With the phenomenal growth in mobile data usage in India over the years, it’s certain that video consumption has played a huge role in this.
Which is why, every now and then we’re intrigued to know what users prefer watching and which of the popular platforms they like streaming.
Lucky for us, Counterpoint has come out with a detailed survey-based research which has been designed after speaking to over 4,000 users from across 25 cities in the country. Here’s a detailed look at what and how consumers are streaming videos in the country these days.
As you can see, the streaming segment has expanded over the past 12 months, with a variety of local players entering the fray. It doesn’t come as a surprise to us that most of the consumption is happening from salaried employees, followed by students and then housewives.
It’s interesting to see the inclusion of housewives in this list, who’re gradually becoming active participants of the streaming community, all due to the easy access to a mobile phone.
Most people are using smartphones to stream content, whether it is sitting at home, or travelling in metro or cab. Their preferred mobile network to stream has been Reliance Jio, followed by Airtel and then Vodafone Idea.
This is most likely to do with attractive data plans from Jio, which offers three months of usage and heavy data bandwidth on offer.
Key Findings About OTT Platforms in India
- Hotstar scores top marks with focus on cricket and shows like Game of Thrones but most on the platforms are non-paying users
- Netflix and Amazon Video are popular in metros with 65 percent users of them belonging to top five cities
- Most female users prefer watching content on Voot
Over 59 percent of users among 25 to 35 years watch Alt Balaji
Eros Now has over 59 percent users in Tier II and III cities
How Much Content Streamed?
This graph illustrates Hotstar has a lead over every other streaming platform, when it comes to duration of content users are watching. 40 percent of users surveyed like watching Hotstar for over three hours in a week. While Eros Now gets the highest votes from users, if they want to binge stream something for over 20 hours in a week.
Sony LIV also makes its mark with a mix of sports and regional TV content available for users across different age groups.
These readings are interesting in the sense, Eros Now, is also the most popular app consumed on smart TVs in the country. This is the same app which will be available on Apple TV+ premium streaming service, which launches before the end of this year.
There’s a lot happening in this space right now, and with entry of a few more platforms like MX Player and Viu among others, the pattern of user consumption is likely to evolve in the coming years.
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