Reliance Jio effect: Mobile video consumption soars thanks to cheap data
Mobile videos are democratizing mobile video consumption behaviour, says Hemant Mehta, MD (Digital, Media and Retail), Kantar IMRB.
- Jun 15, 2017,
- Updated Jun 15, 2017 8:52 PM IST
The fact that more and more people are consuming data on their smart phones is rather well known and the fact that 80% of the content that is consumed is video content isn't surprising either. A recent report launched by digital media network Culture Machine and Kantar IMRB not only shows an exponential growth in digital video consumption on smart phones, but also throws up clear-cut consumption trends in the space:
- 150 million smart phone consumers have watched at least one video in the last one month.
- While Facebook and YouTube are expectedly the most consumed video platforms, one out of three consumers are actually consuming content on OTT platforms such as Hotstar and Voot.
- While entertainment and comedy are the most popular genres in the digital video world, education, that too content for toddlers and pre-schoolers is a highly consumed genre.
- Though only 30% of women consume videos on smart phones, the time that women spend on watching videos is disproportionately high as compared to men.
- Its not just metro consumers who consume video content on their smartphones but more consumption actually happens in towns with population below 10 lakh.
- It's not the teeny-boppers, but youth above 25 years who the contributing the most to mobile video consumption.
The average data consumption from 1GB-2GB per user in a month, has escalated to 8GB-9GB per month. However, there is still a gap between the rise in consumption of digital videos and advertisers investing on digital video ads. The challenge clearly is lack of proper measurement tools to measure efficacy.
Also watch:
The fact that more and more people are consuming data on their smart phones is rather well known and the fact that 80% of the content that is consumed is video content isn't surprising either. A recent report launched by digital media network Culture Machine and Kantar IMRB not only shows an exponential growth in digital video consumption on smart phones, but also throws up clear-cut consumption trends in the space:
- 150 million smart phone consumers have watched at least one video in the last one month.
- While Facebook and YouTube are expectedly the most consumed video platforms, one out of three consumers are actually consuming content on OTT platforms such as Hotstar and Voot.
- While entertainment and comedy are the most popular genres in the digital video world, education, that too content for toddlers and pre-schoolers is a highly consumed genre.
- Though only 30% of women consume videos on smart phones, the time that women spend on watching videos is disproportionately high as compared to men.
- Its not just metro consumers who consume video content on their smartphones but more consumption actually happens in towns with population below 10 lakh.
- It's not the teeny-boppers, but youth above 25 years who the contributing the most to mobile video consumption.
The average data consumption from 1GB-2GB per user in a month, has escalated to 8GB-9GB per month. However, there is still a gap between the rise in consumption of digital videos and advertisers investing on digital video ads. The challenge clearly is lack of proper measurement tools to measure efficacy.
Also watch: