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Shemaroo, Zee Live are betting on live streaming but monetisation a challenge

Figures, however, are promising. Between March 2020 and now, 60-63 percent of the country in the 18-34 year age bracket are on some sort of live streaming. Also, with the live streaming market expected to see at least over 250 million users by the end of 2022, revenue-generation woes will slowly end, say industry experts.

July 22, 2021 / 11:29 AM IST
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Shemaroo Entertainment has this year, too, livestreamed the Jagannath Puri Rath Yatra across all its digital platforms, including its over-the-top (OTT) platform ShemarooMe, and YouTube channel Shemaroo Bhakti, which has 8.08 million subscribers.

This time, the company added Hindi commentary to take the live streaming to a wider audience.

Live streaming is gaining steam among Indians, with the viewership for such events on the rise.

If we take Jagannath Rath Yatra's example, the viewership has doubled year-on-year, said Hiren Gada, CEO, Shemaroo Entertainment.