iWorld
YouTube, Netflix, TV top 3 kids animation content platforms in India: Akatsuki study
Mumbai: Japan-based entertainment and technology company Akatsuki Inc is looking to expand its kids’ animation footprint in India and it recently conducted a survey on ‘What Indian Parents Want From Animated Content For Kids.’ The study indicating hybrid patterns of linear and digital media consumption revealed a preference for entertainment-led English animation content, preferably available on high access platforms like YouTube and television with a strong community following.
Even with the advent of OTT giants such as Netflix, Amazon Prime, Disney+ Hotstar, 26 per cent of parents chose television, making it one of their top three platforms to watch, the study revealed. YouTube, however, continues to be the leading platform of choice with a strong preference shown by 76 per cent of participants, followed by Netflix at 57 per cent.
In terms of consumption habits, television (60 per cent), smartphones (49 per cent), and laptops (24 per cent) came across as the most popular and used devices for daily viewing. Parents chose English as the most preferred language for animation content along with Tamil, Telugu, and Bangla as the top three vernacular choices.
The animation industry has seen massive growth in the last few years, with the global pandemic playing the role of catalyst accelerating animation content consumption amongst kids as the primary source of learning and entertainment. 69 per cent of parents who participated in the survey shared that with an average screen time of four to six hours per week they have seen an increase in their kids’ animation content consumption habits post Covid-19.
Throwing light on what makes an animation IP click with kids and parents alike, the survey discovered that ‘Entertainment’ is the most important parameter with 64 per cent respondents choosing it over ‘What Makes Their Kids Happy’ (45 per cent), educational benefits (35 per cent), moral values (22 per cent), and local characters and storylines (11 per cent).
The majority of parents (37 per cent) also shared that their kids watch animated content unsupervised. The 75 per cent of Indian parents still rely on the traditional word-of-mouth approach when it comes to choosing and discovering new content ideas for their children, followed by 28 per cent of parents discovering content through OTT recommendations, 20 per cent via parenting communities, and the remaining 10 per cent via traditional news outlets.
“We at Akatsuki are committed to bringing joyful and meaningful animation IPs for the growing and underserved kids animation space in India,” said Akatsuki Inc head of business development and partnerships Yuki Kawamura. “We want to thoughtfully co-create our content roadmap with on-ground insights and need gaps. This survey is the first step in that direction, and the findings have strengthened our conviction in the potential of the untapped demand of kids’ animation in India and synergies with our IPs.”
The study was conducted among parents across 10 metros in India, including Delhi, Gurgaon, Mumbai, Pune, Kanpur, Guwahati, Bangalore, and others to understand children’s consumption habits and uncover key decision-making factors influencing parents’ selection of animation content for their kids.
iWorld
Hari Om OTT premieres Bhagwan Jhulelal Sai series
First devotional show on Jhulelal Sai streams in Sindhi and Hindi.
MUMBAI: Hari Om OTT just turned the tide for devotional dramas because when Jhulelal Sai steps onto the small screen, even the waves start streaming in two languages. Hari Om OTT, India’s leading devotional streaming platform launched in June 2024, has premiered Bhagwan Jhulelal Sai, a milestone series that marks the first-ever show dedicated to the revered deity of the Sindhi community. The show, starring Manish Raisinghani as Jhulelal Sai / Varun Dev and Parag Tyagi as Mirkh Shah, launched on Jhulelal Jayanti and is available in both Sindhi and Hindi.
The series chronicles the life, journey and teachings of Bhagwan Jhulelal Sai, blending mythology with historical elements to deliver an authentic and inspiring narrative for global audiences.
Manish Raisinghani said, “Portraying Jhulelal Sai and Varun Dev was not just a role, it was a spiritual journey and a moment of immense pride for my family and community. This one holds a special place in my heart, especially since the show is coming in our very own Sindhi language as well.”
Parag Tyagi added, “Jhulelal Sai is the first-ever show that beautifully blends mythology with history. Hari Om has achieved something truly special by bringing the stories of our gods and goddesses to audiences in their authentic language.”
Hari Om OTT CEO Avinash Dugar said, “With Bhagwan Jhulelal Sai, we’re excited to share this inspiring story with the Sindhi community and beyond. We will continue to showcase the stories of Indian culture and Sanatan Dharma to the world, presented in their own language.”
The premiere builds on Hari Om OTT’s track record of acclaimed devotional titles including Mata Lakshmi, Jai Jagannath, Shri Tirupati Balaji, Mata Saraswati and Chandra Dev, all focused on celebrating India’s cultural and spiritual legacy through high-quality storytelling.
In a streaming landscape crowded with fiction, Hari Om OTT is quietly proving that the most powerful stories aren’t made up, they’re the ones that have already inspired generations, now delivered straight to your screen in the language of devotion. Bhagwan Jhulelal Sai is now streaming on Hari Om OTT.
