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High demand for Punjabi content among Indians abroad: Spuul Report

23-March-2018
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High demand for Punjabi content among Indians abroad: Spuul Report

Video-on-demand streaming platform Spuul has released the findings of a consumption trend study conducted by it. According to the study, there is a high demand for Punjabi content among audience living outside India.

The report is based on a demographic data and consumption pattern which resulted in interesting insights about what Indians and Indian diaspora are viewing. The data in this report was gathered from 1st January to 31st December 2017 from more than 40 million registered Spuul users in India, Australia, New Zealand, UK, USA, Singapore, Malaysia, Thailand, Indonesia, Philippines and the UAE.

With a massive increase in the consumption of content available across OTT platforms for Indian content, this study further helps understand trends, habits, consumers’ viewing patterns and preferences of Spuul’s domestic and international audience.

Overseas viewers do like to stay connected to their roots and consume content in their own preferred languages. There is much more engagement as well, when the content offered is in one’s own regional language, the study concluded.

According to the report, with regards to the genre of movies, basis consumption, viewers do have a greater affinity towards crime and thriller followed by family drama, romance, comedy and horror.

Key insights include

• 50% of consumers of VOD content fall in the age group of 25-34 years, followed by 21% between 34-44 years and 20% between 18 to 24 years of age. Out of this, 80% are male and 20% are female

•Top 5 popular Bollywood actresses outside India are 1. Katrina Kaif 2. Anushka Sharma 3. Alia Bhatt 4. Kareena Kapoor 5. Kajol

•Top 3 Punjabi Actors Popular outside India are 1. Diljit Dosanjh, 2. Neeru Bajwa 3. Jimmy Shergill

Popularity of regional movies in countries outside India (As per consumption):

• Punjabi movies are highly popular in foreign countries with highest consumption in Australia followed by the USA, New Zealand, UK, Pakistan and Canada.

• Tamil movies see highest popularity in the USA, followed by Singapore Malaysia, UAE and UK

• Malayali movies have highest consumption in the USA, followed by UAE, Singapore and UK

• Some of the Punjabi movies that gained high popularity are Krazzy Tabbar, Yaar Anmulle, Sardar Saab, Dulha Bhatti, Vaisakhi List, Saade CM Saab, Gelo, Teshan, Aatishbazi Ishq

• Some of the Diljit Dosanjh starrer movies that did really well are Sardaar ji, Sardaarji 2, Jatt & Juliet, Jatt & Juliet 2, Disco Singh

Subin Subaiah, CEO, Spuul, said, “We at Spuul believe entertainment is for everyone. Year 2017 was all about catering to entertainment needs of people with different preferences. We also enjoy the patronage of the regional audience as they would want to consume movies in their preferred language. Hence, adding regional movies to our already vast Hindi catalogue was a natural progression. Last year, we saw high demand for Punjabi, Telugu, Tamil, Kannada and Malayali movies. This year we aim to make Bhojpuri, Marathi and Bengali movies accessible to all as we see it getting more popularity.”

"Simultaneously, we are working towards upping the ante in terms of our technology to create superior customer experience,” he added.

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