The report attracts on knowledge offered by MPA’s shopper insights and measurement arm, AMPD.
The report added YouTube had the lion’s share of online video consumption in India, with 88%. It acknowledged that the premium video-on-demand (VOD) class elevated its viewership share to 12% for the 15-month interval, in contrast with 10% in 2021.
Titled ‘India Online Video Report: Analysis of Consumption, Content, and Investment Trends’, the report mentioned Disney+ Hotstar led premium VOD class viewership with a 38% share over the measured 2022-Q1 2023 interval, pushed by sports activities, Hindi, and regional leisure content material choices.
MPA India vp Mihir Shah mentioned the subsequent 6-12 months will stay important for the OTT sector as platforms attempt to steadiness monetisation and profitability in opposition to content material funding.
The mixed Zee-Sony group had a 13% premium VOD class share in mixture with their respective platforms, that are anticipated to function individually for one more 12 months, benefiting from sturdy engagement throughout content material. Jio Cinema’s share of the premium VOD class was 2%, because the measurement interval on this report resulted in Q1 2023, earlier than the launch of the Indian Premier League (IPL) on Jio Cinema. Jio Cinema’s consumption surged greater than 20 instances in April 2023 as a result of IPL.
Prime, Netflix
Prime Video and Netflix had an mixture 10% share of premium VOD class minutes.
It added Prime Video continues to profit from mixture of content material throughout genres and languages, with crime, thrillers, and motion and journey main the best way. Prime Video will get over 60% of its viewership from native content material. In distinction, it mentioned 1 / 4 of Netflix India’s viewership comes from native content material because the platform’s Indian originals have been unable to maintain buzz for lengthy intervals of time.
Netflix’s main US titles have achieved sustained viewership.
The report highlighted that Indian content material dominates premium VOD viewership outdoors of sports activities. Content viewership on paid tiers was led by worldwide content material, which contributed 51% of whole paid tier premium VOD consumption over 2022-23, it added.
