- Hotstar is installed on 49% smart devices.
- Four out of five customers have on their phone at least one OTT entertainment system.
Seventy-nine percent of Indian smartphone users use over-the-top (OTT) entertainment applications and as many as four out of five customers have on their phone at least one OTT entertainment system, a new study revealed.
Hotstar Wins the Number Game:
Hotstar is the most penetrated OTT entertainment app with 49 percent of smartphone customers having it installed on their phones. Hotstar’s sports content, particularly cricket, was one of the primary variables for its growth.
The OTT platform apps installed on the smartphones are in addition to the casual entertainment apps such as YouTube and UGC (User Generated Content) platforms like TikTok and with such as penetration, OTT entertainment apps have become the ”most-penetrated” app category for smartphone users in India after social networking, e-commerce and chatting app, revealed the report by market research firm techARC.
While 4 G certainly produced this category, it was complemented by the smartphone sector that innovated to save every micron for full-screen display on the screen, supported by a strong battery and stereophonic sound,” said Faisal Kawoosa, founder and chief analyst at techARC.
OTT Platforms Come Preloaded on Smartphones Now:
Meanwhile, Amazon Prime Video’s reach in India is mildly greater than Netflix. The reach of Prime Video is 15% opposed to 13% of Netflix.
This is a consequence of the close relationship between Amazon and some smartphone OEMs where Amazon applications such as Amazon Shopping and Amazon Prime Video are preloaded into the phone.
We’ve seen a ton of enabling from both the smartphone OEMs and the carriers parties over the past three years. This has aided both the development and usage of OTT entertainment services.
https://nextbigbrand.in/case-study/indians-listen-up-to-21-hours-of-streaming-weekly-on-ott-music-platforms/
