In a growing indication that spiritual and devotional content is a large and strong genre magnet amongst popular kinds of content for Indian users, Indian YouTube Rights Management company Nirvana Digital’s spiritual channel Spiritual Mantra, launched in 2012, has crossed 3 million subscribers, the company has said. The channel, a one-stop destination for Bhajans, Kirtans and Mantras, also offers Meditation Videos ‘for stress relief and improved quality of life’.
(Entertainment platform ShemarooME from one of the biggest rights holders to evergreen Bollywood and other movies, Shemaroo, too has a very strong and popular devotional content section; in fact, two categories, for Hindus and Muslims, entitled Bhakti and Ibaadat respectively)
Coming back to Nirvana Digital’s Spiritual Mantra – the YouTube channel has served more than 6 billion minutes of video to audiences across all age groups. The majority of the video consumption has been from 18-44-year-old audiences in Tier 1 and 2 cities across India.
Content from Spiritual Mantra is now available on multiple platforms including Tata Sky (Channel 201) and Airtel DTH (Channel 125) as a daily morning show. Nirvana Digital is also working with the leading music and video OTT platforms globally to create curated spiritual content offerings for their global audiences.
Pinakin Thakkar, CEO, Nirvana Digital, said, “Video consumption in India is growing at an exponential rate and we are elated to cross this milestone in the Spiritual Content space. Spiritual Content has a very strong and loyal following.
“We are excited to see this growth and look forward to building out more content for our audience,” Thakkar said.
Manu Kaushish, Co-Founder of Nirvana Digital, said “We are excited to offer Spiritual Mantra on TATA Sky and Airtel DTH. Over the past year, we have seen an 80% jump in the viewership on our channel and this shows that there is sizeable untapped demand for our content. According to BARC, there has been a 5-fold increase in devotional channel viewership from the 2016-2018 period, and its increasingly becoming an important area for brands to reach a strong and loyal audience base.
“We will soon be launching our Spiritual Mantra App, which will be available on Android, iOS and other connected TV platforms, to offer a premium ad-free subscription service to our worldwide fans,” Kaushish said.
The Nirvana Digital Network includes channels across the most viewed categories on YouTube including Film, Television, Spiritual, Music, Comedy, Education, Kids and Top Independent artists like Bohemia and Devika. Besides being a leading video network, Nirvana Digital is also a rights management, channel optimization and multi-platform digital distribution company. Content from Nirvana Digital’s partners is available on platforms including YouTube, Amazon, Netflix, MX Player, Apple iTunes, Spotify, Dailymotion and more.