iWorld
Content consumption on OTT apps increases the growth of smartphone users, finds ZEE5 Intelligence Monitor research
Mumbai: Over 50 percent of smartphone users in the metros are planning to replace their gadgets within the next six months, according to a research conducted by the OTT platform ZEE5.
In its fourth edition knowledge series ‘ZEE5 Intelligence Monitor’ report, the video streaming platform highlighted the latest trends prevailing in the Indian smartphone industry.
The ZEE5 research discovered the consumption of an exciting and wide variety of content on OTT apps is another new driver for this upward movement. The post-covid trend is to grab the latest model; with latest features’ scoring well above price as the key motivator.
The research also found that brand reputation, features and technology are the leading factors that determine consumers’ preferences. Moreover, two out of five viewers intend to purchase a phone which costs Rs 30,000 or above; with a higher tendency among the 35-44 age group. Besides uncovering the fascinating new consumer behaviour and the contrasting preferences between metro and non-metro consumers in their smartphones’ purchase and usage, the ‘ZEE5 Intelligence Monitor – Smartphones Consumer Insights and Trends Report’ also highlighted the symbiotic relationship between smartphones and OTT platforms.
Launching the report, ZEE Entertainment Enterprises chief operations officer – revenue Rajiv Bakshi said, “By deep diving into the smartphones segment, we have unearthed amazing new insights on user behaviour which can lead the brand marketers to attract millions of customers eager to upgrade and replace their smartphones. We hope this report will act as a guidebook for marketeers and smartphone brands and serve to be distinctive for the industry at large. Marketers and business leaders can use these findings to make smarter business decisions and hyper-target campaigns utilising the ZEE5 platform to connect with audiences in 12 languages.”
The report also said that 70 per cent of the non-metro respondents are inclined to buy their next smartphone online. The research revealed that men are more brand conscious and have twice the share of women consumers in the Rs 50,000+ segment. Women appear price and deal-conscious & dominate the Rs 10,000 segment.
ZEE5 Intelligence Monitor report also uncovered transformative consumer behaviour, attitudes, and aspirations across multiple industries ranging from e-commerce, EdTech, and online gaming to smartphones, presenting an unmatched opportunity to advertisers to access a hyper-enriched predisposed audience cohort across multiple demographics and geographies.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
