Data Tracker: Tracking viewers on mobile

The content landscape has changed dramatically as has viewing behaviour, says report

Video is the future of content marketing, but in the absence of authentic and sufficient data, marketers are often second-guessing the online viewing behaviour of their consumers. In India, according to a report on mobile video watching by Kantar IMRB, the content landscape has changed dramatically as has viewing behaviour. Not only are more people turning to the mobile for entertainment, they are also watching and engaging more deeply online.

• Daily engagement time on mobile hovers around the four-hour mark
• Mobile screens attract more engagement than any other media, 37 per cent higher than TV
• Video adopts a dual role, becoming a means of consumption and expression. There has been rapid evolution in the way the consumer is expressing his/her opinion
• Time spent on smartphone entertainment jumped by a whopping 23 per cent in the last nine months
• The digital video subscription market is estimated to cross Rs 1,200 crore by 2020
• Mobile video consumption not just for affluent homes; more than 40 per cent of viewers belong to SEC C/D/E homes
• The medium is popular across age groups, not just the young; over half the viewers are above 25 years
• Adoption of video streaming is widespread, 65 per cent of viewers reside in non-metro towns
• India has more than 20 million avid video consumers who spend more than 22 hours a month consuming video
• OTT is growing rapidly, already, 3 out of 10 users access an OTT video platform
• Scale is vital for popularity of video platforms, it has become imperative that they have a repertoire of successful creators creating content spanning multiple categories
• Viewers look for diversity of content; music and entertainment are most dominant categories. Education and news are fastest growing categories

Source: India Mobile Video Report, Kantar IMRB, June 2017