A recent forecast by eMarketer India is likely to overtake the US spent
on digital videos in 2020 in terms of time spent. The contribution of short
videos is rising through the popular apps like YouTube (265
million) and TikTok (200 million, 120 million daily active users). On the
over-the-top (OTT) platforms such as Hotstar, Amazon
Prime and Netflix binge watching in television series and
movies also drive up the number. In a recent report, the Telecom Regulatory
Authority of India, estimated that India consumes the highest data per
user/subscriber in the world about 7.69 gigabytes per month. This is a
by-product which first came to light in 2017 the so called ‘Jio Effect’, after
the disruption of the telecom industry with cheap data plans by Reliance Jio. Also,
the increase in data consumption has become an important factor in the rise of
subscription video-on-demand (SVOD)
services. A forecast by another eMarketer
says by 2020 this user base will gradually increase to 159.7 million, a
substantial increase from when it was pegged at 28.7 million users two years
ago. In 2019, one more eMarketer report said that adults will spend 1 hour 12
minutes online, and the majority of that time (76.5%) will be via mobile
devices.
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