If there is one market that is exploding in India it is video streaming. The number of players populating this market has entered double digits, and more are expected to jump on the gravy train.
And why not? Video streaming sites have become the hottest destination of most Indians. According to the latest report released by ComScore.com, In February 2019 nearly 144 million Indians visited the video streaming sites. The average time spent by them on these sites was an impressive 2.5 hours a day.
More interesting was the mixed loyalty displayed by Indians. One in three Indian visitors (38%) visited two or more than two of these sites.
This has raised hope among new players entering the video streaming market. They believe that there is space for them too.
Currently, the most popular video streaming sites in India are: Amazon Prime Video, Netflix, Sony Liv, Voot, Zee5, Wynk, Hotstar, Hungama, Altbalaji, Yupptv, Erosnow, Viu, Jio Cinema, Spuul, and Zengatv.
The country is now awaiting the arrival of Disney, the American company that acquired Hotstar last year to make its presence felt in India.
Preferred video streaming device
There are no guesses for this. Mobile is the preferred device when it comes to video streaming. This has also been further reinforced by Comscore.
According to the ComScore report, 87% of the time that Indian users spent on these sites was through mobile device – smartphones and tablets. Only a minuscule 13% consumption happened on laptops and desktops.
In other words, video content is primarily being consumed on mobile devices. This trend that had become evident a couple of years ago has an important message for content creators. They need to create content that can be best watched on mobile devices.
ComScore, in its report, shares another interesting finding. The rest of the world does not consume the video streaming content the way the Indians do. According to ComScore, in most nations net visitors use laptops and desktops more in browsing the video streaming sites. Their average time spend is 149 minutes per desktop as compared to mobiles where it is 140 minutes per user.
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