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VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA
It has been three years since we launched Hotstar. In more ways than one, the world has changed
dramatically in those three years. And, at Hotstar, we have had the privilege of leading and
shaping much of this change.
A new generation of users are emerging in India who take for granted round the clock access to
the best stories; who know that they can watch the best shows from around the world at the
same time as the world (and sometimes way ahead of most of the world); who do not worry
about being forced to skip their team’s weekend football games because they are not at home in
front of their television; and who have the implicit faith that all breaking news will reach them
without any effort on their part.
It is an exciting time for marketers too. In an era where new consumer habits are being formed,
these leaders have exciting vistas to build their brands, more opportunities to tango with
engaged consumers and with more consciousness and understanding of their customers than
ever before.
But the biggest change has been how consumers are responding to the explosion in access to
affordable data. Three years ago, most new data users would start with messaging, do text
search, move on to social platforms and a few brave ones would watch video on the mobile
network. This pyramid has been completely inverted. In a world that does not fear data charges,
video is very often the first port of call for new data users. Familiar stories, whether TV shows,
movies or sports, unconstrained by any language limitation, are acting as powerful triggers to
light up their smartphones and their data connections.
This is the world we are excited to shape. We believe the appetite for stories offers a dramatic
new opportunity to leverage Hotstar to transform storytelling and bring a billion people online in
India. That is our mission.
In the context of that mission, we believe that we have the responsibility to share with the world
– the users who follow these stories, the creators who are imagining the next story, the
technologists who are shaping new experiences and marketers who are crafting exciting brands
– what we are learning in these early years of an exciting transformation.
This report, the first India Watch Report 2018, details the exciting new world that we are crafting
together.
Ajit Mohan
C.E.O.
I. VIDEO IS BIG 1
325
OF THE HOTSTAR APP IN 2017
D OW N LOA D S
PER MINUTE
3GB
D ATA
CO N S U M P T I O N
PER MONTH
More Hotstar apps are downloaded per minute in the country than babies born!
1. 170M includes off-Play Store downloads on Android; Most downloaded video app on Play Store
2. Engaged users defined as those who visit Hotstar atleast 2 days in a week
3. 1.6 GB per month as per TRAI Performance Indicators Report, July-September 2017
2
3.9X - 4.9X
WATCHTIME GROWTH
Industry reports suggest that video growth is outpacing that of social media and data
as a whole!
1. Watch time on Social media expected to be growing at ~50% (via App Annie)
2. 4G data usage grew by 1.8X from Dec ‘16 to Sep ’17 (via TRAI)
2
3
Not for Release
113
IN JUST 8 HOURS!
MN
V I D E O V I E WS
4.8
MN
S I M U LTA N E O U S
VIEWERS
HIGHEST CONCURRENCY SEEN IN APAC
During Champions Trophy Final 2017, India vs. Pakistan
Hotstar has crossed 1 billion minutes of watchtime in a single day, many times this
year!
MORE THAN
90%
OF WATCHTIME IS ON MOBILE
An average user spends 2.5X more time watching content on mobile, the web
1 1
2 2
3 3
4 4
8:23 PM
8:28 PM
8:33 PM
8:38 PM
8:43 PM
8:48 PM
8:53 PM
8:58 PM
9:03 PM
9:08 PM
9:23 PM
9:28 PM
9:33 PM
9:38 PM
9:43 PM
9:48 PM
9:53 PM
9:58 PM
10:03 PM
10:08 PM
10:23 PM
10:28 PM
10:33 PM
10:38 PM
10:43 PM
10:48 PM
10:53 PM
10:58 PM
8:13 PM
8:18 PM
9:13 PM
9:18 PM
10:13 PM
10:18 PM
11:03 PM
11:08 PM
11:23 PM
11:28 PM
11:33 PM
11:38 PM
11:43 PM
11:48 PM
11:53 PM
11:58 PM
11:13 PM
11:18 PM
TV Hotstar
% of reach during the VIVO IPL 2017 Final on TV and Hotstar, respectively
In 2017, more people from Pune alone watched video on mobile than viewers from
the top 8 metros combined in 2015
96%
OF WATCH TIME ON HOTSTAR
COMES FROM
VIDEOS LONGER THAN 20 MIN
One third of all Hotstar entertainment viewers follow their favourite shows primarily
on Hotstar vs. TV
STATES CITIES
(by population)
8.3X
1.8X
6.0X
2.4X 3.5X
Metros
4.5X
4X
7X
5.5X 4X
5.6X
4X
4.1X
4X
3.8X
3.7X 4.5X 3.8X
1.5X
5.4X
3.0X
3.7X
1 Mn+
2.6X
2.4X
4.3X
3.6X
4.8X
1-10 L
3.6X
1.0X 8.5X
Many cities like Moradabad (22X), Allahabad (13X), Hubli (12X) and Sonipat (12X)
are making big leaps, even above the overall national index growth
2X
Metros
2X
1 Mn+
3X
1-10L
Women from New Barrackpore (5X), Siliguri (6.5X), Kanchipuram (5X) and
Ranchi (4.7X) are a step ahead of larger cities on consumption growth
DATA CONSUMPTION
Low High
Users from small cities average as much data consumption as those in metros
SRINAGAR 00:46 AM
GURUGRAM 02:08 AM
JAIPUR 01:33 AM
GUWAHATI 01:52 AM
KANPUR 02:27 AM
BHOPAL 01:22 AM
AHMEDABAD 01:54 AM KOLKATA 02:05 AM
HYDERABAD 01:54 AM
MUMBAI 02:00 AM
PUNE 02:35 AM
BENGALURU 01:59 AM
CHENNAI 01:38 AM
KOCHI 01:30 AM
The largest share of watchtime, post-midnight, came from Mumbai. Truly the city
that never sleeps!
50% of Watchtime
for Yeh Rishta Kya Kehlata Hai
18% of Watchtime
for Baahubali 2: A Conclusion
63% of Watchtime
for Ishqbaaaz
Unsurprisingly, the nation's most-watched genre is drama, and while West Bengal and
Maharashtra can’t get enough of romance, Tamil Nadu and Delhi revel in comedy!
~70% of Premium users who watch English shows and movies also view multiple
other genres and languages
14
Almost 35% of viewers for Jolly LLB 2 first saw its prequel, Jolly LLB
16
Hotstar hosts the most critically acclaimed English shows in India capturing a leading
40% of all Emmy nominations as well as the most awarded show, Big Little Lies
17
~35%
of Game of Thrones viewers saw with the U.S.
(tuned in at 7:25 am on a Monday)
BINGE
~26%
of Desperate Housewives viewers
binge-watch the show
REFRESH
~11%
of viewers of Game of Thrones
watched old seasons to ‘refresh’ their memory
before watching the latest season
“Eastwatch” (Episode 5 of GoT) was watched by more people than the Finale. If you
do not know why, you know nothing!
18
ODI
5X
growth in total
ODI watchtime in
2017 over 2016
VIVO IPL
6.6X
growth in total
VIVO IPL watchtime in
2017 over 2016
Around 70% of all Indian men who consume online video were on Hotstar during
VIVO IPL 2017!
ODI growth: Watch time growth per match for Ind-NZ Sep 2016 and Ind-NZ Oct 2017
19
FOOTBALL
Second most-loved sport across all states
3.5X
growth in watchtime
for opening days of
Indian Super League
10X
growth in watchtime
for opening days of
Premier League
KABADDI
9X
growth in watchtime
in 2017 over 2016
Among Kabaddi viewers, non-metro cities grew their share of watchtime from 10% in
2016 to 40% in 2017!
20
MIZORAM
ASSAM
KERALA
MEGHALAYA
TRIPURA
ASSAM
UTTRAKHAND
TRIPURA
CHANDIGARH
ANDHRA PRADESH
Kochi and Nagpur are the top cities that watch football in India!
21
VS VS
Mumbai Indians vs
Rising Pune Supergiants Manchester United vs Chelsea
21st May 16 th April
KABADDI BADMINTON
P. V. SINDHU
VS VS
AKANE YAMAGUCHI
Mitchell Johnson dismissing Steven Smith was the most watched moment of VIVO IPL
2017!
PREMIER LEAGUE
Rising Pune Supergiants got more views from users in Bihar & Jharkhand than Pune!
1. Most watched by watch time (ODI by highest watch time per ODI match)
2. ODI opponents do not include Champions Trophy matches
23
1 2
3 4
5 8
“YAHAN CRICKET JEETEGA”
“MAKE A #BOLDMOVE”
6 9
“MUTUAL FUNDS SAHI HAI” “DIFFERENT IS BETTER”
7 10
“PADHEGA INDIA TOH BADHEGA INDIA” “CHONKPUR CHEETAHS”
~95% of ads on the Hotstar app are classified as valid and viewable - significantly
higher than global in-app viewability benchmarks (49.2% of ads)
This report is a copyright of Novi Digital Entertainment Private Limited. No portion of the report may be
reproduced or copied in any form without permission from Novi Digital Entertainment Private Limited.
All third party trademarks and logos referenced in this report, remain the property of their respective
holders, and are used by us contextually to directly identify either, their i) owner; ii) the product or service
provided under them; iii) the team, event or the show they represent, as the case may be. Use of them does
not imply any affiliation with or endorsement by them.
© February 2018 All Rights Reserved by Novi Digital Entertainment Private Limited
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