Gold – Largest Hindi/Bengali Audio-Infotainment Service in The World
2021 Finalist

Gold – Largest Hindi/Bengali Audio-Infotainment Service in The World

Navbharat Times & Ei Samay

Delhi, India

Category Digital Subscriptions

Overview of this campaign

Business Need:

There are more than 300 million language internet users in India. High penetration of technology has led to an increase in digital content consumption and a rising demand for value content among intellectual/inquisitive language readers. The size of content subscription market in India is approximately 1,420 crores (INR). 245 million users read news on digital platforms with 8 Minutes+ average time spent.*

The business objective of our service is to engage Hindi/Bengali audiences with multi-genre top quality, original audio and written content in Hindi/Bengali while creating a new sustainable revenue stream through subscriptions and advertisements.

Service Idea:

India is said to be the 3rd largest podcast market in the world** after US and China. However, most of the podcasts available to people would be primarily in English. There is no such website or app in the world, which provides a large range of multi-genre top quality, original audio and written content in Hindi/Bengali. Navbharat Gold/Ei Samay Gold aims to introduce these audiences to this new global wave of audio-infotainment, in the form of podcasts, along with the option to read.

Content Delivery

  • Audio-first platforms with the option to both listen and read
  • Available in screen-off mode, audio on-the-go with download functionality
  • Daily Newscast & Businesscast with updates on current-affairs & economy
  • Marquee podcasts with serialized content across genres like Current Affairs, Crime, People, Life, Spirituality, Economy, Culture, Science and Vacation
  • Podcast playlist - Morning, Evening, Cooking, etc.
  • Ad-free experience for paid subscribers

Medium –

  • Available for on both  Android and IOS
  • Interface to add on home-screen

Geography –

  • Hindi and Bengali Speaking Audiences in India
  • NRIs and Indian Expatriates

Paywall and Pricing –

  • Freemium Model  (15 Days Free Trial on Sign-Up)
  • Post 15 days subscription needs to be purchased for  ad-free & uninterrupted experience

*Source: EY Report – A billion screens of opportunity

**Source: PWC Report - Global Entertainment & Media Outlook 2019–2023


Results for this campaign

  • Launched in June 2020, Gold is now the largest Hindi/Bengali audio-infotainment service in the world with 28 million users and 112 Million Unique Page Views contributing to 40 million+ minutes of listening time till date*
  • We have created an exclusive collection of 2,500+ original Hindi & Bengali podcasts on Gold
  • Average Daily Time Spent per user per day on the platforms by paid subscribers is 16 minutes. Overall average daily time spent per user is 3:23 minutes.  Lifetime bounce rates for Navbharat And Ei Samay Gold are 18% and 22.97% respectively*
  • We stand at a browser push notification subscriber base of 2.6 Million and daily newsletter subscription base of 0.5 million for Gold which indicates the collective stickiness of both platforms.  
  • Within 6 months of launch, Gold has been able to achieve 11,000+ subscriptions of which 60% are Annual & Quarterly subscriptions
  • Average MOM increase in active subscribers is 23%
  • Subscription Renewals have witnessed MOM avg. increase of 45% for Navbharat Gold and 43% for Ei Samay Gold. This is indicative of a loyal subscriber base which is renewing at non-discounted prices.
  • As per our feedback survey, Net Promoter Score (NPS) for Navbharat Gold and Ei Samay Gold are 54% and 55% respectively

To experience Gold, visit:

https://navbharattimes.indiatimes.com/navbharatgold

https://eisamay.indiatimes.com/eisamaygold

*Source: Google Analytics


Contact

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