Hotstar tops entertainment app installations, Jio leads in live TV: Study

According to a techARC-Unomer study, Hotstar has the highest penetration of 49 percent on smartphone devices in entertainment OTT app category, while Jio leads in the live segment

e4m by exchange4media Staff
Updated: Jul 19, 2019 2:30 PM

Hotstar has emerged as the leader in the OTT entertainment app segment with 49 percent share in terms of smartphone installations, while Jio Live TV leads the live channel category with 30 percent share, according to a study by techARC-Unomer.

The study further revealed that 79 percent of smartphone users access (OTT) mobile applications for entertainment in India, which is in addition to the 'casual' entertainment provided by YouTube and other platforms like TikTok.

"Over the past 3 years we have seen a lot of enablement both from the smartphone OEMs as well as operators' sides. This has facilitated growth of OTT Entertainment services as well as the consumption," Faisal Kawoosa, Founder and Chief Analyst, techARC, said in a statement.

The study also revealed that in the entertainment OTT app category on smartphones, Times Internet's MX Player came a close second to Hotstar with 42 percent share.

"One of the main factors for Hotstar's growth has been its sports, especially cricket content, be it IPL or now the World Cup Championship," the statement said.

In the live TV app category, Jio was distantly followed by Airtel and Vodafone Play, according to the study.

"Video has emerged as a category where we are seeing a large number of players that can co-exist and each player can create a market for itself, unlike other sectors like e-commerce and social media, where there is dominance of 1-2 players," Unomer CEO and Co-founder Vinay Bapna said.

The study further states that 4 out of 5 Smartphone users are having at least one OTT Entertainment platform which they are using for entertainment. This is in addition to the ‘casual’ entertainment over YouTube and other UGC (User Generated Content) platforms like TikTok. 

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