SVOD (Subscription Video On Demand) content has witnessed a significant surge over the last one year with users growing to the tune of 82%, shows data released by Kantar on Online Video Consumption from its ICUBE report. The key findings from the report are:
- Online video ‘usership’ in urban India have grown by 25% over the last one year compared to 11% active internet user’s growth. Online video is no longer a young people phenomenon. The growth of online video users in urban India is highest among 45 and above age group.
- Not only has the number of people watching videos witnessed a surge, but they are also doing it on a more frequent basis. 65% of online video consumers watch video online daily.
- The proportion of over 45 year-old consumers watching online video is higher among smaller cities than metros and large cities.
- The proportion of female online video viewers is higher than males in the under 15 age group.
- On-demand video content watchers are on the rise in urban India. With affordable internet and a wide range of curated content, the on-demand video has seen significant growth over the last one year. Speaking about online video consumption, Biswapriya Bhattacharjee, Executive Vice President, Insights Division, Kantar, said, “The one-line verdict on digital entertainment for the year is that of uninterrupted growth.
- There is good news, for both platforms and marketers. The digital medium is way younger than its offline counterparts but we already see a very discerning audience base. The concept of specialization is already in place and the platform allows the content creators to bring out their creative best on this platform.”
