Paradigm shift in making: Non-metros take to online video streaming

Hotstar's India Watch report 2019 shows 63% of online entertainment consumption came from non-metros pushing demand for regional content.

The report says that online streaming of videos and viewership has grown rapidly.

•  Hotstar has crossed across 400mm downloads, becoming one of the most downloaded apps in the country.
• It posted 2X installs in 2019 vs 2018, with 555 installations per minute in 2019.
• 63% of the total online entertainment consumption came from non-metros.
• 45% of total entertainment consumption were women viewers.
• More than 40% video consumption came from regional content.
• More often women viewers watch as compare with that of television where there are 800-900 channels in the country.
• Consumers are more comfortable in viewing online content rather than watching than in television.

On an average consumers have used 9.8 GB data per month. As more and more people are watching online videos in non-metro cities. Cities like Lucknow, Pune and Patna surpassed Hyderabad, Bengaluru and Kolkata in video consumption. More people view on Hotstar are likely to install the app and consume it as no time limit for the usage of data. As non- metros prefer more likely of streaming online videos on regional content. More consumers prefer to watch and demand for regional content that is free to watch than other video content which requires to pay extra or to specifically subscribe for that type of video content.About 8,000 apps were installed per minute during the ICC Cricket World Cup 2019 India-Pakistan match. As more from non-metros were demanding for the video content. Though there's need to some age category that is from middle-aged people are yet to be get hooked with the online video content. At 19 per cent of people from age 35 have been streaming online videos.

The executive vice-president and chief product officer, Hotstar ,said ,"Toady,the Indian consumer enjoys a plethora of content to choose from and has moved beyond metro cities, and isn't limited by gender or language." The share of regional content has thus grown by 40 per cent of overall video content consumption comes from regional languages for Hotstar. Tamil, Telugu and Bengali are the top regional languages. More interestingly , 35 per cent of the Bengali consumption comes from outside the state. As it clearly states that online content are more prefer-ally by the non-metros. Rapid growth has increased by 2019 to streaming online videos in India. Mainstrean drama, sports and news are going to drive content  India. As more of the percentage of people prefer to watch online content.