SonyLIV, JioMusic-Saavn big gainers in video, music OTT market in Q1: Jana report
MUMBAI: Sony Pictures Networks India’s (SPNI) video on demand (VoD) app SonyLIV has more than doubled its share in terms of app installs in the first quarter of the calendar year 2018.
According to Jana’s Mobile Majority report, SonyLIV’s share of app installs has increased to 13% by the end of the quarter from 5.9%.
Hotstar, while retaining its position as the most downloaded app, has seen a 6.6% decline in app installs to 69.4% compared to 76% from 1 January.
Voot at 10.7% ranked third by the end of March, while Amazon (5%) and Netflix (1.4%) trailed by a wide margin. YuppTV’s share of app installs remained unchanged at 0.5%.
The study also revealed that Indian consumers have a strong preference for regional providers.
There has been a recent explosion of over the top (OTT) players in India over the last few years, with billions of dollars in investments intended for the market.
With more than 25 OTT players in the video alone, the data points to the fact that consolidation of major players is both inevitable and necessary to survive in a highly competitive environment that is expected to intensify in the region in the coming months.
The research was conducted in India from 1 January through 31 March during which data around streaming app installs and usage was anonymously observed from users of Jana’s mCent browser.
As far as music streaming apps are concerned, JioMusic-Saavn was the only streaming media company to make gains in app installs market share across Jana’s mCent browser through the first quarter of the year, where the merged companies saw a 1.24% share increase during that time.
JioMusic-Saavn had 26.1% share of app installs during the quarter as against 19.4% and 5.4% of JioMusic and Saavn separately on 1 January. Google Play Music’s share dropped to 63.7% from 65% while that Gaana dropped to 4.6% from 4.5%. Similarly, Wynk’s share was down at 3% compared to 3.3%. Hungama’s market share increased to 1.3% compared to 1.2%.
Google Play Music saw the largest share drop with -1.25% over the same period. Hungama at .12% and Amazon at .11% gained the second and third most ground respectively.
The report noted that Google Play Music opened its music streaming doors to Indian users in 2016, and quickly became one of the market’s dominant players with its subscription service launching in April last year.
While new rumours have surfaced about a planned merger with YouTube Remix later in the year, which is expected to further distance the service from competition, large newcomers like Spotify plan for its own music service launch in the country to compete globally with Apple.
The merger also saw a big increase in time spent in app as it went from a combined 32.5% share of time spent in app on 1 January to a 37.8% share by 31 March. Over the same time period, Google Play Music dropped significantly to 40% from 45.7% but still remained 2.2% ahead of Jio Saavn.
“The merger of Saavn-Jio will be interesting to watch and could be a precursor to broader consolidation of Indian-based streaming providers banding together to fight against global tech giants like Google, Spotify, and Apple,” said Jana founder and CEO Nathan Eagle.
“The same holds true for streaming video providers, where the rise of Hotstar is yet another example of Indian consumers’ hungry appetite for streaming content, but it will take deep pockets to stave off the larger players who are all making large bets in the region.”
Jana’s mCent browser is the fastest-growing browser in India. Integrated into the billing systems of 311 mobile operators, the technology has cross-border potential as one of the world’s largest compensation platforms, available to 4.56 billion mobile subscribers, or approximately two-thirds of the world’s population.