How Oneindia focuses on localization and multilingual content in digital media

Oneindia reported consistent growth over the past year, strengthening its presence in the Indian horizontal digital media space. For the fiscal year ending March 2024, the platform recorded over 300 million monthly active users (MAU) and 12 million daily active users (DAU), reflecting its expanding reach and user engagement.

“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, in an interaction with Entrackr.

"On average, users spent three times more time on the platform in FY24 compared to the previous fiscal year," added Ravanan.

Before exploring Oneindia’s content strategy and the contribution of its vernacular products to overall reach, it’s important to understand its portfolio. Oneindia manages ten content brands across domains. FilmiBeat offers entertainment news, while DriveSpark provides automotive content like reviews and launches. GoodReturns covers financial updates, including investments and market trends.

MyKhel focuses on sports, offering live updates and match analyses, while GizBot delivers technology news on gadgets and trends. NativePlanet provides travel guides and itineraries. BoldSky focuses on health, wellness, and fashion, whereas CareerIndia offers educational resources and career updates.

HitzFeed targets viral trends and short-format content. OneArabia caters to the MENA region with news and trends in Arabic and English

Language growth and audience preferences

English and Hindi witnessed the highest growth on Oneindia, fueled by audience-specific content. The platform continued its focus on vernacular users, delivering content in 10 languages, including 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 its dependence on inventory-based income. The platform now utilizes internally developed content and branded content solutions while monetizing its in-house tools as SaaS platforms. Non-inventory-based sources contributed 52% of its revenue, reflecting a strategic shift towards a more diversified and sustainable revenue approach. “Oneindia managed a double-digit EBITDA in FY24, a definitive step in its profitability journey.” said Ravanan. However, the company did not disclose specific top-line or bottom-line figures for Oneindia.                                                                         

Content strategy and reach

Oneindia recently introduced a refreshed identity to align with its multilingual focus and its vision of driving change through content that is relevant, valuable, original, and high-quality.

Oneindia provides content across 10 categories, including breaking news, entertainment, sports, automotive, technology, lifestyle, travel, personal finance, education, and viral trends. “Our content is available in both text and video formats, with video now contributing 50% of audience engagement on Oneindia. This shift demonstrates our adaptability to evolving consumption trends, particularly the rise of short-format videos among Gen-Z audiences, which we address through our new brand, HitzFeed,” said Ravanan.

Oneindia’s reach expanded across leading social platforms such as Facebook, Instagram, X (formerly Twitter), Snapchat, YouTube, and DailyMotion. “With over 1 billion monthly video views and a social media following of more than 65 million, we have cemented our position as a leading vernacular media destination,” Ravanan emphasized.

Global expansion

Oneindia has begun its international journey with the launch of OneArabia, catering to the MENA region with content in Arabic and English. This move aligns with its mission to deliver localized information, broadening its reach beyond Indian audiences. “This expansion is a step in opening new revenue streams and connecting global audiences with curated content,” added Ravanan.

As Oneindia continues to evolve, the platform remains steadfast in its commitment to delivering meaningful content tailored to diverse audiences. By prioritizing innovation, localization, and inclusivity, the platform is well-positioned to lead the digital media landscape and redefine how content resonates with audiences across the globe.