Voot: UX Study

Published in

UX Diaries

6 min readSep 8, 2020

Voot is an Indian subscription video on demand service. Launched in 2016, it forms the online arm of Viacom18. It is Viacom18’s advertising led video on demand platform as an app for iOs, KaiOs and android users and a website for desktop.

It offers its customers premium content at a subscription cost of Rs 99 per month and at Rs 999 per year. However, it has not turned over to a fully paid platform as it still consists of free ad-supported content. The service covers popular TV channels Colors, Nickelodeon and MTV, among others, but also hosts a wide variety of blockbuster movies, original productions and kids’ shows. It has content in many languages like Tamil, Kannada, Marathi, Gujarati, Bengali, and Telugu.

How does Voot work?

Media Options in Voot Include the following -

1. Banner Ads -Standard Banners are placed in the Browsing section of the Hotstar App. In stream Ads are placed when the user is watching a movie or a show on Voot.

2. Video Ads — There are 2 types of video ads on Voot, Pre Roll videos and Mid roll Videos. Pre roll videos play before the content starts playing. These are 6 second Ads. Mid Roll video ads are generally 10 -60 seconds long and are placed during the content being watched. These are priced on a CPV ( Cost per completed view basis).

Why should one advertise on Voot?

1. Voot has a highly engaged audience. With an average watch time of 23 mins , the audience on Voot is amongst the highest engaged audiences in the OTT space.

2. Voot boasts differentiated content with shows such as Big Boss being one of the most popular shows on the platform. Apart from Big Boss, Voot also has a range of original series along with the entire collection of the shows produced by VIACOM 18.

3. Lastly, Voot has a broad presence among India’s Youth with 50% of the audience being in the 20–30 years old age bracket. This makes it the perfect platform for your brand to reach young adults.

SWOT Analysis

STRENGTHS

1.Strong Brand Name

2. Voot’s Excellent Features

Chrome cast Support
Channel-wise Discovery
Language and Category Sorting
Choosing Video Quality
Voot Originals

3. Large Customer Base

4. Culture

Voot connects in the world of connected screens maintains an influential culture of process and various innovation of products.

5.Large Production Scale

6. Good financial health

WEAKNESS

1. Poor Customer Service

2. Lack of flexibility in the supply chain

Voot sees a significant challenge in its supply chain. It does not have a flexible supply chain process. This is also a weakness for the brand as when the supply chain is not proper; it might lead to confusion of the entire system.

OPPORTUNITIES

1. Increase in the customer base

The company sees more opportunities in the market on increasing its customer base. So, Voot should find out new marketing strategies to expand its customer base.
The brand can enter various social media platforms to build its brand awareness, thereby leading to an increased customer base. When the customer base grows, the revenue of the brand also increases.

2. Collaboration with local players

Voot sees a significant opportunity of getting tied with local players to increase its service. When expanding its reach to many people with the help of local players coupled with an increase in its services, Voot sees a huge opportunity.

3. High-end products

Voot should venture into providing high-end products which are of the current trend. So, it should always keep its services up to date to meet the current trend in the industry.

4. Less of New Entrants

There is less of a new entrant in this industry due to the strict government regulations. Due to the strict rules, the new entrants are less and thereby seeing a massive opportunity for Voot to flourish in the market.

THREATS

Piracy
Competitors

Stakeholder Analysis

Competitor Analysis

Zee5
Hotstar
Sonyliv

Many such videos on-demand service companies exist, and this is a significant threat to the brand. Having many companies in such an industry would attract customers to other platforms. Also, customers would have a variety of platforms to go in for. Voot might find it tough to get new customers and to retain the existing one.

When we asked the users, voot was the second most chosen video on demand service.
Average time spent per viewer per day is 50 mins.

Understanding the existing Interface

My Voot- At the first they have my voot sections, where under this section you can see all the shows, movies, daily soaps and series.

Download- Besides they have a section of downloads which contains all the videos you have downloaded.

Browse- Under this many options open which makes it easy for you. Options like premium , shows, movies, channels and news.

Search- In search you have 2 options: First option you can directly write and search and second mic where you can just speak and search. While they also show you your recent search and also trending searches which make you search easy.

Proposed Interface

Seeing the interface, we thought it was very clustered so we decided to clean it up.
We have added an extra MY VOOT section where it asks you your age and language preferences and it will guide you through what is trending and should not miss out on. It has been separated from the home page.
You will also have your wishlist and downloads there in MY VOOT section.
While on search, you will have recommendations like trending and we have added an element SURPRISE ME where it will suggest movies and shows that you should watch.
In the search option you will also have a Hashtag Search option where you will get everything related to your hashtags.