A survey was conducted by KPMG and Eros Now wherein it reported that the Indian viewers consume the content during the office hours i.e. 10 am to 6 pm. The survey also concluded that the Indians spend more than 70 minutes per day approx. on online video platforms with a consumption frequency of 12.5 times a week or more than once a day, it said.
For this report, a survey was conducted on 1,458 over-the-top users in 16 cities including Delhi, Mumbai, Kolkata, Bengaluru, Hyderabad, Pune, Ahmedabad, Jaipur, Ludhiana, Panipat, Nagpur, and Madurai, to ascertain the usage of OTT platforms by consumers.
“Nearly 87 percent of the respondents consumed content on their mobile phones, with nearly 28 percent of the respondents consuming content during the traditional office hours of 10 am-6 pm,” the officials informed.
The report stated that movies have a larger contribution of viewership also on smart TV and larger screens. Also the sets of the survey are heterogeneous in content, genres, age groups, genders, etc.
“Well known global franchises may find a niche audience but predominantly, it will be Indian narratives that will be popular,” the officials reported.
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