2019年印度观众报告.pdf

INDIA WA TCHREPOR T 2019Video entertainment ecosystems have rarely evolved faster than what we are witnessing in India. With affordable smartphones and abundant access to data, the small screen is becoming the preferred medium of entertainment for new consumers. Consumers across different demographics and geographies are more accessible than ever before and the propositions to these consumers are being reimagined through an enterprising mix of content and technology. The future is exciting for consumers, for marketers, and for content platforms.Until a few years ago, online entertainment was restricted to the urban auent. However, we now see newer horizons of customer reach, with non-metro towns driving online consumption. Digital viewership among women has also grown by leaps and bounds. Moreover, Hotstars pan-India consumer base reveals how each person has unique and individual choices men are watching drama and movies from the South are being consumed in the North. While the enchantment of cricket remains unabated, customers are increasingly getting attracted to kabaddi and football. The new Indian consumer is breaking old stereotypes and defying conventional wisdom.The realm of consumer experience has stretched beyond providing mobility and convenience. Todays consumers want a voice of their own and are not satisfied with passive experiences. They want to interact with the screen, express their opinions, and live the moment with friends and family. Online viewing is becoming both an immersive and a social experience. It falls upon us to tirelessly deepen our understanding of the customer and promptly respond to their changing needs, since we are trying to earn the most precious currency their time. Sharp customer insights and deeper customer engagement, when powered by enhanced technological capabilities, will open new possibilities for marketers, who can now run targeted marketing campaigns at scale during live events. We hope you find our insights and findings in this edition of The India Watch Report useful. We see an unprecedented opportunity to envision the industrys future let us shape it together.UDAY SHANKARPresident, The Walt Disney Company APACChairman, Star & Disney India Image by Hotstar viewer: Neha RalliLocation: Dharamshala, Himachal PradeshFUNFACTHotstar witnessed 8,000 installs per minute during the ICC CWC 2019 Ind-Pak match. Thats 36 times the number of new people getting on to the Internet per minute in India.One of the most downloaded apps in India2X INSTALLS Compared to last year555 INSTALLS Per minute in 2019400MN DOWNLOADS FOR HOTSTAR+2X time spent per viewer1.5X the number of video viewers3X VIDEO CONSUMPTIONin 2019 vs 201803NOW STREAMING: THE FUTURE OF ENTERTAINMENT1. Data as per user consumption on Hotstar 2. 400MN+ downloads on Play Store as per Google Play Console3. 28.5 million users added to the Internet universe in India in 3 months, according to the TRAI Performance Indicators Report, April - June, 2019Data drives India! On an average, a user consumes 9.8GB of data per month.We have data that West Bengal and Bihar run on data!In fact, the data consumption per user is even more than that of Maharashtra and Karnataka.04FUNFACT1. Data consumption per user as on Hotstar 2. 9.8GB data consumption per month as per TRAI Performance Indicators Report, April - June, 2019PER CAPITA DATA CONSUMPTION BY STATELOWEST HIGHESTJAMMUAND KASHMIRKARGILLADAKHHIMACHALPRADESHPUNJABUTTARAKHANDHARYANAUTTAR PRADESHBIHARJHARKHANDWESTBENGALODISHAMADHYA PRADESHMAHARASHTRATELANGANAANDHRAPRADESHKARNATAKAKERALAGOAPUDUCHERRYGUJARATDAMAN AND DIURAJASTHANCHHATTISGARHSIKKIMASSAMMEGHALAYAMANIPURMIZORAMTRIPURANAGALANDARUNACHAL PRADESHTAMIL NADUANDAMANANDNICOBARISLANDSCHANDIGARHLAKSHADWEEPNEW DELHINOW STREAMING: THE FUTURE OF ENTERTAINMENT1. Concurrency defined as simultaneous viewers on a video 2. Concurrency verified by Akamai Technologies, Hotstars third party CDN, on its platform3. Data as per consumption of ICC CWC 2019 live-streamed on Hotstar 4. New Zealand population as per 2013 Official Census Data5. Avengers Endgame trailer had 129MN views on YouTube as of October 2019For a moment, India believed. There were 25.3MN people glued to their screens on Hotstar just before MS Dhonigot run out.365MN VIDEO VIEWS IN JUST 8 HOURSIND VS PAK | ICC CWC 20193X the YouTube views for Avengers Endgame trailer(the highest grossing movie ever)25.3MN LIVE CONCURRENT VIEWERSIND VS NZ | ICC CWC 2019 Semi-Final(5X New Zealands population)05FUNFACTNOW STREAMING: THE FUTURE OF ENTERTAINMENT1. Data limited to Hotstar users only 2. Concurrency defined as simultaneous viewers on a video 3. Concurrency verified by Akamai Technologies, Hotstars third party CDN, on its platformPEAK CONCURRENCY (MN)VIVO IPL 2017FINAL(RPS VS MI)3020100VIVO IPL 2018FINAL(CSK VS SRH)VIVO IPL 2019FINAL(MI VS CSK)ICC CWC 2019SEMI-FINAL(IND VS NZ)4.710.318.625.306NOW STREAMING: THE FUTURE OF ENTERTAINMENT1. Mobile consumption data limited to Hotstar users only 2. Mobile phones include Android, iOS, Jio Lyf & Mobile WebImage by Hotstar viewer: Shivam95%OF VIDEO CONSUMPTION COMES FROM MOBILE PHONESImage by Hotstar viewer: Shivam ChaudharyLocation : Mumbai, MaharashtraMobile continues to be the primary screen for users, in a big way. During the2019 cricket season, viewership on Hotstar mirrored the trends on TV.08THE WORLD IS MOBILETVHOTSTAR(IN HOURS)RAIN STOPPED PLAYINNINGSBREAKIND VS PAK (16THJUNE) | ICC CWC 201914:48 16:0015:00 15:30 16:30 18:0017:00 17:30 18:30 20:0019:00 19:30 20:30 22:0021:00 21:30 22:30 23:4023:00 23:301. Mobile video consumption limited to Hotstar data only 2. TV data as per BARC (NCCS All, 2+, U+R)09THE WORLD IS MOBILENo matter the device, Indians love their entertainment.But, sports isnt far behind.1. Data as per user consumption on HotstarSPORTSENTERTAINMENT & NEWSCONTENT CATEGORY SPLIT BY PLATFORMANDROID 58% 42%iOS 77% 23%JIO LYF 64% 36%CONNECTED TV 85% 15%WEB69% 31%