BENGALURU: In what could be an indication of the growing appetite for digital content in India, more than half of video streaming customers have signed up for two or more services in the country, shows a new study. The study by market research firm Unomer is based on data generated from in app surveys from over six million smartphone users between May 1 and May 25.

Unomer analysed around 17 video streaming services in the country, which includes both ad supported and paid streaming services.

MX Player<\/a>, which debuted its ad supported video streaming feature in February this year, racked up the most loyal customers, with 21% solely using the platform, followed by Amazon Prime Video with 15.1% users and Netflix<\/a> with 14.45% users.

MX Player is owned by the Times Group<\/a>, which owns this site.

Last year, Times Internet<\/a> acquired MX Player, a South Korean video playback app, to get a foothold in the Over the Top (OTT) segment. In February, MX Player forayed into original content with an initial slate of five original series and plans to launch close to 25 shows over the next year. At the time, the app claimed to have over 175 million monthly active users and 70 million daily active users.

Karan Bedi, CEO, MX Player, said: “We are very happy to have built up the most loyal OTT base in India in such a short period of time. We have been able to combine a premium ad-led model with a vast and diverse content library that will appeal to the wider Indian consumer, whose habits and interests don’t necessarily correlate with the global and Englishspeaking audience”. “We provide a one-stop shop for our consumers, with the highest proportion of single OTT app usage,” he said.

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