Over 50% viewers consume video content on mobile phones: Sonyliv

The finding has been confirmed by a study done by sonyliv.com. Also, comedy and daily dramas have a higher viewership on digital platforms

BestMediaInfo Bureau | Mumbai | August 26, 2013

sonyliv.com, an online entertainment destination owned and operated by Multi Screen Media (MSM), has released its two-quarter report. It establishes that the maximum number of video content is consumed on mobile phones. The findings show that 53 per cent of viewers watch videos on their mobile phones, 32 per cent view them online and 15 per cent on their tablets. The report is derived from Sony LIV user data.

Audience: Another important insight pertains to the type of audience viewing digital content. The report shows that general entertainment content, while skewing towards male viewers, has higher consumption by females compared to the overall internet video consumption in India. On sonyliv.com, video consumption trends 47 per cent female viewers and 53 per cent male, compared to the overall internet video consumption split of 71:29, males to females. Additionally, it is interesting to note that elderly people also watch videos online. Though the number is comparatively less at 3 per cent, it indicates an upward shift in video consumption in this audience age-group too. About 46 per cent of viewers are from the age group of 15-24 years, 32 per cent from the age bracket 25-34 years, followed by 17 per cent in the age group 35-44 years.

Genre: The analytics also reveal that comedy and daily dramas have a higher viewership on digital platforms. Nearly 78 per cent of the videos consumed are comedy, drama and thriller. Comedy is viewed by 30 per cent of the audience, followed by drama at 25 per cent and thrillers at 23 per cent. Reality shows and other genres of shows are watched by the remaining 22 per cent.

Nitesh Kripalani, EVP – New Media, Business Development and Digital/Syndication at Sony Entertainment Network, commented, “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. It is clear that 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 per cent of viewers watch Catch-up Episodes, whereas more than one-third of viewers consume shorter crunched Episodes or Quickisodes.”

As per the sonyliv.com report, the average time spent by consumers per video has increased from 8 minutes to 11.5 minutes (73 per cent of average duration of content), and the maximum number of videos is being watched between 1 PM to 4 PM and 9 PM to 11 PM.

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Info@BestMediaInfo.com

Info@BestMediaInfo.com