“As for content consumption, we saw an increase across the main metros, with viewers choosing to access a wide variety of content in 12 languages. We have seen more than 10% savings in the use of our original content and more than 5% savings on TV content from connected devices such as the Amazon Fire Stick and Smart TVs (from March weekends to the previous week),’
Neeraj Roy, Founder & CEO of Hungama Digital Media, said that Hungama ‘s digital media outlets have increased by 20 percent since early March.
“We have seen an increase in consumption because the OTT platforms provide users with a convenient way to enjoy themselves from the safety of their homes,”
The early growth came from Delhi, Mumbai, and Bengaluru for OTT platforms like Genyoutube. Still, as more people began to understand the gravity of the situation and the need to stay at home, a related trend was seen in other towns as well, added Roy.
ZEE5 Global also experienced an increase of 15 to 18 percent in the audience for all categories, ZEE5 global Chief Business Officer Archana Anand. She said that there was a 60% jump in new subscriptions around the world in March, also leading to an increase in audience.
Broadcasters needed to say a similar story too.
“We are seeing the early signs of an upturn in demand with the total amount of time spent on TV that dramatically,”
said Prathyusha Agarwal, Chief Marketing Officer, Zee Entertainment Enterprises Ltd. Despite schools and colleges closing down and mandatory homework in place, viewership among males has increased by 15 percent, and among children by 26 percent, she pointed out.
For this new phenomenon, programming needs to be customized. At ZEE, we’ve focused on serving this new trend with Zee TV presenting three new finite shows in a particular exclusive band, building a compelling narrative about the power of love and how it helps us tide in the most challenging times,”
Increase in viewing time
Hours of usage have also changed for different OTT platforms like Movie4Me. Although consumption will remain high between 8 a.m. and 10.30 a.m. earlier, it now stays high until 11.30 a.m. Likewise, use begins peaking at 6 p.m., as compared to 8 p.m., and remains high until midnight, he explained.
“While we expect usage to rise more and social distancing, we want our users to exercise responsible streaming. With the majority of Indian employees working from home, sudden spurts could engulf networks and create difficulties for people who work on the Internet or need essential services, “Roy advised.