India’s digital video universe hits 350MN | Media Analysis | Business
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India is now home to 250 million online video viewers and 100 million over-the-top (OTT) viewers, according to a new report by the Mobile Marketing Association (MMA) and Group M India.
Content hub byZee 4Dec2018
The country’s consumption of video is predicted to involve 75% of internet users by 2021, from 49% in 2016, with entertainment already being one of the top three internet activities for both rural and urban internet users.

OTT players are providing a mix of original local and international content to entice new audiences and increase viewing time. While quality content from Indian YouTubers has also aided the increase of video viewing in India, researchers found.

The number of video-capable devices and connections in India is expected to grow 2.2% between 2016 and 2021, to reach 800 million. Being a mobile-first market, the average time spent in viewing video content is higher than the global average.

Globally, people spend an average of 45 minutes daily on their smartphones to watch videos, while Indians spend, on average, 50 minutes daily viewing content on their smartphones, according to the Mobile Ecosystem and Ad-Sizing Report.

Most of India’s domestic OTT players provide content from their TV channels, which has proved popular, while streaming sports in real-time has also driven audience levels. Star’s digital platform Hotstar , for example, saw huge growth in its IPL viewing figures. Mobile is increasingly becoming the preferred screen for catch-up viewing when compared to a TV screen, the report added.

Subscription video-on-demand (SVOD) services are becoming increasingly popular too, as the quality of local content improves.

In terms of social media, the report found that while watching TV, 86% of viewers also interact with Facebook and 66% with Twitter. Live streaming is also starting to come of age.

As a result, opportunities abound for video advertising, where brands can not only leverage made-for-TV content on Indian platforms such as Hotstar, Voot, and ZEE5 but also from consumer-created content like vlogs, Snapchat stories, Instagram stories, periscope live feed or Facebook live video.

“Integrated planning helps marketers to know their user’s consumption habits both, on offline and online media. With mobile integrated, you can also have more in-depth tracking of your campaign that is beyond reach and talks about clicks, visits, and engagement etc. Further, retargeting your customers and lookalikes on varied digital platforms for your consecutive campaigns,” said the report.