The over-the-top videos streaming services explosion in India has led to the emergence of distinct patterns of content consumption over the past few years. For one, content consumption has become rampant outside the house, where until recently, the majority of video consumption since it housed the television set. Research firm Kantar’s recent report on the OTT consumption reveals some interesting data on the trends consumption of OTT.
The year 2019 saw more women adopt the medium according to the report. As OTT consumption occurs majorly through personal hand held devices, more women seem to be adopting the medium. The report states that 42% of the content consumption on OTT came from women, with 14 per cent more women taking to the medium in 2019.
Similarly, the older age groups – 35 to 44 years, and 45 to 54 years, showed growth in adoption of OTT services at 18%, and 63% respectively. This means that the subscription led services now have a wider audience to reach out since it is suggested those in the older age groups show higher propensity to pay for content.
“In the last two years, the rise of OTT as a medium of entertainment has been anything but stupendous! Our study shows that with older age groups (35/+ years), Women and consumers from lower social classes flocking to OTT platforms; the medium is now truly becoming a mass medium. Aiding this move is the wide range and choice of content being made available in the local languages. Today, OTT consumption is redefining the prime time and the role of television at home as the bulk of viewing on OTT platforms is now taking place at home” says Hemant Mehta, managing director kantar and chief strategy officer, Kantar South Asia .
With data prices and the cost of owning a smartphone being among the cheapest around the globe, it is no surprise that the audiences segments below new SEC A have shown growth in OTT consumption. New SEC C saw the biggest jump in growth at 17%, followed New SEC D/E (13%), and New SEC B (4%).
OTT also has a more even distribution when one considers the time of day for consumption. Again, with the mobility factor, it comes as no surprise that the overall consumption of content on OTT is comparatively more evenly spread than on TV. While prime time is the peak consumption band even on OTT, the spike in viewership from the evening band is not as sharp as one sees on linear TV.