79% Smartphone Users In India Using OTT Apps For Entertainment

In its first MegaInsight study, tech ARC-Unomer has released some key insights about the OTT Entertainment (Live and VOD) app penetration in India.

The insights are from Unomer AppMap, an in-depth analysis of smartphone and consumer data collected from over 5 million smartphone users across the country.

4 out of 5 smartphone users are having at least one OTT Entertainment platform which they are using for entertainment. This is in addition to the ‘casual’ entertainment over Youtube and other UGC (user-generated Content) platforms like tik-tok. With this kind of penetration, OTT Entertainment apps have become the most penetrated app category among smartphone users in India, after social Networking, Chatting and Ecommerce apps.

Releasing the MegaInsight, Faisal Kawoosa, Founder & Chief analyst, tech ARC said, “Over the past 3 years we have seen a lot of enablement both from the smartphone OEMs as well as operators’ sides. This has facilitated the growth of OTT Entertainment services as well as consumption.”

“While 4g has undoubtedly created this category, it has been adequately complemented by the smartphone industry by innovating to save every micron on the screen for better and full-screen viewing backed by powerful battery and stereophonic sound,” added Faisal, highlighting some of the innovations that have taken place in the recent times keeping increasing video consumption in mind.

Highlighting the OTT Entertainment app trends, Vinay Bapna, CEO and Cofounder, Unomer said, “Video has emerged as a category where we are seeing a large number of players that can co-exist and each player can create a market for itself, unlike other sectors like e-commerce and social media, where there is dominance of 1-2 players,”