A recent report by Multi Screen Media (MSM) owned sonyliv.com has revealed that the maximum number of video content is consumed on mobile phones. As per the report, around 53 percent of viewers watch videos on their mobile phones, 32 percent view them online and 15 percent on their tablets. The report is derived from sonyliv.com Sony LIV user data. According to the report, the average time spent by consumers per video has increased from 8 minutes to 11.5 minutes (73 percent of average duration of content) and the maximum number of videos is being watched between, 1:00 to 4:00pm and 9:00 to 11:00pm.
The report reveals that general entertainment content while towards skewing male viewers, has higher consumption by females compared to the overall Internet video consumption in India. On sonyliv.com, video consumption trends 47% female viewers and 53% male; compared to the overall Internet video consumption split of 71:29, male to females. it also found that even elderly people watch videos online. Though the number is comparatively less, a 3 percent, but it puts forth the fact that an upward shift in video consumption is witnessed in this bracket of audience. About 46 percent of viewers are from the age group 15 to 24 years, 32 percent from the age bracket of 25 to 34 years, followed by 17 percent between the age group 35 and 44 years.
The report found that nearly 78 percent of the videos consumed are comedy, drama and thriller. Comedy is viewed by 30 percent of the audience, followed by drama at 25 percent and thrillers at 23 percent. Reality shows and other genres of shows are watched by the remaining 22 percent.
Commenting on the insights, Nitesh Kripalani, Executive Vice-President – New Media, Business Development and Digital/Syndication at Sony Entertainment Network said, “At sonyliv.com, we are captivated with data and analytics and believe in leveraging the insights to drive a superior world class viewing experience. We publish insights based on real data that we study every hour of the day. This is done by monitoring the consumption behavior of over 50,000 unique visitors on an average who log on to sonyliv.com, across all platforms i.e. online, mobile and tablet.”
As per the report, today’s viewers increasingly prefer short content formats on digital platforms. They are opting for formats like Catch-up episodes, Quickisodes and Short crunch episodes. As per the report, 64 percent of viewers watch Catch-up Episodes, whereas more than one-third of viewers consume shorter crunched Episodes, called “Quickisodes”.