Netflix emerges as largest OTT beneficiary during lockdown: report

Users have been spending an average of eighty minutes a day on the platform


MUMBAI: With the first phase of the lockdown coming to an end, it has become evident that the over the top (OTT) streaming industry has picked pace. It is, perhaps, one of the few industries that will emerge positively out of the economic impact of this pandemic. Streaming colossal Netflix has emerged as the largest beneficiary among OTTs.

According to a report from KalaGato, which takes into account the lockdown period of 5 February to 29 March, Netflix users have been spending an average of eighty minutes a day on the platform by the time the lockdown was in place. Recently, the streaming service, which is still considered as a premium, has churned out original episodic content as well as digital movies which have gained word of mouth like Jaamtara, Taaj Mahal 1989 and Yeh Ballet. 

“Juxtapose this with Hotstar that has experienced a thirty per cent decline in total session time. This could be a result of the different content libraries of the two platforms. Netflix creates the sensation of an endless well of content while Hotstar’s library feels much more limited. Netflix is built for binge-watching while the other feels more point and shoot,” the report added. 

In the same period, the open rate of Netflix and MX Player went up by 68 per cent and 18 per cent respectively. Both platforms have seen an increase in daily active users as well. Netflix’s DAU has jumped by 102 per cent whereas MX Player has experienced a 14 per cent spike. Despite a falling open rate, Amazon Prime Video which has recently pushed some of its premium content before the paywall, has gained 83 per cent more DAUs.

On the other hand, the leader in the Indian OTT space has witnessed a fall in both DAUs and open rates by 55 per cent and 43 per cent respectively. The report attributes the weaker performance of Hotstar to the absence of a sporting event, the USP of Hotstar’s popularity. However, the case may change soon with the launch of Disney+ in India as the rebranded Disney+Hotstar service already has around eight million subscribers.

Latest Reads

Lomotif announces #DostiRemixed contest to ring in Friendship Day

Mumbai: Friendship Day is just around the corner and to celebrate it, there's no better way than spending fun moments with your best friends in these otherwise despairing times. Keeping this in mind, video-sharing platform Lomotif has announced its latest #DostiRemixed challenge. The challenge that...

iWorld Over The Top Services
discovery+ announces coverage of Blue Origin’s space launch

Mumbai: discovery+ India on Friday has announced the coverage of Blue Origin founder Jeff Bezos’ first flight to space made on 20 July.  The show, ‘Jeff Bezos In Space: Blue Origin Takes Flight’ is anchored by The Washington Post’s Libby Casey and Discovery’s Chris Jacobs. It also features on-the-...

iWorld Over The Top Services
Eros Now partners with Live Satellite Media to bolster presence across India

South Asian entertainment platform Eros Now has partnered with Mumbai-based Live Satellite Media, part of the ABS group to ensure delivery of video services across all parts of the country.

iWorld Over The Top Services
Voot Select to kick off direct-to-OTT Film Festival on 24 July

Voot Select is all set to host its first ever direct-to-OTT film festival starting 24 July. The Voot Select Film Fest will stream as many as 15 critically acclaimed movies across genres in a span of eight days, the platform announced on Friday.

iWorld Over The Top Services
HBO Max, HBO add 2.8 mn subs in Q2, WarnerMedia’s revenues touch $8.8 billion.

Media and telecommunications giant AT&T showed continued customer growth in wireless, fiber and HBO Max in the second quarter, the company has said. In its Q2 report released on Thursday, AT&T reported consolidated revenues of $44 billion, up from $41 billion in Q2 2020.

iWorld Over The Top Services
Chingari, Radio City team up to offer more digital content to users

Mumbai: Short video app Chingari has announced its collaboration with Radio City to promote the demand for digital content among a niche user base.  The partnership aims at expanding the brands’ footprint by providing entertainment to people as they stay indoors during the pandemic, the platform...

iWorld Over The Top Services
StudioNEXT collaborates with Venture Catalysts for 'Shark Tank India'

Mumbai: The popular American business reality show Shark Tank is making headway into India. StudioNEXT, an independent business unit of Sony Pictures Network (SPN), has announced its collaboration with Venture Catalysts as the startup ecosystem advisor for the very first edition of Shark Tank India...

iWorld Over The Top Services
Disney+ Hotstar unveils new content line-up in latest campaign

Mumbai: Riding the direct-to-digital movie release wave, streaming platform Disney+ Hotstar has launched a television campaign to promote its new content line-up. The campaign announces all releases under the Disney+ Hotstar Multiplex banner within the next three-month window, including Ajay Devgn-...

iWorld Over The Top Services
Esports Premier League 2021 hits one million registrations

Mumbai: The inaugural edition of the nation-wide Esports league, Esports Premier League (ESPL) 2021 has seen an unprecedented response among the gaming community with massive one million registrations and has just concluded the last user registration phase. The registrations for the event went live...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required