iWorld
Time spent on OTT audio streaming apps goes up by 42%
MUMBAI: The COVID19 crisis has changed the average Indian’s life. With schools and colleges being shut coupled with corporates and governments encouraging employees to work from home, Indians in the metropolitan cities are looking at ways to keep themselves entertained and/ or to find “companions”.
Kantar – VTION’s passive OTT Audio Audience Measurement service data reveals that there was a 42 per cent increase (amongst consumers able to consume OTT / streaming audio platforms) in time spent on listening to OTT/ streaming audio apps.
What is driving this growth?
Social distancing is the new norm! with consumers being forced to be housebound in the current environment, a large number of “new users” (consumers who were not tuning into OTT / streaming audio apps in the previous period) have started using these services
Amongst various demographic groups that were analysed, two segments display huge growth in the time spent on listening to OTT/ Streaming Audio apps:
Over 50 per cent growth in the time spent on listening amongst the age group of 18-24 – a reflection of the closure of colleges and youngsters being housebound and looking for alternate entertainment options?
Consumers in the age group of 25-34 have shown a 30 per cent growth in usage – perhaps driven by the fact that they are working from home (WFH) and using the OTT/ streaming apps as a companion medium
In terms of day-wise consumption behaviour, the study shows that new “peaks” are emerging as far as consumption of OTT/ streaming audio apps is concerned. The report reveals a 52 per cent growth in the incidence of listening in the afternoons – between noon to 6 pm. Late night (post-midnight till 6 am in the morning) registers an 80 per cent increase in the incidence of listening, compared to the last month.
Will the current environment change the consumer behaviour? Will the consumers continue to avail of the OTT / Streaming Audio services? Will the medium grow? Only time will tell.
The OTT Audio 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 9 cities (Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Ahmedabad & Lucknow/Kanpur) among male and female of age group of 18+ and across SEC A, B & CDE.
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.
