comscore 10 emerging trends from India's online video consumption boom
News

10 emerging trends from India's online video consumption boom

OTT services are growing but social media networks continue to be the most popular video platforms

video-streaming-stock-image

With deeper penetration of smartphones, faster internet speeds, a wide range of content offerings, and an increasingly younger audience that is craving for more, digital video is the hottest thing right now. However, little is known about how India watches video on the internet. What videos are most-watched? Where is most of the audience likely to watch a video? How much are they watching? And so on Also Read - Pakistan blocks Facebook, Twitter and other social media apps until 3 pm

Also Read - 5 best Reliance Jio prepaid recharge plans with free Disney+ Hotstar to watch IPL 2021 livestream

Also Read - Beware of these common Facebook scams, know how to spot and avoid them

We scanned through an exhaustive report on the online video landscape in India in the period between Jan. 2016 and Jan. 2017 and arrived at 10 trends that highlight India s online video-viewing habits. The report a combined effort of IMRB, Kantar Media and Culture Machine samples audiences from across geographies, genders and socio-economic classes.

Rise of social video, especially on Facebook

With Facebook and YouTube being the two most popular social networks in India, social video consumption has grown by leaps and bounds. Facebook and YouTube account for 47 percent and 42 percent of overall videos watched online, respectively. The remaining 11 percent belong to OTT services such as Hotstar, Netflix, Amazon Prime Video, Jio TV and VOOT. The average Indian user is watching 8.5 hours of video content every month on Facebook and YouTube put together.

Generally, there is more video content available on Facebook. To be specific, about 60 times more than what was available three years ago. Plus, Indian users frequency of accessing Facebook is 2.5 times more than that of YouTube. Also the fact that FB videos are native that can be viewed by simply scrolling through the Newsfeed (and not by having to click a separate link) has helped. ALSO READ: Inside Mark Zuckerberg s plan to make Facebook video-first

Short, crisp videos perform better

Those tasked with the creation of online videos are often unsure about the perfect length of an offering: Should it be a webisode? Should it be a short? Or should it be an Insta-length video capped under a minute? What is that sweet spot which ensures that the message gets across and the audience doesn’t lose attention either?

As it turns out, Indians prefer shorter, crisper videos as opposed to the longer ones. The under-10 minute videos are hugely popular with 85 percent of the internet audience viewing them. Anything longer than that, the user is likely to scroll past.

Mobile data used more than Wi-Fi

This is what makes India inherently different from the rest of the world. And this is precisely the habit that Mukesh Ambani s Reliance Jio is milking. 65 percent of the audience is watching videos over mobile data.

In the West, there is a 50:50 split between Wi-Fi and mobile data. However, in India, the gap could widen further. With the advent of Jio, mobile data has become inexpensive across the board. This is fuelling consumption that is likely to go up to 7 GB per month per user by 2021.

Comedy / Entertainment is the most popular genre

This isn t much of a surprise. More than 50 percent of the video content consumed on Facebook and YouTube is comedy and entertainment. A recent report by Google reveals that this category is growing 100 percent year-on-year. AIB, TVF and Vir Das are the most popular YouTube stars in the genre.

“Generally, entertainment content across region and genres is the highest in demand, since it can deliver audiences while also fitting brands well,” says Sameer Pitalwalla, Co-founder & CEO, Culture Machine [a digital content creation company that works with brands across industries].

A host of artistes and performers leverage digital video platforms to put out their content to a global audience. Quite often, fringe artistes are discovered on social media before they go on to become big, mainstream stars. AIB is the best example. ALSO READ: AIB, TVF are audience favourites, Youtube stats show

Women are more avid viewers than men

An avid viewer is defined as someone who watches more than the average. For YouTube and Facebook, 11 hours of content consumption per month is considered avid viewing, while 8.5 hours is average viewing. Interestingly, women are 30 percent more avid viewers than men on YouTube, and 37 percent on Facebook. And ‘women’ as a content-genre is also growing, says Pitalwalla.

Hindi videos are the most-watched ones

While the social media world often breaks into a fight over the cultural supremacy of Hindi and whether that is even right, Hindi continues to be the most consumed language when it comes to online videos. Hindi videos recorded 20,550 million views in the last year across platforms. Telugu was the second-best with 12,567 million views.

Film, comedy and animation are the most-watched categories in Hindi videos. Given the popularity of Bollywood content online, it is hardly surprising that Hindi videos lead the rest. And even regional language films dubbed in Hindi secure a lot of viewership. Goldmines Telefilms, a company which does exactly that, notched up 515 million video views last year.

Average money spent on subscription

While Facebook and YouTube videos are free, Indians are slowly warming up to paid OTT services like Netflix, Amazon Prime Video, and even Hotstar (which operates on a freemium model). There are 24 million OTT users in India. Currently, the average amount spent in a month for paid content is Rs 255. The market for OTT subscription is estimated to grow to 4,000 crore by 2020.

The need for high quality video is driving subscriptions. About 80 percent of the users who have upgraded to a paid plan did so for a better viewing experience. The other factors making paid content popular are ease of access (offline viewing/downloads) and wider content choice. ALSO READ: Reliance Jio subscribers get free access to Hotstar premium subscription worth Rs 199 per month

Weekday-versus-weekend viewing

One would tend to believe that weekends are when people binge-watch videos. But India is a different story. Online video-viewing across platforms significantly drops over the weekends as opposed to weekdays (nights). 89 percent of the audience tunes in on weekdays compared to 65 percent on weekends.

Viewership is low at the start of the day; it slightly takes off between noon and 3 pm and then finally peaks between 8 pm and midnight. This means that people are turning to online videos to take a break from work as well as relax when they reach home after work. Surely the popularity of YouTube at workplaces is evidence.

Hotstar is the most popular OTT service

Hotstar has fully leveraged its first-mover advantage. The homegrown service which launched in early 2015 is the most downloaded, most accessed (7 hours a month), and most heard of video streaming service in the country, ahead of global giants like Netflix and Amazon Prime Video, and later domestic entrants like Jio TV, VOOT, Eros Now, and so on. It has penetrated to SEC D viewers too, claims the report.

One of the things that made Hotstar so popular is live sport that is missing on other platforms. Sports, in fact, is the most viewed genre on Hotstar. Comedy and talk shows are the next most popular categories. 8 out of 10 OTT video viewers have accessed Hotstar at least once. And 75 percent of Hotstar users are paid subscribers. ALSO READ: Hotstar named Apple TV s app of the year in India with 130 million downloads

Netflix remains a large-screen phenomenon

While it’s mobile that is driving the online video boom in India, premium services such as Netflix have remained exactly that premium, mostly preferred by the affluent class, and largely viewed on laptops / desktops or TV screens.

Netflix provides 4K HDR video quality which is best viewed on the large screen, thus limiting its reach for mobile video viewers which dominate the internet audience. The dearth of live content also adds to this phenomenon. No user is compelled to watch Netflix in transit.

For the latest tech news across the world, latest PC and Mobile games, tips & tricks, top-notch gadget reviews of most exciting releases follow BGR India’s Facebook, Twitter, subscribe our YouTube Channel.
  • Published Date: June 1, 2017 8:00 AM IST
  • Updated Date: June 1, 2017 8:50 AM IST



new arrivals in india

Samsung Galaxy F02s
Samsung Galaxy F02s

8,999

Samsung Galaxy F12
Samsung Galaxy F12

10,999

POCO X3 Pro
POCO X3 Pro

18,999

Realme 8 Pro
Realme 8 Pro

17,999

Realme 8
Realme 8

14,999

Vivo X60 Pro Plus
Vivo X60 Pro Plus

69,990

Vivo X60 Pro
Vivo X60 Pro

49,990

Vivo X60
Vivo X60

37,990

OnePlus 9 Pro 5G
OnePlus 9 Pro 5G

64,999

OnePlus 9R 5G
OnePlus 9R 5G

39,999

OnePlus 9 5G
OnePlus 9 5G

49,999

Samsung Galaxy A72
Samsung Galaxy A72

34,999

Samsung Galaxy A52
Samsung Galaxy A52

26,499

Micromax In 1
Micromax In 1

10,499

Asus ROG Phone 5
Asus ROG Phone 5

49,999

Samsung Galaxy M12
Samsung Galaxy M12

10,999

Motorola Moto G30
Motorola Moto G30

10,999

Motorola Moto G10 Power
Motorola Moto G10 Power

9,999

Oppo F19 Pro Plus 5G
Oppo F19 Pro Plus 5G

25,990

Oppo F19 Pro
Oppo F19 Pro

21,490

Xiaomi Redmi Note 10 Pro Max
Xiaomi Redmi Note 10 Pro Max

18,999

Xiaomi Redmi Note 10 Pro
Xiaomi Redmi Note 10 Pro

15,999

Xiaomi Redmi Note 10
Xiaomi Redmi Note 10

11,999

Realme Narzo 30A
Realme Narzo 30A

8,999

Realme Narzo 30 Pro
Realme Narzo 30 Pro

16,999

Infinix Smart 5
Infinix Smart 5

7,199

Samsung Galaxy F62
Samsung Galaxy F62

23,999

Samsung Galaxy A12
Samsung Galaxy A12

12,999

Nokia 5.4
Nokia 5.4

13,999

Nokia 3.4
Nokia 3.4

11,999

Realme X7 Pro 5G
Realme X7 Pro 5G

29,999

Realme X7
Realme X7

19,999

Vivo Y31
Vivo Y31

16,490

Oppo Reno5 Pro 5G
Oppo Reno5 Pro 5G

35,990

Samsung Galaxy S21 Ultra 5G
Samsung Galaxy S21 Ultra 5G

1,05,999

Samsung Galaxy S21 Plus 5G
Samsung Galaxy S21 Plus 5G

81,999

Samsung Galaxy S21 5G
Samsung Galaxy S21 5G

69,999

Vivo Y12s
Vivo Y12s

9,990

Vivo Y51A
Vivo Y51A

17,990

Samsung Galaxy M02s
Samsung Galaxy M02s

8,999

Xiaomi Mi 10i
Xiaomi Mi 10i

21,999

Oppo A15s
Oppo A15s

11,490

Tecno Spark 6 Go
Tecno Spark 6 Go

8,499

Vivo V20 2021
Vivo V20 2021

24,990

Vivo Y20A
Vivo Y20A

11,490

Xiaomi Redmi 9 Power
Xiaomi Redmi 9 Power

11,999

Motorola Moto G9 Power
Motorola Moto G9 Power

11,999

Motorola Moto G 5G
Motorola Moto G 5G

20,999

Vivo V20 Pro
Vivo V20 Pro

29,990

Xiaomi Mi 10T
Xiaomi Mi 10T

35,999

Xiaomi Redmi 9i
Xiaomi Redmi 9i

8,299

Xiaomi Mi 10T Pro
Xiaomi Mi 10T Pro

39,999

Infinix Hot 10
Infinix Hot 10

9,999

Vivo V20 SE
Vivo V20 SE

20,990

Vivo V20
Vivo V20

24,990

Micromax In 1b
Micromax In 1b

6,999

Micromax In Note 1
Micromax In Note 1

10,999

OnePlus 8T
OnePlus 8T

42,999

Samsung Galaxy F41
Samsung Galaxy F41

15,499

Apple iPhone 12 Pro Max
Apple iPhone 12 Pro Max

1,29,900

Apple iPhone 12 Pro
Apple iPhone 12 Pro

1,19,900

Apple iPhone 12 Mini
Apple iPhone 12 Mini

69,900

Apple iPhone 12
Apple iPhone 12

79,900

Poco X3
Poco X3

16,999

Realme Narzo 20A
Realme Narzo 20A

8,499

Realme Narzo 20
Realme Narzo 20

10,499

Realme Narzo 20 Pro
Realme Narzo 20 Pro

13,999

Oppo F17
Oppo F17

16,990

Samsung Galaxy M51
Samsung Galaxy M51

22,999

Poco M2
Poco M2

10,999

Oppo F17 Pro
Oppo F17 Pro

22,990

Realme 7 Pro
Realme 7 Pro

19,999

Realme 7
Realme 7

14,999

Xiaomi Redmi 9A
Xiaomi Redmi 9A

6,799

Vivo Y20
Vivo Y20

12,990

Xiaomi Redmi 9
Xiaomi Redmi 9

8,999

Nokia 5.3
Nokia 5.3

13,999

Motorola Moto G9
Motorola Moto G9

11,499

Realme C15
Realme C15

9,999

Realme C12
Realme C12

8,999

Samsung Galaxy Note 20
Samsung Galaxy Note 20

77,999

Xiaomi Redmi 9 Prime
Xiaomi Redmi 9 Prime

9,999

Oppo Reno4 Pro
Oppo Reno4 Pro

34,990

Samsung Galaxy M01 Core
Samsung Galaxy M01 Core

5,499

Realme 6i
Realme 6i

12,999

Asus Rog Phone 3
Asus Rog Phone 3

46,999

OnePlus Nord
OnePlus Nord

24,999

Infinix Smart 4 Plus
Infinix Smart 4 Plus

7,999

Xiaomi Redmi Note 9
Xiaomi Redmi Note 9

10,999

Samsung Galaxy M01s
Samsung Galaxy M01s

9,999

Vivo X50 Pro 5G
Vivo X50 Pro 5G

49,990

Vivo X50 5G
Vivo X50 5G

34,990

Realme C11
Realme C11

7,499

Poco M2 Pro
Poco M2 Pro

13,999

Realme X3
Realme X3

24,999

Realme X3 SuperZoom
Realme X3 SuperZoom

27,999

Tecno Spark Power 2
Tecno Spark Power 2

9,999

Oppo A12
Oppo A12

9,990

Oppo A52
Oppo A52

16,990

Samsung Galaxy A21s
Samsung Galaxy A21s

15,999

Best Sellers