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The most important spotlight of TV’s steady development has been the relative outperformance of premium audiences in the previous few years. In keeping with BARC information, NCCS AB viewers on TV in 2022 has elevated by almost 94 million as in comparison with the identical interval in 2019, which is sort of on par with the dimensions of India’s paid OTT subscribers at the moment estimated at 109 million, as per the Ormax OTT viewers report 2022.
TV retains its impregnable place as a perfect platform for households to take pleasure in themselves with the very best of reside sporting motion and leisure content material. This benefit is most seen amongst NCCS AB audiences, which have grown by 22% on TV within the final 3 years in comparison with total development of 6%. Comparable development throughout female and male AB audiences additional underlines the all-encompassing attraction of TV.
Sports activities spearheads development of premium audiences on Tv
TV’s attraction has been simply as sturdy among the many top-of-pyramid customers mirrored in 20% viewers enlargement amongst NCCS A regardless of the pandemic-induced stimulus to digital video.
TV has added almost 20 million viewers amongst NCCS A since 2019. Sports activities has led the expansion in NCCS A attain with a 60% contribution to viewers attained during the last 3 years. Sports activities on TV has reached a scale of over 100 million 15+ NCCS A viewers which underlines its potential for manufacturers concentrating on premium audiences.
OTT platforms battle to usher in premium audiences with content material choices
Unique sports activities content material choices have led to TV being lapped up by premium audiences, in search of high-quality leisure experiences that they’ll take pleasure in with their households and associates. Whereas TV’s premium audiences are rising quickly shattering all noise and chatter across the prevailing myths of declining viewership and cord-cutting, digital video consumption is dominated by audiences in search of free content material from user-generated and telco-bundled OTT platforms.
85% of all OTT viewership quantity comes from free content material, in accordance with E&Y estimates in distinction to pay TV which is subscribed to by about 80% of Indian properties. Solely 31% of India’s OTT viewers watch paid subscription content material as per Ormax OTT viewers report, which additional validates its inferior financial viewers profile relative to TV.
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