India: 79% of smartphone users watch OTT apps

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techARC-Unomer has released some key insights about OTT entertainment app (live and VoD) penetration in India.  The insights are from Unomer AppMap, an in-depth analysis of smartphone and consumer data collected from over 5 million Smartphone users across the country.

4 out of 5 Smartphone users are having at least one OTT entertainment platform which they are using for entertainment. This is in addition to the ‘casual’ entertainment over YouTube and other UGC platforms like TikTok.  With this kind of penetration, OTT entertainment apps have become the most penetrated app category among smartphone users in India, after social networking, chatting and e-commerce apps.

Faisal Kawoosa, Founder & Chief Analyst, techARC said, “Over the past 3 years we have seen a lot of enablement both from the Smartphone OEMs as well as operators’ sides.  This has facilitated growth of OTT entertainment services as well as the consumption. While 4G has undoubtedly created this category, it has been adequately complimented 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.”

Vinay Bapna, CEO and Co-founder, Unomer, added: “Video has emerged as a category where we are seeing a large number of players that can co-exist and each player can create a market for itself, unlike other sectors like e-commerce and social media, where there is dominance of 1-2 players.”

Further elaborating, Richa Sood, Director, Unomer said, “Convenience of anytime anywhere entertainment in my favourite genre has sparked the growth of these OTT apps. Gone are the days when consumers had to wait a whole week to watch the next episode. This is driving data consumption and craving for astounding network access and speed.”


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