An Ernst & Young/FICCI Frames report on Indian media says that online video viewing in India grew last year by 25 per cent with 325 million people now watching OTT video.

The report said that catch-up TV is driving much of this demand, with 70-90 per cent of the total content consumed coming from the OTT platforms backed by mainstream – and conventional – broadcasters.

v said that the streaming of long form content is still a connectivity challenge beyond the top eight to 10 cities, and this led to average time per user coming down as more growth was driven by regional consumers, it stated.

The report added that Indian consumers downloaded more media and entertainment apps in 2018 than ever before, with the highest growth rates being seen on entertainment, music and game apps.

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Categories: Articles, Catch Up, Consumer Behaviour, OTT, Research, VOD