‘Most viewers consume online content during office hours’
   Date :08-Sep-2019
Business Bureau :
WITH the online content on mobile phones increasing, most Indian viewers consume the content during the traditional office hours of 10 am-6 pm, a recent survey said. As per the survey conducted jointly by KPMG and Eros Now, Indians spend more than around 70 minues per day on online video platforms, with a consumption frequency of 12.5 times a week or more than once a day, it said. For this report, a survey was commissioned across 1,458 over-the-top users in 16 cities including Delhi, Mumbai, Kolkata, Bengaluru, Hyderabad, Pune, Ahmedabad, Jaipur, Ludhiana, Panipat, Nagpur and Madurai, to ascertain the usage of OTT platforms by consumers.
“Nearly 87 per cent of the respondents consumed content on their mobile phones, with nearly 28 per cent of the respondents consuming content during the traditional office hours of 10 am-6 pm,” the report said. The customer sets are fairly heterogeneous, there is a trend of homogeneity that was observed in terms of consumption frequency and duration across age groups, income levels and genders, it said.
The report stated that movies have a larger contribution of viewership also on smart TV and larger screens and are also more tailored to the SVOD (subscription video on demand) premium subscription business. “Well known global franchises may find a niche audience but predominantly, it will be Indian narratives that will be popular,” it said. Also, original content is fast emerging as an important category, with close to 10 per cent respondents alluding to the preference for the same.