India Ott Report From Dentsu
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The following is the India Ott Report From Dentsu recommended by recordtrend.com. And this article belongs to the classification: Internet TV, research report, Network video.
Dentsu released the India Ott report. The study was conducted among 570 respondents in Indian cities, including the top eight metropolises, with 78.5% of the sample classified as generation Z and 21.5% as Millennials. More than half, 52.2% of the respondents were women, and 36% were employed.
Ott platform is dominant among millennials and generation Z audiences in Indian cities. During the blockade, streaming media was the most popular form of entertainment among generation Z and millennials, with 70% of respondents watching video on demand (VOD) and only 20% of respondents like playing games.
Nearly 49% of Indian young people spend 2-3 hours a day watching movies, while millennials and generation Z spend an average of 4 hours watching Ott video content every day. On average, people subscribed to three new streaming platforms during the blockade, according to the report.
Although the number of new Ott subscriptions purchased during the period of the blockade surged in India, the study found that millennials and generation Z purchased two and three additional Ott platforms, respectively.
In addition, 65% of millennials and Gen Z prefer watching video content on Ott platforms over TV.
In general, generation Z has more Ott subscriptions, so it is more likely to have Amazon Prime and Netflix. Millennials are more likely to subscribe to hotstar, voot, and Yao TV than generation Z. In addition, when it comes to niche regional platforms, Gen Z is once again more likely to subscribe to them, such as zee5, Sony liv, and altbalaji.
Gautam Mehra, South Asia chief executive officer and chief data officer of Dentsu aegis network, said: “although a large proportion of households in India have only one TV, advances in affordable data and mobile technology have contributed greatly to the country’s growing online content and game development. This, together with the impact of the blockade, has led to a sharp increase in the number of online video content viewers and gamers, and the substantial increase in the number of viewers comes from very young people. “
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