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Men consumed the highest amount of OTT content in India in 2020, according to the The third edition of the Indian Over-the-Top (OTT) Platforms Report 2020, published by MICA Ahmedabad.
Released in association with Ahmedabad-based start-up Communication Crafts, the report found that the consumption of content on OTT platforms was the highest by men.
The report, prepared by MICA’s Centre for Media and Entertainment Studies (CMES), analysed data shared by Comscore, an American media measurement and analytics company and captured the trends between April 2019-March 2020 across 26 OTT platforms such as video, music, gaming and news.
As per the report, overall, India stood second highest with 8.43 hours of video consumption per week after the United States at 8.55 hours per week.
“For all the OTT platforms, the consumption of content was the highest by men,” the report said.
The total male viewers almost doubled the total female viewers for Netflix. Maximum viewers belong to the 15-24 age group. For Amazon Prime, most subscribers were males aged 18-24, as per the report, almost double the females in the same category.
“The least audience traffic is in the female age group 25-45,” as per the report.
For HotStar, the total male audience was 1.5 times more than the total female audience. Among male viewers, 37 per cent were under the age group of 15-24.
Content consumers on YouTube in India primarily included men between the ages of 15-24 and 25-34, while females’ maximum consumptionoccurs in the 15-24 age group.
Homegrown OTT platform Voot was among the exceptions, with close to 51- 52 per cent of the audience on Voot now being female.
Around 65 per cent of their audiences now come from Tier II and Tier III markets.
Zee5, another homegrown OTT platform, has also witnessed a “significant upward shift in visitors on the app and the website in early 2020.”
“The kids’ content available on Zee5 has also managed to garner substantial traction from children between the ages of 6-14, mostly younger boys,” the report said.
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