YouTube emerges as India's most-preferred OTT brand: Ormax OTT Report
Close on the heels of launching Ormax OHM (Out-of-Home Measurement), media consulting and analytics firm Ormax Media has now released ‘The Ormax OTT Audience Report: 2019’.
According to the findings of ‘The Ormax OTT Audience Report: 2019’, the audience size of regular OTT (online video content) audience in India stands at 76.5 million (7.65 crore). Mumbai and Delhi lead the top markets, with 3 million regular OTT audience each, followed by Bengaluru, Hyderabad, Kolkata, Ahmedabad, Surat, Chennai, Pune and Jaipur.
The research report covered a sample size of 10,000 audience over the period of May-September 2019, whereby audience were sized and profiled based on their OTT consumption behaviour, usage of various OTT platforms/ apps, and their content choices. The study defined ‘regular OTT audience’ as someone who watched two or more hours of OTT content every week, and uses at least one website/ app besides YouTube and social media to watch video content online.
The study, conducted among 15+ age group, also profiles the OTT Universe. 66 per cent of the regular OTT audience are men, while women constitute 34 per cent. 25 per cent belong to the 15-21 years age group, 34 per cent in the 22-30 years age group, 21 per cent in 31-40 years and 20 per cent in the 41+ age group.
Among the OTT platforms, YouTube emerges as the most-preferred OTT brand, followed by Netflix, Amazon Prime Video and Hotstar closely vying for the second position. ALT Balaji’s ‘Gandii Baat’ emerged as the most male-skewed show, while Amazon Prime Video’s ‘Mind The Malhotras’ emerged as the most female-skewed show.
The report also highlights how solo consumption is still the dominant viewing behaviour seen in the OTT category, with 82 per cent audience typically watching online videos alone. Hindi emerges as the most-preferred language of online video consumption at 62 per cent, followed by English at 22 per cent, while regional languages, led by Telugu and Tamil, control the balance 16 per cent share.
Speaking about ‘The Ormax OTT Audience Report: 2019’, Shailesh Kapoor, CEO, Ormax Media, said, “OTT is an emerging and fast-growing category in India. While individual platforms have a lot of a data on their own audience, there is little industry-wide understanding available on who the OTT audience in India exactly is, how many are they in number, where do they exist, how do they watch, which genres do they prefer, what are their subscription triggers, and many other such questions that are extremely relevant to any OTT business. This report, which will be an annual feature, answers many such questions in a manner that’s highly actionable, with direct implications in decision-making in the areas of content selection, target audience choice, media planning, market research and brand communication.”