According to the India CTV Report 2021, 78% of those surveyed have a Smart TV and 93% of these users are interested in Internet-based content. Most of these STV users are young urban adults who are already mobile-first and active. Engage with different apps.
The demand for the OTT platform in Coronal is very big. Most people prefer to watch movies or series on TV through OTT Apps while sitting at home more than in cinema hall. With this, consumers are increasingly moving from traditional linear TVs to Connected TVs (CTVs) and OTTs, which has led to a major change in media consumption. Affle company MediaSmart has released a report which shows the changing viewership pattern of Indian traditions.
93% of users like internet-based content
According to the ‘India CTV Report 2021’ report, 78% of the people surveyed have a smart TV and 93% of these users are mostly interested in internet-based content. It further states that most CTV (also known as Smart TV) users are young, urban adults who are already mobile-first and actively engaged with different apps. According to the survey conducted by the company, 89% of the respondents are social media users, 82% are e-commerce and 44% are gamers.
70% of people spend one to four hours watching content on Smart TVs
The report also stated that more than 15% of respondents use dongles to stream content on TVs, 59% prefer to download apps through the Smart TV App Store, and 26% mostly pre-installed. access content through the app. Nearly 70% of respondents spent one to four hours watching movies (91 percent), streaming music (64 percent), playing games (47 percent), or watching the news (64 percent) on a smart TV.
65% of people in India subscribe to OTT apps
More than 65% of the respondents have membership in more than one OTT app. The cited source has also revealed the top leading OTT platforms which dominate the adoption rate of over 40 percent share. These include Disney+ Hotstar, Amazon’s Prime Video, Netflix, Zee5, MXPlayer, Sony LIV, VOOT, and Alt Balaji. The survey was conducted in metros and tier 1 cities, with the help of Vtion, in demographics of male and female respondents.