MUMBAI: In an attempt to understand the dynamics of mobile video consumption space in India, Culture Machine and Kantar IMRB presented an environment scan of consumption of video and OTT platforms.
Highlights:
- YouTube remains the king of online video consumption, with 1.5x the reach of second-ranked Facebook
- Short-form video (<10 min.) remains the most popular format among mobile users, but it's also gaining traction among PC users
- Non-Metro consumers accounted for 65% of video views on smartphone
- 1 in 3 mobile smartphone video viewers is accessing an OTT video Platform
- 80% of OTT consumers would consider paying a premium to access exclusive content
The advent of 4G services and subsequent reduction in mobile data costs have acted as significant catalysts for mobile video consumption. The video streaming landscape in India is being radically transformed, but information regarding viewership remains hard to come by. This report sheds light on the budding landscape of mobile video to enhance perspectives and drive decision-making for marketers interested in the mobile video phenomenon.
Key Findings:
- Short-form video remains the most popular format among smartphone users, with 85% of viewers preferring a video length of 10 minutes or less
- YouTube leads the charge with maximum reach among online mobile video viewers
- The average smartphone user devotes more than 3 hours a week, watching video content on their smartphones
- 1 in 3 mobile smartphone video viewers is accessing an OTT video platform
- 80% of OTT consumers would consider paying a premium to access exclusive content
Facebook vs YouTube
- YouTube remains the king of online video consumption, with 1.5x the reach of second-ranked Facebook. But this dominance has come under threat as Facebook is proving to be not just a platform that drives views but also delivers engagement for content
- The frequency of accessing Facebook in a month is almost 2.5x times greater than YouTube
- Entertainment/Comedy is the most popular genre on both platforms
- Vernacular/Regional Content is the most engaging content across categories on YouTube
Over-the-top (OTT) video services
- Mobility factor and ability to consume content on-the-go emerges as the clear driver for growth
- Women and those aged between 15-24 are most likely to be avid users
- Weeknights are the most popular time slots for OTT consumption
Culture Machine CEO Sameer Pitalwalla said, "Digital's rapid growth continues and video is the fastest growing piece of that pie. This report was the result of Culture Machine's proprietary technology platform Intelligence Machine which we used to understand the video landscape in India. Thereafter, the collaboration with Kantar IMRB was natural, given their global standing in creating reports and coming up with deep-dive analyses on data points."
Kantar IMRB MD Hemant Mehta said, "Mobile video has definitely come of age and is the new leveler. Over 40% of users are from the lower socio-economic groups (SEC C/D/E) and as many as 65% are from non-metros. Also, mobile video is not a youth phenomenon anymore - with over 25-year-olds contributing equally. For me, two things stand out: the strong engagement levels that women have with mobile videos and the fact that it's not just about entertainment. We found that Education while being the third most watched genre, generated over a billion views; especially for the content-focused on toddlers and preschoolers."
The report combines Big Data and a deep understanding of smartphone consumer behaviour including -
- Intelligence Machine - Culture Machine's AI powered video intelligence platform that scans 3 billion videos daily.
- Mobi Track: Kantar IMRB's 8000-strong proprietary smartphone panel that tracks behavioural data.
- Interviews with 1500 video OTT consumers across India.
