India to overtake US on digital video time

The rise of short video is a major contributor – via popular apps like YouTube (265 million ions) and TikTok (200 million, 120 million daily active users). Binge-watching TV series and movies on over-the-top (OTT) platforms like Hotstar, Amazon Prime, and Netflix are also driving the numbers up.

In addition, India consumes the most data per user / subscriber in the world, which the Telecommunications Regulatory Authority of India, in a recent report, estimated at around 7.69 gigabytes per month. It is a by-product of the so-called “Jio Effect,” which first appeared in 2017, months after Reliance Jio disrupted the telecom industry with cheap data plans.

The increase in data consumption has also become a major factor in the rise of subscription video on demand (SVOD) services (Netflix, Hotstar and Amazon Prime). Another forecast from eMarketer indicates that this user base will gradually grow to 159.7 million by 2020, a substantial increase from two years ago when it was set at 28.7 million. users. The growth in SVOD is also attributed to the low cost subscription plans offered by Hotstar. Netflix recently announced that it is rolling out a low-cost mobile-only subscription plan in India, starting in 199.

Another report from eMarketer said that in 2019, “adults will spend 1 hour 12 minutes online, and the majority of that time (76.5%) will be via mobile devices.”



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John C. Dent

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