The Indian food delivery app Zomato introduced a new feature called Zomato Originals on its mobile app. With the feature, Zomato entered the world of video streaming. The over the top (OTT) streaming feature will have original food themed programs belonging to different genres like comedy, reality, fiction, advice and celebrity interviews. Another category, Sneak Peek, will give inside stories about various restaurants. However, the Sneak Peek feature is currently available in only 18 cities.
Over the next 3 months, Zomato Originals will feature 18 original series produced by the food delivery app. These series are divided into 3-15 minute videos. Zomato plans to add 2,000 videos to the app, which will be available for streaming only in India. However, Sneak Peek and recipe videos will be available across the world. All the shows are shot vertically, which makes it easier to view them on mobiles.
In a statement, Zomato founder and CEO Deepinder Goel said, “We are constantly looking for new ways to engage our users around food. Most of our users visit the app several times a week. This presents an opportunity to further delight our users using Zomato Originals.”
Zomato Originals features some well known names of Indian social media, like Sumukhi Suresh, who stars in the show Banake Dikha, in which she teaches the audience how to get the basics of cooking right. Another show, Food and You, features India’s well known chef Sanjeev Kapoor. The 3 minute daily show talks about the myths surrounding food. Other shows on the app include Starry Meals with Janice, where social media star Janice Sequria takes a look inside Bollywood stars’ kitchens. Another show which would be available is Grandmaster Chef with Sahil Shah, where comedian Sahil Shah learns old recipes.
Although Zomato is new to the OTT sector, according to the Company, it will not have a problem attracting viewers as most of its users spend a lot of time on the app. With 70 million daily active users, looks like Zomato found the perfect opportunity to grow.
