According to a MegaInsight study by techARC-Unomer, four out of five smartphone users are having at least one OTT Entertainment platform which they are using for entertainment. This means 80% of the smartphone users use at least one OTT platform.
Notably, this is in addition to the ‘casual’ entertainment over YouTube and other user-generated content platforms like TikTok.
The report emphasised that OTT entertainment apps have become the most penetrated app category among smartphone users in India, after social networking, chatting and ecommerce apps.
“While 4G has undoubtedly created this category, it has been adequately complemented by the smartphone industry by innovating to save every micron on the screen for better and full screen viewing backed by powerful battery and stereophonic sound,” said Faisal Kawoosa, founder and chief analyst of techARC.
One of the interesting findings of the report was that Disney owned content streaming platform Hotstar has been downloaded by 49% of smartphone users. The report noted that one of the main factors for Hotstar’s growth has been its sports, especially cricket content, be it IPL or now the World Cup Championship.
This stands true as in June, it has said that it hit 100 Mn daily active users during India versus Pakistan match at the ICC Cricket World Cup on June 16. Further, during the India vs New Zealand semi-final on July 10, the platform registered an unprecedented 25.3 million concurrent viewers.