"The strategy has clearly paid off, specifically in terms of on-boarding new customers and attracting new-age, digital brands. The key idea is interactive entertainment (via the web version) that will now extend beyond the routine exercise of voting to a more immersive experience through polls, quizzes and a lot more changes in the narrative," Shrenik Gandhi, co-founder and CEO of digital agency White Rivers Media said. "The viewership for the show has been decent as many viewers regularly take to social media to discuss participants and evictions. “It’s a good beginning if they can carry the formula forward with other properties because Viacom18 has a strong roster of non-fiction, youth content that has proven viewership on TV," said Mihir Shah, vice-president at Media Partners Asia (MPA), an independent provider of research, advisory and consulting services in media, telecom, sports and entertainment.
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Since episodes are also available for free in AVoD (advertising video-on-demand) format on Voot a few hours after premiering behind a paywall, they said it is difficult to ascertain the jump in subscriber numbers. However, Bigg Boss OTT as a property has helped create buzz around the service. Media industry experts said that Voot, so far, has been a fringe player in India’s OTT segment dominated by Amazon Prime Video, Netflix and Disney+Hotstar.
Once the OTT season of the show ends, a few of the contestants will be joined by new ones for the TV premiere, the advantage being older players have already achieved some level of fandom. It is a bold bet but hopefully the rest of the industry will follow too," Rakshit added. “The broad learnings are to do this (bring a show exclusively on digital first) again with more reality show properties. The last season of the show, in 2020, on Colors had registered 3.9 billion viewing minutes in its launch week.
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