Culture Machine and Kantar IMRB Roll Out an In-depth Study on Video and OTT Consumption

MUMBAI, June 7, 2017 /PRNewswire/ --

Highlights:

- YouTube remains the king of online video consumption, with 1.5x the reach of second-ranked Facebook
- Short-form video (<10 min.) remains the most popular format among mobile users, but it's also gaining traction among PC users
- Non-Metro consumers accounted for 65% of video views on smartphone
- 1 in 3 mobile smartphone video viewers is accessing an OTT video Platform
- 80% of OTT consumers would consider paying a premium to access exclusive content

In an attempt to understand the dynamics of mobile video consumption space in India, Culture Machine and Kantar IMRB presented an environment scan of consumption of video and OTT platforms. The advent of 4G services and subsequent reduction in mobile data costs have acted as significant catalysts for mobile video consumption. The video streaming landscape in India is being radically transformed, but information regarding viewership remains hard to come by. This report sheds light on the budding landscape of mobile video to enhance perspectives and drive decision-making for marketers interested in the mobile video phenomenon.

Key Findings: 

- Short-form video remains the most popular format among smartphone users, with 85% of viewers preferring a video length of 10 minutes or less
- YouTube leads the charge with maximum reach among online mobile video viewers
- The average smartphone user devotes more than 3 hours a week, watching video content on their smartphones
- 1 in 3 mobile smartphone video viewers is accessing an OTT video platform
- 80% of OTT consumers would consider paying a premium to access exclusive content

Facebook vs YouTube 

- YouTube remains the king of online video consumption, with 1.5x the reach of second-ranked Facebook. But this dominance has come under threat as Facebook is proving to be not just a platform that drives views but also delivers engagement for content
- The frequency of accessing Facebook in a month is almost 2.5x times greater than YouTube
- Entertainment/Comedy is the most popular genre on both platforms
- Vernacular/Regional Content is the most engaging content across categories on YouTube

Over-the-top (OTT) video services 

- Mobility factor and ability to consume content on-the-go emerges as the clear driver for growth
- Women and those aged between 15-24 are most likely to be avid users
- Weeknights are the most popular time slots for OTT consumption

Sameer Pitalwalla, CEO and Co-founder, Culture Machine Media Pvt. Ltd, said, "Digital's rapid growth continues and video is the fastest growing piece of that pie. This report was the result of Culture Machine's proprietary technology platform Intelligence Machine which we used to understand the video landscape in India. Thereafter, the collaboration with Kantar IMRB was natural, given their global standing in creating reports and coming up with deep-dive analyses on data points."

Hemant Mehta, Managing Director, Media and Digital, Kantar IMRB, said, "Mobile video has definitely come of age and is the new leveler. Over 40% of users are from the lower socio-economic groups (SEC C/D/E) and as many as 65% are from non-metros. Also, mobile video is not a youth phenomenon anymore - with over 25-year-olds contributing equally. For me, two things stand out: the strong engagement levels that women have with mobile videos and the fact that it's not just about entertainment. We found that Education while being the third most watched genre, generated over a billion views; especially for the content-focused on toddlers and preschoolers."

The report combines Big Data and a deep understanding of smartphone consumer behaviour including -

- Intelligence Machine - Culture Machine's AI powered video intelligence platform that scans 3 billion videos daily.
- Mobi Track: Kantar IMRB's 8000-strong proprietary smartphone panel that tracks behavioural data.
- Interviews with 1500 video OTT consumers across India.

About Culture Machine Media Pvt. Ltd: 

Founded in 2013 by Sameer Pitalwalla and Venkat Prasad, Culture Machine is a Digital Media company whose mission is to use storytelling and technology to create great digital brands that people love. By combining cutting-edge technology with great content, it currently runs some of the Asia's largest digital media brands and also licenses its core technologies to advertisers, media companies and agency partner's world-over. Culture Machine, a wholly owned subsidiary of The Aleph Group, Singapore, has offices in India (Mumbai, Pune, Delhi, Chennai and Hyderabad) and the United States of America (California).
Culture Machine's network includes several prominent 'Own and Operated' channels like Being Indian, Blush, Put Chutney, Viva and Awesome Sauce to name a few. Culture Machine's core technology platforms: Intelligence Machine, Video Machine, and Business Machine, cater to the mission of data-backed content creation, content creation on scale and management of digital content for brands and channels respectively.
For further information, please visit: https://culturemachines.com/.

About Kantar IMRB: 

Kantar IMRB is a pioneer of market research services in Asia. It partners its clients across the entire brand life-cycle through a unique mix of innovation and analytical thinking to design customized solutions that deliver greatest impact. Kantar IMRB's suite of solutions is designed on frugal, agile innovation and adds real value to help clients make impactful decisions. By leveraging on its large array of syndicated services and specialist divisions, Kantar IMRB helps clients in crafting marketing and consumer strategies. Kantar IMRB has created products and frameworks for global clients using the expertise and knowledge of emerging markets. With a multidisciplinary and multi-cultural workforce, Kantar IMRB is at the forefront of research and consulting services.

Kantar IMRB has been a leader in setting up industry measurements like India's first TV rating system (TRPs), the first and only household panel in the country -Household purchases of FMCG's (Kantar WorldPanel), the National Readership Survey (NRS), first IT (ITOPS) and Digital (ICube) studies, Online audiences (WAM) and Mobile usage (Mobi Track).

Kantar IMRB also played an important role in the standardization of market research practices in India and was responsible for creating the Socio-Economic Classification (SEC) system in 1983, a method now used across India to segment and define target audiences.

An eight-time recipient of 'Agency of the Year' award, Kantar IMRB's footprint extends to 49 offices across 67 countries.
Please visit http://www.imrbint.com for more information.
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Media Contacts:
Upkar Singh Khubber
PR Manager
Culture Machine Media Pvt. Ltd
[email protected]
+91-9892118548

Shweta Ratnaparkhi
Group Communications Director
Kantar IMRB
+91-9820087697