iWorld

Indian SVOD audience consumes content in more than four languages: Study

Subtitling and dubbing options make it easier for audiences to watch content in multiple languages

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2022/05/26/ormax-media.jpg?itok=83sHeiF9

Mumbai: The Indian subscription video-on-demand (SVOD) audience consumes content in 4.6 languages on an average, found a study by media consulting firm Ormax Media.

The presence of widely available subtitling and dubbing options available on SVOD platforms makes it much easier for audiences to watch content outside their native language. The study found that for advertising video-on-demand services that outlook on language content is more conservative, primarily because of the low presence of multi-language dubbing on AVOD services, including YouTube.

The study titled ‘Ormax OTT Audience Report: 2022’ is based on research conducted across more than 6,000 SVOD and SVOD audiences in urban India. As per the report’s estimates for the year 2021, India’s digital video audience universe stood at 353.2 million out of which 31 per cent were SVOD audience while the remaining 69 per cent were AVOD audience.

As per Ormax’s findings, a large share of the audience of content in the four South Indian languages comes from outside their native state. For example, 88 per cent Malayalam content viewers are from outside Kerala, while 82 per cent Tamil content viewers are from outside Tamil Nadu.

Dubbing has also fuelled the growth of English and other foreign language content, including Korean, according to the report. It found that 65 per cent SVOD audience and 43 per cent AVOD audience in urban India watch English language content, though a sizable section among them (more than half) prefer to watch it in an Indian language via dubbing.

Average number of languages of content consumption among SVOD audience are higher in the Southern states, with Karnataka leading with an average of 5.7 languages. UP, Rajasthan, MP and Chhattisgarh rank the lowest on this measure, at an average of less than four languages.

“Streaming is a fast-growing category in India, and hence, it is important for content creators and marketers to constantly upgrade their understanding of the audiences, their taste, their viewing habits, and their viewing triggers,” said Ormax Media founder and CEO Shailesh Kapoor. “This report is a comprehensive update on how the behaviour and choices of Indian OTT audience have evolved over the course of the pandemic years, where there was unprecedented exposure to streaming content”.

“A lot of AVOD content is being made in India today with an SVOD lens,” noted Kapoor. “However, this report reveals that the formats and genres preferred by SVOD and AVOD audiences are significantly different from each other. Since streaming has come up in India only recently in a big way, a lot of content greenlighting in the category has happened on instinct so far, without any robust consumer data to aid the decision-making process. The Ormax OTT Audience Report is our endeavour to help platforms make more informed content choices.”

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/01/ishita-dasgupta.jpg?itok=3_2ZvX6T
BIG FM appoints Ishita Dasgupta as national head – digital

Leading radio networks in India BIG FM has strengthened its national sales team with the appointment of Ishita Dasgupta as the national head – digital, and business growth (West & South).

iWorld eNews
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/01/3.jpg?itok=Do8lwy0b
Music NFTs are an alternative way for artists to increase their earning potential: Report

Music NFTs are an alternative way for artists, most of whom depend on extractive record labels and centralised platforms to earn a living, to increase their earning potential, according to a report by video games, data, analytics and market research firm Newzoo. This allows them to sell their...

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/06/30/888888.jpg?itok=Mn9n_x1a
Tiki plans to reach 100K budding creators via their programme 'GrowWithTiki'

Short-form video-making community Tiki aims to create a new record of 100 thousand budding creators through their new programme - ‘GrowWithTiki’. With an aim to promote India’s talented content creators based across regions, the brand wants to cultivate an environment of ‘authentic entertainment,...

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/06/29/she-2_0.jpg?itok=OzuanL6D
Crime drama series SHE S2 features in Netflix’s Global Top 10

The new season of crime drama SHE is trending in Netflix’s Global Top 10. One of the most-watched non-English titles this week.

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/06/28/gaming-associations.jpg?itok=W7cO_ILx
Industry bodies raises concern over revised GST rates in online gaming

The three largest online skill gaming associations in the country, E-Gaming Federation (EGF), All India Gaming Federation (AIGF) and Federation of Indian Fantasy Sports (FIFS), expressed concern at the recent media reports, which suggest that the GST rate on online skill games may be increased from...

iWorld Gaming
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/06/28/cnbctv18-binge.jpg?itok=i-UbCWXB
CNBCTV18.com launches OTT platform 'CNBCTV18 Binge'

Digital business news platform CNBCTV18.com has launched an exclusive, video-only OTT platform for its millennial audience - CNBCTV18 Binge. Launched in June, the service is available for users on CNBCTV18.com and the CNBCTV18 app.

iWorld Over The Top Services
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/06/28/akash_mukesh_ambani.jpg?itok=UO2HojBO
Akash Ambani to take over as the chairman of Reliance Jio as Mukesh Ambani steps down

Reliance Jio Infocomm, the digital arm of Reliance Industries, announced on Tuesday that Reliance Industries chairman and managing director Mukesh Ambani has resigned his position at the company effective from 27 June. Akash Ambani, who is a non-executive director on the board of the company, will...

iWorld Telecom
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/06/28/rohit-suri.jpg?itok=gXE8KuIs
Netflix appoints Rohit Suri as head of talent - India

Netflix has appointed Rohit Suri as head of talent – India.

iWorld Over The Top Services