Hotstar decodes the online video consumer, unveils India watch report 2019
From becoming the favourite destination for cricket lovers on the internet to making Game of Thrones a household name, where viewers in India woke up at 6:30 in the morning to watch episodes of the cult fantasy series, Hotstar has come a long way, and in the process played a critical role in shaping the country’s binge-watching culture. Millions of Indians are now just a touch away from the content they love.
Hotstar, India’s largest premium streaming platform, released India Watch report 2019 — a study of online video consumption behaviour and trends. With the widest range of content in India — more than 1,00,000 hours of TV shows and movies in 8 languages — and a user base extending across the county, the third edition of the report serves as a testament to Hotstar’s deep connection with its viewers and India’s video consumption habits at large.
The report presents interesting insights on the evolving content preferences, gender-wise content viewing shifts, and increasing accessibility that continues to shape the modern digital consumer. Combining insightful data with entertaining facts, the report details how the new generation of users is cutting across age-old geographical, linguistic and gender stereotypes. In 2019, men showed an equally high affinity to family dramas as women with more than 40% of family drama viewers being men, breaking the long-held belief that such genres don’t appeal to men. Meanwhile, women are also consuming more of their entertainment digitally, making up 45 percent of the total entertainment consumption online.
With 400+ million downloads, Hotstar is one of the most downloaded apps in India. Compared to 2018, it registered 2X installs and 3X growth in consumption this year, taking Hotstar’s endeavours in the digital video consumption space to new frontiers. Non-metros are outstripping metros in terms of video consumption with more than 63% of online entertainment consumption coming from non-metros, and regional content has grown to account for 40 percent of the overall consumption. Mobile continues to be the primary screen for users, in a big way. During the 2019 cricket season, viewership on Hotstar mirrored the trends on TV.
One of the most popular streaming services in India, Hotstar launched an immersive and interactive game, Watch ‘N Play, to give a voice to its consumers, and the opportunity to interact with others. As a result, online viewing has moved towards an immersive and social form of experience rather than a passive, one-way medium. Approximately 64 million viewers participated in Watch ‘N Play during live matches on Hotstar during VIVO IPL 2019, twice as many as last year.
Riding on these insights and innovative marketing solutions, Hotstar has emerged as the preferred choice for marketers to build interesting narratives around their brands. With India Watch Report 2019, marketers now have access to timely insights and exclusive data upon which they can design their marketing strategies. Moreover, these insights also present unique perspectives on the habits of their target consumers, particularly their content consumption habits.
To get the complete picture on online video consumption in India, download India Watch Report 2019.
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