印度OTT报告（英文）

Now Streaming: The Indian Youth OTT StoryAn Urban India GenZ & Millennial Study Version: September 2020Copyright @ 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020D E N T S U A E G I S N E T W O R K2ABOUTTHE UNDERLYING STUDYThe insights published in this report were compiled 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.Mehra@dentsuaegis.comAbhinay Bhasin, Vice President (South Asia) - Dentsu Aegis Network, Abhinay.Bhasin@dentsuaegis.comD E N T S U A E G I S N E T W O R K3Executive Summary▪India’s on demand digital streaming industry surpassed the national filmindustry in terms of both viewership and growth, with a staggering240% increase in viewership in just 3 years post 2016.▪Amidst the ongoing global pandemic, OTT platforms have cementedtheir place by providing on demand digital entertainment in the comfortof one's home. Therebychallenging more traditional media platformssuch as cable or satellite television.▪The adjacent figure highlights the overwhelming popularity of OTTservices (70%) especially during the lockdown period, citing it as themost popular source of entertainment for the GenZ’ s and Millennials ofUrban India.▪Through this report we seek to explore some of the contemporarythemes that prevail within the Over-the-Top service industry, from theperspective of the youth of our country.Copyright @ 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020 Version 2.08%70%20%2%Entertainment in LockdownGamingOTTOther HobbiesFitnessSource : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study 2020D 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 K4Our PanelABOUTCopyright @ 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020 Version 2.021.5% of our sample were classified as “Millennials” i.e 25-39 years of age.78.5% of our sample were classified as “GenZ’s” ie. 5-25 years of age.Our sample size comprises of individuals fromUrban India47.8% of our sample were Males.52.2% of our sample were Females.36% of our sample were formally employed74%26%Geographic Make Up of AudiencesTop 8 MetrosRest of Urban IndiaSource : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study 2020D E N T S U A E G I S N E T W O R KContemporary OTT Trends in Urban IndiaA GENZ AND MILLENNIAL PERSPECTIVEOTT Based GamingBinge WatchingIndustry FragmentationDiverse Content PreferencesOTT During Lockdown 5Copyright @ 2020 by Dentsu Aegis Network. All rights reserved. Updated August 2020 Version 2.0D 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 K6OTT Based GamingCONTINUED According to an EY report from 2018, 5 bn gaming applications aredownloadedannually inIndia.Furthermore,forecastssuggestthatdemand for mobile