India has 250 mn online video viewers: MMA GroupM report

MUMBAI: India is home to 250 million online video viewers and 100 million over the top (OTT) viewers, according to the ‘Mobile Ecosystem and ad-Sizing Report’ 2018 published by Mobile Marketing Association (MMA) in partnership with GroupM.

The report noted that India is a developed market for entertainment content consumption, with entertainment being one of the top 3 internet activities for both Rural and Urban internet users. The consumption of video is expected to grow from 49% in 2016 to 75% in 2021.

OTT players are creating original content and also including international content, which is helping them gain newer audiences and increase view time.

Additionally, Indian YouTubers are creating great content that has also increased video viewing in India. Growing time spent on these platforms has also led to more advertising inventory. This also makes ads on video platforms more receptive due to its good content value. The OTT market will keep on growing as good content and good vernacular content is created for audiences from all regions.

In India, the number of video-capable devices and connections are expected to grow 2.2X between 2016 and 2021, reaching 800 million in number. Being a mobile-first market, the average time spent in viewing video content is higher than the global average. Globally, people spend an average of 45 minutes daily on their smartphones to watch videos. India is slightly higher with 50 minutes spent daily on smartphone video viewing.

The report stated that the adoption of SVOD is picking up due to the quality of content on offer.

In terms of content offering, the report stated that a majority of the content of the homegrown video OTT players is from their TV channels. Even though people can now record the content on their TV via their digital set-top boxes, having one platform that has all the TV content available without the action of recording or browsing multiple channels has become one of the main reasons people have adopted OTT platforms.

Another dimension to the adoption is streaming sports in real-time, Hotstar saw tremendous growth in their viewership with IPL matches. Mobile is increasingly becoming the preferred screen as opposed to a catch-up screen vs. TV.

The report also pointed out that 86% of TV viewing consumers also interact with Facebook as their second screen while watching TV, for Twitter, it’s 66%. Social media in 2016 didn’t only expand its portfolio with video content but also gave consumers a new addiction – live streaming. A global survey said that 50% of marketers plan to use live video services for their marketing campaigns in 2017.

Marketers, the report said, now have many opportunities with video advertising where they can, not only leverage made for TV content on platforms like Hotstar, Voot, and ZEE5 but also leverage from consumer-created content like vlogs, Snapchat stories, Instagram stories, periscope live feed or Facebook live video.

“Integrated planning helps marketers to know their user’s consumption habits both, on offline and online media. With mobile integrated, you can also have more in-depth tracking of your campaign that is beyond reach and talks about clicks, visits, and engagement etc. Further, retargeting your customers and lookalikes on varied digital platforms for your consecutive campaigns,” the report said.