iWorld
Indians watched a mix of digital content: BARC-Nielsen
MUMBAI: There is no formula to catch the audience online. Lately, many of the streaming players have been stating that every genre has different audiences and there’s not just one genre which works better. The latest report by BARC-Nielsen establishes the fact that the top five content for digital audience is a mix of fiction, history, mythology and supernatural.
BARC-Nielsen have put together the fourth session in the insights series assessing the impact of COVID-19 on television consumption and smartphone usage. January has been referred to as the pre-Covid-19 period, compared to recent weeks.
What did India watch?
Money Heist by Netflix, which caught the attention of streamers, has ranked as the top content in the week. Other trending shows are Mahabharat, Devon ke Dev..Mahadev, Big Boss, Panchayat, Yeh Rishta Kya Kehlta Hain, How I Met Your Mother, Savdhaan India along with news. Mission Mangal, Angrezi Medium, Housefull 4, Arjun, The Lion King, Aladdin, Frozen II, Good Newzz, Shikara are the most watched movies online. The report has been made based on content of Amazon Prime, Hotstar, MX Player online, Netflix, Voot and ZEE5. Money Heist, Stranger Things, Out of Love, Special Ops, Little Things, Sex Education, Asur, Hostages, Narcos, Tom Clancy’s Jack Ryan were among the top ten original series.
How did the consumption go up?
As per the report, overall VOD consumption is at four hours per week, up by 12 per cent. However, the 35-44-year age group’s consumption has seen the highest jump at 34 per cent. While the consumption in metro cities has gone up by 19 per cent, the growth in non-metro city is 23 per cent.
iWorld
Atrangii OTT partners with Amazon MX Player to expand global content reach
Deal brings originals and catalogue to Prime Video, widening audience access
MUMBAI: Atrangii OTT has entered into a strategic content partnership with Amazon MX Player, in a move designed to significantly expand the reach of its content across India and global markets.
As part of the agreement, Atrangii’s existing library along with select upcoming originals will also be made available on Amazon Prime Video, giving the platform access to a far wider audience base.
The partnership positions Amazon MX Player as a key hub for Atrangii’s content slate, which includes titles such as Koi Jaaye Toh Le Aaye, Shiddat, Marham, Khamosh Aahatein, and Kanpuriya. Known for its focus on thrillers, romance and unconventional narratives, Atrangii has been building a niche with bold, genre-driven storytelling.
Atrangii OTT CEO Avinash Dugar said, “We are delighted to partner with Amazon MX Player to bring Atrangii OTT’s storytelling to a much wider audience. This collaboration allows us to scale our creative ambitions while continuing to produce compelling originals.”
The move reflects a broader trend of OTT platforms leveraging partnerships to scale distribution without compromising on content identity. For Atrangii, it offers both visibility and scale, while for Amazon’s platforms, it strengthens content diversity.
With audiences now able to access Atrangii’s catalogue across multiple platforms, the partnership sets the stage for wider discovery and deeper engagement, as competition in the streaming space continues to intensify.
