India is an Eye – catching market for multi screen video consumption, which has led to emergence of various OTT service providers in the past two years: broadcasters, portals, start-ups, and more recently, international video aggregators such as Netflix, Hotstar, SonyLIV, Youtube, NexGtv etc.
But lately there has been a trend that is been observed that Comedy is the KING when it comes to viewing content online. Hence, every player is adding a lot of comedy in their own way.
Last year, based on extensive, exhaustive research, AIB was considered as very entertaining and hence they were given a chance by HotStar. It pulled younger viewers who were not going to log on for just sports.
While, this year NexGTV has launched a comedy app recently after a collaboration between the nexGTv, the OTT platform and One Network Entertainment (ONE) which is an online video creator, aggregator of talent, branded content creators and producers. Being available in its unique content are web-series, gags, parodies and stand ups
SonyLIV, Sony Pictures Networks’ (SPN) premium digital video entertainment platform has always strived to live up to the promise of delivering pulsating entertainment and innovative content to its viewers. Ardent loyalists of SonyLIV who swear by the popular digital platform to watch their favourite shows have driven it to cross the 100 million views milestone with ‘The Kapil Sharma Show’. The show made famous by the shenanigans and perfect comic timing of Kapil Sharma and his talented team has bagged 128 million views on SonyLIV’s app, website and YouTube. This makes it the third most viewed content online, a feat matched only by Dhanush’s cult song ‘Kolavari Di’ and Yo Yo Honey Singh’s cover version of ‘Dheere dheere se meri Zindagi’ which have previously made it to the 100 million views club.
Also, there is a buzz around Sri Adhikari Brothers Group (SAB Group), an Indian production house and broadcaster, has partnered with handset manufacturers, telecom firms and online video aggregators to launch its new comedy programs in July under Happii-Fi brand. Content created under Happi-Fi will be geared for more mass appeal and will not focus on irreverent or political styles of comedy
VOOT, which went live few weeks earlier, will have four content pillars & comedy was one of the leading pillar. They started with three comedy shows Sinkaari & Badman.