StartupTalky presents Recap’23, a series of in-depth interviews where we engage with founders and industry leaders to explore their growth in 2023 and their predictions for the future.
OTT platforms will continue to disrupt traditional media and may even start to compete directly with cable and satellite TV providers. This could lead to more cord-cutting and a shift in the traditional TV landscape
Revenue in the OTT Video market in India is projected to reach US$4,144.00m in 2024. The market is expected to show an annual growth rate (CAGR 2024-2028) of 7.74%, resulting in a projected market volume of US$5,584.00m by 2028.
In a recent Recap’23 interview, we at StartupTalky had the privilege of connecting with Kaushik Das, CEO & Founder of AAO NXT. We explored how the AAO NXT industry is revolutionizing the OTT platform industry by analyzing its documentaries, web series, feature films, and future strategies.
StartupTalky: What service does your company provide? What was the motivation/vision with which you started?
Mr. Kaushik Das: AAONXT stands as Eastern India’s premier OTT platform, curating a rich array of web series, feature films, and documentaries. Our foundational vision was to bridge the gap in global entertainment by highlighting indigenous Odia content, celebrating Odisha’s cinematic heritage, and reaching out to the vast diaspora of over 50 million Odias worldwide.
StartupTalky: What new services have been added in the past year? What is/are the USP/s of your service?
Mr. Kaushik Das: Yes, we’ve continually expanded our content library. Our offerings now span across diverse genres and languages, including Assamese, reflecting our commitment to linguistic diversity. Our USP lies in our focus on authentic regional narratives, ensuring that stories resonate universally while staying rooted in their cultural origins.
StartupTalky: How has the industry you are in changed in recent years and how has your company adapted to these changes?
Mr. Kaushik Das: In the rapidly evolving landscape of digital content consumption, AAONXT has consistently demonstrated agility and foresight. Recognizing the pivotal role of collaborations in amplifying our content portfolio, we’ve forged strategic partnerships with leading production houses. These alliances not only enriched our content library but also positioned us as a preferred platform for diverse content creators, ensuring a steady influx of high-quality content.
Moreover, understanding that user experience is paramount in retaining and expanding our viewer base, we’ve invested significantly in refining our platform’s interface. Our user-friendly design, intuitive navigation, and personalized recommendation algorithms have enhanced viewer engagement, fostering longer sessions and deeper content exploration.
Beyond content and design, our commitment to innovation is unwavering. We continually monitor industry trends, harnessing emerging technologies and methodologies to enhance our platform’s capabilities. Our audience-centric approach means that every feature, update, or content addition is meticulously curated, keeping viewer preferences and feedback at the core.
In essence, our proactive approach to partnerships, coupled with a relentless focus on enhancing user experience and pioneering innovation, has positioned AAONXT as a trailblazer in the digital content realm, adeptly navigating industry transformations.
StartupTalky: How do you stay up-to-date on the latest trends and developments in your industry?
Mr. Kaushik Das: We prioritize market research, engage in collaborations with content creators, and invest in technological advancements. Our team actively attends industry events, ensuring we’re always abreast of emerging trends and developments.
StartupTalky: What key metrics do you track to check the company’s growth and performance?
Mr. Kaushik Das: For AAONXT, the metrics we prioritize offer a comprehensive view of our platform’s health, audience satisfaction, and growth trajectory. At the forefront, subscriber growth remains a vital barometer of our platform’s appeal and market penetration. A rising subscriber base not only signifies increased brand recognition but also underlines the efficacy of our content and user experience.
Content engagement rates provide us with insights into how effectively our offerings resonate with viewers. High engagement, reflected through metrics like watch time, shares, and interactions, indicates content relevance and viewer satisfaction. This engagement, in turn, fosters a sense of community and loyalty among our user base.
Viewer feedback stands as a testament to our commitment to continuous improvement. We actively solicit and analyze feedback, using it as a catalyst for refining our platform, enhancing content offerings, and addressing user pain points. Such direct insights from our audience enable us to remain agile and responsive to evolving preferences.
Strategic partnership expansions offer a dual benefit. They not only amplify our content library but also solidify our position in the industry, opening doors to collaborative ventures that drive mutual growth and innovation.
Additionally, the diversity of our content library and user retention metrics are pivotal in our evaluation matrix. A diverse content portfolio ensures that we cater to varied audience segments, fostering inclusivity and broadening our appeal. Meanwhile, robust user retention metrics, indicative of viewer loyalty and satisfaction, reaffirm our platform’s value proposition and sustainable growth potential.
In summary, a holistic blend of subscriber growth, content engagement, viewer feedback, strategic alliances, content diversity, and user retention forms the cornerstone of our performance evaluation, guiding AAONXT’s strategic direction and operational excellence.
StartupTalky: What were the most significant challenges your company faced in the past year and how did you overcome them?
Mr. Kaushik Das: While content acquisition and market positioning presented challenges, we overcame them by forging stronger collaborations with local content creators and innovating our content distribution strategies, ensuring a wider reach and diverse offerings.
StartupTalky: Good service is something everyone is talking about in the service industry. How do you ensure that your clients are happy?
Mr. Kaushik Das: In the fiercely competitive landscape of digital content delivery, AAONXT’s unwavering dedication to service excellence is deeply rooted in a multifaceted approach that places our users at the heart of every decision and innovation. At its core, our commitment is anchored in crafting personalized user experiences that resonate with individual preferences and viewing habits. Recognizing that every viewer is unique, we’ve invested extensively in developing algorithms and user interfaces that curate content tailored to specific tastes, ensuring that each user feels seen, understood, and catered to.
Prompt and efficient customer support stands as another cornerstone of our strategy. We’ve established robust channels for user queries, feedback, and concerns, ensuring that our response mechanisms are not just reactive but proactive. Our customer support teams are trained to anticipate user needs, offer timely resolutions, and foster positive interactions that enhance overall user satisfaction.
Furthermore, our dedication to unparalleled client satisfaction extends beyond individual interactions to encompass broader community engagement initiatives. We’ve cultivated vibrant online communities where users can connect, share feedback, discuss content, and even influence future platform developments. These community-centric spaces not only foster a sense of belonging among users but also provide us with invaluable insights into emerging trends, preferences, and areas of improvement.
Consistent iteration forms the final pillar of our commitment. We view user feedback as a catalyst for growth and innovation, continually refining and enhancing our platform based on user insights. Whether it’s introducing new content categories, optimizing streaming speeds, or enhancing user interface elements, every update and enhancement is meticulously designed to meet and exceed viewer expectations.
In essence, AAONXT’s strategy for ensuring unparalleled client satisfaction is a synergistic blend of personalized user experiences, responsive customer support, vibrant community engagement, and continuous iteration based on user feedback. Through these concerted efforts, we strive to set industry benchmarks for service excellence, reinforcing our position as a platform that truly values and prioritizes its users.
StartupTalky: What are the different strategies you use for marketing? Tell us about any growth hack that you pulled off.
Mr. Kaushik Das: Navigating the competitive terrain of the digital content industry demands a multifaceted and dynamic marketing approach. At AAONXT, our growth trajectory has been shaped by a strategic blend of innovative marketing strategies, each tailored to amplify our brand presence, engage our audience, and foster sustainable growth.
Central to our marketing blueprint are our digital campaigns. Leveraging data-driven insights and analytics, we’ve crafted targeted campaigns that resonate with specific audience segments, driving awareness, engagement, and conversion. These campaigns are meticulously designed to highlight our unique value propositions, showcase our diverse content offerings, and reinforce our brand ethos in memorable ways.
Influencer collaborations stand as another pivotal pillar of our marketing strategy. Recognizing the influential power of digital personalities and content creators, we’ve forged strategic partnerships with influencers who align with our brand values and resonate with our target demographic. These collaborations have enabled us to tap into new audience pools, foster authentic brand advocacy, and leverage the credibility and reach of influencers to amplify our messaging.
Complementing our digital campaigns and influencer partnerships are our community-driven initiatives. We’ve cultivated a vibrant online community around AAONXT, fostering spaces where users can engage, share feedback, discuss content, and even contribute to platform enhancements. This community-centric approach not only fosters brand loyalty but also turns users into brand ambassadors, driving organic growth through word-of-mouth referrals and peer recommendations.
A standout growth hack that has significantly propelled our expansion has been our localized content approach. Recognizing the diverse linguistic and cultural landscape of our target audience, we’ve invested in curating content that resonates deeply with regional sensibilities and preferences. This hyper-localized content strategy has not only enhanced user engagement and retention but also fostered a deeper connection with our audience, driving organic growth as satisfied users advocate for AAONXT within their communities.
In summary, AAONXT’s marketing strategies blend data-driven digital campaigns, strategic influencer collaborations, community-driven initiatives, and a hyper-localized content approach to drive brand awareness, engagement, and growth. Through these concerted efforts, we’ve carved a distinctive niche in the digital content landscape, continuously expanding our footprint and reinforcing our position as a preferred platform for regional content consumption.
StartupTalky: Foreign clients- this is what most of the service-based companies are looking for. What has been your experience?
Mr. Kaushik Das: Engaging with a global audience has been a transformative experience for AAONXT, particularly in our interactions with the expansive Odia diaspora scattered across continents. The rich tapestry of cultural connections and shared experiences that bind the global Odia community has provided us with a unique vantage point to understand the nuanced content preferences and aspirations of Indians residing overseas.
Our content, meticulously curated to reflect the diverse cultural ethos of Odisha, has resonated deeply with the global Odia diaspora, serving as a nostalgic bridge to their roots and a vibrant celebration of their cultural heritage. This resonance has transcended geographical boundaries, forging a powerful emotional connection that transcends mere content consumption, transforming it into a shared cultural experience that unites the global Odia community.
Beyond content consumption, our engagement with the global Odia diaspora has been characterized by vibrant interactions, feedback loops, and community-driven initiatives. The enthusiastic response from overseas audiences has been instrumental in refining our global content strategy, ensuring that our offerings strike a harmonious balance between preserving regional authenticity and catering to the cosmopolitan sensibilities of a global audience.
Furthermore, the feedback and insights garnered from our interactions with the global Odia community have been invaluable in shaping our broader global content strategy. These insights have empowered us to craft content that resonates universally, transcending cultural boundaries to captivate and engage diverse audiences, irrespective of their geographical location.
In essence, our experience in engaging with foreign clients, particularly the global Odia diaspora, has been immensely rewarding. Their feedback, enthusiasm, and unwavering support have not only enriched our content offerings but also reaffirmed the universal appeal and enduring power of regional narratives. Through these engagements, we’ve forged stronger bonds with our global audience, reinforcing AAONXT’s position as a trusted curator of authentic regional content that resonates with Indians all over the world, fostering a sense of unity, belonging, and shared cultural pride.
PV Vyshnavi
StartupTalky: What are the important tools and software you use to run your business smoothly?
Mr. Kaushik Das: State-of-the-art streaming technologies, content management systems, analytics platforms, and AI-driven recommendation engines have been pivotal in enhancing our platform’s efficiency and user experience.
StartupTalky: What opportunities do you see for future growth in your industry in India and the world? What kind of difference in market behavior have you seen between India and the world?
Mr. Kaushik Das: As we cast our gaze towards the future, the digital content industry stands at the cusp of unprecedented growth and transformation, presenting a myriad of opportunities and trajectories that promise to redefine the landscape both within India and on the global stage.
Domestically, India’s burgeoning digital adoption, fueled by robust internet penetration, affordable smartphones, and a tech-savvy youth demographic, sets the stage for exponential industry growth. The rapidly evolving digital infrastructure, coupled with a burgeoning middle class with disposable income, creates a fertile ground for platforms like AAONXT to flourish. We anticipate a surge in demand for diverse, high-quality digital content that caters to a myriad of tastes, preferences, and regional nuances. This demand will not only fuel content consumption but also stimulate innovation, fostering a vibrant ecosystem of creators, storytellers, and technologists who collaborate to push the boundaries of digital content creation and delivery.
Furthermore, as India continues its march towards becoming a digital-first nation, we foresee a democratization of content creation, with regional narratives and voices taking center stage. This democratization will pave the way for a renaissance of regional storytelling, enabling platforms like AAONXT to serve as catalysts that amplify these voices, making localized narratives accessible, resonant, and celebrated on a national scale.
On the global front, the ascendance of regional content to mainstream prominence heralds a new era of cultural exchange and appreciation. Platforms like AAONXT, with their curated repositories of authentic regional content, are uniquely positioned to bridge cultural divides, fostering a global community that transcends geographical boundaries. We anticipate a growing appetite for diverse, localized content among international audiences, driven by a desire for authentic storytelling that offers a window into different cultures, traditions, and perspectives.
Moreover, as global audiences increasingly seek content that resonates on a personal and cultural level, the demand for regional content is poised to skyrocket, offering platforms like AAONXT an unprecedented opportunity to expand their global footprint, forge strategic partnerships, and emerge as leaders in the global digital content space.
All in all, the horizon is brimming with potential and promise for the digital content industry. Domestically, India’s digital transformation promises a golden era of growth and innovation, while on the global stage, the rise of regional content opens doors to new markets, audiences, and opportunities. As we navigate this exciting landscape, platforms like AAONXT are poised to play a pivotal role in shaping the future of digital content, fostering cultural exchange, and celebrating the rich tapestry of stories that unite us all.
StartupTalky: What lessons did your team learn in the past year and how will these inform your future plans and strategies?
Mr. Kaushik Das: Adaptability, audience-centricity, and collaboration have been key learnings. These insights shape our future strategies, emphasizing innovation, talent acquisition, and fostering a culture of continuous learning and growth.
StartupTalky: Drawing from your rich entrepreneurial journey, what singular piece of advice would you extend to fellow founders within the service sector?
Mr. Kaushik Das: Embarking on an entrepreneurial journey within the service sector is both exhilarating and challenging, marked by moments of triumph and adversity. Reflecting on my own experiences and lessons learned along the way, there is a singular piece of advice that I would wholeheartedly extend to fellow founders navigating this dynamic landscape: cultivate a relentless focus on innovation, prioritize the evolving needs of your audience, and foster resilience as your guiding force.
Innovation stands as the lifeblood of any successful venture, especially within the service sector where differentiation and value proposition are paramount. Embracing innovation means continually challenging the status quo, seeking novel solutions to persistent challenges, and staying abreast of emerging trends, technologies, and market dynamics. It’s about fostering a culture of curiosity, experimentation, and forward-thinking that empowers your team to envision and create groundbreaking services that resonate deeply with your audience.
Equally critical is the unwavering commitment to prioritize the needs and aspirations of your audience. In the service sector, success is intrinsically tied to your ability to understand, anticipate, and exceed customer expectations. This entails cultivating a deep sense of empathy, actively listening to customer feedback, and iterating your services based on real-world insights. By placing your audience at the heart of your decision-making process, you not only enhance customer satisfaction but also foster enduring relationships that drive loyalty, advocacy, and sustained growths.
Resilience, perhaps, is the most invaluable trait that I would advocate for. Entrepreneurship, with its inherent uncertainties and challenges, demands a steadfast resolve and unwavering determination to persevere in the face of adversity. It’s about embracing failures as invaluable learning opportunities, navigating through obstacles with grace and grit, and maintaining an unwavering belief in your vision and mission, even when the path forward seems fraught with challenges. Resilience is what transforms setbacks into comebacks, trials into triumphs, and dreams into realities.
In essence, my advice to fellow founders within the service sector is to embrace innovation as your compass, prioritize your audience as your North Star, and cultivate resilience as your steadfast ally. By weaving these principles into the fabric of your entrepreneurial journey, you not only set the stage for sustained success but also leave an indelible impact on the communities you serve, the industry you operate in, and the world at large. These responses encapsulate AAONXT’s journey, vision, and strategic approach in the digital entertainment landscape.
