Consumption of abridged videos is expected to reach 650 million users in India by 2025, Telecom News, ET Telecom

New Delhi: As online video consumption explodes in a mobile-centric country, three in four Internet users – or 600 to 650 million Indians – will consume short videos by 2025, with active users spending up to at 55 to 60 minutes a day, a new report showed Wednesday.

India’s online video user base has grown to over 350 million people, growing 24% between 2018 and 2020, nearly twice as fast as markets like China and Indonesia .

More than 200 million Indians watched short 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 over 50 million users who have created and posted at least one short video.

“Smartphone users spend approximately 4.8 hours on their devices per day, of which an average of an hour is spent consuming videos,” said Arpan Sheth, Partner of Bain & Company and global leader of Vector Solutions Group.

The daily time spent per active user on online videos in the country has simultaneously increased from 60% to 70% during the period 2018-2020.

“Despite this rapid boom, there is huge room for growth – online video user penetration in India accounts for nearly 60% of Internet users, compared to over 90% in China,” Sheth said in a statement. .

India’s abridged video market is now occupied by a mix of specialist apps like Moj, Josh, MX TakaTak, Roposo, Zili and global social / video giants like Instagram Reels, Facebook Reels and YouTube Shorts.

Among the platforms specializing in short videos, five platforms – the previously mentioned Moj, MX TakaTak, Josh, Roposo and Zili – total more than 100 million downloads each.

According to the report, the short video market has taken off over the past two years in India, increasing the number of users by 3.5 times and the total time spent by all users on SFV platforms 12 times.

“However, the user base for short videos in India has historically been mostly level 2 men and small towns, but this is changing rapidly, with the medium gaining ground in subways and among women,” notes the report.

Before the ban, TikTok became the first large-scale SFV platform in India, with over 200 million users and 20 million content creators posting at least one video per month.

“Brands are increasingly using short video platforms to reach their target customers. New monetization models, such as video commerce, live streaming and in-app purchases, will become more and more mainstream in the years to come, ”Bain & Company partner and Consumer Products, Retail, Strategy and digital practices in India, said Indian leader Shyam Unnikrishnan.

Long-form videos (LFV), on the other hand, have a substantial scale – viewed by 350 million to 400 million users, almost twice as penetrated as SFVs. LFV is also expected to reach 600-650 million users in India by 2025.

This growth will be driven by a steady increase in the Internet user base; access to cheaper and faster data; the introduction of more affordable plans, including the advent of freemium models; and a proliferation of content, ”the report notes.


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