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OTT trumps TV by 44 min among youth: Chrome DM

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BENGALURU: Online was larger of the two platforms for consumption of content by youngsters who consumed content only on television or only online in India, a Chrome Data Analytics and Media (Chrome) "OTT Consumption" study has revealed.

The average daily time spent on content consumption online was 44 minutes higher than the average daily time spent on content consumption on television. Chrome’s survey included 2,505 respondents of which 28 per cent were aged between 15 and 24 years and 72 per cent were in the age group of 25 to 34. 49 per cent of the respondents were male and 51 per cent were female.

Television versus online

According to the study, 16 per cent of the respondents consumed content only on online devices, while only two per cent said that they consumed content on television alone. 81 per cent of the respondents said that they consumed content on both the platforms.

Consumption patterns by respondents who used both platforms for content consumption

2,054 respondents consumed content both on television and online.

Genres consumption

A mobile phone was the preferred device for music consumption among respondents who used both platforms. Eighty three per cent of the 2,054 respondents said that they consumed music on mobile phones as compared to 34 per cent that said that they also consumed music on television and 17 per cent who said that they also used a desktop/laptop for listening to music.

In the case of movies, television was the preferred device with 66 per cent saying that they watched movies on television as compared to 39 per cent who watched movies on mobile phones and 29 per cent who watched movies on a desktop/laptop.

Television was also the preferred device for news consumption, with 64 per cent watching it on television and 29 per cent who also watched it on a mobile phone and 9 per cent who also consumed news on a desktop/laptop.

Seventy four per cent of the respondents consumed sports content on television. 21 per cent and 14 per cent also consumed it on mobile phone and desktop/laptop respectively.

Sixty nine per cent consumed GEC content on television, and 17 and 6 per cent watched it on mobile phone and desktop/laptop respectively.

Daily time spent on the mediums

The average daily time spent online by the 2,054 respondents who consumed content on both television and online was 1 hour 37 minutes on television and 2 hours and 21 minutes online.

Twenty nine per cent spent less that 30 minutes viewing television, 39 per cent spent between 1 and 2 hours viewing television daily; 26 per cent spent between 2 and 3 hours daily watching television, 3 per cent spent 3 to 5 hours viewing television daily and 3 per cent spent more than 5 hours on daily television viewing.

Comparative numbers for online consumption of content were: 23 per cent spent each less than 30 minutes daily and between 1 and 2 hours daily; 29 per cent spent between 2 and 3 hours daily; 9 per cent spent between 3 and 5 hours and 17 per cent spent more than five hours on online content consumption daily.

Frequency

Seventy four per cent of were daily watchers of television and 26 per cent had no fixed routine for watching television. 77 per cent watched content online daily; 14 per cent watched content online during weekends and 9 per cent had no fixed routines.

Apps

YouTube was the preferred app for consumption of all types and genres of content. Other apps/websites such as hotstar, JioTV, Eros Now, Voot, gaana, saavn, Wynk Music, Sony Liv, TOI and NDTV were used for different content genres.

Top three apps for music consumption

The top three apps for Hindi music consumption were YouTube, Hungama and gaana , while for English music consumption they were YouTube, Wynk Music and gaana. In the case of Regional Music, the top three apps were YouTube, saavn and JioTV

Top three Movie apps

The top three apps for Hindi content consumption were YouTube, hotstar and Eros Now, for both English and Regional content they were YouTube, hotstar and JioTV.

Top three GEC apps

The top three apps for Hindi GEC content were YouTube, hotstar and Voot, while for English and Regional content they were YouTube, hotstar and JioTV.

Top 3 sports apps.

The top 3 sports apps were YouTube, hotstar and Sony Liv

Top 3 News apps/websites

The top 3 News apps/websites were YouTube, NDTV and TOI

Top 3 apps for Online exclusive content

The top 3 apps for online exclusive content were YouTube, Hotstar and Voot

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