There is a population explosion taking place in the over-the-top (OTT) platform with respect to both streaming channels and content. From movies to sitcoms; English to Hindi to regional; name a content and it is available. According to market research firm Redseer Consulting, latest findings, while consumers opted for Hindi films and TV shows while surfing MX playerand Amazon Prime Video, Netflix users prefer to watch western films more.
Amongst the three, Netflix has the most diverse content library, followed by Amazon Prime, which focuses more on Indian regional content. Reflective of the content library, Netflix reports maximum diversity in terms of genres consumed, while usage of MX player dominates in particular genres, such as Hindi films and Hindi TV shows. Amazon Prime’s content usage is a combination of the two.
As per the study, on Netflix, western films are consumed. Hindi films and TV shows take the second lead, followed closely by western TV shows and local vernacular movies. Indian soap operas and sports are the least watched content.
Amazon Prime, on the other hand, has the highest consumption of hindi films amongst the three. Following closely behind is the Hindi TV shows genre, western films and western shows, respectively. Like Netflix, local vernacular movies, Indian soap operas and sports genre are the least watched genres. Yet sports and Indian soap operas’ consumption is marginally higher in Amazon Prime as opposed to Netflix.
Inversely, though MX player records highest viewership of Hindi films and Hindi TV shows, the streaming channel witnessed a tie between western films and local vernacular movies. Following this is Indian soap operas followed by sports and western TV shows.
This could be indicative of both the genre diversity available on each platform and also the type of user mix each has, stated the report.
Recently, Netflix announced its plans of launching a cheaper mobile subscription in India. Currently, Netflix charges the most in terms of subscription cost, meanwhile MX player offers content for free.