Online videos gaining edge over TV in India: Report
Indian viewers now watch video content for an average of eight hours 28 minutes each week, significantly exceeding the global average of six hours and 45 minutes, as per the ‘State of Online Video 2018’ report by Limelight Networks.
This is a result of ever-increasing digitization, availability of more digital video viewing platforms, and cheaper data tariffs, it said. Through online channels, Indian viewers largely watch movies, followed by news, TV shows and sports, amongst others.
However, rebuffering remains the primary viewing frustration for consumers globally. This is also the case in India, with 46 percent of respondents citing this as their top frustration. Additionally, two-thirds (66 percent) of viewers admitted that they will stop watching a video after two rebuffers.
Other issues, like live event delays also tend to turn off viewers, with 79% Indian consumers saying they would be more likely to watch live sporting events online if there were no delays from the television broadcast. The report also found that while western nations like France, UK and Germany view video from their computers, smartphones were preferred in eastern countries like India, Singapore and South Korea.
Jaheer Abbas, Senior Director, Southeast Asia and India, Limelight Networks said, “Online media has provided unmatched flexibility and options to Indian consumers, who can now enjoy access to a myriad of media content from movies to sports, infotainment and TV series ‘round-the-clock’ and ‘on-the-go’. Additionally, with decreasing data tariffs, we foresee that online video viewing will continue increasing in popularity in India.”
Indian consumers supplement traditional television with online video content. Nearly every online video consumer in India has a cable TV connection, with the nation clocking the highest global cable TV subscription rate at 94 percent. The study found that every four in 10 Indian respondents (42 percent) subscribe to two or more subscription-based video-on-demand (SVOD) services. The average number of SVOD subscriptions, however, was at 1.4 in India. About half (45 percent) of Indian consumers say price increases would be the primary reason for cancelling an SVOD service.
This shift to online video is being led by millennials, with people aged between 18-25 watching over nine hours of video online globally.
The State of Online Video report is based on responses from 5,000 consumers in France, Germany, India, Italy, Japan, Philippines, Singapore, South Korea, the United Kingdom, and the United States age 18 and older who watch one hour or more of online video content each week.
This is a result of ever-increasing digitization, availability of more digital video viewing platforms, and cheaper data tariffs, it said. Through online channels, Indian viewers largely watch movies, followed by news, TV shows and sports, amongst others.
However, rebuffering remains the primary viewing frustration for consumers globally. This is also the case in India, with 46 percent of respondents citing this as their top frustration. Additionally, two-thirds (66 percent) of viewers admitted that they will stop watching a video after two rebuffers.
Other issues, like live event delays also tend to turn off viewers, with 79% Indian consumers saying they would be more likely to watch live sporting events online if there were no delays from the television broadcast. The report also found that while western nations like France, UK and Germany view video from their computers, smartphones were preferred in eastern countries like India, Singapore and South Korea.
Jaheer Abbas, Senior Director, Southeast Asia and India, Limelight Networks said, “Online media has provided unmatched flexibility and options to Indian consumers, who can now enjoy access to a myriad of media content from movies to sports, infotainment and TV series ‘round-the-clock’ and ‘on-the-go’. Additionally, with decreasing data tariffs, we foresee that online video viewing will continue increasing in popularity in India.”
Indian consumers supplement traditional television with online video content. Nearly every online video consumer in India has a cable TV connection, with the nation clocking the highest global cable TV subscription rate at 94 percent. The study found that every four in 10 Indian respondents (42 percent) subscribe to two or more subscription-based video-on-demand (SVOD) services. The average number of SVOD subscriptions, however, was at 1.4 in India. About half (45 percent) of Indian consumers say price increases would be the primary reason for cancelling an SVOD service.
This shift to online video is being led by millennials, with people aged between 18-25 watching over nine hours of video online globally.
The State of Online Video report is based on responses from 5,000 consumers in France, Germany, India, Italy, Japan, Philippines, Singapore, South Korea, the United Kingdom, and the United States age 18 and older who watch one hour or more of online video content each week.
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