Scatmag.com

January 2020

INDIAN OTT VIEWING IS MALE DOMINATED


66% of India's 76.5 million regular OTT audience is male, according to "The Ormax OTT Audience Report: 2019."

Mumbai & Delhi lead with 3 million regular OTT audience each, followed by Bengaluru, Hyderabad, Kolkata, Ahmedabad, Surat, Chennai, Pune & Jaipur.

The research report covered a sample size of 10,000 audiences aged 15+ during May to September 2019. The study defined "Regular OTT Audience" as someone who watched 2 or more hours of OTT content every week and uses at least one website/ app besides YouTube and social media to watch video content online.

66% of regular OTT audiences are men, while 34% are women.

25% were 15-21 years old, 34% were 22-30 years, 21% were 31-40 years & 20% were 41+ years old.






MOST POPULAR

Among the OTT platforms, YouTube emerges as the most-preferred OTT brand.

Netflix, Amazon Prime Video and Hotstar closely vie for the second position.


INDIVIDUAL VIEWING

Solo consumption is still the dominant viewing behaviour in OTT. 82% audience typically watching online videos alone.


HINDI MOST POPULAR

Hindi emerges as the most-preferred language of online video consumption at 62%, followed by English at a distant 22%, while regional languages, led by Telugu and Tamil, control the balance 16% share.

Speaking about The Ormax OTT Audience Report: 2019, Ormax Media CEO Shailesh Kapoor said, "There is little industry-wide understanding available on who the OTT audience in India exactly is, how many are they in number, where do they exist, how do they watch, which genres do they prefer, what are their subscription triggers, and many other such questions that are extremely relevant to any OTT business. This report, which will be an annual feature, answers many such questions in a manner that is actionable." n