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THE INDIA WATCH REPORT 2018

THE PROPOSAL NACH BA

SAATH NIBHAANA SAATH

AGUE
NAAMKARANN

CHAMPIONS
TROPHY
KAABIL RAJA RANI BAJRANGI
THE X-FILES PKL BHAIJAAN

ISL THIS IS US ISHQBAAAZ

PULIMURUGAN
YE HAI MOHABBATEIN
KHOKA BABU LET’S BE
SARAVANAN MEENATCHI COPS
TUBELIGHT BETTER OFF TED
VIDEO AND THE CHANGING FACE OF THE INTERNET IN INDIA

It has been three years since we launched Hotstar. In more ways than one, the world has changed
dramatically in those three years. And, at Hotstar, we have had the privilege of leading and
shaping much of this change.

A new generation of users are emerging in India who take for granted round the clock access to
the best stories; who know that they can watch the best shows from around the world at the
same time as the world (and sometimes way ahead of most of the world); who do not worry
about being forced to skip their team’s weekend football games because they are not at home in
front of their television; and who have the implicit faith that all breaking news will reach them
without any effort on their part.

It is an exciting time for marketers too. In an era where new consumer habits are being formed,
these leaders have exciting vistas to build their brands, more opportunities to tango with
engaged consumers and with more consciousness and understanding of their customers than
ever before.

But the biggest change has been how consumers are responding to the explosion in access to
affordable data. Three years ago, most new data users would start with messaging, do text
search, move on to social platforms and a few brave ones would watch video on the mobile
network. This pyramid has been completely inverted. In a world that does not fear data charges,
video is very often the first port of call for new data users. Familiar stories, whether TV shows,
movies or sports, unconstrained by any language limitation, are acting as powerful triggers to
light up their smartphones and their data connections.

This is the world we are excited to shape. We believe the appetite for stories offers a dramatic
new opportunity to leverage Hotstar to transform storytelling and bring a billion people online in
India. That is our mission.

In the context of that mission, we believe that we have the responsibility to share with the world
– the users who follow these stories, the creators who are imagining the next story, the
technologists who are shaping new experiences and marketers who are crafting exciting brands
– what we are learning in these early years of an exciting transformation.

This report, the first India Watch Report 2018, details the exciting new world that we are crafting
together.

Ajit Mohan
C.E.O.
I. VIDEO IS BIG 1

India loves video

325
OF THE HOTSTAR APP IN 2017
D OW N LOA D S
PER MINUTE

Most downloaded video app of 2017 with 170M downloads

3GB
D ATA
CO N S U M P T I O N
PER MONTH

BY AN ENGAGED HOTSTAR USER

The average Indian user consumes 1.6 GB of data per month

More Hotstar apps are downloaded per minute in the country than babies born!

1. 170M includes off-Play Store downloads on Android; Most downloaded video app on Play Store
2. Engaged users defined as those who visit Hotstar atleast 2 days in a week
3. 1.6 GB per month as per TRAI Performance Indicators Report, July-September 2017
 2

2017 witnessed massive growth in online video

Online video consumption grew

almost five times in India

3.9X - 4.9X
WATCHTIME GROWTH

Industry reports suggest that video growth is outpacing that of social media and data
as a whole!

1. Watch time on Social media expected to be growing at ~50% (via App Annie)
2. 4G data usage grew by 1.8X from Dec ‘16 to Sep ’17 (via TRAI)
 2
3
Not for Release

The new viral

2017 witnessed one of the most globally watched

online videos in the shortest span of time

113
IN JUST 8 HOURS!
MN
V I D E O V I E WS

During Champions Trophy Final 2017, India vs. Pakistan

4.8
MN
S I M U LTA N E O U S
VIEWERS
HIGHEST CONCURRENCY SEEN IN APAC
During Champions Trophy Final 2017, India vs. Pakistan

Hotstar has crossed 1 billion minutes of watchtime in a single day, many times this
year!

Available benchmarks (based on publicly available reports):

1. Most live streams for a single event (Guinness World Record) – Prince William and Catherine Middleton's wedding (72 Mn views)
2. Most ever globally viewed video on Youtube/ Facebook/ VEVO in the first 24 hrs – Marvel Studios' Avengers: Infinity War Official Trailer (230 Mn views)
II. IT’S ALL ON MOBILE 4

Dil bada, Screen chhota

The small screen is the preferred medium

for the Indian streamer

MORE THAN

90%
OF WATCHTIME IS ON MOBILE

An average user spends 2.5X more time watching content on mobile, the web

Mobile includes all app (including tablets) and MWeb

 5

The smartphone leaderboard

Most Popular devices

Most number of users

SMARTPHONES CONNECTED DEVICES

1 1

2 2

3 3

4 4

Samsung is the market leader 6X growth in users on the

in each state across India connected TVs vs. 2016

iPads clock 80% more watchtime per user than iPhones

Leaderboards have been created using Hotstar data only

 6

A clear shift to mobile is emerging

Mobile is increasingly becoming the

primary screen for viewers vs. TV

Hotstar viewership mirrored TV during live games

7:58 PM
8:03 PM
8:08 PM

8:23 PM
8:28 PM
8:33 PM
8:38 PM
8:43 PM
8:48 PM
8:53 PM
8:58 PM
9:03 PM
9:08 PM

9:23 PM
9:28 PM
9:33 PM
9:38 PM
9:43 PM
9:48 PM
9:53 PM
9:58 PM
10:03 PM
10:08 PM

10:23 PM
10:28 PM
10:33 PM
10:38 PM
10:43 PM
10:48 PM
10:53 PM
10:58 PM
8:13 PM
8:18 PM

9:13 PM
9:18 PM

10:13 PM
10:18 PM

11:03 PM
11:08 PM

11:23 PM
11:28 PM
11:33 PM
11:38 PM
11:43 PM
11:48 PM
11:53 PM
11:58 PM
11:13 PM
11:18 PM

TV Hotstar

% of reach during the VIVO IPL 2017 Final on TV and Hotstar, respectively

In 2017, more people from Pune alone watched video on mobile than viewers from
the top 8 metros combined in 2015

1. BARC (15+ M 1 Mn+ towns)

2. Lag between TV and Hotstar caused by 5 minute delayed stream
 7

‘Snacky’ is passe; Real stories matter

96%
OF WATCH TIME ON HOTSTAR
COMES FROM
VIDEOS LONGER THAN 20 MIN

One third of all Hotstar entertainment viewers follow their favourite shows primarily
on Hotstar vs. TV

Does not include sports watch time

III. VIDEO IS GOING DEEPER 8

Small towns, large leaps

Cities with populations between 1 and 10L

clocked the highest growth in watchtime

STATES CITIES
(by population)

8.3X

1.8X
6.0X

2.4X 3.5X
Metros
4.5X
4X

7X

5.3X 4.4X 6.5X 1.4X

5.5X 4X
5.6X

4X

4.1X
4X
3.8X
3.7X 4.5X 3.8X

1.5X
5.4X

3.0X

3.7X
1 Mn+
2.6X
2.4X

4.3X
3.6X

4.8X

1-10 L
3.6X

Watch time growth

1.0X 8.5X

Many cities like Moradabad (22X), Allahabad (13X), Hubli (12X) and Sonipat (12X)
are making big leaps, even above the overall national index growth

1. Cities categorized as per their population from 2011 Census of India

2. ‘X’ denotes watch time growth between 2016-17
 9

Affordability opening new opportunities for women

Women in smaller cities are coming online faster than

those in the big cities

2X
Metros

2X
1 Mn+

3X
1-10L

Women from New Barrackpore (5X), Siliguri (6.5X), Kanchipuram (5X) and
Ranchi (4.7X) are a step ahead of larger cities on consumption growth

1. ‘X’ denotes user growth between 2016-2017

2. Cities categorized as per their population from 2011 Census of India
 10

Data is the great equaliser

Users in Kerala, UP and Bihar lead data consumption

DATA CONSUMPTION

Data consumption per user

Low High

Users from small cities average as much data consumption as those in metros

1. Data consumption per user as on Hotstar

2. Small cities defined as those with population of 1-10L
 11

Eyes wide open: smaller cities sleep as late as metros

Here's a look at when these cities switch off their devices

SRINAGAR 00:46 AM

AMRITSAR 02:15 AM SHIMLA 00:37 AM

NEW DELHI 02:37 AM

GURUGRAM 02:08 AM

JAIPUR 01:33 AM
GUWAHATI 01:52 AM
KANPUR 02:27 AM

BHOPAL 01:22 AM
AHMEDABAD 01:54 AM KOLKATA 02:05 AM

HYDERABAD 01:54 AM

MUMBAI 02:00 AM
PUNE 02:35 AM

BENGALURU 01:59 AM
CHENNAI 01:38 AM

KOCHI 01:30 AM

Early to bed Content before rest Run on coffee tomorrow

( 12:30am - 1:30am ) ( 1:30am - 2:00am ) ( 2:00am - 3:00am )

The largest share of watchtime, post-midnight, came from Mumbai. Truly the city
that never sleeps!

Time indicates the final screen shut off time

IV. STORIES MATTER 12

Stereotypes rarely hold

MEN WATCH DRAMA

50% of Watchtime
for Yeh Rishta Kya Kehlata Hai

WOMEN WATCH ACTION

18% of Watchtime
for Baahubali 2: A Conclusion

YOUNGSTERS WATCH DRAMA

63% of Watchtime
for Ishqbaaaz

Unsurprisingly, the nation's most-watched genre is drama, and while West Bengal and
Maharashtra can’t get enough of romance, Tamil Nadu and Delhi revel in comedy!

Youngsters include <25 year olds

 13

Tastes truly cut across boundaries

~24% of Modern Family

viewers watched Cricket

~26% of Game of Thrones viewers

watched Hindi TV shows

~14% of Premier League viewers

watched Bengali TV shows

~70% of Premium users who watch English shows and movies also view multiple
other genres and languages
 14

Good stories transcend language

~25% of watchtime for

Telugu movies
comes from North and West India

~20% of movie watchers

in Delhi watch movies in
Tamil, Telugu and Malayalam

~30% of show watchers

in Tamil Nadu
watch Hindi TV shows

Ernakulam and Kozhikode watch more Ishqbaaaz than Vanambadi!

 15

The 2017 Hall of Fame (Entertainment)

MOST WATCHED MOVIES IN 2017

JOLLY LLB 2 (Hindi) DOCTOR STRANGE (English)

MAARI (Tamil) KHAIDI NO 150 (Telugu)

PULIMURUGAN (Malayalam) HARIPADA BANDWALA (Bengali)

Almost 35% of viewers for Jolly LLB 2 first saw its prequel, Jolly LLB
 16

The 2017 Hall of Fame (Entertainment)

MOST WATCHED TV SHOWS IN 2017

YEH RISHTA KYA KEHLATA HAI GAME OF THRONES (English)

(Hindi)

BIG BOSS (Tamil) BIG BOSS (Telugu)

PARASPARAM (Malayalam) KHOKA BABU (Bengali)

Hotstar hosts the most critically acclaimed English shows in India capturing a leading
40% of all Emmy nominations as well as the most awarded show, Big Little Lies
 17

Fandom goes a long way

WITH THE U.S.

~35%
of Game of Thrones viewers saw with the U.S.
(tuned in at 7:25 am on a Monday)

BINGE

~26%
of Desperate Housewives viewers
binge-watch the show

REFRESH

~11%
of viewers of Game of Thrones
watched old seasons to ‘refresh’ their memory
before watching the latest season

“Eastwatch” (Episode 5 of GoT) was watched by more people than the Finale. If you
do not know why, you know nothing!
 18

Country’s passion for cricket knows no bounds

ODI

5X
growth in total
ODI watchtime in
2017 over 2016

VIVO IPL

6.6X
growth in total
VIVO IPL watchtime in
2017 over 2016

Around 70% of all Indian men who consume online video were on Hotstar during
VIVO IPL 2017!

ODI growth: Watch time growth per match for Ind-NZ Sep 2016 and Ind-NZ Oct 2017
 19

But online spurring new fan following

FOOTBALL
Second most-loved sport across all states

3.5X
growth in watchtime
for opening days of
Indian Super League

10X
growth in watchtime
for opening days of
Premier League

KABADDI

9X
growth in watchtime
in 2017 over 2016

Among Kabaddi viewers, non-metro cities grew their share of watchtime from 10% in
2016 to 40% in 2017!
 20

Some states are going beyond cricket

States that love Football the most

MIZORAM
ASSAM
KERALA
MEGHALAYA
TRIPURA

States that love Badminton the most

ASSAM
UTTRAKHAND
TRIPURA
CHANDIGARH
ANDHRA PRADESH

Kochi and Nagpur are the top cities that watch football in India!
 21

The 2017 Hall of Fame (Sports)

MOST WATCHED MATCHES IN 2017

VIVO IPL PREMIER LEAGUE

VS VS

Mumbai Indians vs
Rising Pune Supergiants Manchester United vs Chelsea
21st May 16 th April

KABADDI BADMINTON

P. V. SINDHU
VS VS
AKANE YAMAGUCHI

Puneri Paltan vs UMumba Women’s Singles Final,

14th October 2017 BWF Super Series
4th December

Mitchell Johnson dismissing Steven Smith was the most watched moment of VIVO IPL
2017!

Most watched by watch time

 22

The 2017 Hall of Fame (Sports)

MOST WATCHED TEAMS IN 2017

ODI (VS INDIA)

1. New Zealand 2. Australia 3. Sri Lanka

PREMIER LEAGUE

1. Manchester United 2. Chelsea 3. Arsenal

PRO KABADDI LEAGUE

1. Telugu Titans 2. Puneri Paltan 3. Patna Pirates

Rising Pune Supergiants got more views from users in Bihar & Jharkhand than Pune!

1. Most watched by watch time (ODI by highest watch time per ODI match)
2. ODI opponents do not include Champions Trophy matches
 23

The 2017 Hall of Fame (Advertisements)

MOST WATCHED ADS ON HOTSTAR IN 2017

1 2

“JIO DHAN DHANA DHAN” “CHEERLEADER - THIS IS NOT A SELFIE.

THIS IS MYSELF”

3 4

“VITARA BREZZA: SPORT OF GLAMOUR” “OPPO F3 PLUS SELFIE EXPERT”

5 8
“YAHAN CRICKET JEETEGA”
“MAKE A #BOLDMOVE”

6 9
“MUTUAL FUNDS SAHI HAI” “DIFFERENT IS BETTER”

7 10
“PADHEGA INDIA TOH BADHEGA INDIA” “CHONKPUR CHEETAHS”

~95% of ads on the Hotstar app are classified as valid and viewable - significantly
higher than global in-app viewability benchmarks (49.2% of ads)

1. Video campaigns considered and ranked by number of impressions

2. Viewability study by Moat Analytics
3. An ad is defined as viewable when at least 50% of its pixels are visible on the screen for at least 2 consecutive seconds
 Disclaimer
The data that is compiled in this report is obtained entirely from Hotstar, unless indicated otherwise, and
given its prominence in the Indian online video industry, it has been represented in many instances as the
state of the industry. We believe that the information contained in this report is accurate and reliable at the
time of publication, however, we assume no liability for the accuracy and completeness of such information.

This report is a copyright of Novi Digital Entertainment Private Limited. No portion of the report may be
reproduced or copied in any form without permission from Novi Digital Entertainment Private Limited.

All third party trademarks and logos referenced in this report, remain the property of their respective
holders, and are used by us contextually to directly identify either, their i) owner; ii) the product or service
provided under them; iii) the team, event or the show they represent, as the case may be. Use of them does
not imply any affiliation with or endorsement by them.
© February 2018 All Rights Reserved by Novi Digital Entertainment Private Limited
 LOCKOUT ESCAPE PLAN COLOMBIA
KHOKA BABU LEK MAZHI LADKI
SARAVANAN MEENATCHI GREY'S ANATOMY

PARASPARAM DANCE+
STEP UP
REVOLUTION 2 STATES
TUBELIGHT
PRATIDAAN JOLLY LLB 2
MAAPILLAI

YEH RISHTA KYA KEHLATA HAI

BAADSHAHO
VANAMBADI
BADMINTON JUDWAA 2
BIG BOSS

THE PROPOSAL NACH BA

SAATH NIBHAANA SAATH

AGUE
NAAMKARANN

CHAMPIONS
TROPHY
KAABIL RAJA RANI BAJRANGI
THE X-FILES PKL BHAIJAAN

ISL THIS IS US ISHQBAAAZ

PULIMURUGAN
YE HAI MOHABBATEIN
KHOKA BABU LET’S BE
SARAVANAN MEENATCHI COPS
TUBELIGHT BETTER OFF TED