Celebrity Fitness: Pandemic spurs video streaming platforms to add fitness, spirituality to content portfolio

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Celebrity Fitness: Pandemic spurs video streaming platforms to add fitness, spirituality to content portfolio

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. Up so far: 09 Jul 2020, 07:46 AM IST



Lata Jha

The usual time spent on spirituality convey rose by 27% between January and April

NEW DELHI :
The covid-19 crisis has precipitated video streaming platforms to elongate their convey portfolio past leisure to genres such as health, fitness and spirituality to cater to better inquire of and recent audience segments.

Disney+Hotstar entered into a strategic partnership with fitness, yoga and weight-reduction map convey producer Unprejudiced appropriate Wellness in June to starting up 100 curated reveals with its fitness experts, and yoga and non secular gurus, alongside with enormous title nutritionists. Startups Sarva and Cult.fit also launched workout units on the video streaming platform.

Likewise, VOOT, the video-on-inquire of platform owned by Viacom18 Media Pvt. Ltd, has tied up with Cult.fit and Isha Foundation, a non-profit non secular group based by Sadhguru Jaggi Vasudev, along with on-line better education company upGrad.

Within the intervening time, ZEE5 launched a chat blow their own horns called Dabur Honey Hi there Fitness in collaboration with the user goods company, along with offering a differ of fitness programmes in partnership with ZEE LIVE.

The specialize in these niche genres comes at a time when Indian households, especially all during the three months of lockdown, veered against a extra holistic manner of drinking convey, going past overall leisure. The usual time spent by users on non secular or spirituality convey rose by 27% between January and April, reveals data from media measurement and analytics company Comscore.

Health and fitness bear also turn out to be a in particular valuable aspect of our aggravating lives, and never extra so than this day, mentioned a Disney spokesperson, adding that the aim is to assist of us lead “happier lives”. The convey is available in English, Hindi and Telugu.

“There used to be consistently a map to add these recent sections, nonetheless covid accentuated and helped rapid-observe that process as there used to be mighty opportunity to grow, given that OTT (over-the-high video steaming) emerged as the most famous mode of consumption,” mentioned Aparna Acharekar, programming head, ZEE5.

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