India’s top media consulting firm has just released a new report on online streaming trends.
It reveals that the number of people watching online videos in India has surged to 547.3 million (approx 55 crores), which makes up about 38.4% of the population. This represents a 13.8% increase from last year, showing significant growth in video consumption.
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The report highlights a shift in viewing habits between free and paid content.
Ad-supported video-on-demand (AVOD), which includes platforms like YouTube and social media, has seen a big rise, growing by 21% this year.
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In contrast, subscription-based video-on-demand (SVOD) services, such as Netflix and Amazon Prime, have experienced slower growth, with a slight decline of 2%.
Most people are using smartphones to watch these videos. About 97% of online video viewers use their phones, and 81% exclusively watch on mobile devices.
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Connected TVs are also popular, with around 69.7 million people using them for streaming.
There are just currently 99.6 million (approx 10 crores) paid OTT subscriptions in India, but the average number of subscriptions per person has dropped from 2.8 to 2.5. This shows the OTT growth is stuck.
This suggests that while people are still subscribing to paid services, they may be cutting back or consolidating their subscriptions.
Overall, the report indicates that free content is drawing more viewers, particularly in smaller towns and rural areas, and smartphones are becoming the primary way people watch online videos.
This information is valuable for streaming services and media companies to understand audience preferences and make better decisions.
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