iWorld
YouTube 1.5x of FB, short-form popular, 65% in non-metros & 80% may pay premium: Kantar
MUMBAI: In an attempt to understand the dynamics of mobile video consumption space in India, Culture Machine and Kantar IMRB presented an environment scan of consumption of video and OTT platforms.
Highlights:
– YouTube remains the king of online video consumption, with 1.5x the reach of second-ranked Facebook
– Short-form video (<10 min.) remains the most popular format among mobile users, but it’s also gaining traction among PC users
– Non-Metro consumers accounted for 65% of video views on smartphone
– 1 in 3 mobile smartphone video viewers is accessing an OTT video Platform
– 80% of OTT consumers would consider paying a premium to access exclusive content
The advent of 4G services and subsequent reduction in mobile data costs have acted as significant catalysts for mobile video consumption. The video streaming landscape in India is being radically transformed, but information regarding viewership remains hard to come by. This report sheds light on the budding landscape of mobile video to enhance perspectives and drive decision-making for marketers interested in the mobile video phenomenon.
Key Findings:
– Short-form video remains the most popular format among smartphone users, with 85% of viewers preferring a video length of 10 minutes or less
– YouTube leads the charge with maximum reach among online mobile video viewers
– The average smartphone user devotes more than 3 hours a week, watching video content on their smartphones
– 1 in 3 mobile smartphone video viewers is accessing an OTT video platform
– 80% of OTT consumers would consider paying a premium to access exclusive content
Facebook vs YouTube
– YouTube remains the king of online video consumption, with 1.5x the reach of second-ranked Facebook. But this dominance has come under threat as Facebook is proving to be not just a platform that drives views but also delivers engagement for content
– The frequency of accessing Facebook in a month is almost 2.5x times greater than YouTube
– Entertainment/Comedy is the most popular genre on both platforms
– Vernacular/Regional Content is the most engaging content across categories on YouTube
Over-the-top (OTT) video services
– Mobility factor and ability to consume content on-the-go emerges as the clear driver for growth
– Women and those aged between 15-24 are most likely to be avid users
– Weeknights are the most popular time slots for OTT consumption
Culture Machine CEO Sameer Pitalwalla said, “Digital’s rapid growth continues and video is the fastest growing piece of that pie. This report was the result of Culture Machine’s proprietary technology platform Intelligence Machine which we used to understand the video landscape in India. Thereafter, the collaboration with Kantar IMRB was natural, given their global standing in creating reports and coming up with deep-dive analyses on data points.”
Kantar IMRB MD Hemant Mehta said, “Mobile video has definitely come of age and is the new leveler. Over 40% of users are from the lower socio-economic groups (SEC C/D/E) and as many as 65% are from non-metros. Also, mobile video is not a youth phenomenon anymore – with over 25-year-olds contributing equally. For me, two things stand out: the strong engagement levels that women have with mobile videos and the fact that it’s not just about entertainment. We found that Education while being the third most watched genre, generated over a billion views; especially for the content-focused on toddlers and preschoolers.”
The report combines Big Data and a deep understanding of smartphone consumer behaviour including –
– Intelligence Machine – Culture Machine’s AI powered video intelligence platform that scans 3 billion videos daily.
– Mobi Track: Kantar IMRB’s 8000-strong proprietary smartphone panel that tracks behavioural data.
– Interviews with 1500 video OTT consumers across India.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
