New Delhi
Viewers are accessing more than 2.5 platforms at a given time and movies are their preferred choice on smart TV and larger screens, said the Eros Now-KPMG report.
“Almost 96 pc of the viewers preferred Eros Now on large screen compared to 92 pc for Netflix and 89 pc for Hotstar. Thirty pc of the respondents prefer watching movies on OTT platforms,” the findings showed.
In India, the Internet video traffic is projected to reach 13.5 Exabytes (EB) per month by 2022 – up from 1.5 EB a month in 2017 – with video contributing 77 pc of all Internet traffic by 2022.
There are currently more than 30 Video on Demand (VoD) platforms in India and players have committed further investments to build libraries of diverse original content.
Hotstar earmarked Rs 120 cr in early 2019 to make special shows in seven different languages for the Indian market while Eros Now is investing $50 million to create 100 new original shows for its platform.
Original content is fast emerging as an important category. “As data and digital infrastructure has become exceedingly accessible even in small cities of India, the market for OTT has widened enormously,” said Rishika Lulla Singh, CEO, Eros Digital.
“Thirty pc of the respondents prefer watching content in languages other than Hindi and English. The preference for content consumption is significant in the native languages across large parts of the country, with South India observed to be the most loyal to their native tongue,” the report mentioned.
While 87 pc of the respondents consume content on their mobile phones, nearly 28 pc of the respondents said they watch content during the traditional office hours.
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