Why large number of Indian viewers is ditching the TV for online video platforms

  • TV viewing in India has finally moved online as people are moving online to watch their TV shows.
  • The % of consumers in India who prefer watching TV shows on television is declining, signaling an increasing shift in the digital video market consumer behavior.
  • Consumers increasingly prefer to watch TV shows on laptops, smartphones & desktop personal computers.
  • Content creators from TV broadcasters (Hotstar, Ditto TV, Ozee, Voot, SonyLiv) to VOD (Video On Demand like YuppTV, NextG TV, VuClip, Spuul, Hooq) / OTT (Over-The-Top) players & production houses (Eros platform ErosNow, Balaji’s Balaji Alt) are relying on their digital media platform.
  • The ever increasing penetration of the internet mainly through mobile, backed by WiFi & broadband has helped this wave which is coupled with high-quality content hosted by the content providers enticing the Indian consumers to view varied content both live broadcast & VOD on different devices.
  • The preference of the Indian consumers towards vernacular and regional language content is also increasing significantly.
  • The next wave of growth in India’s internet population is expected from tier II and tier III cities, where the wireless mobile internet can play a pivotal role in the growth of vernacular & regional content.
  • Many video-on-demand (VOD) players in India including Netflix & Amazon Prime Video have started to invest in creating & acquiring digital content in India in Hindi & other regional languages to attract customers.
Source: http://bit.ly/2oUDqyh

 

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Parth Sarthee

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Yash Rathod

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