iWorld
OTT leads over TV on brand discussions among viewers: Study
MUMBAI: A study by the Interactive Advertising Bureau (IAB), a US-based not-for-profit research company, has found that 56 per cent of people who co-view OTT talk about the brands they see while viewing content on TV screens. Co-viewing is the act of watching with others. On TV it is 50 per cent. The survey was conducted on viewers aged 13-64 in the US.
According to the study titled The OTT Co-Viewing Experience: 2017, 93 per cent of people co-view on TV through platforms such as OTT, linear TV, VOD, and DVR. This if followed by computer at 55 per cent, smartphones at 49 per cent and tablet at 39 per cent.
OTT has a higher impact than TV when it comes to brand-related awareness. Whether its discussion about brands they see, changing their own or someone else’s mind about a brand, discuss it on social media, make a note to purchase it later, search information online or actually buy it, OTT leads over TV.
Moreover, 64 per cent feel it is fun to watch with others while 69 per cent engage in talks about the video with their partners. 36 per cent of OTT videos are live programmes and the platform also gets people to watch longer format content (more than 30 minutes).
Co-viewing on OTT has younger demographics aged 18-34 years compared to TV co-viewing of 13 to 64. These are the two top mediums for co-viewing in the US. Co-viewing content for OTT is picked collaboratively and the motive is to unwind themselves. It is also most prevalent among spouses (59 per cent on OTT) followed by children (41 per cent on OTT).
Furthermore, 92 per cent of co-viewers pay moderate to full attention to the content while 69 per cent are focused on the ads. The study also found that OTT viewers tend to watch double the amount of ad-supported content than subscription services without ads.
IAB research and impact senior VP Chris Kuist said, “Watching TV has always had an important social component and this has absolutely continued as OTT platforms become ever-more important parts of people’s viewing rituals. This social aspect of biggest screen in the house is powerful and is being amplified on OTT platforms in ways that can greatly benefit marketers.”
iWorld
Subedaar puts Indian original cinema on the global map with record-breaking Prime Video debut
MUMBAI: Prime Video has a runaway hit on its hands. Subedaar, the gritty action drama starring Anil Kapoor, has stormed to become the most-watched Indian original movie on the platform in its opening weekend, cracking the Top 10 across 31 countries and landing in 91 per cent of India’s pin codes within days of its March 5 premiere.
The film, a visceral, emotionally-charged story of a retired soldier, Subedaar Arjun Maurya, wrestling with civilian life amid crime and corruption, has struck a nerve. Directed by Suresh Triveni and co-starring Radhikka Madan, Mona Singh, Saurabh Shukla, Aditya Rawal, Faisal Malik, and Khushboo Sundar, the film is already being hailed as a showcase for what Indian original storytelling can achieve on the world stage.
“Subedaar’s success is a reflection of the growing scale and global resonance of Indian storytelling,” said Nikhil Madhok, director and head of originals at Prime Video India. “The film’s emotional narrative, its rooted portrayal of a soldier confronting his toughest battles beyond the battlefield, has struck a chord. Anil Kapoor delivers an acting masterclass, while Suresh Triveni’s solid direction and great performances from the ensemble cast have resulted in love and appreciation from customers across the world.”
Kapoor, 62, has been here before, but rarely at this altitude. Written by Triveni and Prajwal Chandrashekar, with dialogues by Triveni, Saurabh Dwivedi, and Chandrashekar, the film is a production by Opening Image Films in association with Anil Kapoor Film & Communication Network (AKFCN), produced by Vikram Malhotra, Kapoor, and Triveni.
Subedaar streams exclusively on Prime Video in Hindi, Tamil, and Telugu across India, and in over 240 countries and territories worldwide.
For Prime Video, the numbers tell the real story: one weekend, one film, a global footprint, and a very loud signal that Indian original cinema is no longer just travelling well. It’s arriving.
