NEW DELHI :
The coronavirus (COVID-19) scare may have spelt doom for the rest of the world but subscription-based streaming platforms are having a field day. As people stay indoors and look for ways to keep themselves engaged, there has been a 42% increase in time spent on listening to OTT (over-the-top) audio streaming apps among the people able to consume these apps, according to findings by data and insight consultancy Kantar and audience measurement and analytics company VTION.
The findings are part of Kantar and VTIONTM’s newly launched OTT Audience Measurement service. The study is based on a sample size of 9,000 plus stretching across the top nine cities (Delhi, Mumbai, Kolkata, Chennai, Bengaluru, Hyderabad, Pune, Ahmedabad and Lucknow/Kanpur) among the male and female age group of 18 plus.
“The COVID-19 crisis has changed an average Indian’s life. With schools and colleges being shut coupled with corporates and governments encouraging employees to work from home, Indians in metropolitan cities are looking at ways to keep themselves entertained and/ or to find “companions," the report said.
There has been over 50% growth in the time spent on listening amongst the age group of 18-24, possibly a reflection of the closure of colleges and youngsters being home-bound and looking for alternate entertainment options. Further, consumers in the age group of 25-34 have shown a 30% growth in usage.
“Social distancing is the new norm. With consumers being forced to be home-bound in the current environment, a large number of “new users" (consumers who were not tuning into OTT / audio streaming apps in the previous period) have started using these services," the report added.
The also study shows that new “peaks" are emerging as far as consumption of audio streaming apps is concerned. There has been a 52% growth in the incidence of listening in the afternoons – between 2 pm to 6 pm. Late night (post-midnight till 6 in the morning) listening registers an 80% increase, compared to last month.
According to a Kantar study released this February, about 13 million adults listened to an audio streaming app in India during January, with an average person spending 65 minutes a day listening to music. Gaana, the streaming service owned by Times Internet Ltd, dominated the audio streaming market with a 30% share, followed by JioSaavn (24%), Wynk Music (15%), Spotify (15%), Google Play Music (10%), and others (7%).