ONLINE VIDEO CONSUMPTIONINDIA

Source: ICube 2009, TRAI, nautanki.tv

Why online videos?

It cuts across culture, language, literacy and a lot of other issues to plague the distribution of digital

content.

•India stands 3rd in WEB(PC) in video consumption and 4th in globally watching videos online on mobile.•India ranks 4th in the world when it comes to unique viewers of video content.•Exceeds by 21% of the global population in online-video consumption

Source: ICube 2009, TRAI, nautanki.tv

Why online videos?

There is high level of interaction and flexibility in viewing as well as sharing.

• India is 3rd in watching videos (over PC) at work.• 85% of video viewing happens from offices.•The attention span for video content on the web is put at 3.5 minutes and around 50% of the audience drops off at the 5 minute level.•76% of all video consumption happens from the top seven metros / mini metros.

Source: ICube 2009, TRAI, nautanki.tv

Why online videos?

Despite low penetration YouTube is the 5th most trafficked site as well as 11th biggest TV Channel in

India.

• World's third largest Internet users with over 100 million users (of whom 40 million use the internet via mobile phones) as of December 2010• Internet penetration in India is one of the lowest in the world which is 8.4% of the population in 2010•Mobile-video penetration is only 0.6% in India compared to 5.8% in China.•15.5 mil Indians visit Youtube every month• PC markets recorded a 26% yoy growth in sales in 2010

Thus, Online video paves a new way to Consume, Create & Distribute

content.

Source: Comscore 2011 Jan, Age 15+

Top Sites for Video Consumption

Total Unique Viewers (000)

Videos (000) Minutes per Viewer

Total Internet : 30,155 1,755,186 302.8

Google Sites 23,563 785,417 101.0

Facebook.com 6,637 30,091 12.4

Metacafe 3,937 33,808 35.3

Yahoo! Sites 2,843 10,960 13.0

Dailymotion.com 2,720 24,128 56.5

VEVO 1,374 4,010 30.1

Network 18 1,229 5,525 109.0

Rediff.com India Ltd 861 2,930 5.0

Microsoft Sites 845 4,890 20.2

MIPS.TV 782 3,414 49.8

What TV Content is viewed online?

1. TV SERIES / SOAPS

• Shows that are not aired in India• To watch missed episodes• Re- watch

Popular Channels: Rajshree, ZeeTV, ZoomTV, Telguone, NDTV Imagine, AmritaTV,

ZeeMarathi, colorsTV, Koffee with Karan, Dance India Dance on You Tube as well as

there are individual websites dedicated for video like MTV Roadies.

What TV Content is viewed online?

2. MOVIES

• Trailers• Lot of regional language content• Popular movies• Songs along with videos

What TV Content is viewed online?

3. ADVERTISEMENTS

• Better ROI• Cost effective• Better Brand Recall• Online video advertisements

deliver 82% brand recall versus 54% recall for the same ad on television.

What TV Content is viewed online?

4. SPORTS

• Missed match• Re-watch• Commentary & News

Channels: ESPN STAR, WorldCricketCup 2011, IndiaTV, TimesNow, NDTV , ADDIDAS cricketing, NIKE football on YouTube as well as there specific websites such as

ESPN, Ten Sports etc. Also there are sites that are dedicated towards live

streaming such as crictime.com

What TV Content is viewed online?

5. NEWS

• Live News Streaming• Re-watch• Search for specific

Channels: NDTV,STAR News, ETV News Telgu, IBN Live, TimesNow on you tube

along with specific websites of individual news channel like NDTV, Aaj

Tak etc.

Source: The Financial Express

Therefore to summarize

• There has been over a 350% growth in 2010 in online video consumption.

• Maximum video consumption is done through Video Channels, Social Networking sites, Horizontals as well as individual websites.

• Each video view in online space can be tracked.

• Videos provide various kinds of innovations like pre-rolls, mid-rolls & skinning

with high degree of engagement.

What's next?• Out of billion plus population, only 35 million are fluent in English. There is

inadequate local language content.

• Initiatives like Rural broadband and mass penetration of mobile phones will help internet explode in next 2-3 yrs.

• Thus its online video that can feed the masses with content.

• Mobile internet will soon be a big thing.

• Usage of internet as TV.

THANK YOU