Hotstar India Watch Report 2019 bursts bubble around online video consumption

The report says more than 40% video consumption came from regional content and 45% total entertainment video consumption was by women; growing 3.2X over last year. More than 40% viewers of family drama are men

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Hotstar India Watch Report 2019 bursts bubble around online video consumption

Hotstar has released the India Watch Report 2019, a comprehensive study of online video consumption behaviour and trends.

The report says 63% of the total online entertainment consumption came from non-metros. Lucknow, Pune and Patna surpassed Hyderabad, Bengaluru and Kolkata in video consumption.

More than 40% of video consumption came from regional content. Tamil, Telugu and Bengali are the top regional languages. In fact, Bigg Boss Tamil is the highest watched entertainment show having beaten all the Hindi TV shows.

In 2019, men showed a high affinity to family drama as women with more than 40% of family drama viewers being men, breaking the long-held belief that such genres don’t appeal to men. Meanwhile, women are also consuming more of their entertainment digitally, making up 45% of the total entertainment consumption online (3.2X growth in video consumption by women compared to last year).

41% of Game of Thrones viewers also watched Hindi family dramas.

Consumers today want a voice of their own, and the opportunity to interact with others and express themselves. As a result, online viewing is transitioning from a passive experience into an immersive and social one. During Vivo IPL 2019, 64 million viewers participated in Watch ‘N Play, twice as many as last year.

Based on Hotstar’s pan-India consumer base, the third edition of the report presents revelatory insights on how evolving content preferences, progressive gender shifts, and increasing accessibility continue to shape the modern Indian digital consumer.

Speaking on the report, Varun Narang, EVP and Chief Product Officer, Hotstar, said, “The accelerated growth of the Indian video entertainment ecosystem has had an unprecedented impact on the consumer. Today, the Indian consumer enjoys a plethora of content to choose from, has moved beyond metro cities, and isn’t limited by gender or language. More importantly, this growing accessibility has opened doors to new thoughts and ideas that are shaping a stereotype-defying consumer.”

Some other key highlights from the report:

  • Hotstar crossed 400 million downloads
  • Hotstar registered 2X installs in 2019 vs 2018 with 555 installs per minute in 2019
  • 3X growth in consumption in 2019 vs 2018
  • Sports streaming has reached unparalleled heights
  • 300 million+ platform reach during the Vivo IPL 2019
  • 25.3 million Live Concurrent Viewers during the India vs New Zealand ICC Cricket World Cup 2019 semi-final
  • 100 million reach crossed in a single day; multiple times throughout ICC CWC 2019
  • Breaking new grounds on old fields
    • 4X growth in viewers for connected TV compared to last year
    • 7X growth in consumption for connected TV compared to last year
  • Hotstar’s immersive and interactive game, Watch ‘N Play, recorded greater participation
  • During Vivo IPL 2019, 64 million viewers (2X that of Vivo IPL 2018) participated in Watch ‘N Play
  • 1.5X time spent by viewers who participated in Watch’N Play compared to those who didn’t, during Vivo IPL 2019
  • Approximately 6 billion emojis were used during Vivo IPL 2019
  • Bringing friends closer, 44 million comments were shared live during Vivo IPL 2019

The complete report is available to view here.

Hotstar India Watch Report 2019