Shemaroo originally unveiled the streaming service in India earlier this year, leveraging the country’s online video market valued at over $700 million. However, Indian American viewership has equally driven the demand for cultural niche, cross-generational video content abroad. As the second largest group within the Asian American population that has the highest household income as well, Indian American audiences will remain a sizeable growth opportunity for digital entertainment companies.
Though most streaming services increasingly focus on globalized original programming, ShemarooMe capitalizes on its curated library of contemporary and classic film titles secured over five decades. “As a company we’ve always understood the pulse of our diverse audiences, and our history is a testimony to that. Today, we are excited to extend our content offerings to loyal fans of Indian entertainment in the US with a host of integrated features such as linear channels, live streams and video-on-demand services. With this launch, we look to further build strategic partnerships in the world’s leading OTT market,” said Shemaroo CEO Hiren Gada.
Indian American consumers can choose from seven distinct content categories: Bollywood Plus, Bollywood Classic, Gujarati, Punjabi, Marathi, Kids and Bhakti (devotional) through two subscription options. The customizable, individual category plans are priced at $4.99 per month/$49.99 each per year, and the all-access plan is priced at $9.99 per month/$99.99 per year. The ShemarooMe OTT app can be downloaded through Google Play, the iOS App store or online at http://shemaroome.com/, and will soon be available on Amazon Fire TV Stick, Apple TV and Roku.―Biz Asia