Nirvana Digital surpasses 100 billion minutes of video viewed

Nirvana Digital, a leading digital video company, has surpassed 100 billion minutes of video served on YouTube. The YouTube Network, digital rights management and digital distribution platform has joined the short list of companies in the world to achieve this coveted milestone.

Nirvana Digital has over 300,000 videos under its management across YouTube, which have been viewed for over 100 billion minutes by more than 50 million subscribers. As per the leading video data analytics firm Vidooly, Nirvana has an engagement of over 12 million comments and 87 million likes across its channels, making it one of the most viewed networks on YouTube from the region. Nirvana Digital manages popular YouTube channels like Spiritual Mantra, Bollywood Nirvana, Kid Rhymes and The Art of Living.

The Nirvana Digital network includes channels across the most viewed categories on YouTube, including film, television, spiritual, music, comedy, education, kids and top independent artists like Bohemia and Devika. The growth on its platform has been on back of increasing demand for regional content across its YouTube channels. In order to cater to India’s growing demand, Nirvana Digital plans to launch online streaming/OTT apps for some of its most subscribed channels later in the year.

As per industry reports, data consumption on mobile phones across India is set to double in 2019 with a major chunk of the same being consumed watching online videos. According to a report by media agency Zenith, the average time spent by Indians watching videos online has grown to 52 minutes per day in 2018 from a mere two minutes per day in 2012 and it is expected to increase further to 67 minutes per day by 2019.

Talking about the achievement and new rollouts, Pinakin Thakkar, CEO of Nirvana Digital, said, “We are delighted to cross this landmark milestone and it is a testament to the prowess of the Indian creator community as well as the exponential growth in demand for video. We have witnessed over 400% growth in the last year alone. Over the next two years, India should be able to surpass every other country globally in terms of video content consumed. In order to cater to this pent-up demand, we plan to roll out original productions and apps this year. Viewers will not be restricted by the content available given the vast amount of content we already manage.”

Besides being a leading video network, Nirvana Digital is also a rights management, channel optimisation and multi-platform digital distribution company. Nirvana distributes film, television and music that have been released on major OTT platforms, including Netflix and Spotify. It is one of the few companies that is able to directly deliver audio and video content to Apple iTunes and has recently signed with major regional labels to distribute more content globally.

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