According to the movie marketing report the top YouTube channel in India across categories is the one that thrives on launching some of Hindi films’ biggest assets – T-Series, followed by SET India and the children’s animation channel Chu Chu TV.
ESP Properties released the first edition of entertainment marketing report Showbiz- The Indian Superpower.' The report captures the marketing implications and trends over last 10 years in entertainment industry covering Bollywood, Hollywood and regional cinema, licensing, digital marketing, and celebrities/influencers.
Some of the interesting findings from the report are:
- The film entertainment industry is growing at 10 percent year on year in terms of the number of films released, total co-marketing media spends for Hindi films have reached approximately Rs 100 crore around a year, with more co-branding than in-film.
- Placement in terms of a healthy media-mix accounts for 10-15 percent of the film’s marketing budget.
- Keeping aside lack of digital boundaries and the reality of a global village, a regional film
artiste still has the ability to converse directly with a specific demographic in a local language. That is why 25 percent of Hollywood films, 15 percent of south India films, 16% of Marathi films have brand associations
- The total number of YouTube channels in India at the end of 2016 was 13,99,000+, the views
clocking in a neat 22375 crore, our subscribers standing at 4118.5 lakhn and uploads at a
staggering 97.5 lakh. Not surprisingly, the top YouTube channel in India across categories is the
one that thrives on launching some of Hindi films’ biggest assets – T-Series, followed by SET India
and the children’s animation channel Chu Chu TV
- FMCG, Apparel and E-commerce for instance, are categories that are most active in in-film
integrations and co-branded associations.
- The film’s promotion budget is higher on television (45-50 percent) and lower on print (10-15 percent). Digital is getting added (10-15 percent) and activation is steady (25-30 percent).
- In a celebrity endorsement, the celebrity is the face of a brand message. In influencer
marketing, the influencer is perceived to be ‘creator’ of the entire message.
- Shah Rukh Khan and MS Dhoni have consistently been among the top endorsers in the past
- In the decade of 2007-2017, digital media strategy played a lead role in the industry making a
departure from a ‘single-event’ launch or press interaction to an entire campaign spanning
weeks or months.
- Hindi films’s most successful digital teams use analytic tools such as ‘Vidooly’ (for video
intelligence), Lexalytics (for sentiment scores) and Buzz Engine for film promotions.
- The capabilities of command centers and content analytics will increase exponentially and
thus, content (shows, films, events, etc.) will be able to meet larger audiences.