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New Delhi: As online video consumption<\/a> explodes in a mobile-first country, three in four Internet<\/a> users -- or 600 to 650 million Indians -- will consume short-form videos by 2025, with active users spending upto 55 to 60 minutes of this per day, a new report showed on Wednesday.
India<\/a>'s online video user base has scaled to more than 350 million people, growing 24 per cent over 2018 to 2020, nearly twice as fast as markets such as China and Indonesia.
More than 200 million Indians watched short-form videos at least once in 2020, with daily active users spending up to 45 minutes a day on these platforms, according to the report by management consulting firm Bain & Company.
India has more than 50 million users who have created and posted at least one short video.
\"Smartphone users spend about 4.8 hours on their devices daily, of which a staggering one hour on average is spent consuming videos,\" Bain & Company partner and Vector Solutions Group global leader Arpan Sheth<\/a> said.
The daily time spent per active user on online videos in the country has simultaneously grown by 60 per cent to 70 per cent over 2018-20.
\"Despite this rapid boom, there exists massive headroom for growth -- online video user penetration in India is nearly 60 per cent of Internet users, compared with more than 90 per cent in China,\" Sheth said, in a statement.
The Indian short-form video market is now occupied by a mix of specialist apps like Moj, Josh, MX TakaTak<\/a>, Roposo, Zili and global social media\/video giants like Instagram Reels, Facebook Reels<\/a>, and YouTube Shorts.
Among the specialist short video platforms, five platforms -- the previously mentioned Moj, MX TakaTak, Josh, Roposo, and Zili -- have more than 100 million downloads each.
According to the report, the short-form videos market has taken off over the past two years in India, growing 3.5 times in user base and 12 times in total time spent by all users on SFV platforms.
\"However, India's short video user base has historically been largely men from tier 2 and smaller towns but this is evolving quickly, with the medium gaining traction in metros and among women,\" the report noted.
Before the ban, TikTok became the first scale SFV platform in India, with more than 200 million users and 20 million content creators posting at least one video a month.
\"Brands are increasingly using short video platforms to reach their target customers. New monetisation models, such as video commerce, livestreaming, and in-app purchases, will become increasingly commonplace in the coming years,\" Bain & Company partner and onsumer products, retail, strategy and digital practices in India leader Shyam Unnikrishnan said.
Long-form videos (LFVs), on the other hand, have substantial scale -- viewed by 350 million to 400 million users, almost twice as many as penetrated as SFV. LFV is also poised to grow to 600 million to 650 million users in India by 2025.
\"This growth will be driven by a steady increase in the Internet user base; access to cheaper, faster data; the introduction of more affordable plans, including the advent of freemium models; and a proliferation of content,\" the report noted.
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短视频消费到2025年将达到650 mn用户在印度
在线视频消费爆炸在一个移动先行”的国家,四分之三的互联网用户——或者600年到6.5亿年印度人——到2025年将消耗短片视频,活跃用户支出高达55到60分钟每天,周三公布的一份新报告显示。
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新德里:在线视频消费爆炸在一个移动先行”的国家,三四个互联网用户——或者600年到6.5亿年印度人——到2025年将消耗短片视频,活跃用户支出高达55到60分钟每天,周三公布的一份新报告显示。
印度的在线视频用户群规模超过3.5亿人,在2018年到2020年增长了24%,几乎是两倍市场如中国和印度尼西亚。
超过2亿印度人观看短片视频至少一次在2020年,日活跃用户每天花45分钟在这些平台上,根据管理咨询公司贝恩公司的报告。
印度有超过5000万用户创建和发布至少一个短片。
“智能手机用户每天花费4.8小时在他们的设备上,其中惊人的平均花费一小时消耗视频,”贝恩公司合伙人和向量解决方案集团全球领袖ArpanSheth说。
每日时间每活动用户在线视频的同时增长了60% 70% 2018 - 20。
“尽管这种快速繁荣,存在巨大的增长空间,在线视频用户普及率在印度几乎是互联网用户的60%,相比之下,在中国超过90%,“Sheth说,在一份声明中说。
印度短视频市场现在是被混合的专业应用,比如Moj,杰克,MX TakaTakRoposo,自砺和全球社交媒体/视频巨头像Instagram卷,Facebook卷和YouTube短裤。
专业视频平台,五个平台,前面提到的Moj MX TakaTak,乔希,Roposo,自砺——超过1亿次的下载。
根据这份报告,短片视频市场起飞过去两年在印度,在用户群增长3.5倍和12倍总时间SFV平台上的所有用户。
“然而,印度的短视频用户群历来主要从二级和小城镇,但这正在迅速发展,在地铁中获得牵引和女性,”该报告指出。
禁令之前,TikTok成为第一个规模SFV平台在印度,有超过2亿个用户和2000万内容创建者每月至少发布一个视频。
“品牌越来越多地使用短视频平台达到他们的目标客户。新的盈利模式,如电子商务、转播画面,和应用内购买,将在未来几年成为越来越普遍,”贝恩公司合伙人和onsumer产品、零售、策略和数字化实践在印度领导人Shyam Unnikrishnan说。
长篇视频(LFVs),另一方面,有大量规模——被3.5亿到4亿用户,几乎和SFV渗透的两倍。LFV亦将上升到6亿到2025年在印度的6.5亿用户。
“这种增长将由一个稳定的增加在互联网用户群;获得更便宜、更快的数据;引入更多的负担得起的计划,包括免费增值模式的出现;和扩散的内容,”该报告指出。
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