Pocket Aces’ infotainment channel Nutshell reaches milestone; registers 4x growth

Mumbai: Pocket Aces’ newest channel, Nutshell, which focuses on non-fiction infotainment content, has garnered one million followers on Instagram and is now open for brand collaborations. The channel has been steadily growing across platforms with a highly engaged audience that consists of a healthy mix of millennials and Gen-Z from metro tier I and tier II cities, clocking in an average of 42 million viewers a month.

Launched in November 2019, Nutshell is India’s fastest-growing non-fiction infotainment channel that provides research-based stories aimed at feeding curious minds.

Nutshell’s strategy focuses on leveraging this demand for knowledge by building deep communities in interest categories such as history, geo-politics, personal finance, start-up culture, and sexual health and wellness, and becoming the go-to destination for informational videos and discussions around these categories.

Speaking about the success, Nutshell channel head Andre Borges said, "Over the last few months, we have been testing the market to clearly understand what audiences need and want to watch. We have thoroughly embedded Nutshell within communities of people in these interest categories, allowing the channel to have access to a lot of data about what the audiences are thirsty for. After scaling Instagram, scaling our content and subscribers on YouTube and Discord is next for us."

Pocket Aces business head of D2C content Rayvanta Kumar said, "At Pocket Aces, we have already built large GEC channels such as FilterCopy and Dice Media, and one vertically focused channel in Gobble. Infotainment is a huge vertical globally and works amazingly for Indian audiences who love sharing information with their families and friends. We get to use our playbook of the community approach even more deeply here, and that means we are creating a hyper-engaged set of audiences. To give advertisers access to these audiences, we are now opening brand partnerships on Nutshell, and have already worked with some early partners such as Amazon Prime, Deserv, Edufund, Basis, Wint Wealth, etc."

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