Media consulting agency Ormax Media has introduced the discharge of its newest analysis report on the Indian streaming market, titled The Ormax SVOD Viewers Report: 2024. Primarily based on analysis carried out throughout a pattern of three,000 SVOD audiences in city India, this report represents the nation’s largest profiling examine of paid streaming subscribers.
One of many key insights from the report is the rising affect of Linked TVs in India’s OTT panorama. As per the report, 36% of SVOD audiences in City India are commonly utilizing related TV gadgets to observe streaming movies. Consequently, there has additionally been a rise in co-viewing of streaming content material amongst SVOD viewers, which has implications on content material and advertising and marketing methods of OTT platforms in India. 66% of Linked TV viewers watch streaming content material with different members of their households, making inclusive content material catering to totally different life-stages a crucial success issue for the Indian SVOD market within the occasions to come back.
As per Ormax’s OTT Report launched in August this yr, India’s digital video viewers universe stands at 547.3 Million, of which 28% are SVOD viewers whereas the remaining (72%) have been AVOD viewers. The SVOD viewers base has proven a 2% decline, dropping from 153.0 Million in 2023 to 150.6 Million in 2024. This stagnation is reflective of the problem SVOD platforms face within the Indian market, with subscriber acquisition and retention changing into more durable to ship.
The Ormax SVOD Viewers Report: 2024 is a complete deep-dive of Indian SVOD audiences, on facets resembling viewing behaviour, language, codecs & genres, buyer acquisition & retention drivers and obstacles, content material sampling triggers, media habits, and so forth. The report is now accessible for subscription for streaming platforms, manufacturers and content material producers.
Talking in regards to the report, Keerat Grewal, head: enterprise growth (Streaming, TV & Manufacturers), Ormax Media, stated: “In a cluttered market the place a typical SVOD subscriber can pay for under 2-3 apps, it’s crucial that pay OTT platforms base their pricing, content material and advertising and marketing methods primarily based on their target market’s behaviour and style. Whereas platforms have entry to information of their very own subscribers, Ormax has been constantly engaged on constructing industry-wide information for the OTT class in India. Our newest report on SVOD viewers permits platforms to have a look at their goal group at a macro stage, by insights that may be leveraged by enterprise, content material, advertising and marketing and product groups, in the direction of created extra compelling worth propositions for the viewers”.
Talking in regards to the rising affect of Linked TVs, she stated: “Opposite to widespread notion, penetration of Linked TV isn’t a pattern restricted to the metro cities, and is discovering traction in mini metros and small cities too. In a class that’s been watched totally on the smartphone over the previous few years, the expansion of Linked TV can basically alter how and what kind of content material is consumed on OTT in India, an space the report underlines utilizing viewers insights.”
Written with the View : afaqs
