The report draws on data provided by MPA’s consumer insights and measurement arm, AMPD.
The report added YouTube had the lion’s share of online video consumption in India, with 88%. It stated that the premium video-on-demand (VOD) category increased its viewership share to 12% for the 15-month period, compared with 10% in 2021.
Titled ‘India Online Video Report: Analysis of Consumption, Content, and Investment Trends’, the report said Disney+ Hotstar led premium VOD category viewership with a 38% share over the measured 2022-Q1 2023 period, driven by sports, Hindi, and regional entertainment content offerings.
MPA India vice president Mihir Shah said the next 6-12 months will remain critical for the OTT sector as platforms strive to balance monetisation and profitability against content investment.
The combined Zee-Sony group had a 13% premium VOD category share in aggregate with their respective platforms, which are expected to operate separately for another year, benefiting from strong engagement across content. Jio Cinema’s share of the premium VOD category was 2%, as the measurement period in this report ended in Q1 2023, before the launch of the Indian Premier League (IPL) on Jio Cinema. Jio Cinema’s consumption surged more than 20 times in April 2023 due to the IPL.
Prime, Netflix
Prime Video and Netflix had an aggregate 10% share of premium VOD category minutes.
It added Prime Video continues to benefit from a good mix of content across genres and languages, with crime, thrillers, and action and adventure leading the way. Prime Video gets over 60% of its viewership from local content. In contrast, it said a quarter of Netflix India’s viewership comes from local content since the platform’s Indian originals have been unable to sustain buzz for long periods of time.
Netflix’s major US titles have achieved sustained viewership.
The report highlighted that Indian content dominates premium VOD viewership outside of sports. Content viewership on paid tiers was led by international content, which contributed 51% of total paid tier premium VOD consumption over 2022-23, it added.
