AAONXT is an Eastern India OTT (over-the-top) platform that was curated to bring together, original and indigenous regional Odia content to audiences. AAONXT features a bouquet of web series, feature films and documentaries. The aim of starting AAONXT was to create a stir and mark a tribute to Odisha’s history of filmmaking. AAONXT looks to bring alive the culture, tradition and literature of Odisha for a global audience through a dedicated OTT platform. It has a bright future because of its original and grappling content of different genres that strikes a chord with audiences of all age groups and geographical locations.
AAONXT was formed by Kaushik Das who is the founder and CEO and Ram Patnaik, the co-founder and CFO, with a notion of reaching out to more than 50 million Odia audiences across the globe, to bring to them classic and quality content in their mother tongue. The inclination to introduce original content came from a passion of using technology and innovation coupled with a strong belief system to establish a path-breaking regional OTT platform. Kaushik Das is a management graduate, and entrepreneur and investor who is passionate about technology.
His innate vision to make impossible ideas possible through dedication, passion and strategic planning made an idea come to life. Patnaik on the other hand has a background in chartered accountancy with an in-depth experience in media and entertainment for more than two decades. Kaushik’s vision and Rambhadra Patnaik’s focus on content IPR investment for substantial ROI, makes them a perfect duo to head AAONXT’s core operations said the company.
AAONXT started its operations in 2020, and released its first commercial on 12 March 2021, with a web series, a feature film and two commercial films. So far, the platform has 700 short films from across the globe, and more than 400 odd Telugu and Tamil films in the AAONXT library.
AAONXT’s OTT platform is a mix of AAO originals, Odia classics, short films from around the world, short dramas, thrillers, horrors, romantic collection and short animation movies. It also has a list of classic and original Odia songs. The USP of AAONXT is that there is interesting content for everyone let it be a romantic web-series for millennials from the age-group of 16-35 or classical music for someone from the age-group of 45-60, AAONXT caters to all, irrespective of the age group.
AAONXT provides a personal subscription plan that allows members to access content streamed over the internet and is compatible in all devices and softwares. AAONXT’s unique features allow a user to flip through trailers to choose what to watch, personalising content according to one’s geographical location, 24*7 unlimited HD streaming and downloading, personalising one’s membership plan as per preference, access to connect with the platform anywhere in the world and easy downloading of videos for offline viewing-on-the go.
AAONXT looks to stay true to the meaning of its name that is ‘all about originals’ by producing exemplary content.
Medianew4u.com caught up with AAONXT founder, CEO Kaushik Das
Q. A recent report from Ormax Media noted that OTT growth is only coming from AVOD, while SVOD is stagnant. Is SVOD struggling because customers are habituated to not paying for content apart from cinema?
The rise of AVOD (ad-supported video on demand) is a natural progression in a country like India, where internet users are habituated to free content due to platforms like YouTube and various social media apps. This has made the transition to SVOD (subscription-based video on demand) more challenging. However, I don’t believe that SVOD is “struggling.” It’s about understanding the nature of the audience—India has a huge, diverse consumer base.
While larger platforms are finding it hard to grow their SVOD user base rapidly, we at AAONXT are looking at it differently. Our focus on niche, regional content allows us to cater to a dedicated audience that feels connected to the stories and culture we represent. In my experience, consumers are willing to pay for content that is truly meaningful to them. That’s why we’re seeing growth in Odisha and among the Odia diaspora. Our content is deeply rooted in the culture, language, and heritage, which makes the value proposition more personal, thus more likely to attract paid subscribers.
That said, we must also acknowledge that SVOD services need to continuously innovate in terms of user experience, personalisation, and exclusive content to justify subscription fees, particularly when competing with free platforms. The challenge isn’t just breaking decades of a “free content” mindset; it’s ensuring that the subscription model offers enough value to make people want to pay. We’re confident that by providing high-quality, original content, especially for underrepresented audiences, the SVOD model still has room for growth.
Q2: East Indian content does not get much prominence. How big is the market opportunity for AAONXT?
The market opportunity for AAONXT, especially in East India, is massive. Historically, Odia content has not been spotlighted on major national platforms, leading to an underrepresentation of our region’s rich culture and storytelling. This gap is exactly what we aim to address.
If we just consider the numbers, there are over 50 million Odia-speaking people globally, and they have a strong emotional connection to content in their mother tongue. Many platforms have focussed primarily on Hindi, Tamil, or Telugu content, but regional markets like Odisha offer untapped potential. Moreover, with the increasing penetration of internet and smartphones in Tier two and Tier three cities, more people from Eastern India are coming online.
The OTT space in India has already shown that regional content is key to its future growth. We see ourselves as pioneers in delivering high-quality, original content that taps into this unmet demand.
In terms of opportunity, we are not just talking about Odisha but a global market. Many from the Odia diaspora crave content that connects them back to their roots, and platforms like AAONXT are designed to serve that need. Regional OTT platforms have proven that content can drive strong emotional connections, and that’s exactly our strength.
We are not just another OTT player; we are curating content that resonates on a personal level with millions of people who have been underserved by mainstream platforms.
Q. So far, what traction has the platform received since launch?
Since our launch in 2020, AAONXT has seen a remarkable trajectory of growth. We’ve successfully built a dedicated user base that appreciates the regional content we bring to the table. In terms of numbers, we’ve surpassed a subscriber base of 50,000 as of 2022, and this figure continues to grow steadily. The response has been phenomenal, especially with the release of our original film ‘Four’.
In terms of our content library, we’ve been able to amass over 700 short films from across the globe and more than 400 Telugu and Tamil films. The diversity in our library ensures that we cater to all types of viewers, from short dramas and thrillers to animation and Odia classics. Our original content slate has particularly struck a chord with younger audiences who are looking for fresh, relatable stories that reflect the nuances of Odisha’s culture and contemporary society.
From a business standpoint, we hit a revenue mark of Rs 5 crore in 2022, and we are on track to achieve a target of Rs 15 crore in 2023. What’s driving this growth is the balance between our strong content pipeline and the tech infrastructure we’ve built, offering a seamless, personalised viewing experience. Moreover, we’ve been able to strike strategic partnerships with production houses and studios, ensuring a consistent flow of content to keep our audience engaged.
The traction we’re getting isn’t just about numbers; it’s about how deeply our content resonates with viewers. It’s extremely satisfying to see people talking about AAONXT as a platform that truly brings the Odia culture to a global audience. And with this strong foundation, we’re only set to expand further.
Q. What is the business model, and what is the challenge in terms of profitability? What are the goals in this regard?
AAONXT operates on a hybrid business model, incorporating both SVOD (Subscription Video on Demand) and AVOD (Ad-supported Video on Demand). This dual approach helps us serve diverse audience segments—those willing to pay for premium, ad-free experiences and those who prefer free content with ads. Our goal is to find a balance between these two models to maximize revenue while maintaining user satisfaction.
One of the challenges in terms of profitability is content production costs, which are quite high, especially when you focus on original, high-quality content like we do. Additionally, there is always the issue of customer acquisition costs. Attracting subscribers in a region where people are accustomed to free content is no small feat. That’s why we continuously refine our user acquisition strategies through marketing, partnerships, and leveraging social media platforms to expand our audience.
Our profitability goals are tied closely to scaling the platform. With a focus on both expanding our subscriber base and increasing ad revenues through AVOD, we aim to achieve profitability by the end of the next fiscal year. Our revenue growth—hitting Rs 5 crore in 2022 and projected to reach Rs 15 crore in 2023—shows we are on the right track. As we grow, economies of scale in content production and distribution will help boost profitability.
Q. How is the company fulfilling its promise of linguistic diversity and expanding the content library?
Linguistic diversity is at the heart of AAONXT’s mission. Our platform was specifically designed to celebrate Odisha’s rich linguistic and cultural heritage, making sure that Odia content finds a global audience. We’ve started with a strong focus on Odia, but our long-term vision is to include content in other Eastern Indian languages like Bengali and Assamese. This will not only expand our linguistic offering but also attract a broader regional audience.
In terms of our content library, we already have a solid foundation with over 700 short films and more than 400 Telugu and Tamil films. We’re continually investing in producing and acquiring fresh content across various genres—whether it’s original web series, feature films, or documentaries. Our strategy is to focus not only on quantity but also on the quality and relevance of the content to our audience. We are also exploring co-production deals and partnerships with independent filmmakers to grow our library while maintaining a steady flow of original content.
Q. What kind of content works better on AAONXT? Movies or TV shows?
Both movies and web series have their own appeal on AAONXT, but we’ve seen that web series tend to generate higher engagement, especially among younger audiences. Series offer a longer, more sustained form of storytelling, which keeps viewers hooked and coming back for more. For example, our original series ‘Four’, really captured the audience’s attention due to its unique storytelling and strong character arcs.
That said, feature films also perform well, especially when tied to Odia cultural themes or classic genres. Our library of regional films, both short and full-length, draws in a more diverse audience, including older viewers who might be more inclined toward traditional cinema. However, web series—particularly those in the drama and thriller categories—are the dominant format in terms of both engagement and viewership on our platform.
Q. Is a hyper-localised content strategy going to be important for the OTT industry to grow?
Absolutely. A hyper-localised content strategy is critical for the growth of the OTT industry, especially in a country as diverse as India. The Indian market is not monolithic; it’s a mosaic of different languages, cultures, and regional preferences. As more people in Tier two and Tier three cities come online, there is a massive demand for content in regional languages that reflects local stories, traditions, and values.
Platforms that focus on hyper-localized content are the ones that will truly unlock the next wave of growth in the OTT space. AAONXT is a perfect example of this, where we’ve chosen to focus on Odia content, catering to a niche but highly engaged audience. By doing so, we’ve been able to carve out a space for ourselves in a market dominated by larger, pan-Indian platforms.
In the future, I believe hyper-local content will not just be a strategy; it will be a necessity. As internet penetration increases and more consumers from diverse regions start using OTT platforms, the demand for regional and local content will far outstrip the current supply. Platforms that can localise their content offering while maintaining high production quality will be best positioned to succeed in this evolving landscape.
Q. Could you shed light on the partnerships that the platform has with production houses?
At AAONXT, partnerships with production houses are crucial for enriching our content library and maintaining a steady flow of high-quality, original content. We collaborate with a variety of local and regional production houses that focus on creating Odia and Eastern Indian content, which aligns with our platform’s hyper-localized content strategy. These partnerships allow us to co-produce web series, short films, and feature films that resonate with our target audience.
By working closely with regional filmmakers and production studios, we not only ensure a continuous pipeline of new releases but also support the regional film industry. This collaboration helps us produce content that is authentic, culturally relevant, and reflective of the local ethos. We’re also exploring partnerships with filmmakers from other Eastern Indian regions, such as West Bengal and Assam, to broaden our content offerings in languages beyond Odia.
Q. On the distribution side, what deals are in place with telcos and content aggregators for reach? Which are the key markets being targeted?
Distribution partnerships are vital for ensuring AAONXT reaches a broad audience. We’ve formed strategic alliances with several telcos and content aggregators, enabling us to integrate our platform into their content ecosystems. For instance, we’ve partnered with regional cable operators and DTH providers, giving us direct access to homes where people prefer localized entertainment.
Additionally, tie-ups with telecom companies help us leverage bundled data and subscription packages, making our content accessible at an affordable rate to a wider user base. This is particularly important in Tier two and Tier three cities, where internet penetration is growing, and there’s a significant demand for regional content.
Our key target markets include Odisha, West Bengal, Assam, and other Eastern Indian regions. However, we’re also focusing on the Odia-speaking diaspora globally, particularly in the U.S. and the Middle East, where there is strong interest in culturally resonant, local-language content.
Q. What role is AI playing in helping AAONXT offer a user-friendly experience and also in making content decisions?
Artificial Intelligence (AI) is becoming a cornerstone of AAONXT’s platform, playing a crucial role in both enhancing user experience and guiding content strategy. On the user experience side, we employ AI-driven algorithms to personalise content recommendations based on viewing history, preferences, and behaviour patterns. This ensures that users are presented with content that aligns with their tastes, increasing engagement and reducing churn.
AI also plays a significant role in optimising the platform’s interface by analysing user interaction data to make the app more intuitive and easier to navigate. By predicting which type of content a user might prefer next—whether it’s a short film, series, or movie—we can curate personalized playlists that improve user retention.
When it comes to content decisions, AI helps in understanding what type of content is resonating with different demographics. By analysing viewing trends, social media interactions, and regional preferences, AI provides insights that inform our future content production and acquisition strategies. For example, if we notice a spike in demand for crime dramas, we can prioritize producing or acquiring more of that genre.
Q. For the festive season, what marketing tactics will AAONXT employ to get its share of voice?
For the upcoming festive season, our marketing strategy will focus on driving engagement and subscriber growth through a mix of digital marketing, partnerships, and localised promotions. We’ll be launching targeted campaigns on social media platforms like Instagram, Facebook, and YouTube, leveraging festive themes to create buzz around our content lineup.
We are also planning exclusive content drops during the festive season—special web series, movies, and short films themed around Diwali and Durga Puja. This will be accompanied by limited-time subscription offers and discounts to encourage new users to sign up.
On the partnerships front, we’ll be collaborating with e-commerce platforms and digital payment providers to offer bundled deals. For instance, when users make purchases on partner platforms, they could get a free or discounted AAONXT subscription as part of the festive offer.
Additionally, we’ll use influencer marketing and tie-ups with local celebrities to amplify our presence during the festive period, reaching audiences through trusted voices in the region.
Q. Could you talk about the role of influencer marketing for AAONXT?
Influencer marketing is a critical element of AAONXT’s promotional strategy, especially given the platform’s focus on regional content. By partnering with influencers who have strong followings in Odisha and other Eastern Indian regions, we’re able to tap into hyper-localised, niche audiences that might not be reachable through traditional marketing channels.
We collaborate with influencers from different spheres—local actors, directors, and social media personalities—who not only help promote our content but also add a layer of authenticity to our brand messaging. For example, when an influencer shares behind-the-scenes footage from one of our web series or reviews a new release on their platform, it drives organic engagement and builds trust with their followers.
Going forward, we aim to deepen our influencer marketing efforts by on-boarding influencers who resonate with different regional markets as we expand our content library into Bengali and Assamese. This will allow us to maintain a strong local connection, even as we grow our reach across Eastern India.
