History TV18, leading Factual Entertainment channel in India is one of the most viewed channels on Facebook in terms of video content, as per a recent study by Vidooly, a leading video marketing & analytics software for brands, multi-channel networks & creators. The channel ranks No. 3 in the traditional entertainment category with over 24 million views in October. The category also comprises of other traditional entertainers like General Entertainment Channels, Music labels, Film production houses. It is also the only Factual Entertainment Channel in the list. Star Plus tops the list followed by Zoom TV at no. 2.
Sangeetha Aiyer, Vice President & Head Marketing – A+E Networks TV18 said, “We have always believed in being platform agnostic and going beyond television as medium for entertainment. Our FB videos are custom made for the newsfeed and not simply promos for our shows and I think this success is testimony to our efforts in treating the FB user as a consumer of content and not promotions.”
Using cleverly curated content from its shows, History TV18 has carved a niche for itself amongst some of the big guns in the entertainment industry. The channel fashions its content to appeal to most of their audience by repurposing their existing content to make short and crisp videos only for Facebook. This goes on to reiterate the fact that quality cerebral content can have a huge audience on the platform and thrive along with traditional entertainers.
Subrat Kar co-founder Vidooly added, “Our study clearly shows that publishers who are successful on Facebook have a very different strategy than those of YouTube or any other platform. They understand that most audiences view the content on mute while scrolling their newsfeeds for which, the content must be quick and very sticky. HISTORY TV18 is a great example of this strategy.”
With growing smartphone penetration and improved data connectivity across the globe, Facebook is becoming a serious competitor to YouTube for video viewing. Up until 2014-15, YouTube was the de-facto online video platform that creators, advertisers and brands used to flock upon. But things changed ever since Facebook shifted its focus to online video with aggressive acquisitions and changes in its news feed algorithm.
India has been at the center of its focus throughout the journey. A substantial percentage of the active users on the platform are from India and 90% of them access Facebook through mobile. Majority of the 64 million daily active users (on mobile) in the country do not have access to a laptop or a computer and a lot of them are constantly on the move. A smartphone is their only window to the world of digital video entertainment. Video creators and brands/advertisers have realized this and have been focusing a lot on video consumption on the platform.
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