Disney+Hotstar tops premium VoD consumption in India with 38% viewership share: MPA report
The report 'India Online Video Report: Analysis of Consumption, Content & Investment Trends' by Media Partners Asia studied digital content consumption in India in 2022 and Q1 of 2023
Disney+Hotstar topped the premium VoD category consumption in India in 2022 and Q1 of 2023, according to findings by a report titled India Online Video Report: Analysis of Consumption, Content & Investment Trends, by Media Partners Asia (MPA).
The platform contributed to 38% in viewership share over the period on the back of sports and its Hindi and regional entertainment content.
Zee-Sony group had a 13% share in the premium VoD category with their respective platforms, gaining from their sports, regional, local and international content.
The report put together real consumption data on Android, iOS mobile and computer devices in India with a sample size of 13,000.
Jio Cinema had a 2% share. However, it has to be noted that the report only considered the first quarter of 2023, before the launch of IPL on Jio Cinema.
Prime Video and Netflix contributed an aggregate share of 10% in the premium VoD category. The former benefited from its eclectic content mix across genres and languages, said the report. It gained a third of its viewership from regional India content. More than 60% of Prime Video's viewership was attributed to its local content. In contrast, Netflix gained the majority of its viewership share from its US titles, according to the report.
Total consumption across the online video sector clocked 6.1 trillion minutes for the said period that ended on March 31. The premium VoD category got a 12% share compared to the 10% in 2021. YouTube took the lion's share with 88%.
India content dominated premium VoD viewership, excluding sports thanks to catch-up TV content dominating the free tier across freemium streaming platforms, said the report.
Paid-tier viewerships were dominated by international content, contributing 51% of total paid-tier premium VoD consumption in the 15-month period.
US content is the primary driver with a 36% share. Korean content recorded a growth, rising to 6% in the given period. Local content made up 49% overall of the paid tier with Indian original content making up 26% of the share.
“The next 6-12 months will remain critical for the OTT sector as platforms strive to balance monetization and profitability against content investment," MPA India vice president Mihir Shah said in a statement.
