BoxTV.com, the video streaming platform from Times Internet, has released viewership statistics since the launch of its premium subscription service in the end of February 2013. BoxTV claims to have recorded more than 50 million views in the past four months with more than 100,000 unique users accessing the website daily on an average. Users have spent an average of 27 minutes per visit.
Highlighting some of the key viewership patterns, BoxTV stated that there is a growing interest for premium content from genres like Romance (17 per cent) , Action (16 per cent) and Drama (15 per cent), rest 52 per cent concluded interest in genres such as thriller, history, comedy, suspense, family, children and crime.
More than half of the audience consumed Bollywood content, followed by English and regional language content. This can be attributed to a larger share of the Bollywood content being available for free/ad-supported consumption.
In top languages, 62 per cent of premium subscribers consumed Hindi content, followed by 20 per cent for English and 17 per cent regional, which is largely lead by Tamil and Telugu regional video consumption. The Bollywood and regional content marks interest in the US, the UK and the Gulf as well. Domestic demand is driven by cities like New Delhi, Mumbai, Bangalore, Chennai and Hyderabad.
“We are very excited to get such great response from our users and are constantly looking at ways to expand our content library and product features. As part of our commitment to growing the digital video industry in India, we have started releasing the BoxTV viewership patterns. Over time, we will release more of these that will help us and everyone in the industry – content partners, advertisers, platform owners – to understand the needs of the Indian digital audience and address them more effectively,” said Pandurang Nayak, Business Head, BoxTV.com.