india watch report 2018 - hotstar€¦ · the india watch report 2018. video and the changing face...

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PARASPARAM 2 STATES BAADSHAHO BAJRANGI BHAIJAAN AGUE PRATIDAAN MAAPILLAI KHOKA BABU SARAVANAN MEENATCHI GREY'S ANATOMY STEP UP REVOLUTION LEK MAZHI LADKI TUBELIGHT JUDWAA 2 CHAMPIONS TROPHY TUBELIGHT KHOKA BABU SARAVANAN MEENATCHI YE HAI MOHABBATEIN RAJA RANI ISHQBAAAZ NAAMKARANN PKL ISL VANAMBADI BADMINTON DANCE+ JOLLY LLB 2 LOCKOUT ESCAPE PLAN COLOMBIA PULIMURUGAN YEH RISHTA KYA KEHLATA HAI BIG BOSS THE PROPOSAL NACH BA BETTER OFF TED THE ORVILLE SAATH NIBHAANA SAATH LET’S BE COPS THIS IS US KAABIL THE X-FILES THE INDIA WATCH REPORT 2018

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Page 1: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

PARASPARAM2 STATES

BAADSHAHO

BAJRANGIBHAIJAAN

PREMIER LEAGUE

PRATIDAANMAAPILLAI

KHOKA BABUSARAVANAN MEENATCHI GREY'S ANATOMY

STEP UPREVOLUTION

LEK MAZHI LADKI

TUBELIGHT

JUDWAA 2

CHAMPIONSTROPHY

TUBELIGHT

KHOKA BABUSARAVANAN MEENATCHI

YE HAI MOHABBATEIN

RAJA RANI

ISHQBAAAZ

NAAMKARANN

PKL

ISL

VANAMBADIBADMINTON

DANCE+

JOLLY LLB 2

LOCKOUT ESCAPE PLAN COLOMBIANA

PULIMURUGAN

YEH RISHTA KYA KEHLATA HAI

BIG BOSS

THE PROPOSAL NACH BALIYE

BETTER OFF TEDTHE ORVILLE

SAATH NIBHAANA SAATHIYA

LET’S BECOPS

THIS IS US

KAABILTHE X-FILES

THE INDIA WATCH REPORT 2018

Page 2: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA

It has been three years since we launched Hotstar. In more ways than one, the world has changed dramatically in those three years. And, at Hotstar, we have had the privilege of leading and shaping much of this change.

A new generation of users are emerging in India who take for granted round the clock access to the best stories; who know that they can watch the best shows from around the world at the same time as the world (and sometimes way ahead of most of the world); who do not worry about being forced to skip their team’s weekend football games because they are not at home in front of their television; and who have the implicit faith that all breaking news will reach them without any effort on their part.

It is an exciting time for marketers too. In an era where new consumer habits are being formed, these leaders have exciting vistas to build their brands, more opportunities to tango with engaged consumers and with more consciousness and understanding of their customers than ever before.

But the biggest change has been how consumers are responding to the explosion in access to affordable data. Three years ago, most new data users would start with messaging, do text search, move on to social platforms and a few brave ones would watch video on the mobile network. This pyramid has been completely inverted. In a world that does not fear data charges, video is very o�en the first port of call for new data users. Familiar stories, whether TV shows, movies or sports, unconstrained by any language limitation, are acting as powerful triggers to light up their smartphones and their data connections.

This is the world we are excited to shape. We believe the appetite for stories offers a dramatic new opportunity to leverage Hotstar to transform storytelling and bring a billion people online in India. That is our mission.

In the context of that mission, we believe that we have the responsibility to share with the world – the users who follow these stories, the creators who are imagining the next story, the technologists who are shaping new experiences and marketers who are cra�ing exciting brands – what we are learning in these early years of an exciting transformation.

This report, the first India Watch Report 2018, details the exciting new world that we are cra�ing together.

Ajit MohanC.E.O.

Page 3: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

India loves video

D OW N LOA D SP E R M I N U T E

1I. VIDEO IS BIG

1. 170M includes off-Play Store downloads on Android; Most downloaded video app on Play Store2. Engaged users defined as those who visit Hotstar atleast 2 days in a week3. 1.6 GB per month as per TRAI Performance Indicators Report, July-September 2017

More Hotstar apps are downloaded per minute in the country than babies born!

The average Indian user consumes 1.6 GB of data per month

BY AN ENGAGED HOTSTAR USER

3GB DATAC O N S U M P T I O NP E R M O N T H

Most downloaded video app of 2017 with 170M downloads

325OF THE HOTSTAR APP IN 2017

Page 4: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

WATCHTIME GROWTH

Industry reports suggest that video growth is outpacing that of social media and data as a whole!

1. Watch time on Social media expected to be growing at ~50% (via App Annie)2. 4G data usage grew by 1.8X from Dec ‘16 to Sep ’17 (via TRAI)

2017 witnessed massive growth in online video

Online video consumption grewalmost five times in India

2

3.9X - 4.9X

Page 5: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

2Not for Release

The new viral

2017 witnessed one of the most globally watched online videos in the shortest span of time

3

M NV I D E O V I E WS113

IN JUST 8 HOURS!During Champions Trophy Final 2017, India vs. Pakistan

Available benchmarks (based on publicly available reports):1. Most live streams for a single event (Guinness World Record) – Prince William and Catherine Middleton's wedding (72 Mn views)2. Most ever globally viewed video on Youtube/ Facebook/ VEVO in the first 24 hrs – Marvel Studios' Avengers: Infinity War Official Trailer (230 Mn views)

Hotstar has crossed 1 billion minutes of watchtime in a single day, many times this year!

4.8HIGHEST CONCURRENCY SEEN IN APACDuring Champions Trophy Final 2017, India vs. Pakistan

M NS I M U LTA N E O U SV I E W E R S

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4

Dil bada, Screen chhota

II. IT’S ALL ON MOBILE

Mobile includes all app (including tablets) and MWeb

An average user spends 2.5X more time watching content on mobile, the web

The small screen is the preferred mediumfor the Indian streamer

90%OF WATCHTIME IS ON MOBILE

MORE THAN

Page 7: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

The smartphone leaderboard

5

iPads clock 80% more watchtime per user than iPhones

Leaderboards have been created using Hotstar data only

SMARTPHONES

2

3

4

5

CONNECTED DEVICES

Most Popular devicesMost number of users

1

2

3

4

Samsung is the market leaderin each state across India

6X growth in users on the connected TVs vs. 2016

1

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6

% of reach during the VIVO IPL 2017 Final on TV and Hotstar, respectively

A clear shi� to mobile is emerging

Hotstar viewership mirrored TV during live games

7:58

PM

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TV Hotstar

1. BARC (15+ M 1 Mn+ towns)2. Lag between TV and Hotstar caused by 5 minute delayed stream

In 2017, more people from Pune alone watched video on mobile than viewers fromthe top 8 metros combined in 2015

Mobile is increasingly becoming theprimary screen for viewers vs. TV

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‘Snacky’ is passe; Real stories matter

One third of all Hotstar entertainment viewers follow their favourite shows primarily on Hotstar vs. TV

Does not include sports watch time

96%OF WATCH TIME ON HOTSTAR

COMES FROMVIDEOS LONGER THAN 20 MIN

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8

Cities with populations between 1 and 10Lclocked the highest growth in watchtime

III. VIDEO IS GOING DEEPER

Many cities like Moradabad (22X), Allahabad (13X), Hubli (12X) and Sonipat (12X) are making big leaps, even above the overall national index growth

Small towns, large leaps

1. Cities categorized as per their population from 2011 Census of India2. ‘X’ denotes watch time growth between 2016-17

STATES CITIES(by population)

3.5X

4.1X

Metros

1 Mn+

4.3X1-10 L

Watch time growth

1.0X 8.5X

8.3X

6.0X

2.4X

4.5X

5.3X

3.7X

3.0X

1.5X

3.8X

5.4X

3.7X

2.6X

3.6X

3.6X

2.4X

4.8X

4.4X

4.5X

5.5X

7X

3.8X

6.5X

5.6X

4X4X

4X

4X

1.4X

1.8X

Page 11: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

9

Affordability opening new opportunities for women

Women from New Barrackpore (5X), Siliguri (6.5X), Kanchipuram (5X) andRanchi (4.7X) are a step ahead of larger cities on consumption growth

1. ‘X’ denotes user growth between 2016-20172. Cities categorized as per their population from 2011 Census of India

2XMetros

2X1 Mn+

3X1-10L

Women in smaller cities are coming online faster than those in the big cities

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10

Users from small cities average as much data consumption as those in metros

1. Data consumption per user as on Hotstar2. Small cities defined as those with population of 1-10L

Data consumption per user

Low High

Users in Kerala, UP and Bihar lead data consumption

DATA CONSUMPTION

Data is the great equaliser

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Time indicates the final screen shut off time

The largest share of watchtime, post-midnight, came from Mumbai. Truly the city that never sleeps!

Here's a look at when these cities switch off their devices

Run on coffee tomorrowContent before restEarly to bed( 12:30am - 1:30am ) ( 1:30am - 2:00am ) ( 2:00am - 3:00am )

SRINAGAR 00:46 AM

GUWAHATI 01:52 AM

KOLKATA 02:05 AM

HYDERABAD 01:54 AM

CHENNAI 01:38 AMBENGALURU 01:59 AM

KOCHI 01:30 AM

MUMBAI 02:00 AM

AHMEDABAD 01:54 AM

NEW DELHI 02:37 AM

GURUGRAM 02:08 AM

JAIPUR 01:33 AM

KANPUR 02:27 AM

SHIMLA 00:37 AMAMRITSAR 02:15 AM

BHOPAL 01:22 AM

PUNE 02:35 AM

Eyes wide open: smaller cities sleep as late as metros

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12

Unsurprisingly, the nation's most-watched genre is drama, and while West Bengal andMaharashtra can’t get enough of romance, Tamil Nadu and Delhi revel in comedy!

Youngsters include <25 year olds

Stereotypes rarely hold

MEN WATCH DRAMA

IV. STORIES MATTER

50% of Watchtimefor Yeh Rishta Kya Kehlata Hai

WOMEN WATCH ACTION

18% of Watchtimefor Baahubali 2: A Conclusion

YOUNGSTERS WATCH DRAMA

63% of Watchtimefor Ishqbaaaz

Page 15: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

Tastes truly cut across boundaries

13

~70% of Premium users who watch English shows and movies also view multiple other genres and languages

~24% of Modern Familyviewers watched Cricket

~26% of Game of Thrones viewerswatched Hindi TV shows

~14% of Premier League viewerswatched Bengali TV shows

Page 16: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

Good stories transcend language

Ernakulam and Kozhikode watch more Ishqbaaaz than Vanambadi!

14

~25% of watchtime forTelugu movies

comes from North and West India

~20% of movie watchersin Delhi watch movies in

Tamil, Telugu and Malayalam

~30% of show watchersin Tamil Nadu

watch Hindi TV shows

Page 17: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

The 2017 Hall of Fame (Entertainment)

15

Almost 35% of viewers for Jolly LLB 2 first saw its prequel, Jolly LLB

MOST WATCHED MOVIES IN 2017

JOLLY LLB 2 (Hindi)

MAARI (Tamil)

PULIMURUGAN (Malayalam)

DOCTOR STRANGE (English)

KHAIDI NO 150 (Telugu)

HARIPADA BANDWALA (Bengali)

Page 18: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

The 2017 Hall of Fame (Entertainment)

16

Hotstar hosts the most critically acclaimed English shows in India capturing a leading 40% of all Emmy nominations as well as the most awarded show, Big Little Lies

MOST WATCHED TV SHOWS IN 2017

PARASPARAM (Malayalam) KHOKA BABU (Bengali)

YEH RISHTA KYA KEHLATA HAI(Hindi)

BIG BOSS (Tamil)

GAME OF THRONES (English)

BIG BOSS (Telugu)

Page 19: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

Fandom goes a long way

17

“Eastwatch” (Episode 5 of GoT) was watched by more people than the Finale. If you do not know why, you know nothing!

~26%

~35%

BINGE

~1 1% REFRESH

WITH THE U.S.

of Game of Thrones viewers saw with the U.S.(tuned in at 7:25 am on a Monday)

of Desperate Housewives viewersbinge-watch the show

of viewers of Game of Throneswatched old seasons to ‘refresh’ their memory

before watching the latest season

Page 20: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

Country’s passion for cricket knows no bounds

18

Around 70% of all Indian men who consume online video were on Hotstar during VIVO IPL 2017!

ODI growth: Watch time growth per match for Ind-NZ Sep 2016 and Ind-NZ Oct 2017

growth in totalVIVO IPL watchtime in2017 over 20166.6X

growth in totalODI watchtime in2017 over 20165XODI

VIVO IPL

Page 21: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

But online spurring new fan following

Among Kabaddi viewers, non-metro cities grew their share of watchtime from 10% in 2016 to 40% in 2017!

19

FOOTBALL

KABADDI

Second most-loved sport across all states

10Xgrowth in watchtimefor opening days ofPremier League

9Xgrowth in watchtimein 2017 over 2016

3.5Xgrowth in watchtimefor opening days ofIndian Super League

Page 22: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

Some states are going beyond cricket

20

Kochi and Nagpur are the top cities that watch football in India!

States that love Football the most

States that love Badminton the most

MIZORAM

ASSAM

KERALA

MEGHALAYA

TRIPURA

ASSAM

UTTRAKHAND

TRIPURA

CHANDIGARH

ANDHRA PRADESH

Page 23: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

Mitchell Johnson dismissing Steven Smith was the most watched moment of VIVO IPL 2017!

Most watched by watch time

The 2017 Hall of Fame (Sports)

21

KABADDI

Puneri Paltan vs UMumba14th October

VS

VIVO IPL

Mumbai Indians vsRising Pune Supergiants

21st May

VS

Women’s Singles Final,2017 BWF Super Series

4th December

BADMINTON

PREMIER LEAGUE

Manchester United vs Chelsea16th April

P. V. SINDHU

VS

AKANE YAMAGUCHI

MOST WATCHED MATCHES IN 2017

VS

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22

The 2017 Hall of Fame (Sports)

Rising Pune Supergiants got more views from users in Bihar & Jharkhand than Pune!

1. Most watched by watch time (ODI by highest watch time per ODI match)2. ODI opponents do not include Champions Trophy matches

ODI (VS INDIA)

MOST WATCHED TEAMS IN 2017

PREMIER LEAGUE

1. New Zealand 3. Sri Lanka2. Australia

1. Manchester United 2. Chelsea 3. Arsenal

PRO KABADDI LEAGUE

1. Telugu Titans 2. Puneri Paltan 3. Patna Pirates

Page 25: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

The 2017 Hall of Fame (Advertisements)

MOST WATCHED ADS ON HOTSTAR IN 2017

23

~95% of ads on the Hotstar app are classified as valid and viewable - significantly higher than global in-app viewability benchmarks (49.2% of ads)

5

1

3

2

4

6

7

“YAHAN CRICKET JEETEGA”

“MUTUAL FUNDS SAHI HAI”

“PADHEGA INDIA TOH BADHEGA INDIA”

“OPPO F3 PLUS SELFIE EXPERT” “VITARA BREZZA: SPORT OF GLAMOUR”

“CHEERLEADER - THIS IS NOT A SELFIE.THIS IS MYSELF”

9“DIFFERENT IS BETTER”

10“CHONKPUR CHEETAHS”

8

“MAKE A #BOLDMOVE”

“JIO DHAN DHANA DHAN”

1. Video campaigns considered and ranked by number of impressions2. Viewability study by Moat Analytics3. An ad is defined as viewable when at least 50% of its pixels are visible on the screen for at least 2 consecutive seconds

Page 26: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

DisclaimerThe data that is compiled in this report is obtained entirely from Hotstar, unless indicated otherwise, and

given its prominence in the Indian online video industry, it has been represented in many instances as the

state of the industry. We believe that the information contained in this report is accurate and reliable at the

time of publication, however, we assume no liability for the accuracy and completeness of such information.

This report is a copyright of Novi Digital Entertainment Private Limited. No portion of the report may be

reproduced or copied in any form without permission from Novi Digital Entertainment Private Limited.

All third party trademarks and logos referenced in this report, remain the property of their respective

holders, and are used by us contextually to directly identify either, their i) owner; ii) the product or service

provided under them; iii) the team, event or the show they represent, as the case may be. Use of them does

not imply any affiliation with or endorsement by them.

© February 2018 All Rights Reserved by Novi Digital Entertainment Private Limited

Page 27: india Watch Report 2018 - Hotstar€¦ · THE INDIA WATCH REPORT 2018. VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA It has been three years since we launched Hotstar. In more

PARASPARAM2 STATES

BAADSHAHO

BAJRANGIBHAIJAAN

PREMIER LEAGUE

PRATIDAANMAAPILLAI

KHOKA BABUSARAVANAN MEENATCHI GREY'S ANATOMY

STEP UPREVOLUTION

LEK MAZHI LADKI

TUBELIGHT

JUDWAA 2

CHAMPIONSTROPHY

TUBELIGHT

KHOKA BABUSARAVANAN MEENATCHI

YE HAI MOHABBATEIN

RAJA RANI

ISHQBAAAZ

NAAMKARANN

PKL

ISL

VANAMBADIBADMINTON

DANCE+

JOLLY LLB 2

LOCKOUT ESCAPE PLAN COLOMBIANA

PULIMURUGAN

YEH RISHTA KYA KEHLATA HAI

BIG BOSS

THE PROPOSAL NACH BALIYE

BETTER OFF TEDTHE ORVILLE

SAATH NIBHAANA SAATHIYA

LET’S BECOPS

THIS IS US

KAABILTHE X-FILES