Mobile phone users in India: 771.18 million (2010) [source: telecom subscription data]
Online video and tv content consumption
ONLINE VIDEO CONSUMPTION<br />INDIA<br />
Why online videos?<br />It cuts across culture, language, literacy and a lot of other issues to plague the distribution of digital content.<br /><ul><li>India stands 3rd in WEB(PC) in video consumption and 4th in globally watching videos online on mobile.
India ranks 4th in the world when it comes to unique viewers of video content.
Exceeds by 21% of the global population in online-video consumption</li></ul>Source: ICube 2009, TRAI, nautanki.tv<br />
Why online videos?<br />There is high level of interactionand flexibilityin viewing as well as sharing.<br /><ul><li> India is 3rd in watching videos (over PC) at work.
The attention span for video content on the web is put at 3.5 minutes and around 50% of the audience drops off at the 5 minute level.
76% of all video consumption happens from the top seven metros / mini metros.</li></ul>Source: ICube 2009, TRAI, nautanki.tv<br />
Why online videos?<br />Despite low penetration YouTube is the 5th most trafficked site as well as 11th biggest TV Channel in India.<br /><ul><li> World's third largest Internet users with over 100 million users (of whom 40 million use the internet via mobile phones) as of December 2010
Internet penetration in India is one of the lowest in the world which is 8.4% of the population in 2010
Mobile-video penetration is only 0.6% in India compared to 5.8% in China.
PC markets recorded a 26% yoy growth in sales in 2010</li></ul>Source: ICube 2009, TRAI, nautanki.tv<br />
Thus, Online video paves a new way to Consume, Create& Distribute content.<br />
Top Sites for Video Consumption<br />Source: Comscore 2011 Jan, Age 15+<br />
What TV Content is viewed online?<br />1. TV SERIES / SOAPS<br />Shows that are not aired in India<br />To watch missed episodes<br />Re- watch<br />Popular Channels: Rajshree, ZeeTV, ZoomTV, Telguone, NDTV Imagine, AmritaTV, ZeeMarathi, colorsTV, Koffee with Karan, Dance India Dance on You Tube as well as there are individual websites dedicated for video like MTV Roadies.<br />
What TV Content is viewed online?<br />2. MOVIES<br />Trailers<br />Lot of regional language content<br />Popular movies<br />Songs along with videos<br />
What TV Content is viewed online?<br />3. ADVERTISEMENTS<br />Better ROI<br />Cost effective<br />Better Brand Recall<br />Online video advertisements deliver 82% brand recall versus 54% recall for the same ad on television.<br />
What TV Content is viewed online?<br />4. SPORTS<br />Missed match<br />Re-watch<br />Commentary & News<br />Channels: ESPN STAR, WorldCricketCup 2011, IndiaTV, TimesNow, NDTV , ADDIDAS cricketing, NIKE football on YouTube as well as there specific websites such as ESPN, Ten Sports etc. Also there are sites that are dedicated towards live streaming such as crictime.com <br />
What TV Content is viewed online?<br />5. NEWS<br />Live News Streaming<br />Re-watch<br />Search for specific<br />Channels: NDTV,STAR News, ETV News Telgu, IBN Live, TimesNow on you tube along with specific websites of individual news channel like NDTV, AajTak etc.<br />
Therefore to summarize<br />There has been over a 350% growth in 2010 in online video consumption.<br />Maximum video consumption is done through Video Channels, Social Networking sites, Horizontals as well as individual websites.<br />Each video view in online space can be tracked.<br />Videos provide various kinds of innovations like pre-rolls, mid-rolls & skinning with high degree of engagement.<br />Source: The Financial Express<br />
What's next?<br />Out of billion plus population, only 35 million are fluent in English. There is inadequate local language content.<br />Initiatives like Rural broadband and mass penetration of mobile phones will help internet explode in next 2-3 yrs. <br />Thus its online video that can feed the masses with content. <br />Mobile internet will soon be a big thing.<br />Usage of internet as TV.<br />