Hotstar report sheds light on key trends, consumption patterns
UMBAI: The average data consumption per month by an engaged Hotstar user is almost double of the average data consumption by an average Indian user, according to a report by the video streaming service.
The report titled ‘The India Watch Report 2018’ stated that an engaged Hotstar user consumes 3 GB data per month compared to 1.6 GB data per month by an average Indian user.
Engaged users have been defined as those who visit Hotstar atleast two days in a week.
The report also stated that Hotstar was the most downloaded app in 2017 with 170 million downloads. With 325 downloads per minute in 2017, there were more Hotstar app downloads per minute in the country than the babies born.
Online video consumption grew almost five times in 2017 with 3.9-4.9X growth in watch time. 2017 was a landmark year for Hotstar as it crossed 1 billion minutes of watch time in a single day many times this year.
The Champions Trophy 2017 final between India vs Pakistan became one of the most globally watched online videos in the shortest span of time with 113 million views in 8 hours, the report stated.
The final match also saw 4.8 million concurrent viewers across APAC which is the highest in the region.
The study further stated that more than 90% of the watch time happens on mobile with an average user spending 2.5X more time watching content on mobile than the web.
The top five mobile devices for consumption are Samsung, MI Xiaomi, Vivo, Oppo, and Lenovo. Google Chromecast, Amazon Fire TV, Android TV, Apple TV are the most popular connected devices. In 2017, there was 6X growth in users on the connected TVs compared to 2016.
The study also noted that iPads clocked 80% more watch time per user than iPhones.
The report also revealed that in 2017more people from Pune alone watched video on mobile than viewers from the top 8 metros combined in 2015.
The report also broke the notion that users prefer short-form content on digital by stating that 90% of watch time on Hotstar comes from videos longer than 20 minutes. It also noted that one-third of all Hotstar entertainment viewers follow their favourite shows primarily on Hotstar vs. TV.
Cities with populations between 1 and 10L clocked the highest growth in watch time with 1-10 L towns witnessing 4.3X growth in watch time followed by 1 million+ towns with 4.1X growth and Metros seeing slowest growth at 3.5X.
Women in smaller cities are coming online faster than those in the big cities. Women from New Barrackpore (5X), Siliguri (6.5X), Kanchipuram (5X) and Ranchi (4.7X) are a step ahead of larger cities on consumption growth.
The report also stated that users from small cities average as much data consumption as those in metros. Kerala, UP, and Bihar are the top 3 states that lead data consumption.
According to the report, smaller cities sleep as late as metros. Internet users in Shimla are the first ones to switch off their phone. The largest share of watch time, post-midnight, came from Mumbai.
Another stereotype shattered by the report is that men don’t watch the drama. The report stated that 50% of the watch time for ‘Yeh Rishta Kya Kehlata Hai’ came from men. Furthermore, 18% of watch time for ‘Baahubali 2: A Conclusion’ came from women thereby breaking the long-held notion that women don’t watch action content. It also stated that 63% of watch time for Ishqbaaaz came from youngsters.
The nation’s most-watched genre is drama. West Bengal and Maharashtra are fond of romance while Tamil Nadu and Delhi revel in comedy.
The report also noted that 24% of modern family viewers watched Cricket while 26% of ‘Game of Thrones’ viewers watched Hindi TV shows. 14% of Premier League viewers watched Bengali TV shows.
It also stated that 70% of premium users who watch English shows and movies also view multiple other genres and languages.
25% of watch time for Telugu movies comes from North and West India while 20% of movie watchers in Delhi watch movies in Tamil, Telugu, and Malayalam. 30% of show watchers in Tamil Nadu watch Hindi TV shows.
Ernakulam and Kozhikode watch more Ishqbaaaz than Vanambadi.
The most watched films in 2017 were Jolly LLB 2 (Hindi), Maari (Tamil), Pulimurugan (Malayalam), Doctor Strange (English), Khaidi No 150 (Telugu), and Haripada Bandwala (Bengali). Almost 35% of viewers for Jolly LLB 2 first saw its prequel, Jolly LLB.
The most-watched TV shows in 2017 were Yeh Rishta Kya Kehlata Hai (Hindi), Game of Thrones (English), Bigg Boss (Tamil), Bigg Boss (Telugu), Parasparam (Malayalam), and Khoka Babu (Bengali).
The report stated that 35% of Game of Thrones viewers saw with the U.S. (tuned in at 7:25 am on a Monday) while 26% binge-watched ‘Desperate Housewives’. 11% of viewers of Game of Thrones watched old seasons to ‘refresh’ their memory before watching the latest season.
The report also mentioned that ODI matches saw a 5X growth in watch time. IPL 2017 witnessed 6.6X growth in watch time compared to 2016. Kabaddi saw 9X growth in watch time in 2017 over 2016. Opening days of Indian Super League saw 3.5X growth in watch time. There was10X growth in watch time for opening days of Premier League.
Among Kabaddi viewers, non-metro cities grew their share of watch time from 10% in 2016 to 40% in 2017.
Commenting on the report, Hotstar CEO Ajit Mohan said, “It has been three years since we launched Hotstar. In more ways than one, the world has changed dramatically in those three years. And, at Hotstar, we have had the privilege of leading and shaping much of this change.”
95% of ads on the Hotstar app are classified as valid and viewable – significantly higher than global in-app viewability benchmarks (49.2% of ads).