MUMBAI: The Hindi general entertainment channel (GEC) genre is the most popular on over-the-top (OTT) platform Ditto TV with 43 per cent of the total time consumed being spent on these channels, as per findings of user-generated data by Ditto TV.
GECs are followed by movies as the next preferred choice at 16 per cent. At 14 per cent of total time consumed, regional channels are the third most preferred genre followed by news which garnered 13 per cent.
These findings are collected from over 4,25,000 Ditto users who have downloaded the Ditto TV application to their mobiles, tablets and computers. Ditto TV is the OTT platform from Zee New Media, the digital arm of Zeel.
Every third Smartphone user in India uses an Android-based handset to access live entertainment content online while every fifth user prefers a Symbian platform. Blackberry users claim a close third spot, garnering over 17 per cent of the OTT viewership space.
While Mumbai retains its front line position in terms of adoption of new technologies with 16 per cent of the user base, overall the metro circles, with 26 per cent of the total user base, look to be facing stiff competition from states like (rest of) Maharashtra (11 per cent) and even Rajasthan (7 per cent).
The markets of Mumbai, Maharashtra and Gujarat together account for nearly 40 per cent of the total user base. Interestingly, the total time spent on the content in Mumbai is double that in Delhi.
Not surprisingly, the maximum usage happens on PCs accounting for 30 per cent of the user base but over 50 per cent of total usage. Android is a close runner up accounting for 25 per cent of overall consumption. Symbian trails with 10 per cent just behind Apple (11 per cent).
Zeel Business Head-New Media Vishal Malhotra elucidating the findings said, “OTT service providers such as Ditto TV are redefining the way consumers are viewing TV today. With people being always on the go, getting the right content to the public becomes even more important today. The findings of this data sifted from consumers’ mobile TV data usage have implication for stakeholders that go beyond only the content providers.
"Handset manufacturers will need to take note of why and how their products are being assessed by their customers. Similarly, the service carriers will have to ensure that they have the capability and bandwidth to seamlessly support such services. The biggest beneficiary of this study remains the Consumer since his tastes and preferences will now have to be considered.”
