The Ormax OTT Audience Report: 2019 India’s largest OTT audience research
RESEARCH DESIGN 10,000 SAMPLE SIZE ACROSS TWO PHASES Sizing Survey (May-July 2019) To determine the market, gender & age Sample Size: 7,000 profile of regular OTT audience in Urban across 73 cities in 19 states India Profiling Survey (Aug-Sep 2019) To measure audience usage, attitudes and Sample Size: 3,000 behaviour about OTT content & platforms
SIZING SURVEY DESIGN Top 73 cities in India based Males Females on Census 7,000 audiences 2011 15-21 yrs. 22-30 yrs. City-wise Census 2011 population (15+ yrs.) was used to split the total sample by cities. Within each city, Methodology the sample split by gender and age groups was decided basis Census Computer Assisted Telephonic 41+ yrs. 31-40 yrs. Interviews (CATI) 2011 too.
CITY LIST State Cities/ Towns Count Mumbai, Pune, Nagpur, Thane, Pimpri-Chinchwad, Nashik, Kalyan-Dombivali, Vasai-Virar, Aurangabad, Navi Mumbai, Solapur, Maharashtra 14 Mira-Bhayander, Bhiwandi, Amravati 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 Top 73 cities Males Females in India based 3,000 audiences on Census 2011 15-21 yrs. 22-30 yrs. Gender, age and market breakup Methodology based on findings of the Sizing Survey shared earlier in this section. Online Interviews 31-40 yrs. 41+ yrs.
REPORT CONTENTS The Ormax OTT Audience Report: 2019 is divided into 14 sections, listed below: § Audience Consumption SVOD vs. AVOD Audience Sizing Program Profiling Segments Levels Audience Category Viewing Platform Appeal Platforms Consumption Genre Appeal Behaviour Drivers Profiling Drivers & Barriers Program Appeal Subscription Sources of Application in Drivers Disposition Awareness Decision Making
REPORT CONTENTS 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: § Demographic 1. By gender 2. 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 Behaviour 1. By audience segments (generated using this study itself) 2.By consumption levels (Heavy-Medium-Light) 3. SVOD vs. AVOD audience
1. AUDIENCE SIZING 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?
2. AUDIENCE SEGMENTS 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 Category & Subscription Platform Disposition & Drivers Drivers Genre Appeal Key Viewing & Show Behaviour Sampling Measures Cluster Drivers Analysis S1 S2 S3 S4 S5 S6 S7 S8 S9
2. AUDIENCE SEGMENTS For each segment, the following has been reported: § 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
3. PROGRAM PROFILING 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. CATEGORY CONSUMPTION DRIVERS 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
4. CONSUMPTION LEVELS 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 Heavy viewers Medium viewers Light viewers
5. SVOD VS. AVOD AUDIENCE Based on subscription to 18 OTT platforms, audience have been classified into SVOD and § AVOD audience SVOD • Currently subscribed (paid) to 2+ platforms AVOD • Currently subscribed (paid) to 0-1 platforms
6. VIEWING BEHAVIOUR The following aspects of viewing behaviour have been reported in this section: § TV vs. OTT Place of Accompaniment Devices used Data source preference consumption Weekdays vs. Timeband-wise Streaming vs. Languages of Most-preferred weekends consumption Downloading consumption language preference Subtitles usage to watch content in Show acceptance/ Binge vs. short Video content unfamiliar rejection window viewing sessions creation languages
7. CATEGORY CONSUMPTION DRIVERS & BARRIERS 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 Private & personal Convenience of time of nature of viewing, Relaxation via watching Convenience of place of viewing (no Solo choice (vs. family’s leading to more in short breaks in consumption, e.g. travel appointment viewing choice in TV) between other work concentration and needed) involvement Bold content with no Access to International Better content variety Better content quality No ad breaks censorship content than TV than TV Cool & trendy to discuss Declining mobile data Exclusive content Binge-watching option with friends costs in recent times available before TV
7. CATEGORY CONSUMPTION DRIVERS & BARRIERS 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 Too complex to Consumes too Not a habit/ part of decide what to Expensive because much space/ watch: Too many memory on my schedule of mobile data cost options device Good content is Small screen is not Confusing Drains battery not free, requires the best viewing technology, still not spending money experience comfortable with it Cannot watch/ Too bold, violent & Damages eyes discuss with family abusive
8. PLATFORM APPEAL DRIVERS 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 Content Experience Price Brand • Variety of content • Design, tech & UX • Free-of-cost or low • Established subscription price company/ big brand • Content/ dubbing/ • Smooth video play subtitles in language (no buffering/ • Uses less mobile • Good marketing of of choice hanging) data platform and its content • Exclusive content • Allows for available before TV downloads for • Popular and buzzing offline viewing brand among friends • Ad-free experience • Pre-loaded on • Good suggestions mobile, leading to for other content to habit formation watch • Compatible with devices like Firestick/ Chromecast/ Apple TV
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