Indian streaming viewers rushed to U.S. and UK content like never before during the Covid-19 pandemic, a study shows. There’s was a staggering 124% uptick in viewing of shows such as HBO̵…
Ormax’s research was based on in-depth interviews and focus groups from across Indian, and an online study that built on findings of the conversations. The analyst is predicting further growth in the ‘English’ SVoD audience in India this year.
“Over the last two decades, there has been a popular perception in the Indian media and entertainment industry that English content is niche, and targets only a segment of the audience within the upper echelons of the socio-economic spectrum,” said Ormax founder and CEO Shailesh Kapoor. “Until about 3-4 years ago, this perception was indeed a reflection of reality.
“However, the last few years, especially the pandemic, has changed it all. The growth of dubbed content consumption has made the ‘language factor’ virtually non-existent. Signs of this are evident in both theatrical and streaming industries, where content is traveling far and wide, including within Indian languages.
“The language barrier was the biggest hurdle towards consumption of English — and other foreign language — content in India. The growth of the Indian streaming market has taken that factor out of the equation. It’s now time for good content to prosper.” “There has been a significant evolution of the English content category in India, from the days of solely being available on linear television, to the current rise of streaming platforms,” added Sonika Bhasin, SPT Vice President, Distribution. “We wanted to understand this evolution, so that we can engage in more informed conversations with our business partners. We believe there is tremendous opportunity to further grow this market given the appeal English content has in the OTT space.
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