Nirvana Digital helping brands leverage online streaming

With the growing popularity of YouTube in the country, the concept of online streaming has gained considerable importance in the last few years. Nirvana Digital’s YouTube Content Creators Network is helping brands capitalise on the exploding power of YouTube, which current has around 800 million monthly unique user visits across the globe and 30 million in India.

“YouTube, which delivers one out of every three online videos viewed (according to ComScore), has become an increasingly important distribution channel for content creators, established media companies and advertisers. India is one of the largest markets for YouTube, with close to 25 million users, while mobile YouTube is growing at 300 per cent a year,” informed Pinakin Thakkar, Founder, Nirvana Digital.

As of August, the Nirvana Digital YouTube Network has a collection of over 80 channels and 22,000 videos from India that are on track to serve over450 million views in aggregate by end of 2012.

How does the system work?
According to Thakkar, while their mainstream professionally produced content received good response, a lot of independently produced content was garnering millions of views as well. They started directing traffic from their mainstream channels to independent channels and vice versa and saw that viewers were interested in both a long as the end product was high quality content.

The results led Nirvana to create a YouTube channel that would enable them to deliver all the HQ content to the users. This process helped them grow an entire video ecosystem from the Indian market and create a YouTube Network for India similar to what companies such as Maker Studios, BigFrame and Machinima created for the US market.

How do brands leverage the video eco-system?
Digital agencies such as Nirvana are helping brands leverage a growing market for YouTube.

Nirvana provides infrastructure such as Studio Space, Green Screens, High End HD Cameras, Editors, Video Optimisers and Taggers for creation and distribution of new content for users who may not have access to it to create high quality content. Existing YouTube channels are given video, tag and channel optimisation services to grow their views and monetisation. They also direct traffic from their existing network to give the new content additional exposure and views. It also helps advertiser brands to associate with channels and videos leading to higher monetisation.

Brands can leverage on the video eco-system to reach a certain type of consumer in a certain country within a certain age group using their existing video advertisements that they currently push on television.

While brands receive additional revenue source with no costs, agencies benefits as new content drives additional views and revenue into the Network. Online streaming is emerging as a platform that is as strong as the platform provided by social networking website.