With rapidly evolving technology, smartphones are fast becoming
Viewers across markets are showing an increased preference to consume video content on smartphones with larger screen sizes. The majority of the mobile video viewing in developed markets takes place on smartphones in the five inches and above category. This means that more and more people are watching news, movies, listening to music and consuming other types of content on smartphones than on other media devices, including, PCs and TVs. The average Indian youth (18-25 years) spends over 3.5 hrs (200 mins everyday) on the smartphone and consumes
According to a recent Deloitte report, digital platform like digital audio and video on demand service will see increased activity due to availability of 4G services in the country. This is a clear indicator of the opportunity that is present in the market. India’s young audience, with 50% of the population under 25, is comfortable consuming entertainment on-the-go and on devices other than television. A few reasons why OTT will gain market share in coming years are the three Cs—convenience, content and control. 4G will bring the complete transformation of the current television viewing experience and mark a shift in the control from the broadcaster to the consumer. This use of smaller screens on personal devices will fuel ‘personal escapism’ or watching content individually, with 45% of all content consumed expected to be on the small screen by 2020.