seeking to acquire the branded content. The fundamentals of success remain nuanced storytelling across cultures. 

When asked about the trends in the branded content space, he replied that brands are looking to also associate with more regional and culturally relevant content for that audience.

He opined that the regional flavour is coming up as opposed to the pan-national or pan-India in terms of advertising and branded content. Datta further stated that regional brand campaigns have emerged, with Hindi having the largest share of the pie. Brand advertising needs to be well-integrated into the content, he concluded.