ott audience measurement & insights

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

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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


Which city is hooked on to OTT Audio Streaming?

Delhi & Mumbai are the largest OTT Audio Streaming markets in terms of listeners


Which city is hooked on to OTT Audio Streaming?

Mumbai is deeply entrenched in terms of consumption of OTT Audio Streaming


When do they listen : The New Prime Time


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

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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


Interplay : Digital vs Audio OTT

Is Audio OTT driving the Digital consumption in late night hours?


Time Spent in Minutes per Day amongst listeners


Share of OTT Players


Core Markets

Spotify Gaana Wynk Jio Saavn

Mumbai Mumbai Delhi Hyderabad

Delhi Delhi Chennai Kolkata

Bangalore Bangalore Lucknow/ Kanpur

Ahmedabad Hyderabad Mumbai


Spotify : Profiling

Skewed towards

Spend more time on

OTT Audio

SEC A : 18-24 years old :

Male and Female

Playlists driven listenership


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

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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

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ott audience measurement & insights

Documents