A Brief Summary of the Online Video Scene in India compiled by me.

1. ONLINE VIDEO
CONSUMPTION..INDIA

2. Why Online Videos?
It cuts across culture, language, literacy and a
lot of other issues to plague the distribution of
digital content.
• India stands 3rd in WEB(PC) in video consumption and 4th in
globally watching videos online on mobile.
• India ranks 4th in the world when it comes to unique viewers of
video content.
• Exceeds by 21% of the global population in online-video
consumption
Source: ICube 2009, TRAI, nautanki.tv

3. Why Online Videos?
There is high level of Interaction and Flexibility
in viewing as well as sharing.
• India is 3rd in watching videos (over PC) at work.
• 85% of video viewing happens from offices.
• The attention span for video content on the web is put at 3.5
minutes and around 50% of the audience drops off at the 5
minute level.
• 76% of all video consumption happens from the top seven
metros / mini metros.
Source: ICube 2009, TRAI, nautanki.tv

4. Why Online Videos?
Despite low penetration, sites like YouTube is
the 5th most trafficked site as well as 11th biggest
TV Channel in India.
• World's third largest Internet users with over 100 million users (of
whom 40 million use the internet via mobile phones) as of December
2010
• Internet penetration in India is one of the lowest in the world which is
10.4% of the population in 2010
• Mobile-video penetration is only 0.6% in India compared to 5.8% in
China.
• 15.5 mil Indians visit Youtube every month, 7Mln ppl visit the site every
single day
• PC markets recorded a 26% YoY growth in sales in 2010
Source: ICube 2009, TRAI, nautanki.tv

5. From “Primetime” to “Mytime”
U.S. consumers have watched
their favorite TV programs on the
following platforms:
Source: Deloitte’s State of the Media Democracy Survey, Fourth Edition
December 2009

6. Why are they watching?
What are some of the reasons people watch TV shows on the
Internet?
I forgot to watch a specific episode when it aired on TV 54%
I am catching up on the current season of programming Online video
is for 47%
because I missed a large number of episodes catching up,
not replacing
I am catching up on a past season of a program 33%
I forgot to DVR/TiVo a specific episode when it aired 32%
Another member of my household watches another
18%
program at the same time as the show I want to watch
I watch TV programming online when I am at work 12%
I watch TV programming online when I travel 12%
Source: The Nielson Wire Blog - February 2010

7. Online’s convenience appeals to
viewers
Convenience remains the
key driver for online video
use
More males than females
watch for convenience,
while more females than
males watch for portability
Younger visitors (age 18-
49) are more likely to cite
convenience and/or
portability as a reason for
use
Others:
Can watch shows they missed
Can watch shows that are no
longer aired
Q162: What are the top three reasons you watch TV shows on NBC.com?
nQ1 =286 (Rotation Group)

8. Thus, Online video paves a new
way to Consume, Create &
Distribute content.

9. Top Sites for Video
Consumption
Total Unique Videos (000) Minutes per
Viewers (000) Viewer
Total Internet : 30,155 1,755,186 302.8
Google Sites 23,563 785,417 101.0
Facebook.com 6,637 30,091 12.4
Metacafe 3,937 33,808 35.3
Yahoo! Sites 2,843 10,960 13.0
Dailymotion.com 2,720 24,128 56.5
VEVO 1,374 4,010 30.1
Network 18 1,229 5,525 109.0
Rediff.com India Ltd 861 2,930 5.0
Microsoft Sites 845 4,890 20.2
MIPS.TV 782 3,414 49.8
Source: Comscore 2011 Jan, Age 15+

10. What TV Content is viewed
online?
1. TV SERIES / SOAPS
• Shows that are not aired in
India
• To watch missed episodes
• Repeat viewing
Popular Channels: Rajshree, ZeeTV,
ZoomTV, Telguone, NDTV Imagine,
AmritaTV, ZeeMarathi, colorsTV, Koffee
with Karan, Dance India Dance on You
Tube as well as there are individual
websites dedicated for video like MTV
Roadies.

11. What TV Content is viewed
online?
2. MOVIES
• Trailers
• Lot of regional language content
• Popular movies
• Songs along with videos
• Repeat Viewing

12. What TV Content is viewed
online?
3. ADVERTISEMENTS
• Better ROI
• Cost effective
• Better Brand Recall (Eyeball
Ratio)
• Online video advertisements
deliver 82% brand recall versus
54% recall for the same ad on
television.

13. What TV Content is viewed
online?
4. SPORTS
• Missed Games
• Repeat viewing
• Commentaries & News
• Score Cards are Passé
Channels: ESPN STAR, WorldCricketCup
2011, IndiaTV, TimesNow, NDTV ,
Adidascricketing, NIKE football on YouTube as
well as there specific websites such as ESPN,
Ten Sports etc. There are also sites that are
dedicated towards live streaming such as
crictime.com,espnstar,cricketnirvana

14. What TV Content is viewed
online?
5. NEWS
• Live News Streaming
• Re-watch
• Search for specific
Channels: NDTV,STAR News, ETV News
Telgu, IBN Live, TimesNow on you tube
along with specific websites of individual
news channel like NDTV, Aaj Tak etc.

15. Why Online Video?

16. The Best of Both Worlds
Traditional TV: Traditional Digital:
sound, sight, targetability,
motion, reach accountability,
interactivity

17. Digital video delivers measurable
impact
Premium Online Video vs. Non-Content Sites/Ad Networks
Source: Nielsen IAG, P13+ July 2010

18. In an uncluttered...environment

19. Actionable

20. Targetable
Geographic Day Part
Show
Demographic
Channel/Sub
Behavioral
Channel

21. And a Fully Measurable
Environment
Standard Video Metrics
Metrics • Video start
• Impressions • Video end
• Unique • Video replay start
• Video replay end
impressions • Video pause/un-
• Clicks pause
• Click through • Video stop
rate • Video rewind
• Interaction • Audio on/off
rate
• Interactions
• Avg. time
spent

22. When an impression means
more than 1!!
18%+
This is what I mean.
Source: The Nielson Wire Blog - February 2010

23. To Summarize things….
• There has been over a 350% growth in 2010 for online video
consumption.
• Maximum video consumption is done through Video Channels,
Social Networking sites, Horizontals as well as individual
websites.
• Each video view in the online space can be tracked.
• Videos provide various kinds of innovations like pre-rolls, mid-rolls ,
sponsorships & skinning with high degree of engagement.
Source: The Financial Express

24. This is how it looks like today…

25. What's next?
• Out of billion plus population, only 35 million are fluent in English.
There is inadequate local language content!!
• Initiatives like Rural broadband and mass penetration of mobile
phones will help internet explode in next 2-3 yrs.
• Thus it’s online videos that can feed the masses with content.
• Mobile internet will soon be a big thing, while we’re going to be
available for viewing through your tablets/smartphones across
platforms soon.
• Usage of internet as TV. (We can already see the transition
happening through SmartTV’s etc.
• We’ve giving you answers for all these here on istream.com

26. Online Video Summary
• MORE!! Is the New Key Word!!
o More Opportunity to reach your consumer
o Call me today for a Customized Package for your
Brand Today!!
THANK YOU

27. THANK YOU