The Ormax OTT Audience Report: 2019India’s largest OTT audience research

RESEARCH DESIGN10,000 SAMPLE SIZE ACROSS TWO PHASES

Profiling Survey (Aug-Sep 2019)

Sample Size: 3,000 To measure audience usage, attitudes and behaviour about OTT content & platforms

Sizing Survey (May-July 2019)Sample Size: 7,000

across 73 cities in 19 states

To determine the market, gender & age profile of regular OTT audience in Urban

India

SIZING SURVEY DESIGN

7,000 audiencesMales Females

Top 73 cities in India based

on Census 2011

15-21 yrs.

31-40 yrs. 41+ yrs.

22-30 yrs.

Computer Assisted Telephonic Interviews (CATI)

Methodology

City-wise Census 2011 population (15+ yrs.) was used to split the total sample by cities. Within each city, the sample split by gender and age groups was decided basis Census

2011 too.

CITY LISTState Cities/ Towns Count

MaharashtraMumbai, Pune, Nagpur, Thane, Pimpri-Chinchwad, Nashik, Kalyan-Dombivali, Vasai-Virar, Aurangabad, Navi Mumbai, Solapur, Mira-Bhayander, Bhiwandi, Amravati

14

Uttar Pradesh Lucknow, Kanpur, Ghaziabad, Agra, Meerut, Varanasi, Allahabad, Bareilly, Aligarh, Saharanpur, Gorakhpur, NOIDA, Firozabad 13

Tamil Nadu Chennai, Coimbatore, Madurai, Tiruchirapalli, Tiruppur, Salem 6

Gujarat Ahmedabad, Surat, Vadodara, Rajkot 4

Punjab Ludhiana, Chandigarh, Amritsar, Jalandhar 4

Madhya Pradesh Indore, Bhopal, Gwalior, Jabalpur 4

Rajasthan Jaipur, Jodhpur, Kota, Bikaner 4

Karnataka Bengaluru, Hubballi-Dharwad, Mysore 3

Andhra Pradesh Visakhapatnam, Vijayawada, Guntur 3

Jharkhand Dhanbad, Ranchi, Jamshedpur 3

Telangana Hyderabad, Warangal 2

Kerala Thiruvananthapuram, Kochi 2

West Bengal Kolkata, Howrah 2

Chhattisgarh Raipur, Bhilai 2

Haryana Faridabad, Gurgaon 2

Odisha Bhubaneswar, Cuttack 2

Delhi Delhi 1

Bihar Patna 1

Assam Guwahati 1

REGULAR OTT AUDIENCE UNIVERSE

?

§ Findings of the Sizing Survey were used to size the Regular OTT Audience Universe (ROAU), defined as:

§ Number of people in Urban India (in the 15+ yrs. age group) who watch online videos for at least two hours every week, and use at least one OTT platform/ app to watch videos, excluding YouTube and social media

§ The profiling survey was then conducted in a sample drawn from this universe

§ Note that there may be many ‘irregular’ OTT audience who don’t meet the definition above. This study focuses on the core audience, i.e., ROAU, only

PROFILING SURVEY DESIGN

3,000 audiencesMales Females Top 73 cities

in India based on Census

2011

15-21 yrs.

31-40 yrs. 41+ yrs.

22-30 yrs.

Gender, age and market breakup based on findings of the Sizing

Survey shared earlier in this section.Online Interviews

Methodology

§ The Ormax OTT Audience Report: 2019 is divided into 14 sections, listed below:

REPORT CONTENTS

Audience Sizing Audience Segments Program Profiling Consumption

LevelsSVOD vs. AVOD

Audience

Viewing Behaviour

Category Consumption

Drivers & Barriers

Platform Appeal Drivers

Platforms Profiling Genre Appeal

Program Appeal Drivers

Subscription Disposition

Sources of Awareness

Application in Decision Making

§ Details of the various parameters covered in the various sections have been listed in this proposal

§ All analysis will be reported by these segments, wherever relevant:

REPORT CONTENTS

1. By gender2. By age (four segments)3. By town class (metros, 10-75 L, <10L)4. By zones (North, South, West, East)5.By states (state clusters in case of low contribution states)6. By occupation (Students, Pvt. Job, Govt. Job, Self-Employed, Housewife & Unemployed)7.By marital status

Demographic

1. By audience segments (generated using this study itself)2.By consumption levels (Heavy-Medium-Light)3. SVOD vs. AVOD audience

Behaviour

§ Sizing of the Regular OTT Audience Universe (ROAU) has been done basis the Sizing Study

§ This will give a definitive answer to the question: How many OTT consumers (excluding kids) exist in Urban India?

1. AUDIENCE SIZING

The Ormax OTT U&A Audience Report: 2019 uses an approach that goes beyond demographics to segment ROAU based on more than 85 OTT profiling parameters from four broad categories

2. AUDIENCE SEGMENTS

Cluster Analysis

Key Viewing Behaviour Measures

Category & Platform Drivers

Subscription Disposition &

Drivers

Genre Appeal & Show

Sampling Drivers

S1 S2 S3 S4 S5 S6 S7 S8 S9

§ For each segment, the following has been reported:

2. AUDIENCE SEGMENTS

Sizing

• Size of each segment at an overall OTT Regular Audience Universe level• Size of each segment by various demographic variables

Profiling

• Demographic composition of each segment• Profiling of all parameters covered in this research by these audiences

segments

§ Viewers in the profiling survey were asked if they have watched the last season for 23 different OTT shows (web-series) - 16 Indian & 7 International

§ The purpose of this question is not to measure the viewership of these shows, but to use this data to understand the content choices of different demographics and audience segments relative to each other, in turn enabling better understanding of these segments

3. PROGRAM PROFILING

§ This section will answer the question:

§ Content can be watched on conventional television too. Then why do audiences watch content on OTT platforms at all?

§ Based on ongoing qualitative research over the last five years, 11 drivers of OTT viewing have been identified (listed on the next page)

§ Importance of each of these drivers will be measured and reported for various demographic and behavioral segments

3. CATEGORY CONSUMPTION DRIVERS

§ Audience are not expected to keep track of the exact time they spent watching OTT content, and hence, measuring ‘Time Spent’ through a study of this nature is not appropriate

§ However, through a set of questions on consumption levels in different timebands on Weekdays and Weekends, the audience have been divided into three categories

4. CONSUMPTION LEVELS

Heavy viewers Medium viewers Light viewers

§ Based on subscription to 18 OTT platforms, audience have been classified into SVOD and AVOD audience

5. SVOD VS. AVOD AUDIENCE

• Currently subscribed (paid) to 2+ platforms

SVOD

• Currently subscribed (paid) to 0-1 platforms

AVOD

§ The following aspects of viewing behaviour have been reported in this section:

6. VIEWING BEHAVIOUR

TV vs. OTT preference Accompaniment Devices used Data source Place of

consumption

Weekdays vs. weekends preference

Timeband-wise consumption

Streaming vs. Downloading

Languages of consumption

Most-preferred language

Subtitles usage to watch content in

unfamiliar languages

Show acceptance/ rejection window

Binge vs. short viewing sessions

Video content creation

§ Why do viewers watch content on OTT at all, when so much content is available to watch on television?

§ Based on ongoing qualitative research over the last three years, 14 drivers of OTT category viewing have been identified, which were measured and ranked in this report

7. CATEGORY CONSUMPTION DRIVERS & BARRIERS

Convenience of place of consumption, e.g. travel

Convenience of time of viewing (no

appointment viewing needed)

Solo choice (vs. family’s choice in TV)

Private & personal nature of viewing,

leading to more concentration and

involvement

Relaxation via watching in short breaks in

between other work

No ad breaks Bold content with no censorship

Access to International content

Better content variety than TV

Better content quality than TV

Cool & trendy to discuss with friends

Declining mobile data costs in recent times

Exclusive content available before TV Binge-watching option

§ Why do light OTT viewers not spend more time watching OTT content?

§ Based on ongoing qualitative research over the last three years, 11 barriers of OTT category viewing have been identified, which were measured and ranked in this report

7. CATEGORY CONSUMPTION DRIVERS & BARRIERS

Not a habit/ part of schedule

Too complex to decide what to

watch: Too many options

Expensive because of mobile data cost

Consumes too much space/

memory on my device

Drains batteryGood content is

not free, requires spending money

Small screen is not the best viewing

experience

Confusing technology, still not comfortable with it

Cannot watch/ discuss with family

Too bold, violent & abusive Damages eyes

§ How do viewers decide to watch one OTT platform over another?

§ Based on ongoing qualitative research over the last three years, 15 platform appeal drivers have been identified, which can be divided into four types

§ These drivers have been measured and ranked in the report

8. PLATFORM APPEAL DRIVERS

8. PLATFORM APPEAL DRIVERS

Content

• Variety of content• Content/ dubbing/

subtitles in language of choice

• Exclusive content available before TV

Experience

• Design, tech & UX• Smooth video play

(no buffering/ hanging)

• Allows for downloads for offline viewing

• Ad-free experience• Good suggestions

for other content to watch

• Compatible with devices like Firestick/ Chromecast/ Apple TV

Price

• Free-of-cost or low subscription price

• Uses less mobile data

Brand

• Established company/ big brand

• Good marketing of platform and its content

• Popular and buzzing brand among friends

• Pre-loaded on mobile, leading to habit formation

§ Profiling of 18 OTT platforms was conducted using five parameters from Ormax Media’s brand-tracking tool Ormax Brand Matrix

9. PLATFORM PROFILING

• Unaided Awareness: % audience who named the platform when asked to name as many OTT platforms as they can

• Total Awareness: % audience who have heard the name of the platform

Recall Parameters

• Last-Month Sampling: % audience who have watched content on the platform at least once in the last month

Sampling

• NPS: Net Promoter Score measured on a 0-10 scale, defined as % Promoters (8+) minus % Detractors (0-5), among those who have sampled the platform in the last one month

• Preference: % audience who picked the platform as one of their top 2 favorite OTT platforms

Equity

§ This section answers the question: What is the inherent Appeal of various genres of OTT content?

§ Genre Appeal was measured at two levels:

10. GENRE APPEAL

Primary Genres (12) Sub-genres (28) within the primary genre ‘web-series’

Movies Short films Live cricket Live sports (except cricket)

Catch-up of TV shows Documentaries News Songs & music

videos

Jokes & comedy videos DIY videos

Short social media videos

(<3 mins.)

Web-series (original shows)

10. GENRESPRIMARY GENRES

Comedy (fiction)

Stand-up comedy Action Romance Romcom Family drama

College/ Youthful

Suspense/ thriller Crime Legal Horror Biopic/ True

Story

Inspirational/ Social message Patriotic War-based Historical Science fiction Fantasy

Superhero Travel-based Fashion-based Food-based Talent reality Competition & task reality

Celebrity chat show Quiz Game show Adult/ Sex-

related

10. GENRESSUB-GENRES OF ORIGINAL SHOWS (WEB-SERIES)

§ How do audiences select or reject an original show/ web-series to watch (or not watch)?

§ Based on ongoing qualitative research over the last three years, 16 program sampling drivers have been identified, which have been measured and ranked in this report

11. PROGRAM SAMPLING DRIVERS

Starcast Theme/ Genre Franchise Theme uniqueness

Dialogues/ Punchlines

Bold & daring (abuses & sex

scenes)

Production scale Trailer scenes

Available in language of preference

Director Producer/ Banner

Platform equity

Exciting marketing

Online reviews

Friends’ advocacy

Family’s advocacy

§ Audience were asked to select different OTT platforms they are currently paid subscribers of, from a list of 18 platforms provided to them, and the Platform-wise Subscription has been reported

12. SUBSCRIPTION

§ Why do audience subscribe to a particular OTT platform vis-à-vis others?

§ Based on ongoing qualitative research over the last three years, nine platform subscription drivers have been identified, which have been measured and ranked in this report

12. SUBSCRIPTION

Affordable price Variety of content Tentpole content Good experience during free trial

Subscribed by friends

Design, tech & UXExclusive content

not on TV/ available before TV

Pre-loaded on mobile, leading to

habit formation

Established company/ Big

brand

§ Which media contribute to what extent to awareness of new OTT shows?

§ 15 different media or sources of awareness will be cued to the audience, to measure their relative impact on an OTT show launch campaign

13. SOURCES OF AWARENESS

Promotion on host platform

Suggestion on the host platform

TV promos FM Radio Facebook

Twitter Instagram YouTube WhatsApp Online articles

PrintIn-theatre &

mall promotions

OOH Friends Family

§ On the next page, the application of various sections of The Ormax OTT Audience Report: 2019 has been mapped to four line functions of an OTT business

14. APPLICATION IN DECISION MAKING

Product Content

Marketing Research

14. APPLICATION IN DECISION MAKING

Report Section Product Content Marketing Research

Audience Sizing Brand TG selection Test TG selection

Audience Segments Focused targeting Focused targeting

Program Profiling Benchmarking

Consumption Levels Media planning Test TG selection

SVOD vs. AVOD Audience Media planning Test TG selection

Viewing Behaviour Product design Language decisions Brand campaign brief

Category Consumption Drivers & Barriers Product design Brand campaign brief

Platform Appeal Drivers Product design Brand campaign brief

Platform Profiling Brand objectives Periodic tracking

Genre Appeal Focus genre selection Show campaign brief

Program Appeal Drivers Content brief input Show campaign brief

Subscription Product design (SVOD) Brand campaign brief

Sources of Awareness Media planning

The Ormax OTT Audience Report: 2019India’s largest OTT audience research

www.ormaxmedia.com

Twitter: @OrmaxMedia