This is an analysis from CircusSocial on how netizens are reacting in social media to video streaming during COVID-19.
The analysis consisted of OTT players – Netflix, Disney+Hotstar, Sony Liv, Voot, ZEE5, ALTBalaji, Amazon Prime, Jio TV, Viu and Hoichoi in India
According to Circus Social (www.circussocial.com), overall social media conversations have increased by about 22% in one month’s time (April 2020) in India. In line with the nation’s lockdown, Circus Social’s analysis of data from around 250 thousand social media conversations with more than 5 million engagement data points (likes, comments, shares) across platforms such as Twitter, Facebook, Forums, Blogs, Youtube and Instagram shows that the video streaming/OTT share of voice has seen exponential growth from 1st April – 30th April 2020..
MAU doesn’t always reflect SoV rankings
Disney+HotStar have the highest number of monthly active users with 300 million monthly active users in India; however, when it comes to social share of voice, Netflix leads the OTT player ecosystem with 51%, followed by Disney+Hotstar -17% , Amazon Prime – 13%, Voot – 6%, Zee5 – 5% and ALTBalaji – 5% SonyLiv -2% and 1% by rest of the players.
Netflix has truly dominated the OTT platforms in India with a whopping volume of 51%. Release of originals like ‘SHE’, ‘Money Heist’ have led to high SOV for Netflix. Disney+Hotstar and Amazon Prime followed with 17% and 13% respectively in their share of voice on social space.
There has been a huge decline in watching sports content due to postponement of IPL and other major sporting events, however Disney+Hotstar engaged live with cricketers on their platform to appease sports fans with #CRICKETCONNECTED and #KIDSCONNECTED. Hotstar’s popular sports shows are gaining traction as audiences are consuming older sports content and cricket stars are cherishing their old career memories through live content.
Out of the total conversations, Amazon Prime related-conversations were 18%, and primarily about direct launched movies such as ‘Dharala Prabhu’ and ‘Ponmagal Vandhal’ as direct-to-TV/ on-demand films are the preferred launch mode during lockdown.
VOOT had 12% of the overall conversations, and the main focus was around rerun shows like Big Boss, and it’s cast of characters. Voot originals like The Raikar Case’ and ‘Asur’ have gained huge traction and dramatically increased Voot’s overall popularity, as well as their selection of mythological and reality content.
Zee5 launched a campaign #BeCalmBeEntertained that urged viewers to stay calm during lockdown and to remain entertained and contributed to 14% of their social media conversations. As a part of this campaign, Zee5 has made a slate of content available for users, free of cost in their “Free” tabs.
#CastKrasha was a trending hashtag that contributed to about 43% out of the overall ALTBalaji conversations from the show ‘Kasam Teri Pyar Ki’ where netizens talked about the leading pair and showed their interest to re-telecast the show. Apart from that, ALTBalaji has screened numerous tele shows such as ‘M.O.M’ and ‘The Test case’, which have kept the serial-lovers glued.
Indian audiences have been avid TV & movie buffs and have enjoyed a variety genres across different mediums. There was a significant surge in Tweets after the release of Spanish show ‘Money Heist’, showing that conversations around Netflix increased more than 21% as compared to the previous period.
Movies and shows released ahead of their anticipated dates such as ‘Angrezi Medium’, ‘Dharala Prabhu’, ‘Ponmagal Vandhal’ launched on OTT platforms were also talked about as one of the top topics on social media.
Content consumption varies across age group and we found that Gen Y’s / millennials, who constitute over 40% of the population, love to watch a wide variety of content – but are most vocal about their preference for thrillers or drama. They often share personal reviews and rate content on social media sites.
On the other hand, Gen Z are more keen on sitcoms, reality shows or teen dramas. Interestingly, the rise in popularity of mythological content has increased as Gen X have continuously talked about shows like Hanuman during lockdown.
Circus Social also found that men are more likely to indulge in crime/thriller or drama, whereas stories that have strong women characters as lead protagonists like Mentalhood and Guilty are talked about by women. Although global languages are popular across both genders, females have shown their inclination towards languages like Hindi and Tamil.
Circus Social is the digital data analytics company that specializes in digital & social intelligence, and analytics platforms, and offers a full suite of social & digital analytics services, including but not limited to, social media & digital listening and monitoring, analytics and reporting, brand impact measurement, competitor benchmarking, consumer insights, and social intelligence and predictive technology.