Indian consumers are now viewing
videos online for an average of five hours and sixteen minutes every day – among the highest in the world, according to new research by content delivery network service
Limelight Networks Inc.
The report, “How Video is Changing the World”, found that most people are turning to online video for new forms of
interactive entertainment during this pandemic. About two-thirds (64.3%) of Indian consumers had their first e-sports experience during the
pandemic while nearly 69% attended their first
virtual concert. About 55% Indians said they had participated in an online fitness class and another 26.8% plan to do so in the next six months.
"The Covid-19 pandemic has pushed streaming beyond entertainment and news. People are increasingly using online video to connect with others and get important information. India has, perhaps, entered a new phase of its digital journey with large-scale adoption of innovative services,” said Ashwin Rao, Sales Director, Limelight Networks.
Of all the countries surveyed, Indians watch the most online video content per day, while the lowest viewing hours are in South Korea, followed by France and the UK.
Other findings:
- In India, 97.8% people now use video chat to feel more connected and 65.4% use it multiple times a day.
- Most people (91.7%) have used online video to stay informed by watching live stream speeches and press conferences during the pandemic – 70.3% live streamed on news sites, 21.4% live streamed on social media.
- With remote working now the norm, 93.8% of people agree that online video equips them to maintain daily activities. One third (30.8%) of Indian consumers have been offered the ability to work from home for the first time and say online video helps them stay connected to colleagues (23.3%) and work more efficiently (50%).
- More than half (67.3%) have or plan to use online video for professional development or to learn a new skill. Most (86.2%) people believe video-based learning will continue in the post-Covid-19 world.
- About half (45.8%) of Indians have recently met with their doctor virtually. This trend towards telehealth is expected to last beyond the pandemic.
The report is based on responses from 5,000 consumers who are aged 18 or older in countries including France, Germany, India, Italy, Japan, Singapore, South Korea, the United Kingdom and the United States who watch one hour or more of online video each day.