India at par with emerging markets in digital content

03 . Oct . 2017
Reading Time: 1 minute

Video streaming on mobile continues to see incredible growth, as per US-based app analytics company, App Annie. It further revealed that in India, like in Thailand, mobile data is used more to stream videos than Wifi or fixed broadband connection. This use of mobile data will see an increased as with greater device affordability which also includes accessing the internet.

There are many interesting insights put by App Annie. They are given below:

The Video consumption by users in Asia-Pacific (APAC) markets tripled during this period, accounting for almost half of all worldwide video consumption on mobile apps in H1 2017.

Across all APAC markets studied, Online-First video apps exceeded TV-First for monthly time spent per user.

India led the way in growth in emerging markets, with an impressive 170% year over year increase in monthly time spent in video apps by Online-first platforms.

The average mobile session duration in India is similar to more mature markets such as Australia and Singapore.

Linguistic diversity in markets like India can pose both a challenge and opportunity to reach out to new users. Successful platforms such as hotstar and Voot have succeeded in offering segmented content and subtitles to cater to the diverse audience segments in India.

India, along with South Korea and Thailand have all seen a dramatic increase in data usage consumed via the top video streaming apps over the past year.

In H1 2017, India saw the highest two years growth in average monthly active users (MAU) for the top 5 video streaming apps, increasing more than 100%. Hotstar, the OTT app by Star India, saw its MAU grow over 100% year over year in H1 2017.

Reliance Industries’ streaming services JioTV and JioCinema, have broken into the top 5 within less than a year.