MUMBAI: Amid a large number of OTT platforms, Amazon Prime Video was the most-viewed one in India for the period between 12 February and 3 March. A survey done by market research and analysis company Velocity MR has revealed the high popularity of the international player, which is leaving no stone unturned to make big fortune in the country.
2,100 participants based in top Indian metro cities including Delhi, Kolkata, Mumbai, Hyderabad, Bengaluru, Chennai, Ahmedabad and Pune were surveyed. The findings revealed that more than 70 per cent of respondents claimed to watch Amazon Prime regularly at least once a week while 56 per cent watched Netflix and 50 per cent of them watched Star India-led Hotstar.
According to a report by Inc42, Velocity MR managing director Jasal Shah said Amazon Prime has built its popularity on the back of its partnership with telcos which makes the service cheaper compared to other subscription based video on demand services.
He also added that Netflix’s demand rose due to its originals. As the OTT platform has announced eight more Indian originals, the popularity is not going to fall down anytime soon. On the other hand, Hotstar’s viewership was mainly high on sports content. With IPL starting from 25 March, the viewership of Hotstar is expected to increase more.
Among other OTT platforms, Voot had a viewership of 28 per cent, Eros Now stood with 17 per cent, ALTBalaji with 13 per cent, Viu had 9 per cent, Sun NXT had 7 per cent and TVF had 6 per cent viewership.