Chennai: Hotstar released India Watch Report 2019 – a comprehensive study of online video consumption behaviour and trends. According to a press release, the third edition of the report presents revelatory insights on how evolving content preferences, progressive gender shifts, and increasing accessibility continue to shape the modern Indian digital consumer.
Speaking about the report, EVP and chief product officer, Hotstar, Varun Narang said, “The accelerated growth of the Indian video entertainment ecosystem has had an unprecedented impact on the consumer. Today, the Indian consumer enjoys a plethora of content to choose from, has moved beyond metro cities, and isn’t limited by gender or language.”
The press release added that with 400 million downloads, Hotstar is one of the most downloaded apps in India, registering 2X installs and 3X growth in consumption this year as compared to 2018. The report said in 2019, men showed as high affinity to family drama as women with more than 40 per cent of viewers of family drama being men, breaking the long-held belief that such genres don’t appeal to men. Meanwhile, women are also consuming more of their entertainment digitally, making up 45 per cent of the total entertainment consumption online, it added.