How Bhojpuri & Punjabi helped OTT player Spuul grow in India


In this episode of The Boss Game, we talk to Rajiv Vaidya, CEO of OTT platform Spuul. The Singapore-based startup with bases in Mumbai is one of the players vying for top space in the massively competitive Indian OTT space.

The OTT player is available on android, iOS and Amazon Fire stick. The company was started in 2010. During its initial days, it targeted non-resident Indians with movies and TV shows made out of India. The content is offered in Hindi, Punjabi, Bhojpuri, Bengali, Malayalam and Tamil.

Interestingly, they have given a renewed focus on Bhojpuri for the last two years. This has given them growth in a sector where regional OTT players have shown much interest.

Vaidya says that targeting more shows towards certain rural areas where Bhojpuri is the main language was the key to their growth. “ Internet has penetrated till the last common denominator in India and almost no on was looking at Bhojpuri as a special category.”

Cheaper data plans and smartphones has helped migrants from Bihar who are based in other parts of the country watch content in their regional language.

Moreover, the team at Spuul also concentres heavily on Punjabi and Bengali content where they have striven to shown work from independent creators.

And Spuul is not the only player in the increasingly crowded OTT market in India. There are other players like Netflix, Hotstar and Amazon Prime Video


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