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Bollywood On Demand: Bringing the Best of Indian Entertainment to Every Device

Spuul is an online video streaming service that provides premium Indian entertainment content. The online streaming portal has been attracting a loyal fan base around the world since its launch in 2012. Spuul provides free, ad-supported videos as well as paid content through subscriptions and video-on-demand titles. In addition, Bollywood movies and TV shows are available through its apps for iOS, Facebook and Android. Viewers also have the option to stream Spuul content directly from their Android devices to television screens with Google Chromecast.

Growing Pains

To cater to its fast-growing subscriber base, Spuul began rapidly expanding its content programming choices. Most of its users were from India, but the company soon found itself addressing a global user base of both the Indian diaspora and Bollywood film buffs from around the world, including fans in the United Kingdom, United States, Australia and Singapore.

With 80 to 85 percent of its customers consuming content on their mobile devices, Spuul also faced the challenge of delivering growing volumes of high-quality files to a long list of new devices.

Brightcove’s Zencoder offered Spuul a cloud-based transcoding solution that would provide instant scale and future-proofing against today’s array of interconnected devices.

Using Brightcove’s Zencoder Solution

To meet the challenges head-on, Spuul leveraged the developer-focused flexibility of Zencoder’s API to integrate the service quickly to its existing workflow processes and optimize its transport stream. As a result, Spuul found it easy to commercialize its huge library of consumer content to support its speed-to-market initiatives. Assets are ready to go live within a short period of time with maximum efficiency and minimal disruption to existing workflows.

Zencoder’s cloud infrastructure provides Spuul with a low total cost of ownership for media service deployment and a predictable cost model by eliminating the need for large, upfront and idle investments, in addition to long-term maintenance considerations.

Lastly, Zencoder proved to be an extensible tool to increase customer engagement. As the company expanded its reach to Panasonic TV, Samsung TV, LG TV and Google TV, Spuul leveraged Zencoder to support its multi-device strategies and future-proof against new devices and additional bit rates.


Whether streaming content to iOS, Android-connected TVs, set-top boxes or other devices, Zencoder meets Spuul’s criteria in terms of its ability to quickly and reliably accommodate the demands of transcoding large movie files, in addition to being easy to deploy, easy to manage and keeping overhead costs low. Zencoder scaled to match Spuul’s encoding demand as their library grew and enabled Spuul to support the latest video streaming standards and guarantee exceptional video experience on all devices.