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How Oneindia focuses on localization and multilingual content in digital media

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Oneindia focuses on localization and multilingual content in digital media For the fiscal year ending March 2024, OneIndia recorded over 300 million monthly active users (MAU) and 12 million daily active users (DAU), reflecting its expanding reach and user engagement. Oneindia reported consistent growth over the past year, strengthening its presence in the Indian horizontal digital media space. "This growth was steered by a balanced content strategy that integrates text and video, enabling us to address diverse user preferences," said Ravanan N, CEO, Oneindia. "On average, users spent three times more time on the platform in FY24 compared to the previous fiscal year," added Ravanan. Oneindia manages ten content brands across various domains, including FilmiBeat, DriveSpark, GoodReturns, MyKhel, GizBot, NativePlanet, BoldSky, CareerIndia, HitzFeed, and OneArabia, which caters to the MENA region with news in Arabic and English. Language growth and audience preferences English and Hindi witnessed the highest growth on Oneindia, supported by audience-specific content. The platform focused on vernacular users, delivering content in 10 languages such as Tamil, Malayalam, Kannada, Telugu, Bengali, Gujarati, Odia, Marathi, and Punjabi. “This localization ensures a stronger connection with users across India, boosting engagement and loyalty,” said Ravanan. Monetization and financial position Oneindia diversified its revenue model in FY24 by reducing dependency on inventory-based income and emphasizing internally developed content and branded content solutions. Non-inventory-based sources contributed 52% of its revenue. “Oneindia managed a double-digit EBITDA in FY24, a definitive step in its profitability journey,” noted Ravanan. Content strategy and reach Oneindia introduced a refreshed identity to align with its multilingual focus, providing content in 10 categories including breaking news, entertainment, sports, and more. Video content now contributes 50% of its audience engagement. Oneindia’s reach expanded across platforms like Facebook, Instagram, X (formerly Twitter), Snapchat, YouTube, and DailyMotion. Global expansion Oneindia launched OneArabia to cater to the MENA region, delivering content in Arabic and English. “This expansion is a step in opening new revenue streams and connecting global audiences with curated content,” added Ravanan. By prioritizing innovation, localization, and inclusivity, Oneindia aims to redefine how content resonates with audiences globally.