Amidst the ongoing global pandemic, OTT platforms have cemented their place by providing on demand digital entertainment in the comfort of one’s home. Thereby challenging more traditional media platforms such as cable or satellite television.
The Data Sciences Division of Dentsu Aegis Network (DAN) India has unveiled an OTT Insights report, ‘Now Streaming: The Indian Youth OTT Story’ under its specialist consumer insights wing Dentsu Marketing Cloud (DMC) Insights.
The findings of the survey, as presented in the report show the popularity of the OTT services, especially during the lockdown period citing it as the most popular source of entertainment for the millennials and Gen Z.
The report said that “Binge Watching” as a culture is on the rise as a result of boredom in isolation.
It states that OTT based gaming is preferred by the Gen Z more as compared to their millennial counterparts. Similarly, OTT content consumption in relation to binge watching as well, was preferred more by the Gen Z than the millennials.
In terms of industry fragmentation, the Gen Z population tends to have more subscriptions in general than the millennials, but that is restricted to platforms such as Netflix and Amazon Prime Video, while millennials possess subscriptions to platforms like Hotstar, Voot and Jio TV.
49% of India’s youth spend 2-3 hours a day binge watching content. Four hours is the average time spent in consuming OTT video content in a day by millennials and Gen Z. On average, people signed on to three new OTT platforms during lockdown. 65% of millennials and Gen Z Prefer consuming video content on an OTT platform over TV.
GenZ’ s tended to have a larger number of OTT subscriptions in general and therefore were more likely to have Amazon and Netflix subscriptions. This was not the case for regional platforms as millennials were marginally more likely to have Hotstar, Voot and Jio TV subscriptions when compared to their GenZ counterparts. Furthermore, when it came to less popular regional platforms like Zee5, Sony Liv and altBalaji GenZ were once again more likely to be subscribed to them.
While the number of new OTT subscriptions purchased during the lockdown period spiked throughout the country across demographics, millennials and GenZ’ s purchased two and three additional OTT platform subscriptions respectively since the start of the lockdown.
After demanding movies and TV on OTT platforms. There has been a sudden upsurge in the demand for OTT based gaming. To match this evolution in consumer demand, the gaming industry is also steadily moving towards incorporating cloud-based gaming.
Various companies such as Google, Microsoft, EA, and others have invested in cloud gaming. The importance of this growing industry has been realized in that it can offer great services to the users in the forthcoming future.
OTT based gaming has gained significant popularity during the lockdown period as hours spent on gaming in general has increased. This could be due to several people purchasing consoles to keep themselves entertained during the COVID period. While heavy gaming remained constant i.e. those who were “gaming addicts” so to speak continued to game long hours pre and post COVID alike. Casual gaming, however, saw a steep increase in popularity as pre COVID only 23% of our sample spent 1-6 hours gaming however this number rose to 43% (almost doubled) during the COVID period.
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