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General News India’s top 5 OTT services saw 100% growth in monthly user base in H1 2017
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[Image: YouTube-tech.jpg]MUMBAI: The top 5 video streaming apps in India saw the highest two-year growth in average monthly active users (MAU), marking an increase of more than 100% in H1 2017 compared to a year ago.

This was more than twice the rate of other countries analysed in APAC, according to the ‘State of Video Streaming Apps in Asia’ report by App Annie. Home-grown players are driving this push.

The top 5 video streaming apps by MAU in India are YouTube, Hotstar, Jio TV, Jio Cinema and Voot in that order, according to App Annie.

Hotstar, the VoD service by Star India, saw its MAU grow 100% in H1 2017 over the year-ago period.

Indian conglomerate Reliance Industries also rolled out its streaming services Jio TV and Jio Cinema, with both apps quickly breaking into the top 5 in less than a year.[Image: Hotstar.png]

The report further stated that emerging markets such as India and Thailand tend to be the most likely to use mobile data for video streaming, as opposed to Wi-Fi from a fixed broadband connection.

The total data usage in India surged by a whopping 165% in H1 2017 with Wi-Fi accounting for 35% of total data usage in top 5 video streaming apps.

[Image: Jio-TV-logo.png]Mobile data accounted for 65% of total data usage in the country thanks to Mukesh Ambani’s Reliance Jio, which increased the competitive intensity in the Indian telecom market, leading to a drop in data prices.

The average session duration in the top 5 video streaming apps by average MAU on Android phones has jumped to almost 6 minutes from 5 minutes.

“However, even in markets where mobile data usage is more prevalent such as India and Thailand, average session duration was similar to more mature markets such as Australia and Singapore,” the report noted.

The combined iOS app store and Google Play revenue in India surged by 330%, with Netflix emerging as the top video streaming app by revenue followed by Hotstar, Eros Now, Wynk Movies and MLB.com.

The monetisation through iOS and Google Play app stores will not be a fair determinant of a platform’s success, since most subscription-related transactions are done through a payment gateway on the platforms and not through in-app purchases. Many subscription-led services are also being bundled by telcos with their data service.

“While total revenue remains modest relative to more mature markets, this demonstrates the substantial monetisation opportunities in SEA and the overall video streaming market in APAC,” the report added.[Image: Viacom18-Voot-tech.jpg]

Another interesting trend captured by the report is that the overall engagement is higher on video apps from online-first companies like YouTube. TV-first companies like Hotstar, Voot and Jio TV need to catch up or risk losing out.

“Implementing best practices for video streaming apps, including effective user acquisition and engagement strategies, can lead to higher viewership, increased loyalty and better engagement,” it stated.

Source:

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Airtel Digital HD Recorder / Kerala Vision Digital TV
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