Key Points
The Ormax report estimates that at 42.7 million SVOD viewers constitute about half of the total English adult content viewers in urban India; 42.5 million are consumers of AVOD (advertising-based video on demand) content...
There has been a whopping 124% growth in English content SVOD (subscription video on demand) audience in the country since the pandemic began, according to a report released by Ormax Media on Tuesday..
At least 65% of the 85.2 million urban Indian SVOD audiences aged over 15 years are watching English content either in English or in a language of their choice, according to the report..
The pandemic saw the emergence of what the report refers to as lockdown millennials who have begun watching English content on OTT in the last two-three years, and are sampling a wide variety of formats and genres, beyond just tentpole properties (which include popular Marvel series and global successes like The Game of Thrones)..
Talking about this changing content consumption trend, Shailesh Kapoor, founder and CEO of Ormax Media, said, 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..
