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ZEE HiPi: Just another entrant in Indian short video market?

Pupil, Assouline, Economic Center of Gravity, Chinese Graduates, and Hank Asher

AuthorAuthor

Peeyush Jain & Mohit Garg
May 01, 2024

In partnership with

Salutations, Olio aficionados! 👋

Happy Hump Day and welcome to the 76th edition of Weekly Olio - your trusted source for giggles, wisdom, and a dash of intrigue, courtesy of our tantalizing thought piece (yes, buckle up for Publisher's Parmesan). 🧀

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The Quote󠀢 💭

“One repays a teacher badly if one remains only a pupil.”

― Friedrich Nietzsche

The Tweet 🐦

Prosper and Martine Assouline: The dynamic duo behind the luxury brand Assouline. Their vision? To create a brand that transcends mere products and becomes a cultural experience. 🌟

Assouline isn’t just about fashion or accessories; it’s a journey through art, literature, and elegance. Imagine a boutique where each book, each design, whispers stories of grand museums, hidden libraries, and far-flung adventures.

The Infographic 💹

History is running in reverse. For thousands of years, the center of the world economy was in Asia. Then, over a few hundred years, it moved West. Now, in just a few decades, it's come back to Asia.

The Short Read 📝

In his state-of-the-nation speech last month Li Qiang, the prime minister, at least paid lip service to the idea of making sure more graduates were learning the skills needed in sectors such as advanced manufacturing and elderly care. But many will continue to find that their degree is not a ticket to a good job. Told for years that higher education was a ladder to a better life, their frustrations are growing.

The article highlights the growing sense of disillusionment among Chinese graduates as they recalibrate their expectations and struggle to find stable and fulfilling employment in a changing economic landscape.

The Long Read 📜

McKenzie Funk is a journalist who writes for Harper's Magazine, National Geographic, Rolling Stone, London Review of Books, Outside, Bloomberg Businessweek, and the New York Times Magazine. His first book, Windfall, won a PEN Literary Award and was shortlisted for an Orion Award and Rachel Carson Book Award.

Hank Asher, often dubbed “the father of data fusion,” left an indelible mark on modern life through his creation and monetization of online databases. His journey from a young pilot in South Florida to a pivotal role in shaping information systems is nothing short of remarkable.

This edition of Publisher’s Parmesan is brought to you by Ryse.

Chance to invest before this company becomes a household name

What if you had the opportunity to invest in the biggest electronics products as they launched into big box retail, would you?

Ring changed doorbells and Nest changed thermostats. Early investors in these smart-home companies earned massive returns, but the opportunity to invest was limited to a select, wealthy few. 

Not anymore. RYSE has just launched in 100+ Best Buy stores, and you're in luck — you can still invest at only $1.50/share before their name becomes known nationwide. But hurry, their share price has already grown 20% from their last round!

They have patented the only mass market shade automation device, and their exclusive deal with Best Buy resembles that which led Ring and Nest to their billion-dollar buyouts.

Publisher’s Parmesan 🧀

ZEE HiPi: Just another entrant in Indian short video market?

With the spike in digital content consumption among the masses, HiPi, India’s fast-growing short video platform, had announced a separate app in the User-Generated Content (UGC) market. The app comes equipped with quality features, including the latest trending music tracks, interactive filters and effects to help brands establish a deeper bond with their audiences. It even allows users to apply 3D face filters, lip-sync edit videos and create dubbing videos to add a touch of magic to their content.

In recent years, short-form videos (SFV) have emerged as a powerhouse of entertainment in India. Platforms like Instagram Reels, YouTube Shorts, and ShareChat’s Moj have captivated audiences, reflecting the immense potential of this burgeoning market. According to a report by Redseer, the industry is poised to reach a staggering $12 billion by 2030.

The Rise of HiPi: ZEE's Venture into Short-Form Videos

Among the plethora of players in the short-form video game, HiPi, ZEE’s offering, stands out with its confident strides. Initially integrated within the ZEE app in 2020, HiPi later rebranded as a standalone platform in 2022, signaling its ambitions in the short video space. Boasting about 60 million monthly active users, HiPi has witnessed a substantial growth from 43 million users in 2020 to its current stature.

While HiPi vies for attention, other homegrown platforms like Chingari and Trell are not far behind. However, Instagram Reels and YouTube Shorts reign supreme with their colossal user bases. Despite facing stiff competition, HiPi holds its ground, armed with its unique strengths and strategies.

At the heart of HiPi’s success lies its ability to seamlessly blend entertainment with brand discovery. Unlike its counterparts, HiPi leverages user-generated content to facilitate the discovery of brands, thereby carving a niche for itself in the market. By integrating technology that enables product discovery within the app, Hipi offers users a multifaceted experience encompassing entertainment and brand exploration.

Empowering Creators: HiPi’s Creator Program

Recognizing the pivotal role of creators in driving engagement, HiPi has devised a Creator Program aimed at incentivizing content creation. Through this initiative, creators stand to earn a share of revenue generated from click-throughs, fostering a symbiotic relationship between creators and the platform. This innovative approach not only fosters creativity but also propels brand visibility and engagement.

Despite its promising trajectory, HiPi grapples with challenges inherent to the short video landscape. Creator monetization and retention emerge as key hurdles, prompting HiPi to implement initiatives like the Creator Program to address these concerns. As the platform navigates through these challenges, its commitment to innovation and user engagement remains unwavering.

For ZEE, HiPi represents a pivotal avenue for growth, particularly in the User Generated Content (UGC) Market. With an eye on expansion and innovation, HiPi endeavors to solidify its position in the dynamic landscape of short-form videos. As it continues to evolve and adapt to changing consumer preferences, HiPi remains poised to redefine the contours of entertainment in India.

Olio Jobs 💼

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Disclaimer: The views, thoughts, and opinions expressed in the text belong solely to the author, and not necessarily to the author's employer, organization, committee or other group or individual.

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