In what comes as a surprise finding, YouTube has emerged India’s favourite streaming platform, in Ormax Media’s annual OTT Audience Report 2019 published by Film Companion. YouTube also leads the pack in a number of measures including the number of people who have watched content on a platform at least once in the last month.
In terms of market share of various streaming platforms, the report refers to Hotstar, Netflix, Amazon Prime Video and YouTube as ‘the big 4’ as they are on top in ‘Unaided Awareness’. This refers to these four platforms being the top names taken by people when asked to name an OTT platform.
Also, unlike majority’s perception, solo consumption (82%) exceeds any sort of co-viewing and the dominant medium of streaming content are mobile phones and not laptop or TV.
In another surprise finding, India’s streaming audience stands at 76.5 million. This was defined by including the number of people above the age of 15 who watch online videos for at least two hours a week and use at least one OTT platform
In terms of language preferences for consuming digital content, Hindi at 62% was the main language, while English makes up for a mere 22% followed by Tamil (4%), Telugu (5%) and others (7%). In demographics, male viewers are the predominant audience for content with a huge 66%, while the majority of streaming audiences are under the age of 30.
Taking into account 10,000 people across 73 cities, Ormax Media’s report claims to be India’s largest OTT audience research exercise.
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