The last three years have been an ‘exciting journey’ for IN10 Media’s Docubay, starting from a small catalogue of documentaries that today represents +1000s of videos on the platform.
‘Our content is streamed to millions of users residing in more than 150 countries, and our documentaries have been aggregated from 300+ producers from 120+ countries’, initiated Girish Dwibhashyam, VP – Strategy, DocuBay, the documentary OTT platform operated by Indian IN10 Media.
The streamer audience consists of the age group 20-45, based on our current active engagement within the platform. ‘We can say they are already finding our existing documentaries attractive enough to watch more. Having said that, sleek editing, trending topics, and edgy narrative are what we have seen resonating better with younger audiences increasingly, compared to the old-school slow burn documentaries’, remarked Dwibhashyam interviewed by Prensario for LA Virtual Screenings.
He added: ‘So far, the focus has been on acquired content that is primarily in the English language with a few exceptions like Spanish, French, etc. We have tried to ensure our international content is curated in a manner that it resonates across the world. For instance, the content should appeal to someone sitting in Miami or Mumbai at the same time’.
‘Our idea is that the world is ‘One Tribe’, which is our tagline, and there are many stories to be shared. These are real human stories that are just waiting to be discovered by people sitting across continents, and DocuBay as a platform will oblige to do so’, Dwibhashyam continued.
And he completed: ‘However, we are excited about our next growth phase as we will now be commissioning original content. Since, we already know what our users like to watch, based on this we have shortlisted some topics which we want to focus on while developing these exclusive original documentaries’.
About global content trends, Dwibhashyam said: ‘There is certainly a lot more Factual content being produced than before. This increase in the supply of factual content has been supplemented by production companies previously doing fiction, now getting into the nonfiction space. This demonstrates the demand for documentaries particularly. Topics like crime, geopolitics, and technology seem to be doing well across platforms. We are focusing on these and a lot of other micro-segments where we have seen traction on our platform for original content creation and new content acquisition’.
Future plans of expansion? The executive underlined: ‘Exposing DocuBay’s content to maximum audiences through appropriate distribution partnerships, particularly in the West is one of our top priorities this year. This also means our FAST channel will play an important role in markets like the US, to create brand awareness and sampling for our content to get users to watch our premium VOD content. Our key strategic partners include subscription aggregator platforms, OEMs, and telcos are playing an important role in getting millions of eyeballs for our documentaries across countries’.
‘Simultaneously, our direct-to-consumer business is seeing tremendous growth from thousands of new members joining our tribe every week. From here we can only see this trajectory gaining momentum’, concluded Dwibhashyam.
