Zomato to launch food centric videos service with original shows

Launching video streaming services with original content appears to be the priority of the companies who have a deep presence in the segment they operate. GOQii had done this in fitness while Zomato is doing it in food.

The foodtech Unicorn will be launching food-focused video service - Zomato Originals Binge Routine. According to a company press release, it will produce 18 original shows over the next three months. Videos will have a duration of 3-15 minute and will mainly revolve around recipes and Sneak Peek restaurant stories.

Importantly, Zomato Originals will be restricted to Indian users only while Sneak Peek and recipe videos can be accessed anywhere in the world. The company has roped in famous chef Sanjeev Kapoor to launch three minutes show: Food and You. It will break myths associated with foods.

Besides, it will also air shows - Starry meals with Janice, where social media star Janice Sequeira takes a romp across some famous Bollywood kitchens, Banake Dikha with Sumukhi Suresh, Grandmaster Chef with Sahil Shah and Race Against the App.

At present, Zomato claims to have 70 million monthly active users, with 25 million weekly active users. The app also witnesses 5 million new user registrations and 11 million app installations every month.

Over the past couple of years, there has been a shift in the Indian’s appetite for binge-watching online videos as the total OTT players in the country has increased from 9 to over 30 in the last five years.

According to the latest report published by KPMG India, India will have around 500 million online video subscribers by the financial year 2023, making the country the second-biggest online video market in the world after China.

Since Zomato already sits on a large user base, launching a video streaming service makes absolute sense for the firm. Lately, the company has been up in arms with restaurant partners (via NRAI) over deep discounts, exorbitant commission and its subscription - Gold.

Announcement of video service will likely to help it to dissipate negativity around Zomato.