IPL increases JioCinema's traffic by 777.08% in May: Report

Auburn Digital's report on OTT consumption behaviour in millennials and Gen-Z states that up to 62.57% of the viewing audience utilizes more than six OTT websites.

As there is an increase in video content consumption across all generations in the past few years, Auburn Digital Solutions has developed research on OTT consumption behaviour in the age ranges of 25 to 34 (Millennials) and 28 to 24 (Generation Z) using the SimilarWeb tool. Due to the numerous streaming possibilities and the wide variety of episodes and films available, up to 62.57% of the viewing audience utilize more than six OTT websites. Since then, the Over-The-Top platforms' (OTT) audience has increased significantly. 

With easily available platforms, the need for entertainment has evolved over time. The audience is actively searching for fresh content and a shrinking attention span has added to the phenomenon. The convenience of watching shows and movies on the device of our choice is another advantage OTT has over television. It is because of OTT platforms that the idea of binge-watching has come into existence. Platforms make available 8 - 10 episodes of a certain show available at one go as against the concept of one-episode-each-day-at-a-designated-time-slot, in the era of television. All of these factors together have led to the fall of television's popularity among millennials. 

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On the other side, Generation Z witnessed frequent technological advancements while growing up & has had more access to recorded content. YouTube being one of the biggest contributors of the trend. Today, YouTube shares 68.86% of traffic overall on OTT websites. Approximately 42.47% of viewers are between the ages of 18 and 24, while 33.42% are between the ages of 25 and 34. JioCinema's traffic increased by 777.08% in May alone as a result of the free IPL LIVE broadcast. 52.21% of the audience is between the ages of 18 and 25, and 28.28% are between the ages of 25 and 34. 

Recent years have seen a rise in anime fandom in India. With a 5.48% rise in traffic, the anime-specific website Zoro TV is now among the Top 5 OTT content providers. The majority of anime viewers, or 58.63%, are between the ages of 18 and 24. Only 18.92% of people are in the 25–34 age group. 

Harsh S Kedia, CEO, Auburn Digital Solutions said, “The amount of video material being consumed will only increase over time. People's attention spans will get shorter, and they will need to consume material that is more authentic and realistic than commercial media. TV will continue to bring in a lot of money for marketing since OTT subscriptions enable you entirely avoid advertisements.”

Ashish Tripathi, MD, Auburn Digital Solutions added, “With an increase in the popularity of material like Anime, it's possible that marketers will need to move beyond traditional films and TV series and incorporate new types of content in their campaigns. The Generation Z and Millennials' routines for watching video content differ greatly.”