Top platforms (OTTs) have completely changed the way content is consumed. The place to watch an appointment on television is found anytime, anywhere on video streaming apps.
When it comes to content, Indian audience likes regional content on OTT platforms according to a recent study titled Indian OTT Platforms 2019.
The study by MICA, along with Ahmedabad-based startup Communication Crafts, on the analysis of data shared by Com, Cork, highlights the trends observed in the Indian OTT platform market. Time on video streaming apps in countries such as India, Australia, Thailand, Indonesia and South Korea has increased by 140 percent in 2019. In terms of gender differences, the number of male viewers was much higher than the number of female viewers on OTT platforms.
The Netflix logo is seen in his office in Hollywood. Picture: Reuters
According to ABI Research, the worldwide over-the-top (OTT) video market will continue to grow at a rapid pace and will generate an OTT market with a compound annual growth rate (CAGR) of 10 percent by 2022. Largely $ 51.4 billion. There are around 20 OTT platforms in India, ranging from Bollywood and Hollywood movies to TV shows to animation to regional content.
The increase in per capita mobile data consumption has led to more time spent viewing online content. Semi-urban and rural areas have now come out of the dark areas of the Internet and the consumption of regional language content on OTT platforms has increased due to cheaper data plans. New players in regional content include Hoichoi, Ulu, MX Players among the more established players such as YouTube, Netflix, Amazon Prime and Hotstar.
Information on regional material consumption:
- According to Google, 97 percent of the content consumed on YouTube is in regional languages. The report noted that 60 percent of watch time on YouTube occurs outside of six metro areas.
- Hoichoi (an all Bengali content streaming platform) saw an 85 percent increase in traffic from 76K total unique visitors in March 2018 to 140K in March 2019.
- Viral Fever has jumped 154 percent in total unique viewership from April 2018 to March 2019.
Insights on gender-wise consumption patterns:
- For Netflix, 72 percent of unique visitors in March 2019 were male, with ages 15–24. Interestingly, Netflix saw more traction among older female viewers; The 35+ age group made up the largest share of visitors, followed by 25–34.
- ZEE5 has more or less similar viewership with 56 percent male and 46 percent female viewers in March 2019
- For Airtel TV, 74 percent of the unique visitors in March 2019 were male, roughly in the 15-24 bracket.
According to the report, there is a gender-wise breakup of OTT platforms popular in the 15-24 age group for March 2019.
|Amazon Prime||7.35 million||2.35 million|
|Hotstar||36.13 million||16.65 million|
|YouTube||71.68 million||33 million|
|Netflix||5.33 million||1.1 million|
|Airtel||4.7 million||920 Thousand|
|Alt Balaji||1.42 million||385 Thousand|
“Global trends in the region are rooted in digital changes – a new technology, equipment, and platforms, increasingly driven by diverse consumer preferences locally and worldwide. Local language-specific and culturally appropriate content is a great creative and business opportunity for innovations, and Drs. Preeti Shroff, Dean, Maika said that the wide use of digitally enabled platforms relevant to a diverse audience connects to different parts of the world.
The editor of the Indian OTT platform report, Drs. Darshan Trivedi said, “Through this report, we have tried to showcase the changing ecosystem of OTT in the media and entertainment sector in India and the opportunities awaiting content creators and platforms. The largest global players have understood regional tastes and hence upcoming platforms are becoming regional. As far as the rules are concerned, the coming 12 months are going to be exciting. Self-regulatory framework is the best for the world’s largest democracy. “