Hotstar unveils India Watch Report 2019, offers advertisers solutions for TV and digital
Hotstar has released the India Watch Report 2019 – a comprehensive study of online video consumption behaviour and trends. 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. Analysing the report, Uday Shankar, President, Walt Disney Company Asia Pacific, Chairman, Star and Disney India, said, “There is a large shift in consumption of digital content to metros, non-metros and rural areas and this indicates that it is not an upscale phenomenon but it is mass. The driver of consumption is local content and that is going to stay.” On being asked if there is a different kind of offering for advertisers through the digital platform, Shankar answered, “We have a big presence in television and now in digital through Hotstar. Our viewers have become seamless in viewing content on TV and on small screens so the business models need to dramatically evolve in line with it. We have started offering advertisers a combined solution that straddles across TV and digital. If viewers are transiting from one platform to another, then why should the advertisers not have the same flexibility.” Varun Narang, EVP & 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 is not 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. Hotstar, with its tremendous scale and reach across the country, is well-positioned to better understand this evolving consumer, and this third edition of India Watch Report does just that. With a comprehensive look at how video streaming is evolving and the fascinating behavioral and entertainment consumption insights behind it, we’re sure the India Watch Report 2019 will make for a very interesting read.” In 2019, men showed high affinity to family drama as women with more than 40 per cent 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 per cent of the total entertainment consumption online. 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. It is on the back of these insights and innovative marketing solutions, that Hotstar has emerged as the preferred choice by marketers to build interesting narratives around their brands. The report details the trends shaping the Indian video streaming world. Some key highlights from the report: Sports streaming has reached unparalleled heights Users don’t conform to stereotypes Regional languages travel the distance Breaking new grounds on old fields Hotstar’s immersive and interactive game, Watch ‘N Play, recorded greater participation
Hotstar crosses 400 million downloads, becoming one of the most downloaded apps in India
Tags : IPL Uday Shankar Hotstar Varun Narang India Watch Report 2019