In September 2016, there were less than 200 million mobile internet users who, on average, used less than 500 MB of data a month. Cut to November 2017: there are close to 350 million mobile internet subscribers, using an average of 4 GB of data per month. This surge in data consumption is expected to continue and as per industry estimates, may reach 11GB per month by 2020.
Google’s YouTube remains at the top in terms of video consumption. It is followed by Hotstar, Jio TV, Jio Cinema and Voot. More and more users are creating new content for YouTube.
According to Satya Raghavan, head of entertainment at You-Tube India, 200 YouTube channels from India have hit the 1-million subscriber mark, of which 145 crossed the milestone this year, marking a five-time jump year-on-year. He cited App Annie data, "Out of 400 million Indians with access to internet, more than half are consuming YouTube. In September, YouTube got 225 million monthly active users."
Hotstar, Voot, Sony Liv, OZEE and Sun NXT and international players like Netflix and Amazon Prime Video, and popular services such as Jio TV, Jio Movies, Alt Balaji and HOOQ are creating revolution in video consumption.
As per App Annie data, in the first half of 2017 (January-June) itself, India saw the highest growth in average monthly active users for the top 5 video streaming apps, increasing by more than 100%.
In premium segment, in November, Hotstar users watched close to 15 billion minutes of content on the platform, followed by Jio TV (8.8 billion minutes), Voot (7.5 billion), Amazon Prime Video (3.5 billion) and Netflix, which was consumed for close to 2 billion minutes, according to App Annie.
Gaurav Gandhi, COO of Viacom18 Digital Ventures, said: “In the last 12 months, we have seen a 4 times growth of consumption of absolute watch time and 2.5 times growth in terms of consumers. We have seen digital video becoming as mainstream as it gets and what you see is a fundamental behaviour change."