iWorld

Delhi, Mumbai largest markets for OTT audio streaming

OTT streaming thriving in markets where radio is not strong, says a new study

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/02/24/kantar.jpg?itok=2TeBrDYd

MUMBAI: There is a strong interplay between radio and OTT audio streaming resulting in what can be called a “Battle for the Ear”, according a study. 

The OTT Audience Measurement Insights – a first-of-its-kind, passive, continuous audience measurement service – has been launched by Kantar and VTION and it will bring the streaming audio medium on par with radio, TV, print and digital platforms.

In the inaugural release, the study has picked up certain unique regarding content consumption patterns as OTT audio streaming players seem to have built unique core audiences. 

There is a clear pattern of consumption of songs that go beyond ‘trending’ time-frame giving them a longer lifespan. The study also shows that the OTT platforms are also effectively competing with TV in the weekday morning slots.

The study reports multiple variables by gender, time of the day, age group, genre, OTT platforms, NCCS, and cities for the content being consumed.

Hemant Mehta, Managing Director, Insights Division & Chief Strategy Officer, Kantar South Asia, said: “The year 2020 will be ‘The Battle for the ear’ as OTT Audio platforms are shaking up the music market, especially by creating an intense competition between Radio and OTT Audio platforms. Today the listeners are spoilt for choice as far as content consumption is concerned and move across the platforms to fulfill their entertainment needs. The OTT Audience measurement is redefining the audience measurement space as it provides rich insights ranging from listening habits across devices, age groups, peak times, and genres and so on and addresses a need for a robust solution to track the OTT space. Our joint initiative withVTION has provided the industry with the much-needed metrics that will ultimately help the marketers understand the consumer profiles, their content and platform preferences required for effective communication planning and implementation.’’

Manoj Dawane, Founder & CEO of VTION, added: "Audio as a medium of entertainment and engagement, comprising of OTT platforms, broadcast radio and podcasting, is a fast-growing media segment in India. We believe that a well-defined and unbiased independent measurement system will catalyse growth even more as marketers, platform owners and content owners will be able to drive relevance, programme meaningfully and target audiences effectively. Our partnership with Kantar combines their deep consumer behaviour understanding with our patent-pending technology to serve the industry better and grow the market.”

Key Findings

 13 Million adults listened to any OTT streaming App in the last 30 days over nine cities.
 OTT Audio streaming peaks between 9 PM- 9.30 over weekends, almost making it the new prime time. Weekend listenership trumps weekdays.
 The medium is fast catching on across audience groups providing “personal, me time”
 Delhi and Mumbai at 25% each are the largest OTT audio streaming markets, followed by Kolkata and Bangalore standing at 11% and 10%, respectively.
 Mumbai is deeply entrenched in terms of OTT Audio streaming, capturing 44% of the pie followed by Delhi at 25%.
 Clear interplay between Radio and OTT Audio streaming – Battle for the ear 
 Strong correlation between radio and streaming audio; OTT streaming seems to be thriving in markets where radio listenership habit is not strong.
 Among the top 10 songs 
o 2 Singles amongst 10 songs 
o 3 Remix / version / Recreation
o Longevity of Music beyond the theatrical: Kabir Singh

The OTT Audience Measurement offering brings together Kantar’s expertise in media measurement and consumer insights with VTION’s proprietary audience measurement technology and data management framework to provide a unique, comprehensive understanding of audience behaviour, insights for communication planning as well assessment of ROI for media investments across OTT video platforms, OTT audio streaming & podcasting and broadcast radio FM platforms.  

The study is based on a robust sample size of 9000+ stretching across top nine cities (Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Ahmedabad & Lucknow/Kanpur) among the male and female of age group of 18+ and across SEC A, B & CDE. 

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/music.jpg?itok=V35ZVFRo
Streaming music competition ramping up, as COVID-19 lockdown alters consumption habits

MUMBAI: Streaming subscriptions remain the number one growth driver in the global music market, accounting for more than 70 per cent of spend on music last year. Yet, as measures to halt the spread of COVID-19 begin to reshape the lives of consumers, music streaming is experiencing a temporary drop...

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/docubay.jpg?itok=PNUo5DW_
DocuBay inks acquisition deal with US-based Big Media

MUMBAI: DocuBay, the premium membership video-on-demand streaming service by IN10 Media Network, signed a global acquisition deal with US-based Big Media, a leading independent content production and distribution studio. The acquired documentary films launch DocuBay’s latest category or ‘Bay’...

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/net.jpg?itok=yGJheVPv
Netflix launches improved parental controls for families

Netflix, based on feedback from its members, has launched new, improved controls on its service to help parents, guardians and elders make the right viewing decisions for their families.

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/star.jpg?itok=UD1psiZF
Story Ink, Locomotive Global Inc acquire screen adaptation rights for 'The Making of Star India'

India is getting its very own version of Mad Men on the life and times of the broadcasting world. The meteoric rise of Rupert Murdoch’s Star India during the satellite boom of the 1990’s will now be the base for an upcoming digital drama series.

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/07/UFO.jpg?itok=6X6YcR9i
UFO Moviez to forego 100% salary at MD, JMD level for team's sake

MUMBAI: India’s largest cine media network UFO Moviez has decided to forego 100 per cent salary at MD, JMD level and 50-60 per cent salary at the entire leadership team level so that each and every member of its team is taken care of in this difficult time. According to a company press release, the...

iWorld eNews
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/07/vmate.jpg?itok=AX-YMwYq
VMate launches corona anthem

MUMBAI: Short-video platform VMate has launched the VMate corona anthem, a foot-tapping number based on the now-popular anti-corona slogan ‘Go Corona, Corona Go Go’.

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/07/shemaroo.jpg?itok=D8Pu-I4c
ShemarooMe partners with Indian embassy in Paris

MUMBAI: As the world adapts to the new normal of social distancing due to the COVID-19 pandemic, ShemarooMe, the video streaming platform of Shemaroo Entertainment Ltd, has collaborated with the Indian embassy in Paris to connect with Indian nationals and people of Indian origin in France with a...

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/07/MY.jpg?itok=qLOMkdBD
MyTeam11 launches knowledge-based MyTeam11 Quiz

MUMBAI: Fantasy sports platform MyTeam11, with a user base of over 15 million users, today launched MyTeam11 Quiz, a one-of-a-kind, knowledge-based sports quiz contest for sports fans. With the addition of MyTeam11 Quiz, the fantasy gaming giant also becomes the first fantasy sports platform in the...

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/07/zoom.jpg?itok=PalZPCaO
Zoom partners Indo-US forum to provide video tech to Indian k-12 institutions

MUMBAI: Addressing the multiple challenges India is facing in transitioning school education to video conferencing in the wake of COVID-19 lockdown, the US-India strategic partnership forum (USISPF) is partnering with Zoom Video Communications.  They will provide free access to video technologies...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required