Akamai Technologies, content delivery network services provider said India devour the most OTT videos, followed by Thailand and Philippines in the Asia-Pacific region, on Tuesday.
“Viewers in India watched 12.3 hours of online content in a week, while in Japan, viewers watched the slightest content online per week at 6.2 hours,” a study by Akamai Technologies, commissioned through research firm Kadence International, said.
Indian (44%) and Thai (45%) audiences illustrated similar behaviors of watching online content via smartphone, on the other hand 50% of Japanese viewers favored accessing OTT services via non-mobile devices.
The survey brought the significance of superior-quality video to the forefront. 70% of Indian viewers said that the video and audio quality is of chief importance to them, followed by fast start-up time (56 per cent).
“It is critical for the OTT service providers across the region to understand user preferences as viewers increasingly shift to a culture of consuming content on any device, any time, and anywhere,” Vincent Low, Chief Media Strategist and Head of Media Product Marketing APJ at Akamai Technologies, said in a statement.
“What now becomes the differentiator are those micro-moments when they access their preferred content that could either be instances of delight for the user from good overall quality of experience or frustration, which can potentially lead to churn,” Low added.
The study also found an enlarged demand for local OTT players through the markets (Hotstar in India, Hooq in Indonesia and Niconico in Japan, among others).
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Jatin Bhatia, From ITvoir News Desk