Videos are at the podium of Indian internet consumption charts. With almost 432 million mobile internet users and a data speed average of 4.1 Mbps, Indian mobile internet users are buffering actively into videos.
According to the Visual Networking Mobile Index by the networking giant CISCO Indian users logged in from their mobiles to access video the most, currently, at 49 percent, this figure is expected to grow to 75 percent by the year 2021.
Leading the roster is Youtube undisputedly with over 41.2 million regular users, Facebook video, from the social media giant, also is catching up with over 430 million views just in the month of December.
There are few interesting subtexts in this growth story,
The growth of user-generated content on youtube
Youtube, India's largest video-on-demand service has seen a huge influx in the percentage of content generated by commoners, it now stands at a whopping 90% according to a report. From the viewer's side, the fastest growth was recorded in the beauty and fashion content category at 138 percent in terms of watching hours followed by comedy and entertainment category at 100 percent.
The story with facebook video is no different, two individuals Sudarshan Hebbar and Varun Purthi feature in among the top ten viewed video creators in the platform.
The dominance of traditional media houses
Another interesting aspect of this growth story is the dominance of traditional media houses with respect to views and visibility. In the Facebook video, the numero uno is Times of India with 1.12 crore views a month followed by Colors, Aaj Tak and ABP News. And in Youtube the charts are led by T-series, Zee network and SET India.
Rise of WhatsApp videos
WhatsApp disrupted the ways in which people access content from the web, however, the rise of WhatsApp as a video sharing platform surely needs attention. A total of about 250 million videos is shared through WhatsApp on a daily basis. However, monetization and advertising are still a tricky question for WhatsApp.
Television to Video-On-Demand
Also interesting is the strong competition from VOD platforms of major television channels. They could successfully migrate a part of their viewing crowd into the online stream through their own outlets. Hotstar TV itself has more than 63 million users, Voot TV of Viacom18 has 13.2 million and Sony LIV with 4.6 million. These platforms created a digital prime time from 8-9 PM where the evening prime time continued into the digital platforms, also uniquely for these platforms, the viewers engage for more than 50 minutes in a day.
The growth story is expected to grow at a faster pace with the ongoing data rate slashing by various mobile network companies and strengthening of network capabilities across the country.
Comments
Post a Comment