iWorld

Indian OTT audience: Young, urban and male-dominated

Tamil and Telugu lead in regional language consumption

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MUMBAI: India has seen a healthy growth of OTT audience in the last few years. Yet, brands and OTT service providers know very little about the demographics of their fast-increasing audience. How many are they in number, where do they exist, how do they watch, which genres of content do they prefer, are all important questions that can help in decision-making in the areas of content selection, target audience choice, media planning, market research and brand communication.

To fill this knowledge-gap, Ormax Media has released its OTT Audience Report: 2019, with a large sample size of 10,000 over the period of May-September 2019. The report puts the regular OTT (online video content) audience in India at 76.5 million. The study defined ‘regular OTT audience’ as someone who watched two or more hours of OTT content every week.

While the report confirms many of our perceptions about the Indian OTT audience, it also throws many new and interesting facets of its demographics.

The report finds that Mumbai and Delhi lead with 3 million regular OTT audience each, followed by Bengaluru, Hyderabad, Kolkata, Ahmedabad, Surat, Chennai, Pune & Jaipur.

Earlier in June, a study by Counterpoint Research found that tier I cities bring in 36 per cent of the audience and the top five metros account for 55 per cent of OTT users in the country.

The audience, however, is heavily male-dominated. As many as 66 per cent regular OTT audience are men while only 34 per cent are women. ALT Balaji’s GandiiBaat emerged as the most male-skewed show, while Amazon Prime Video’s Mind The Malhotras emerged as the most female-skewed show, the study finds.

The OTT audience, expectedly, is also young. Nearly 60 per cent of the regular OTT audience is below the age of 30, 21 per cent are in the age group of 31-40 and 20 per cent in the 41+ age group.

Among the OTT platforms, YouTube emerged as the most-preferred OTT brand, followed by Netflix, Amazon Prime Video and Hotstar closely vying for the second position.

The report also highlights how solo consumption is still the dominant viewing behaviour seen in the OTT category, with 82 per cent audience typically watching online videos alone. Hindi emerges as the most preferred language of online video consumption at 62 per cent, followed by English at 22 per cent, while regional languages, led by Telugu and Tamil, control the balance 16 per cent share.

Speaking about The Ormax OTT Audience Report: 2019, Ormax Media CEO Shailesh Kapoor said: “OTT is an emerging and fast-growing category in India. While individual platforms have a lot of data on their own audience, there is little industry-wide understanding available on who the OTT audience in India exactly is, how many are they in number, where do they exist, how do they watch, which genres do they prefer, what are their subscription triggers, and many other such questions that are extremely relevant to any OTT business. This report, which will be an annual feature, answers many such questions in a manner that’s highly actionable.”

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