According to a survey by media consultancy firm Ormax, India’s digital video audience universe may number 353.2 million, but only 31% of them are paying customers, with the rest (69%) being AVoD (advertising video-on-demand) consumers. The Ormax OTT Audience Report: 2022 is based on research done between November 2021 and March 2022 among more than 6,000 SVoD and AVoD audiences in metropolitan India. Viewer groups were profiled based on their viewing patterns, languages, format and genre preferences, subscription drivers and barriers, media habits, and so on.
According to the survey, the public is watching content in many languages due to the widespread availability of dubbing and subtitling choices, particularly on SVoD (subscription video-on-demand) platforms. A significant portion of the audience for the four south Indian languages originates from outside their original state. Outside Kerala, for example, 88 percent of Malayalam content viewers come from, whereas 82 percent of Tamil content viewers come from Tamil Nadu. The AVoD outlook on language material is more cautious, owing to the lack of multi-language dubbing on AVoD services, including YouTube, according to the survey.
The rise of English and other foreign language content, such as Korean, has also been aided by dubbing. In urban India, 65 percent of SVoD viewers and 43 percent of AVoD viewers watch English-language programming, however, a sizable portion of them (more than half) prefer to watch it in an Indian language via dubbing. The southern states have a larger average number of langusubscribersages consumed by SVoD audiences, with Karnataka leading the way with an average of 5.7 languages. On this scale, Uttar Pradesh, Rajasthan, Madhya Pradesh, and Chhattisgarh rank worst, with an average of fewer than four languages.
“Because streaming is such a quickly growing sector in India, it’s vital for content creators and advertisers to stay on top of users’ preferences, viewing habits, and viewing triggers.” In a statement, Ormax Media’s founder and CEO, Shailesh Kapoor, stated. According to Kapoor, a lot of AVoD content is produced in India today with an SVoD lens, but the styles and genres chosen by the two audience groups are vastly different. “Because streaming has just recently become a big deal in India,the research states, “a lot of content greenlighting in the category has gone on instinct thus far, with no solid consumer data to assist the decision-making process”.
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