63% of total video consumption on Hotstar comes from non-metros: Report
MUMBAI: Over the top (OTT) platforms are no longer an urban phenomenon as cheaper data and affordable smartphones have helped them to penetrate deep into semi-urban and rural areas.
Star India-owned video streaming platform Hotstar today said that it received 63% of its total online entertainment consumption from non-metros in 2019 up from 54% in 2018. 63% of the total video consumption also comes from non-metros.
According to the India Watch Report 2019, the share of content consumption on the platform from urban areas has fallen to 37% from 46% in 2018. The report further stated that Lucknow, Pune, and Patna have surpassed Hyderabad, Bengaluru, and Kolkata in video consumption on the platform.
In terms of time spent per viewer, the non-metros have registered a 2X growth compared to 1.6X in metros. As much as 40% of Hotstar’s content consumption comes from regional content with Tamil, Telugu, and Bengali being the three biggest languages markets. In fact, Bigg Boss Tamil is the highest watched entertainment show having beaten all the Hindi TV Shows.
India Watch Report 2019 is a comprehensive study of online video consumption behavior and trends on Hotstar.
Speaking about the report, Hotstar EVP & Chief Product Officer Varun Narang said, “The accelerated growth of the Indian video entertainment ecosystem has had an unprecedented impact on the consumer. Today, the Indian consumer enjoys a plethora of content to choose from, has moved beyond metro cities, and isn’t limited by gender or language. More importantly, this growing accessibility has opened doors to new thoughts and ideas that are shaping a stereotype-defying consumer.
“Hotstar, with its tremendous scale and reach across the country, is well-positioned to better understand this evolving consumer, and this third edition of India Watch Report does just that. With a comprehensive look at how video streaming is evolving and the fascinating behavioral and entertainment consumption insights behind it, we’re sure the India Watch Report 2019 will make for a very interesting read.”
The report also noted that 45% of total entertainment consumption came from women. Furthermore, there was 3.2X growth in video consumption by women compared to last year.
The share of female audience on the platform has grown to 45% from 42% while that of men has declined to 55% from 58%. The share of the 35+ age group in the consumer mix of the platform is increasing. 35+ age group comprised 19% of the audience up from 15% in 2018.
That said, the under 35 age group continues to core target audience for the OTT platform. Their share remains at a staggering 81% although it has dropped from 85% in 2018.
The report also stated that men have as high affinity to family drama as women with more than 40% viewers of family drama being men.
‘Yeh Rishta Kya Kehlata Hai’ is the most-watched show in non-metros, with 2.5X the viewership in metros. 40% of the show’s audience are men. It also claimed that 41% of Game of Thrones viewers also watched Hindi family dramas. 71% of Premier League viewers also watch cricket. Around 30% of Koffee With Karan‘s viewers also watch Hindi family dramas.
The report highlighted that men don’t dislike Hindi TV serials contrary to popular belief. In fact, their interest in family and mythological shows is on par with women.
Drama, family, and reality shows are the three biggest genres on the platform.
The report also stated that Hotstar crossed 400 million downloads, becoming one of the most downloaded apps in India. Hotstar registered 2X installs in 2019 vs 2018 with 555 installs per minute in 2019. It witnessed 3X growth in consumption in 2019 vs 2018.
It further noted that sports streaming has reached unparalleled heights with 300 million+ platform reach during the IPL 2019. Compared to IPL 2018, Hotstar took the cricket fever to 20% more cities and towns in 2019. 65% of the total consumption came from non-metros with Pune overtaking Hyderabad, while Lucknow raced past Chennai and Bengaluru.
According to the report, the platform also set a new record for concurrent viewers with India vs New Zealand ICC Cricket World Cup 2019 semi-final getting 25.3 million live concurrent viewers. Hotstar crossed 100 million reach in a single day multiple times throughout ICC CWC 2019.
80% of Cricket consumption in Tamil and Telugu comes from the native states, however, a bulk of Bengali and Malayalam consumption comes from outside the home markets of West Bengal and Kerala. Interestingly, 25% of cricket consumption in Tamil Nadu is in Hindi.
Other sports like Football and Kabaddi also witnessed strong consumption growth compared to last year. The report stated that Football is popular in South India and East India, while Kabaddi is most-watched in Uttar Pradesh and South India.
While 95% of video consumption on Hotstar comes from mobile phones, there is a growth in content consumption from other devices. There has been a 4X growth in viewers for connected TV compared to last year and 7X growth in consumption for connected TV compared to last year. While Game of Thrones was the most-watched show overall, Hindi took the throne for being the most preferred language on Connected TV.
The platform saw 10X growth in online video consumption of news in 2019. Further, there was a 3.5X growth in consumption per user. 65% of news consumption comes from people in the age group of 15-34.
There was a 10X increase in news consumption on the day of General Election results compared to average news. The average time spent per user watching news on Hotstar was 34 minutes compared to 48 minutes on one of India’s leading TV News Channels. Delhi consumes the most news in India while Lucknow and Patna watch more news than Mumbai.