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OTT Audience
Measurement &
Insights
Media briefing
Hemant Mehta & Manoj Dawane
OTT Audience Measurement Report
24.02.2020
Report overview1
OTT Audience Measurement is India’s First, passive, continuous Audience Measurement Service that redefines audience
measurement.
The OTT Audience Measurement offering brings together Kantar’s expertise in media measurement and Consumer insights
with VTIONTM’s proprietary audience measurement technology and data management framework to provide a unique,
comprehensive understanding of audience behaviour, insights for communication planning as well assessment of ROI for
media investments across OTT Video platforms, OTT Audio Streaming & Podcasting and Broadcast Radio FM Platforms.
Proprietary app is installed on respondent’s Android smartphones, which passively captures the content consumption along
with the date and time of consumption.
What is OTT Audience Measurement Report?
3
Sample Covered
Only Android OS measurement | * Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Ahmedabad & Lucknow/Kanpur
Smartphone
Owners9000+
Sample
9 Cities* Male :
Female
18+ Years SEC A, B,
CDE
Sample Spread & Composition
Monthly Reporting on Insights Dashboard Audio – Jan’20
4
Reporting variables
Gender
Day Part
Genre
Age Group Cities
OTT Platforms
NCCS
5
Insights2
How large is the OTT Streaming Audio Market?
13 Million* Adults listened to any OTT Audio streaming App in last 30 days
*Amongst 9 sampled cities
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel 7
Platform Consumption
1.4 Platforms listened by an average OTT Audio listener
*Amongst 9 sampled cities
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel 8
Which city is hooked on to OTT Audio Streaming?
Delhi & Mumbai are the largest OTT Audio Streaming markets in terms of listeners
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel 9
Which city is hooked on to OTT Audio Streaming?
Mumbai is deeply entrenched in terms of consumption of OTT Audio Streaming
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel 10
When do they listen : The New Prime Time
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel 11
Interplay between Radio and Streaming Audio
OTT streaming seems to be thriving in markets where Radio listenership habit is not strong
Radio Audio OTT
Pune
Chennai
Delhi
Kolkata
Mumbai
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel | Radio : Kantar TGI India 12
Profile of the Core Listener
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel
Women
Sec B
No clear age skew
Profile of core audience very similar to Radio
13
Interaction between TV vs Audio OTT
Weekday mornings - Audio OTT effectively competes with TV
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel | TV : Kantar TGI India 14
Size of OTT Listeners Vs TV Audience - Weekday
Opportunity to reach TV audiences by OTT Audio Streaming
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel | TV : Kantar TGI India 15
Interplay : Digital vs Audio OTT
Is Audio OTT driving the Digital consumption in late night hours?
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel | TV : Kantar TGI India 16
Time Spent in Minutes per Day amongst listeners
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel 17
Share of OTT Players
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel 18
Core Markets
Spotify Gaana Wynk Jio Saavn
Mumbai Mumbai Delhi Hyderabad
Delhi Delhi Chennai Kolkata
Bangalore Bangalore Lucknow/ Kanpur
Ahmedabad Hyderabad Mumbai
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel 19
Spotify : Profiling
Skewed towards
Spend more time on
OTT Audio
SEC A : 18-24 years old :
Male and Female
Playlists driven listenership
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel 20
Top 10 most listened songs
▪ 2 Singles amongst 10 songs
▪ 3 Remix / version
▪ Longevity of Music beyond the theatrical : Kabir Singh
Data- 5th Jan- 1st Feb | Data Source: VTION OTT Audio Streaming Panel
/ Recreation
21
In sum
▪ The medium is fast catching on across audience groups
▪ Provides “personal, me time”
▪ Clear interplay between Radio and OTT Audio streaming – Battle for the ear
▪ Mumbai leads across the 9 cities in terms of reach & time spent
▪ Consumption of songs beyond the “trending”
▪ OTT audio streaming players seem to have built unique core audiences
22