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Tag: Sony LIV

  • Sony LIV’s Shark Tank India 4 nets record sponsors and high viewer interest

    Sony LIV’s Shark Tank India 4 nets record sponsors and high viewer interest

    MUMBAI: Buckle up, entrepreneurs and dreamers! Shark Tank India 4 is back on Sony LIV, and this season isn’t just swimming in talent—it’s making waves with a powerhouse lineup of sponsors. The much-loved reality show, now streaming, continues to inspire, educate, and entertain audiences by shining a spotlight on India’s most ambitious and innovative business minds. With bold pitches, high-stakes deals, and cutting-edge ideas, this season is set to redefine entrepreneurship for the country.

    The show’s impressive sponsor roster includes Acko, Pokerbaazi, and Swiggy Instamart as co-presenting sponsors, along with Adani and Jaguar as co-powered sponsors. Partner sponsors Rayzon Solar, Icici Direct, Lenskart, and Sofy have also joined the entrepreneurial bandwagon, leveraging Shark Tank’s wide reach to connect with India’s ever-growing startup ecosystem.

    This season, a star-studded panel of sharks leads the charge. Returning favourites like Anupam Mittal (People Group), Aman Gupta (boAt Lifestyle), Namita Thapar (Emcure Pharmaceuticals), Peyush Bansal (Lenskart), and Vineeta Singh (Sugar Cosmetics) are joined by new faces, including Ritesh Agarwal (OYO), Kunal Bahl (Snapdeal), and Varun Dua (Acko). Each brings their unique expertise to enrich conversations and inspire India’s next wave of entrepreneurs.

    Sony LIV head of ad sales revenue Ranjana Mangla highlighted the show’s success, “Shark Tank India has redefined reality TV in the country, blending inspiration with entertainment to captivate viewers. It offers brands a unique platform to showcase impactful campaigns and connect with a diverse audience. Partnering with the show taps into the entrepreneurial spirit, fostering meaningful connections and leaving a lasting impression. The show’s phenomenal success, driving 40 per cent growth on CTV and 27 per cent growth in engagement, is fuelled by great content. This season also features a wide range of business pitches, from traditional ventures to cutting-edge tech.”

    Acko CMO Ashish Mishra, explained their commitment to the show, “Acko’s association with Shark Tank India has always celebrated change. We want to continue putting a spotlight on changemakers – the entrepreneurs who have the vision to drive positive change in society. Our changemakers have always had bold ideas and creative solutions and used their skills for the betterment of our country. With the Changemaker Wall, we have taken this spotlight to the next level. We worked with talented artists from across the country and asked them to express their interpretation of positive change. These incredible pieces of art, along with the talented entrepreneurs from Shark Tank, come together to showcase our commitment towards positive change. Together, we are championing a future where innovation meets purpose.”

    Baazi Games CEO Navkiran Singh shared a unique perspective, “Both Poker and entrepreneurship thrive on strategy, risk management, and adaptability. The skills required to build a business, such as making calculated decisions and staying resilient, are equally vital in Poker, making the two deeply interconnected. That’s why we are thrilled to continue our partnership with Shark Tank for its third season. This platform is a celebration of the ‘Make in India for the World’ vision and a catalyst for empowering entrepreneurs to build exceptional businesses. Its growing popularity perfectly aligns with the spirit of innovation and strategy that we at Baazi Games deeply value.”

    Swiggy Instamart CEO Amitesh Jha expressed his excitement about the collaboration, “We’re just a week into the launch of Shark Tank 4, and already, we’re witnessing some incredible products and promising entrepreneurs. This partnership is particularly exciting for us at Swiggy Instamart, as we’re always looking for ways to bring exciting new D2C brands to users and it aligns with our core value of making innovation both a reality and easily accessible to consumers. What’s also exciting is that we get to offer these debut products to our customers through Swiggy Instamart, delivering them within minutes giving a great boost to these brands.”

    With its growing popularity, Shark Tank India 4 promises not only to entertain but also to empower. By pairing inspiring entrepreneurial stories with top-tier brand partnerships, the show cements its role as a beacon for innovation and ambition in India.

    Catch Shark Tank India 4 every Monday to Friday at 8 pm, exclusively on Sony LIV.

  • Vinod Cookware joins Celebrity MasterChef as co-powered sponsor on Sony TV

    Vinod Cookware joins Celebrity MasterChef as co-powered sponsor on Sony TV

    MUMBAI: Cooking just got star-studded! Vinod Intelligent Cookware is gearing up to sizzle in kitchens nationwide as it partners with Celebrity MasterChef – Sabki Seeti Bajegi!, airing on Sony Entertainment Television and SonyLIV starting 27 January 2025. As the co-powered sponsor, Vinod Intelligent Cookware will showcase its premium range in a show that blends culinary brilliance, entertainment, and a dash of star power.

    The show will bring together a stellar lineup of celebrities, including Usha Nadkarni, Tejasswi Prakash, Dipika Kakar Ibrahim, and Abhijeet Sawant, all swapping their usual roles for chef hats as they battle for the coveted title of ‘Celebrity MasterChef’. Hosted by the ever-entertaining Farah Khan and judged by celebrated chefs Vikas Khanna and Ranveer Brar, this season promises to combine high-pressure cooking challenges with unforgettable moments of hilarity and heart.

    Vinod Intelligent Cookware’s innovative products will be front and centre, with seamless brand integrations across the show. From prominent displays on branded utensil racks to contestants using the cookware in their culinary adventures, the campaign will ensure maximum visibility and engagement across television and digital platforms.

    “This marks our second collaboration with MasterChef, and we couldn’t be more thrilled,” shared Vinod Cookware India Pvt Ltd MD Sunil Agarwal. “Celebrity MasterChef offers the perfect stage to highlight the reliability and performance of our cookware under challenging conditions. We’re proud to see our products in the hands of talented contestants, showing their mettle in the heat of the competition.”

    The show’s reach and popularity make it a strategic win for the brand. With Sony TV’s loyal primetime audience and SonyLIV expanding digital footprint, the collaboration aligns with Vinod Intelligent Cookware’s mission to elevate everyday cooking into an art form.

    Sony Pictures Networks India (SPNI) head of ad sales Sandeep Mehrotra added, “MasterChef’s star-studded format this season promises to delight viewers like never before. Vinod Cookware’s integration into the show ensures an elevated experience for our audience while highlighting the brand’s premium quality. We are excited for a fruitful partnership.”

    Beyond just entertainment, the show reflects the growing aspiration among home cooks for premium kitchen tools that stand up to the test of professional challenges. As Network Advertising Pvt Ltd president of media, Priya Jacob noted, “The use of Vinod Cookware by celebrity contestants creates organic brand moments that demonstrate reliability under high-pressure scenarios, enhancing credibility and consumer trust.”

    So, get ready to tune in to Celebrity MasterChef – Sabki Seeti Bajegi! every Monday to Friday at 8:00 pm on Sony TV and SonyLIV. Watch as celebrity contestants cook up a storm with Vinod Intelligent Cookware, proving that the right tools can truly transform a dish—and perhaps a career.

  • A home is more than just a house: Aastha Gill

    A home is more than just a house: Aastha Gill

    Mumbai: Aastha Gill is on a mission to find her dream home, and she’s taking viewers with her for her as she selects her dream home on Sony LIV’s Million Dollar Listing India. The singer-songwriter, known for her chart-topping hits, is diving headfirst into the world of luxury real estate, hoping to seal the deal on her dream home.

    _”A home is more than four walls supporting a roof, it’s where memories are made and it’s a haven of love and comfort. I’m on the hunt for that perfect place-my dream home-and Million Dollar Listing India has made the whole experience feel incredibly personal and welcoming. It didn’t feel like I was on a show; it felt like I was genuinely touring these incredible homes,” Aastha shared with excitement. “I can’t wait to show my mom these incredible homes and see her reaction”

    Aastha was especially struck by the thoughtful details and clever storage solutions in the homes showcased. She also had high praise for realtor Navdeep, whose expertise and genuine approach made a strong impression. _“Seeing Navdeep’s work in person through the show has been inspiring—I’m even more impressed than before!”_

    The show is produced by Banijay Asia and licensed by NBCUniversal Formats, a division of Universal International Studios, part of Universal Studio Group. Million Dollar Listing India offers an exclusive glimpse into the intense world of India’s luxury properties, where only the sharpest and most strategic thrive.

  • Chef Kunal Kapur looks for his dream home on Million Dollar Listing India

    Chef Kunal Kapur looks for his dream home on Million Dollar Listing India

    Mumbai: The upcoming episode of Million Dollar Listing India on Sony Liv features chef Kunal Kapur, who is searching for a serene home. Joined by realtor Hem Batra, Kunal is looking for a peaceful retreat with a spacious kitchen, away from the hustle and bustle of city life, where he can find calm and indulge in his passion for food, cooking, and hosting guests.

    Chef Kunal Kapur shared, “I’ve been searching for a home that combines my love for cooking, hosting, and tranquillity. Through Million Dollar Listing India and along with the very renowned realtor Hem Batra, I’m hoping the search for my dream home is successful. I want a space where I can unwind, cook, and share memorable moments with family and friends. As a chef, my kitchen is my sanctuary and guests always expect that when they’re invited, I will be the one cooking for them, so I need a kitchen that’s both functional and impressive.”

    Hem said, “Working with Chef Kunal was an absolute delight! When he first approached me, I had a fan moment, and it really made a tough day better Kunal’s passion for cooking and hospitality is infectious. I’m excited to show him properties that fit his vision.”

    Million Dollar Listing India, produced by Banijay Asia and licensed by NBCUniversal Formats, a division of Universal International Studios within Universal Studio Group, brings the acclaimed global franchise to India, delivering intense negotiations, strategic manoeuvring, and shocking revelations. As a two-time Emmy-nominated hit, Million Dollar Listing India offers an unparalleled glimpse into the exclusive world of luxury properties, where India’s top realtors navigate the cutthroat market and push the boundaries of success.

    Tune in on Friday at 8 pm to watch Million Dollar Listing India exclusively on Sony Liv.

  • Kunal Bahl joins Shark Tank India season four panel

    Kunal Bahl joins Shark Tank India season four panel

    Mumbai: Shark Tank India returns with its highly anticipated fourth season, promising an exciting lineup of innovative ideas, dynamic entrepreneurs, and game-changing deals. The new season welcomes a new shark, Snapdeal & Titan Capital co-founder and Unicommerce promoter Kunal Bahl.

    A renowned entrepreneur and investor, Bahl has built and scaled various technology businesses and has also invested in more than 250 start-ups. An influential voice in the Indian start-up space, Kunal has received numerous accolades, including the Economic Times Entrepreneur of the Year Award, the Joseph Wharton Award for Young Leadership, Fortune’s 40 Under 40, amongst others.

    Kunal will be joining the panel of: People Group founder and CEO Anupam Mittal, boAt Lifestyle co-founder and CMO Aman Gupta, Emcure Pharmaceuticals executive director Namita Thapar, and OYO founder & group CEO Ritesh Agarwal.

    This season introduces new hosts, Sahiba Bali and Ashish Solanki, bringing their unique energy and flair to the show. 
     

  • Sony LIV to adapt Emmy-nominated series ‘Million Dollar Listing’ for Indian Audience

    Sony LIV to adapt Emmy-nominated series ‘Million Dollar Listing’ for Indian Audience

    Mumbai: Sony LIV, a pioneer in delivering innovative unscripted content with hits like Shark Tank India and MasterChef India, is now venturing into another unique groundbreaking format: the Indian edition of the Emmy-nominated series Million Dollar Listing. As per the press release, this new show will shine a spotlight on India’s most desirable homes and provide an inside look at the creation and acquisition of the country’s dream properties.

    Produced by Banijay Asia, Million Dollar Listing: India marks the second international version of the format and joins the ranks of successful editions of cities such as LA, New York, Miami, San Francisco, and Dubai. In each of its editions, the series follows the lives of cities’ best and most aggressive real estate professionals as they navigate the high-stakes world of selling multi-million-dollar properties in exclusive neighbourhoods. Each episode keeps up with the savvy realtors, as they juggle multiple demands and keep their professional lives afloat trying to secure the next big deal. The first city to get highlighted in the India edition is New Delhi.

    As India rapidly rises to become one of the world’s top consumer markets, luxury living is now a reality for many, driven by the aspirations of the affluent population. The show highlights a previously unseen side of modern India, appealing to all demographics and age groups.

    Million Dollar Listing is licensed globally by NBCUniversal Formats, a division of Universal International Studios, which is part of Universal Studio Group.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Sony LIV (@sonylivindia)

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    Sony LIV and StudioNext business head Danish Khan said, “After the runaway success of Shark Tank and Masterchef, we at Sony LIV are delighted to bring Emmy nominee ‘Million Dollar Listing’ to India. This show will offer our audience a unique glimpse into the desire, details, and negotiations involved in buying and selling the country’s most luxurious dream homes. Relevant, aspirational, and never seen before – we are quite confident that our audience will love this show.”

    NBCUniversal Formats SVP formats sales & production Ana Langenberg said, “Bringing Million Dollar Listing to India is a fantastic opportunity to showcase the aspirational world of luxury real estate in a market that appreciates success and ambition. Partnering with Sony LIV and EndemolShine India on the second international version of this format ensures the series will connect with audiences who share a passion for extraordinary properties and bold lifestyles. We can’t wait to see how this series resonates in such a vibrant and diverse country.”

    Banijay Asia & EndemolShine India group chief operating officer Rishi Negi said, “We are thrilled to bring the global success of Million Dollar Listing to India, which marks an exciting new chapter in our long-standing collaboration with Sony LIV. As we bring this award-winning series to India, we are proud to offer a fresh and dynamic portrayal of the country’s booming real estate landscape. This show will not only reflect the aspirations of a rising new India but also introduce a completely new format that resonates with the evolving tastes of our diverse audience. At Banijay Asia, we are committed to expanding our content portfolio by continuously pushing creative boundaries, and Million Dollar Listing: India is another step towards redefining reality television in the country.”

  • Kaun Banega Crorepati season 16 attracts top sponsors

    Kaun Banega Crorepati season 16 attracts top sponsors

    Mumbai: Kaun Banega Crorepati (KBC) continues to captivate audiences across India with its unique blend of knowledge, entertainment, and life-changing opportunities. As season 16 unfolds, the show’s enduring popularity is evident in the impressive lineup of top-tier sponsors it has attracted.

    With 12 sponsors onboarded there has been 100 per cent growth over the last year, Leading the way are ACKO and Aditya Birla Group as co-presenting sponsors, IDFC First Bank returns for the third consecutive year as the exclusive banking partner with Atomberg, Vimal and Sensodyne as co-powered sponsors, Veeba as the taste partner, Ultratech Cement and Kalyan Jewellers as partners. Raymond as the wardrobe partner, and Godrej Locks as the safety partner.

    The show’s innovative features, such as the real-time interactive KBC Play Along on Sony LIV, continue to enhance viewer engagement. The KBC Play Along feature allows audiences from across the globe to participate in real-time continues to offer advertisers unique and valuable opportunities to reach a highly engaged audience.

    KBC offers unique opportunities for deep and diverse in-show integrations. By embedding themselves within the show’s narrative, brands can forge meaningful connections with viewers and achieve measurable outcomes, making KBC a powerful platform for brand storytelling and engagement. 

    . ACKO: Partners with the KBC LIFELINES, leveraging contextual moments within the show to integrate the insurance category effectively.

    .  Aditya Birla Group: Sponsors the education of children equivalent to the number of questions asked, aligning with their corporate social responsibility.

    . IDFC First Bank: Acts as the banking partner with a presence across winning moments throughout the show.

    .  Atomberg Fans: First-time sponsor that rewards winners with hampers, enhancing the viewer experience.

    .  Sensodyne: Takes ownership of the “Expert Question of the Day” moment, aligning its brand with expertise and trust.

    .  Raymond: Onboarded as the wardrobe partner, contributes to the show’s style and presentation.

    .   RBI: Integrates the message “Jankar Baniye Satark Rahiye” within the bonus questions, promoting awareness and caution.

    .  Godrej Locks: Rewards contestants at the crucial ₹25 lakh “padav” and integrates their brand message around safety at the right moments.

    These points highlight how various brands are strategically integrating themselves within KBC, enhancing both their visibility and viewer engagement.

    The current season of KBC has already set new benchmarks for viewership and engagement.

    Kaun Banega Crorepati Season 16 is now streaming on Sony LIV, offering viewers and sponsors another season of extraordinary experiences.

    Sony LIV head ad sales revenue Ranjana Mangla said, “Large-scale reality shows like Kaun Banega Crorepati spanning across 142 days of activity (100 episodes) have finally been acknowledged to deliver value at scale in the digital ecosystem creating a paradigm shift in the market. Kaun Banega Crorepati stands as one of India’s most iconic shows, providing an unparalleled platform for brands to connect with audiences. We are thrilled to welcome esteemed 12 sponsors, whose commitment to KBC on Sony LIV  underscores the immense value of this collaboration. With growing advertiser interest, we are confident that KBC Season 16 will once again deliver exceptional benefits to both our viewers, sponsors and partners.”

    ACKO EVP marketing Ashish Mishra said, “KBC occupies an iconic position in the Indian reality show landscape, making ACKO’s decision to continue with our partnership a natural fit. The show’s widespread popularity across ACKO’s core target audience enhances the value of this collaboration. Additionally, we recognized a unique synergy between KBC’s lifelines and our insurance offerings. Just as lifelines offer crucial support to contestants, ACKO provides protection solutions for life’s uncertainties, spanning life, health, car, travel insurances and more.”

    Atomberg Technologies founding member & chief business officer Arindam Paul said, “As a home-grown Indian consumer durables brand started by two IIT-ians, being a co-sponsor of India’s leading entertainment show- Kaun Banega Crorepati, is a massive feat.  Atomberg has always been a brand that’s stood at the intersection of innovation and customer delight; solving unseen, unstated consumer problems, such as introducing energy efficient BLDC fans to India and more. KBC is a show driven by curiosity – as is our  brand, and so this seemed like an organic fit for us.”

  • Watcho partners with Fastway and Netplus

    Watcho partners with Fastway and Netplus

    Mumbai – Watcho has partnered with Fastway and Netplus to introduce a comprehensive entertainment bundle with seamless connectivity. This strategic collaboration marks a significant expansion of Watcho’s regional footprint and addresses the growing demand for integrated entertainment solutions.

    The newly launched bundle seamlessly combines Fastway’s IPTV services, Netplus’s high-speed internet, and Watcho’s extensive OTT content into a single, unified package. This holistic entertainment solution eliminates the need for multiple service providers and complex billing processes, offering customers a streamlined entertainment experience. Subscribers can access 500+ live TV channels, Including 100+ channels with popular regional content via IPTV Set-top-box, robust internet connectivity, and a diverse range of OTT content from top providers such as Hotstar, SonyLIV, ZEE5, Chaupal, and many more, all under one Watcho subscription.

    The package features IPTV + Broadband Plans + Watcho OTT Bundles starting at Rs 598, providing an internet speed of 50 Mbps along with 500+ TV channels, a Catch-Up TV feature allowing users to access content up to 7 days, and content from 17 OTT apps. With this partnership, customers will benefit from simplified access to a wide array of entertainment through Watcho’s extensive content library and aggregated services from over 17 popular OTT platforms such as Disney+ Hotstar, Zee5, Sony Liv, Hungama Play, Chaupal, FanCode, Watcho Exclusives and many more, spanning genres like drama, romance, fantasy, and more.

    Dish TV India Ltd. CEO Manoj Dobhal said, “At Dish TV and Watcho, we always aim to deliver exceptional value and convenience to our customers. Our partnership with Fastway and Netplus embodies this commitment by offering a seamless bundle that integrates IPTV, high-speed internet, and extensive OTT content. This all-in-one solution simplifies access to diverse entertainment and enhances convenience for our customers across Punjab. We hope this package meets the increasing demand for integrated entertainment solutions, aligning with our mission to provide high-quality experiences while expanding our footprint and addressing a variety of entertainment needs with unmatched ease and efficiency.”

    Jujhar Group founder & chairman Gurdeep Singh commented, “We are excited about our partnership with Watcho. This launch represents a power-packed value proposition that both the brands proudly offer to its consumers. It delivers the most cost-effective and affordable form of entertainment. The brand is deeply committed to understanding and addressing the needs of its customers, consistently providing the best solutions tailored to enhance their viewing experience.”

    “The IPTV STB will also facilitate access to OTT content, powered by Watcho, thereby presenting a variety of premium regional and national content from top providers. We hope this collaboration will simplify access to quality content and set a new standard for convenience and innovation in the entertainment industry,” added Singh.

  • Sony LIV launches #MaamlaGambhirHai campaign

    Sony LIV launches #MaamlaGambhirHai campaign

    Mumbai: The tour of Sri Lanka has been positioned by experts & analysts alike as the beginning of a new generation of Indian cricket. With a new team, a fresh perspective, and a seasoned appointment as coach, the ‘Ab competition Ke Liye #MaamlaGambhirHai’ campaign brings to the fore India’s depth of talent, and the nation’s optimism in the team’s potential following Gautam Gambhir’s appointment as a coach.

    With Sony LIV prepared to stream the first game commencing on Saturday, 27 July 2024, the platform has already announced several innovations & features for the upcoming tour. Streaming in four languages (English, Hindi, Tamil & Telugu), the platform will also have additional features such as batter, stump & bowler cameras that allow fans to pick specific camera angles to watch the game unfold.

    Additionally following his heroics at the boundary line during the finals of the T20 World Cup, Suryakumar Ashok Yadav will lead the team in Sri Lanka for the T20 leg of the tournament, with Rohit Sharma retaining his captaincy in the ODI format. For the Indian faithful, even though a new chapter begins in the T20 format, the series will also comprise 3 ODI games as part of the tour.

    Sony LIV head of marketing Aman Srivastava said, “Sony LIV is proud to bring this exciting era to fans in the country, the tour will also provide cricket enthusiasts a chance to catch cricket stalwarts, Rohit Sharma & Virat Kohli in the iconic Indian blue after their glorious World Cup win! Through an approach that leverages audiovisual innovations, we are confident that the future is led by feature engagement.”

  • Vidnet 2024: The advertising opportunity beyond AVOD

    Vidnet 2024: The advertising opportunity beyond AVOD

    Mumbai: The OTT business in India is buzzing with new streamers, niche, and language offerings. However, early players are struggling as heavy content spending isn’t matching revenues, and India-specific low pricing hasn’t spurred subscriptions. Growth has plateaued as consumers return to post-COVID normalcy, preferring to binge occasionally.

    Adding to the churn is the shift towards AVOD by giants like JioCinema, offering premium events like cricket for free, with Disney+Hotstar following suit. This has strained streaming bottom lines. The rise of FAST channels is also causing industry jitters. Vidnet explores the future of the streaming ecosystem. This event was held on 19 July 2024, at Hotel Sahara Star, Mumbai.

    This panel discussed innovative advertising avenues beyond ad-supported video-on-demand (AVOD) platforms and how businesses could seize those new opportunities to reach their target audience effectively.

    The session was chaired by  Kurate Digital Consulting’s founding partner Uday Sodhi. It included the following panellists: Amazon minitv business head & director Aruna Daryanani, Sony LIV, SPNI  Sr. vice president & head of ad revenue Ranjana Mangla, Zee5, South Asia chief revenue officer Gaurav Kanwal, Marico head – media, digital marketing and Brand PR (India and Global COE) Ankit Desai, CereOne director Deepak Karnani, PubMatic senior director – customer success Harguneet Singh.

    The discussion highlighted key industry trends and perspectives on content consumption and advertising priorities. Ranjana Mangla emphasized that different video genres cater to diverse audiences, with broad appeal achieved by shows like KBC or Indian Idol, while most content targets specific niches. Understanding the addressable market and tailoring content and sponsorship strategies to meet specific goals is crucial for advertisers.

    Gaurav Kanwal pointed out that the persistent issue of trust in digital advertising necessitates a shift from efficiency to effectiveness in media planning. Advertisers should focus on outcome-based strategies and leverage data to address specific challenges and metrics, making campaigns more relevant.

    Harguneet Singh noted that advertisers are primarily focused on acquiring cost-effective impressions to maximize reach and frequency. Targeting strategies can vary from geo-specific to audience segments based on advertiser behaviour.

    Anand Makhija discussed the common comparison of YouTube’s rates with other platforms, highlighting that CPMs are often higher elsewhere. It is important to communicate the additional benefits of different platforms. The growth of connected and smart TVs is driving the industry towards hybrid models (combining AVOD and SVOD), which help transition users and enhance platform engagement.

    Aruna Daryanani shared that as publishers, we will need to meet the diverse needs of advertisers. There is no one-size fits all approach here and all media plans need to be customised based on objectives. The new brands are looking to build upper-funnel awareness, whereas the established brands are looking to build saliency and mid to lower-funnel impact. Given Amazon miniTV is tightly integrated with Amazon, advertisers benefit from Amazon’s rich content and shopping insights.

    Ankit Desai highlighted that advertisers are investing significantly in video platforms, with 50-60 per cent of their budgets allocated to video advertising, and some up to 80 per cent. Despite YouTube’s classification as short-form content, consumers perceive all video content similarly, blurring the lines between digital video and OTT platforms.