Internet video traffic is estimated to reach 13.5 Exabytes (EB) per month by 2022
As per a new survey, an over-the-top (OTT) viewer in India is now spending approximately 70 minutes a day on video streaming platforms, and they have a consumption frequency of 12.5 times a week. This report also says that viewers are accessing more than 2.5 platforms at one particular given time.
“Almost 96 per cent of the viewers preferred Eros Now on large screen compared to 92 per cent for Netflix and 89 per cent for Hotstar. Thirty per cent of the respondents prefer watching movies on OTT platforms,” the findings showed.
As far as India is concerned, the Internet video traffic is estimated to reach 13.5 Exabytes (EB) per month by 2022 – which will be up from 1.5 EB a month back in in 2017. The major reason for this spurt is that video is expected to contribute 77 per cent of all Internet traffic by 2022. As things stand now, there are more than 30 Video on Demand (VoD) platforms in India and different players have looked at further investments to build libraries of diverse original content.
The study says that Hotstar has already earmarked Rs 120 crore in early 2019 and are investing in shows in seven different languages for the Indian market. On the other hand, Eros Now has kept aside $50 million so that they can create 100 new original shows for the platform.
One of the newest players in the market, Zee5 has plans in place to release 72 new originals in six languages over a period of time till March 2020. The audiences want more original content and as per the report, approximately 10 per cent users have set their preferences for the same.
“As data and digital infrastructure has become exceedingly accessible even in small cities of India, the market for OTT has widened enormously,” said Rishika Lulla Singh, Chief Executive Officer, Eros Digital as quoted by news agency IANS.