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INDIANS VIEWERS PREFER REGIONAL CONTENT ON OTT PLATFORMS

Over the top platforms (OTT) have completely transformed the way we consume content. Appointment viewing on television has been replaced by anytime, anywhere viewing on video streaming apps.

When it comes to content, Indian viewers love regional content on OTT platforms according to a recent study titled Indian OTT Platforms 2019.

The study, conducted by MICA along with Ahmedabad-based startup Communication Crafts on analysing data shared by Comscore, highlights the trends seen in the Indian OTT platform market. Time spent on video streaming apps has gone up by 140 percent in 2019 in countries such as India, Australia, Thailand, Indonesia and South Korea. In terms of gender breakup, the male viewership was much higher than female viewership on OTT platforms.

According to ABI Research, the over-the-top (OTT) video market across the world will continue to grow at a brisk pace and with a surge compound annual growth rate (CAGR) of 10 percent through 2022, the OTT market will generate a massive $51.4 billion. India has close to 20 OTT platforms which have content ranging from Bollywood and Hollywood movies to TV shows to animations to regional content.

The rise in mobile data consumption per capita has contributed to more time spent watching content online. Semi-urban and rural areas have now come out of the internet dark zones and affordable data plans have led to a rise in the consumption of regional language content on OTT platforms. New players in regional content …Click here to read the full story