电通安吉斯-印度OTT报告（英文）-2020.9-20页

Now Streaming: The Indian Youth OTT Story - Summary

Core Content

This report explores the growing influence of Over-the-Top (OTT) platforms in India, focusing on the preferences and behaviors of GenZ and Millennials in Urban India. It highlights the impact of the global pandemic on entertainment consumption, the fragmentation of the OTT industry, and the evolution of content preferences and gaming trends.

Main Points

• OTT Growth: India's on-demand digital streaming industry has surpassed the national film industry in terms of viewership and growth, with a 240% increase in viewership in just three years post-2016.
• Lockdown Impact: During the pandemic, OTT platforms became a dominant source of entertainment, with 70% of the youth turning to them for leisure.
• Gaming Trends:
  • GenZ spent more time on gaming content (1.97 hrs/day) than Millennials (1.11 hrs/day).
  • Casual gaming increased significantly during lockdown, with 43% of the sample engaging in 1-6 hours of gaming daily, up from 23% pre-lockdown.
  • GenZ were more likely to subscribe to regional platforms, while Millennials favored national platforms like Hotstar, Voot, and Jio TV.
• Content Consumption:
  • Binge-watching culture has grown, with 20% of the sample now consuming 6-12 hours of OTT content daily, up from 5% pre-lockdown.
  • Millennials consumed an average of 1.66 hours more content during lockdown, while GenZ consumed 2-3 hours more.
• Content Preferences:
  • Comedy was the most preferred genre for both demographics.
  • Millennials showed a stronger inclination towards educational-based content like science fiction and documentaries.
  • GenZ preferred action, thriller, and comedy-based content.
• Regional Differences:
  • North India showed greater openness to regional OTT platforms, with an average of 3 new subscriptions during lockdown.
  • South India preferred Netflix and Amazon PrimeVideo, with an average of 2 new subscriptions.
• Industry Fragmentation:
  • The OTT market is highly fragmented, with numerous platforms competing for market share.
  • This competition has driven down subscription fees and increased the quality of content.
• Marketing and Monetization:
  • OTT platforms are adopting new marketing strategies such as product placement, sponsored content, and channels.
  • There is an increasing trend towards hybrid monetization models and personalized experiences through AI and data analytics.
• Future Outlook:
  • The OTT industry is expected to grow by 45.5% from 2019 to 2026.
  • By 2020, India is projected to have 500 million OTT users, making it the second-largest market globally.
• Technological Concerns:
  • 11% of respondents criticized OTT platforms for content that may be offensive or disrespectful to religious or caste sentiments.
  • Connectivity and pop-up ads were major concerns for users, with 73% of respondents expressing dissatisfaction with anti-national, foul, and smutty content.

Key Information

• Sample Composition:
  • 36% of the sample were formally employed.
  • 47.8% were male, 52.2% were female.
  • 21.5% were Millennials (25-39 years), 78.5% were GenZ (5-25 years).
• Platform Preferences:
  • Amazon Prime and Netflix were the most preferred platforms, with 60% of the sample having subscriptions.
  • National platforms like Hotstar, Zee5, and regional platforms like Sony Liv and altBalaji also gained traction.
• Gaming Preferences:
  • GenZ were more likely to engage with OTT-based gaming, with a significant increase in casual gaming during lockdown.
  • The gaming industry is moving towards cloud-based solutions, with major players like Google, Microsoft, and EA investing in this space.

Conclusion

The Indian OTT market is experiencing rapid growth, driven by the preferences of GenZ and Millennials, who are increasingly turning to streaming services for entertainment. The pandemic has accelerated this shift, leading to a surge in content consumption and a redefinition of traditional media consumption patterns. As the market becomes more fragmented, platforms are adapting with new marketing strategies and personalized content to meet the evolving demands of the youth.