It seems that TV
viewing in India has finally moved online as people are moving online to watch
their TV shows. According to the recent survey, the percentage of consumers in
India who prefer watch TV shows on television sets has plummeted by 78% over
the past years. The number of people who prefer to watch TV shows on television
sets have declined to just 10% from 47% a year earlier.
This signals an increasing shift in the digital
video market consumer behavior. The survey further said that consumers
increasingly prefer to watch TV shows on devices such as laptops, smartphones
and desktop personal computers.
Around 42% would view the TV shows on laptops or
desktops from 32% last year. While 13% said that they prefer to watch their TV
shows on their smartphones from 10% last year. Besides this, the report said
that smartphone has nearly doubled to 41% in 2017 from 23% in 2014 in
preference for watching video clips.
A reason why content creators from TV broadcasters
to VOD/OTT players and production houses have come out with their own digital
media platform. Broadcasters include Hotstar, Ozee, Voot and SonyLiv.
Production houses such as Eros has its own platform ErosNow and even Balaji
entered recently with Balaji Alt. Other VOD platforms include YuppTV, NextG TV,
VuClip, Spuul, Hooq, among others.
Report states that
over the past one year there is surge in the launch of over-the-top services
both, by global and Indian media and entertainment companies. The ever-increasing
penetration of the internet mainly through mobile, backed by WiFi and broadband
has helped this wave. This coupled with high-quality content hosted by the
content providers has enticed the Indian consumers to view varied content both
live broadcast and video-on-demand (VOD) on different devices.
Regional
digital content growth exponential
While people are moving to digital mediums for the
TV shows in India, regional content consumption has increased significantly in
the country. According to Ernest & Young (EY) report, currently 45% of the
users used to consume regional language-based content. In 2018 it is expected
that 70-90% Indian's online will not speak English and less 1% use it as a
primary language.
The Report Further states that the next wave of
growth in India’s internet population is expected from tier II and tier III
cities, where wireless mobile internet shall play a pivotal role thus enabling
the growth of vernacular and regional content.
The preference of the Indian consumers towards
vernacular and regional language content is constantly on the upswing, with 93%
of the time spent on videos in Hindi and other regional languages, it added.
While 63% content consumption in terms of time spent is 63%, 30% is of other
regional language and only 7% of English is consumed.
Eyes
on the high revenues
This means that digital media players should
consider aggregating or producing vernacular content to capture the next set of
users.
Some of this can already be seen many
video-on-demand (VOD) players in India including Netflix and Amazon Prime Video
have started to invest in creating digital content in India in Hindi and other
regional languages. Both Netflix and Amazon Prime Video have set aside Rs 2,000
crore each for acquiring content to attract customers, according to recent
reports.
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