ABPLIVE Successfully Completes Native Video Engagement And Monetisation Project In Partnership With Google

ABPLIVE, partnering with Google, has transformed native video content engagement and monetisation by enhancing accessibility in English and vernacular languages.

ABPLIVE has increased its user base from 30 million in 2019 to 130 million in 2023.

Source : ABPLIVE

ABPLIVE, the digital arm of ABP Network, has successfully completed an innovative project in partnership with tech giant Google, aimed at transforming the landscape of native video content engagement and monetisation. Known for its expansive digital presence across 8 languages, 20 YouTube channels, and over 50 social media handles, ABPLIVE reaches an impressive audience of more than 250 million users monthly, amassing over 3 billion video views across various platforms.

Over the past three years, ABPLIVE has witnessed a remarkable growth, quintupling its user base from 30 million in 2019 to 130 million in 2023. This surge has established the platform as a go-to destination for news in diverse categories including Politics, Business, Sports, Entertainment, Health, and Travel. Its commitment to delivering trusted hyperlocal news and niche content has only solidified its standing among viewers.

Despite its success, the platform recognised the challenges faced by regional language video content access due to the slow pace of localisation efforts, which did not match the rapidly evolving consumer behaviours. To address this, ABP embarked on a mission with Google to address the hurdles in video engagement and monetisation through their collaborative project.

The 12-month initiative focused on making high-quality video content in English and vernacular languages more accessible across ABPLIVE's 8 websites. By integrating advanced technological solutions, the project aimed to enhance video discoverability, distribution, and user experience. This was with an objective to not only boost native video consumption but also improve ad-serving capabilities, thereby enabling more effective monetisation of ABP's core news video assets. Since CPM rates are higher for videos, the video format had a huge revenue growth potential for ABP.

The Results 

The experience built, and the technology used for the video delivery in local languages ensured that the content is easily accessible to even remote users with limited internet connectivity and basic mobile devices.

• Growth in native video consumption and monetisable video assets led to higher revenue for ABP LIVE.
• This project can set a precedent for the news publication ecosystem, offering a replicable model to overcome the longstanding challenge of native video consumption, as the growth shall extend to all 8 websites. 
• Expansion of News categories and vernacular content creation in both 16:9 (vertical) and 9:16 (traditional) formats.
• Enhanced overall video consumption experience of the users with a focus to improve the CPM rates for the advertisers.
• Notably, the initiative has attracted 50% more new users to native videos. 
• A 55% increase has been recorded in views on onsite video consumption pages