This is the year when the tides are turning for (Over-The-Top) OTT content in India. It is estimated that the top 10 OTT apps in the country have already crossed 100 million downloads in less than 2 years, with Hotstar accounting for more than half of this figure.
According to a Chrome Data Analytics & Media study, today, in urban India, over 6% of the population accesses OTT content on a daily basis while 24% accesses it on weekly basis. What has led to this rise in OTT content consumption, especially video?
There are numerous reasons. First is accessibility. Connectivity is getting faster and cheaper. More people can afford 3G or even 4G, Internet connectivity than ever before. Manufacturers are able to provide a more premium smartphone hardware experience at relatively lower costs today.
However, most of all, the content providers recognize that the addressable market has shifted to mobile and no one wants to lose out on this audience. This is clear from the fact that Amazon recently launched its Prime video service in India; at prices which make it accessible to the masses and with content that is likely to appeal to them.
Speaking of the addressable market, an Impact study suggests that female consumers are a lot more active on OTT apps than male consumers. Furthermore, more female consumers access OTT apps in the evening, when compared to their male counterparts.
The reason why we are seeing this trend today is also because of the fact that consumers don't mind shifting to a platform that makes quality content accessible. The adoption will receive a further boost if OTT content providers start offering more regional content on their apps, as the demand for content in regional languages on mobile will rapidly increase in the coming years.
On the other hand though, most of these consumers will prefer this content access to be free as they are already paying the cost of mobile Internet data. In such cases, quality, relevant mobile advertising is the way to go. In fact, more than 75% of the audience prefers free services with ads, so if you're a marketer who seen the growing opportunity with OTT content, mobile marketing is the perfect tool to make the most of it.