... Language expansion will help Zee carve out micro-niches that can lead to recurring and paying subscribers in the long run, said Utkarsh Sinha, Managing Director, Bexley Advisors.
According to Utkarsh Sinha, Managing Director, Bexley Advisors, a boutique, early stage investment bank, it was HBO that pioneered a trend back in the day of having niche audiences, which were very attached to a particular show, and displayed remarkable loyalty.
He said that the value proposition is that once audiences are on the platform for the content they really want, they are recurring paying subscribers who will likely stay on and consumer other content.
“One may call this 'diversification through micro-niches', and Zee's foray may be categorized as such. The language expansion helps it carve out micro-niches that can lead to recurring and paying subscribers in the long run, and lead to cross-selling of other content as well,” he added.
Article here: https://www.moneycontrol.com/news/business/companies/language-expansion-strong-move-by-zee-punjabi-gec-a-critical-asset-in-long-term-expert-4758601.html