1、Now Streaming: The Indian Youth OTT Story An Urban India GenZ & Millennial Study Version: September 2020 Copyright 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020 D E N T S U A E G I S N E T W O R K2 ABOUT THE UNDERLYING STUDY The insights published in this report were compile

2、d from the Dentsu Marketing Cloud (DMC) Insights India Millennial & GenZ Study 2020 and is also based on our local market expertise. FOR ANY ADDITIONAL INFORMATION ON THIS REPORT, PLEASE CONTACT: Gautam Mehra, Chief Data Officer (South Asia) & CEO Dentsu Aegis Network Programmatic, Gautam.M Abhinay

3、Bhasin, Vice President (South Asia) - Dentsu Aegis Network, Abhinay.B D E N T S U A E G I S N E T W O R K3 Executive Summary Indias on demand digital streaming industry surpassed the national film industry in terms of both viewership and growth, with a staggering 240% increase in viewership in just

4、3 years post 2016. Amidst the ongoing global pandemic, OTT platforms have cemented their place by providing on demand digital entertainment in the comfort of ones home. Therebychallenging more traditional media platforms such as cable or satellite television. The adjacent figure highlights the overw

5、helming popularity of OTT services (70%) especially during the lockdown period, citing it as the most popular source of entertainment for the GenZ s and Millennials of Urban India. Through this report we seek to explore some of the contemporary themes that prevail within the Over-the-Top service ind

6、ustry, from the perspective of the youth of our country. Copyright 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020 Version 2.0 8% 70% 20% 2% Entertainment in Lockdown GamingOTTOther HobbiesFitness Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study 2020 D

7、E N T S U A E G I S N E T W O R KD E N T S U A E G I S N E T W O R K 4 Our Panel ABOUT Copyright 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020 Version 2.0 21.5% of our sample were classified as “Millennials” i.e 25-39 years of age. 78.5% of our sample were classified as “Gen

8、Zs” ie. 5-25 years of age. Our sample size comprises of individuals from Urban India 47.8% of our sample were Males. 52.2% of our sample were Females. 36% of our sample were formally employed 74% 26% Geographic Make Up of Audiences Top 8 MetrosRest of Urban India Source : Dentsu Marketing Cloud Insi

9、ghts - India Millennial & GenZ Study 2020 D E N T S U A E G I S N E T W O R K Contemporary OTT Trends in Urban India A GENZ AND MILLENNIAL PERSPECTIVE OTT Based Gaming Binge Watching Industry Fragmentation Diverse Content Preferences OTT During Lockdown 5 Copyright 2020 by Dentsu Aegis Network. All

10、rights reserved. Updated August 2020 Version 2.0 D E N T S U A E G I S N E T W O R KD E N T S U A E G I S N E T W O R K6 OTT Based Gaming CONTINUED According to an EY report from 2018, 5 bn gaming applications are downloadedannually inIndia.Furthermore,forecastssuggestthat demand for mobile and clou

11、d-based gaming is only going to grow with an expectation that the industry is set to be valued at the 1bn USD as soon as 2021. Moreover, OTT based gaming has gained significant popularity during the lockdown period as hours spent on gaming in general has increased. This couldbe due toseveralpeople p

12、urchasingconsoles to keep themselves entertained during the COVID period. While heavy gaming remained constant i.e. those who were “gaming addicts” so to speak continued to game long hours pre and post COVID alike. Casual gaming however saw a steep increase in popularity as pre COVID only 23% of our

13、 sample spent 1-6 hours gaming however this number rose to 43% (almost doubled) during the COVID period OTT BASED GAMING Copyright 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020 Version 2.0 30.80% 43.10% 19.90% 3.80% 0.90%1.40% 18.50% 33.60% 33.20% 9.50% 3.80% 1.40% 0.00% 5.0

14、0% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% 01 hrs1-3 hrs4-6 hrs6-9 hrs9-12 hrs Time Spent Gaming (hours) Pre COVID-19During COVID-19 1.97 hrs. 1.11 hrs. Average Daily Gaming Consumption Our research suggests, on average GenZ were the more gaming savvy demographic cohort. On av

15、erage, GenZ in our sample spent 1.97 hrs consuming gaming content daily compared to millennials who spent a lot less time gaming daily i.e. only 1.11 hrs. GenZMillennials Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study 2020 D E N T S U A E G I S N E T W O R KD E N T S U A E

16、G I S N E T W O R K Human beings have an innate tendency to seek external emotional stimuli. At a time where there is lack of it due to COVID inflicted isolation a tendency of seeking this external stimulus from other sources has emerged. This has led to a binge-watchingculturetodevelopwhichisbasica

17、llythelongspanning consumption of digital content (usually a single show). Science backs this claim as the endorphin high experienced when one cries, laughs and shares the highs and lows of characters they watch on OTT platforms is quite like feelings one experiences when they interact with friends

18、and family. Our survey summarized the increase of OTT content consumption among the youth of our country. We can confirm “Binge Watching” as a culture is on the rise as a result of boredom in isolation. 5% of our sample claimed to consume between6-12hoursofdailycontentonOTTplatformsbeforelockdown co

19、mmenced however this figure quadrupled following lockdown, as currently 20% of our sample claims to a transition from being “casual watchers” who consumed roughly 2-6 hours of daily content to now being categorized as binge watchers due to them spending a lot more time on OTT platforms. 7 Binge Watc

20、hing CONTINUED BINGE WATCHING Copyright 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020 Version 2.0 2-3 hours4-6 hours6-9 hours9-12 hours 84% 11% 3% 2% 49% 31% 14% 6% Daily Content Consumption (hours) Pre COVID-19During COVID-19 Our research suggests that on average, daily OTT

21、 content consumption among GenZ is higher than millennials. Furthermore, this stat further validates our assumptions that of - a arise in binge watching culture as before lockdown 95% of our entire sample (GenZ and Millennials alike) consumed only 2-3 hours of daily content clearly highlighting a tr

22、end of increased binge watching as now during lockdown on average each millennial consumes 1.66 hours of additional content and each GenZ is consuming 2-3 hours of additional content too. 4.45 hrs.3.66 hrs. MillennialsGenZ Average Daily Content Consumption Source : Dentsu Marketing Cloud Insights -

23、India Millennial & GenZ Study 2020 D E N T S U A E G I S N E T W O R K 8 Industry Fragmentation CONTINUED According to our research (Dentsu Marketing Cloud Insights - India Millennial & GenZ Study 2020), we were able to gauge an understanding of digital content preferences of Gen Z and millennials i

24、n our country through a representative sample of 2OO+ individuals that we collated. One can clearly gain a sense of OTT platforms popularity as a source of entertainment especially during lockdown as it outshone all other popular “lockdown based recreational activities” by a very significant margin

25、- with 70% of the youth turning towards OTT based entertainment to pass their time. Furthermore, we can hypothesize that Amazon Prime and Netflix are unquestionably the platforms of preference among the youth with 60% of our sample having subscriptions to either or both of those platforms. The “big

26、two” OTT platforms are closely followed by national based platforms such as (Hotstar, Zee5, etc.) which are gradually gaining popularity. Copyright 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020 Version 2.0 30.60% 29.60% 18.07% 5.33%5.33% 4.80% 3.60% 1.90% 0.77% Platform of C

27、hoice Jio TVVootHotstar According to our research although GenZ s tended to have alargernumberofOTTsubscriptionsingeneraland therefore were more likely to have Amazon and Netflix subscriptions. This was not the case for regional platforms as millennials were marginally more likely to have Hotstar, V

28、oot and Jio TV subscriptions when compared to their GenZ counterparts. Furthermore, when it came to less popular regional platforms like Zee5, Sony Liv and altBalaji GenZ were once again more likely to be subscribed to them. Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study 20

29、20 D E N T S U A E G I S N E T W O R KD E N T S U A E G I S N E T W O R K9 Diverse Content Preferences CONTINUED According to our research (Dentsu Marketing Cloud Insights - India Millennial & GenZ Study 2020), we were able to gage an understanding of varying digital contentpreferencesamongGenZandmi

30、llennialsinourcountrythrougha representative sample of 2OO+ individuals that we collated. We can conclude that throughout our sample Comedy remained the genre of choice both among GenZ as well as millennials. However when it came to educational-based content like science fiction or documentaries, mi

31、llennials were far more inclined towards them then their GenZ counterparts. Comedy, Thriller and Action based entertainment were the top 3 preferences of GenZ audiences while millennials were more inclined towards consuming a lot more Sci-Fi over thrillers. Copyright 2020 by Dentsu Aegis Network. Al

32、l rights reserved. Updated August 2020 Version 2.0 5% 6.65% 6.95% 8.25% 11.50% 12.10% 7.55% 12.50% 13% 16.50% Horror Documentary Sci-Fi Romance Drama Action Others Crime Thriller Comedy Genre of Choice GenZ (Genre of Choice) Millennials (Genre of Choice) 2nd 1st 3rd2nd 1st 3rd Comedy Thriller Action

33、 Action Sci-FiComedy Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study 2020 D E N T S U A E G I S N E T W O R K 1 0 Diverse Content Preferences CONTINUED Copyright 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020 Version 2.0 North India South India 42% 43

34、% 15% TV ShowsMoviesGaming Gen Z 52% 45% 3% TV ShowsMoviesGaming Millennials 47% 46% 7% TV ShowsMoviesGaming Gen Z 45% 50% 5% TV ShowsMoviesGaming Millennials Through our survey we hoped to gauge an understanding and compare OTT content preferences not only across demographic cohorts but also across

35、 regions within India. The adjacent graphs suggest that the primary use derived from Over-the-Top services was that of viewing TV shows and Movies across all demographics and regions our sample belonged to. Furthermore, in both regions millennial audiences were significantly less likely to consumer

36、OTT based gaming when compared to their GenZ counterparts. Lastly, we can also conclude that the GenZ s residing in the north of the country were far more (twice as) likely to be found consuming OTT based gaming. Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study 2020 D E N T S

37、 U A E G I S N E T W O R K1 1 PREFERENCES OF THE YOUTH Trending Content and Games Copyright 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020 Version 2.0 Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study 2020 D E N T S U A E G I S N E T W O R K 1 2 OTT Dur

38、ing Lockdown CONTINUED Copyright 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020 Version 2.0 3 2 New OTT subscriptions purchased during COVID. New OTT subscriptions purchased during COVID. Gen Z Millennials WhilethenumberofnewOTTsubscriptions purchasedduringthelockdownperiodsp

39、iked throughout the country across demographics, our research revealed that millennials and GenZ s purchased2and3additionalOTTplatform subscriptions respectively since the start of the lockdown. 3 2 North India was more receptive towards trying out (subscribing) to new/regional platforms. On average

40、, our study shows North Indians purchased 3 new platform subscriptions during the lockdown period. In comparison, 2 new subscriptions (on average) were purchased by South Indians following lockdown. The study also revealed that Netflix & Amazon PrimeVideo have a stronger grip in the South while Nort

41、h India is more receptive of upcoming regional OTT platforms. North India South India Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study 2020 D E N T S U A E G I S N E T W O R K 1 3 OVER THE TOP SERVICES 1% 7% 8% 11% 73% Primary Concerns Regarding OTT Content Obscene content An

42、ti-National Content Strong & Bold Language Content insulting to any Religion/Caste No concern 50.20% 43.60% 31.30% Internet CoonectionPop-up AdsBuffering Streaming Concerns 11% of the respondents criticised OTT platforms of imposing, glorifying and promoting “Content disgracing a religion or a caste

43、” these criticisms were accompanied by a majority (73%) criticising the depiction of anti national , foul & bold as well as smutty content that OTTs broadcasted thereby underpinning some of the major apprehensions the youth has regarding OTT based entertainment. From a technological stand point we i

44、dentified that our respondents expressed immense displeasure on viewing “Pop up Ads” as they dubbed it as distracting and irritating. Connectivity issues too prevailed among Gen Z and millennial OTT streamers as delayed buffering speeds and internet connectivity were often unable to support and faci

45、litate a seamless OTT streaming experience. Common Criticisms and Concerns Copyright 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020 Version 2.0 Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study 2020 Connection D E N T S U A E G I S N E T W O R KD E N T

46、S U A E G I S N E T W O R K 1 4 Millennials vs Gen Z TRADITIONAL TV VS. OVER THE TOP SERVICES oiji Copyright 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020 Version 2.0 86% 23% 77% 41% . Millennials Prefer Traditional TV over OTT Services . Millennials Believed the pros of OTT

47、 services, outweighed its negatives . Gen Z Prefer Traditional TV over OTT Services . Gen Z Believed the pros of OTT services, outweighed its negatives Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study 2020 D E N T S U A E G I S N E T W O R K1 5 TRADITIONAL TV VS. OVER THE TOP

48、 SERVICES Why is OTT Dominating ? Content Distribution Industry pioneers such as Netflix, Amazon Prime, Google, and Facebook have taken over traditional broadcasting sources in terms of global content distribution in the digital world. This has caused various industry consolidations to take place in

49、 order to keep up with modern age platforms. Everyone, from Disney to AT&T, is preparing for OTT content distribution battles to provide for exclusive services to its consumers. Similarly, other big national names such as Zee, ALT Balaji and Reliance Bigflix have all made efforts to transition from traditional media towards OTT based services. This has facilitated cut-throat competition to emerge - driving subscription fees to an all time low as well as striving to the provide increased quality content (to increase market share respectively).