Mobile Phones Gradually Become a New "TV" for Indians

By Carrie Tsai,  Last Updated: May 15, 2018

In India, more and more people are “leaving” television screens and choosing carriers such as mobile phones to watch online video. According to statistics, in 2017, online video viewers in India reached 250 million, an increase of 64% over the same period of last year. It is estimated that by 2020, 72% of India's digital consumer mobile phone traffic consumption will be used to watch online video.

Online video consumption has grown significantly in India due to the fact that Indian Prime Minister Modi’s strategy of “Digital India” has been vigorously promoted since its inception, with the continued popularity of smartphones and lower mobile phone traffic costs. At present, all online video giants, including Chinese companies, are optimistic about the development of online video in India.

Great potential for development, international online video giants rush to the Indian market

Recently, Millet India launched a video of Millet to provide Internet value-added services in India. Millet Video provides cross-platform integrated video streaming services with content provided by video online providers such as Indian Music. The launch of Millet Video signals that the company has also joined the online video competition in India.

According to reports, the number of online video viewers in India has now reached the second largest in the world. To this end, companies including Google, PricewaterhouseCoopers, and KPMG have expressed their optimism for India's online video market in recent industry reports. With the rapid growth of online short video worldwide, the next flash point may be in India.

The phone‘s small screen replaces the TV, changing Indian traditional viewing habits

Traditionally, almost every family in India has a TV. Every night, everyone gathers to watch their favorite shows. But now, more than 500 channels launched in India 24 hours a day are increasingly difficult to attract viewers. More and more family members “leave” the TV screen and select the mobile phone's small screen. The small screen of the mobile phone is fundamentally impacting the market of traditional television screens in India and changing people’s viewing habits.

A recent report issued jointly by the Indian Chamber of Commerce and Industry and PricewaterhouseCoopers stated that most Indian daily newspapers, magazines and television stations are developing their own mobile phone clients. In these mobile clients, video becomes a news carrier that goes hand in hand with text.

According to data from the Indian ComScore survey company, in April 2017, the top 15 new media produced 14 billion minutes of video. Statistics show that almost 40% of India’s digital consumer spending on mobile phones was used to watch online video in 2015, and this figure is expected to reach 72% by 2020.

Analyst Patil, who tracks the media and entertainment industry, told this reporter that online video is becoming mainstream in India, fundamentally subverting the original TV habits, and the mobile phone is becoming a new "television." Audiences will not return to traditional television screens once they have access to online video.

The rapid popularity of smart phones has created a natural opportunity for online video development

After Indian Prime Minister Modi took office, he vigorously developed the "Digital India" strategy. The sharp decline in broadband costs, the popularity of smartphones, and the reduction in the cost of mobile phone traffic have all contributed to the dramatic increase in online video consumption in India.

In 2017, India had a total of 124 million smartphones sold, which surpassed the United States as the world’s second-largest smartphone market, and the number of low-priced smartphones has increased. In 2017, Jio launched a low-priced smart phone of Rs. 1500, and Airtel launched a smartphone of Rs 2,000-2,500. These smartphones can watch online videos.

According to statistics, India's smartphone market ranks first in the world at an annual growth rate of 14%. The rapid growth of smart phones has brought a natural opportunity for India's online video development.

Kumar, chief executive of India's Angus Internet Corporation, told the reporter that India has a growing middle class, a huge young population, and an increasing digitization level.

Based on population size and economic growth prospects, global online video giants see India as a country with great appeal and potential. At the same time, Indian domestic online video companies are also increasing their technology and content development.