Hyderabad's Paid OTT Subscribers: Generation Gap in Viewing Preferences Revealed
o 55% of individuals aged 36 prefer watching with their families.
o Report sheds light on the habits of Hyderabad's paid OTT subscribers, highlighting the differences in viewing preferences across different age groups.
o Hindi OTT content is preferred by 52% of Hyderabadis, with English at 28% and Telugu at 14%
o Regional players struggle to gain penetration and affinity among Hyderabadis.
Hyderabad, 17th April 2023: RMT(Red Matter Technologies), a leading insight lead marketing strategy consultancy, has released a new report titled "Understanding Paid OTT Subscribers of Hyderabad" that sheds light on the viewing habits of Hyderabad residents who subscribe to over-the-top (OTT) platforms. The report's key audience is individuals who are quite active on the internet, spend on internet subscriptions, and are primarily working. The report shows that 77% of the audience is either in a job or in their own work, with an average total household income of approximately INR 60k per month.
The report reveals interesting trends among Hyderabad's younger generation, with the under 26 age group preferring to watch OTT shows alone. This preference is driven by the content they are watching, as they tend to enjoy more personal, individualistic shows. CAbovesely, the older age group (above 35 years) shows a stronger preference for watching TV as they value the viewing experience with family members. In fact, the report found that 55% of individuals aged 36 prefer watching with their families.
The report also includes additional details that provide valuable insights into the viewing habits of Hyderabad residents who subscribe to OTT platforms. For instance, 62% of the audience had an active music streaming service, while cable usage was at 58%. Among OTT content, 52% of Hyderabadis prefer Hindi content, 28% prefer English content, and 14% prefer Telugu content. Among the female audience, 60% prefer Hindi and English content over Telugu. Additionally, regional players are struggling to gain penetration and affinity among the people.
Regarding the preferred OTT platforms, the report identified three segments: big tech platforms like Prime Video with 70% of usership, followed by broadcast and regional platforms. The report also found that Hyderabadis are indulging in 3 hours of watching OTT content every day, with weekends showing 10% higher viewership than weekdays. OTT viewing is predominantly a mobile experience, with more than 50% preferring to watch on-the-go.
Speaking about the report, Srikant Rajasekharuni, CEO of RMT, said "OTT platforms have become an integral part of our daily lives, and this report provides valuable insights into the viewing habits of Hyderabad's paid subscribers. As more individuals in the city subscribe to these platforms, it is crucial for businesses to understand their preferences and tailor their content accordingly. At RMT, we are committed to providing actionable insights that help our clients stay ahead of the curve and succeed in a rapidly evolving market.”
Aman, Head of Insights at RMT, said "Understanding the nuances of viewer behavior and preferences is critical for businesses looking to engage with their audience effectively. Our report sheds light on the habits of Hyderabad's paid OTT subscribers, highlighting the differences in viewing preferences across different age groups. This knowledge can help businesses create more targeted and relevant content, ultimately leading to better engagement and increased revenue."
Overall, the report provides a comprehensive overview of the viewing habits of Hyderabad's paid OTT subscribers, highlighting important insights that businesses can use to tailor their content and better engage with their audience.
About RMT: RMT is a consultancy based out of Hyderabad that helps businesses grow with insight lead marketing strategy. It has a diverse ecosystem of consultants, strategists, creatives & technologists to support enterprises to develop meaningful relationships with their customers.