Viacom18 launches its first-ever SVoD service Voot Kids priced at Rs 799/ year
MUMBAI: Broadcaster Viacom18 is all set to expand its digital ecosystem with the launch of its first subscription play Voot Kids. Priced at Rs 799 for a year and Rs 99 per month with free trials in both packages. The Voot Kids app is available to download on iOS and Play Store.
Certified by Early Childhood Association (ECA), Voot Kids is being positioned as a multi-format Kids app offering Fun & Learning, with a collection of over 20,000 videos, e-books, stories, and quizzes, aims to usher in the next evolution in the kid’s digital ecosystem.
“Viacom18 has grown over the years by focussing on white spaces that are challenging and yet have tremendous potential. As a network, we have been the undisputed leader in kids’ entertainment content for the past 5 years. Our digital play Voot is the second largest video-on-demand platform in the country today,” said Viacom18 Group CEO and MD Sudhanshu Vats.
“Voot Kids is a synergy of these two growth stories from the house of Viacom18. Marking our sharper segmented foray into the world of subscription-based VoD, Voot Kids is India’s first and only multi-format Kids app offering Fun & Learning. No other kids app offers Watch, Read, Listen & Learn all at one place.”
He noted that Viacom18 has built a big TV kids business with a share of 34% between its four channels. “Kids content is in the DNA of Viacom18. Nickelodeon has been number one for five straight years. Sonic is number two.”
Therefore, Voot Kids is the next logical step. With 80 million monthly active users (MAUs) and watch time of 50 minutes a day, Voot claims to be the second biggest OTT platform with kids content contributing a significant chunk of the viewership. He added that 15% of Voot’s daily content consumption comes from the kids genre.
The SVoD platform’s content line-up is powered by brands like Nickelodeon, Oxford University Press, Warner Media, Green Gold, Ceebeebies, TV Asahi, Sony Music, Hasbro, Mattel, Lego and many more.
The app encompasses Kids’ favourite toons, best of pre-school and learning shows, beautifully crafted picture e-books, audio stories, and fun quizzes and will empower parents with relevant and superior quality engagement options for their children.
Speaking about Voot’s venture into the premium subscription space, Viacom18 Digital Ventures COO Gourav Rakshit said, “The foray into the subscription space with Voot Kids is the first step in our journey towards building an entire digital ecosystem under brand Voot. Voot Kids has been built on the 3 pillars of Product Experience, Content and Safety. In Voot Kids, we are bringing an offering that is child-friendly, yet parent focussed and gives them an opportunity to bond with an immersive co-consumption experience. Our brand philosophy of ‘Masti Mein Acchai’ reflects our mission to make screen time meaningful.”
He further stated that given the value being offered the subscription price represents excellent value for money. He added that the price points were arrived at after some amount of experimentation and seeing what other services are priced at.
Voot Kids is a key enabler that enhances the bond between parents and children through immersive co-consumption experiences. The curated ad-free content library has parental control features that allow parents to evaluate progress, limit screen time and track content consumed which makes Voot Kids India’s safest one-stop online destination that entertains, engages and enriches kids, all under one roof.
Voot Kids business head Saugato Bhowmik elaborated further, “Voot Kids is a category-creating product in the space of digital fun learning that caters to needs of discerning Indian parents who seek meaningful screen-time that aids in the holistic development of the child’s mental, emotional and social faculties. The app has the largest and most versatile offerings in the space of toon videos, e-books, audio stories and fun quizzes that provides children with a parent-controlled, safe and entertaining content destination.”
With this launch, Voot Kids will bring alive the ‘Masti Main Acchai’ brand idea through a high decibel integrated marketing plan that will reach over 50 mn households driven by a mix of print, on-air, on-ground activations and digital outreach.