This is what India watches: Hindi movie channels king of TV viewership; digital content gains turf

By: | Published: March 18, 2019 11:46 AM

Meanwhile, television is the most prevalent entertainment and media industry in India, pegged around Rs 740 billion gross in 2018; its place being challenged by online gaming and digital media.

tv, healthOnly 1% of viewership comprises English movie channel watchers.

Movie channels are the most popular form of entertainment on Indian television with a little less than a quarter (about 24%) of viewership dominated by this segment, according to the 2018 Yearbook of the Broadcast Audience Research Council (BARC India), The Indian Express reported. In movie channels, Hindi language lead with more than two-thirds (around 69%) audience backing. 

Also, southern languages follow this Telugu at 11%, Tamil at 6% and Kannada at 4%. Only 1% of viewership comprises English movie channel watchers. Even lesser is the demand of Punjabi movie channels at 0.3%. Viewers spend about an hour and 22 minutes on an average on Hindi movie channels. The same for southern languages, led by Telugu, is an hour and three minutes. The same for Punjabi channels is a little more than 18 minutes and for English, it is 21 minutes.

Meanwhile, television is the most prevalent entertainment and media industry in India, pegged around Rs 740 billion gross in 2018; its place being challenged by online gaming and digital media, per a recent FICCI Frames report. However, the majority of Indians still choose television for their entertainment and it will retain its popularity in the coming three years as well, the report added.

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There has been a shift towards the digital content as well. According to the same FICCI report, more Indians have started to pay for online content compared to 2017.

“We estimate that the number of Indians who paid for any content in 2018 (not including those who consumed content through bundled telco offerings) increased from 7.5 million in 2017 to 12-15 million in 2018,” the report said.  

The digital subscription market saw an overwhelming 262% increase and is now estimated to be Rs 14.2 billion. The report also predicts that there is a demand for homegrown entertainment across the digital global audience. With shows such as Netflix’s Sacred Games hitting a chord with the viewers, there is an opportunity for Indian content creators to push more homegrown entertainment to the non-diaspora audience.

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