Originals on OTT platforms witness 133% jump in engagement: Mi India report

Rahul KumarJan 21, 2021Entertainment

Indian OTT viewers were hooked on to their screens in the year 2020, watching original shows and series, notes the ‘PatchWall Replay 2020’ report by Mi India.

The study evaluates the consumption patterns of over 5 million consumers across 25+ content partners to show that the originals and web series segment witnessed a record 133% jump in engagement.

Some of the most popular shows included ‘Mirzapur 2’, ‘Scam 1992: The Harshad Mehta Story’, ‘Pataal Lok’, ‘Sam Jam’, ‘Loser’, and ‘Geetha Subramanyam’.

With the cinema screens temporarily shut, filmmakers as well as audiences moved to OTT. For a Friday release, PatchWall generated similar traffic as a houseful film on a first day – first show across multiplex chains in India.

The report suggests there was a 2.5X increase in the number of people watching movies on weekdays as compared to 2019, making views increase by 97% in the movies category.

‘Laxxmi’, ‘Dil Bechara’, ‘Angrezi Medium’, ‘Lootcase’, ‘Chhalaang’, ‘Khaali Peeli’ and ‘Chintu Ka Birthday’, among others were some of the popular movies, trending in 2020.

According to the report, April to August were blockbuster months, because of movies releasing on OTT platforms during that time.

Meanwhile, with a lot happening across the globe, news in any mode took most of the space. PatchWall recorded a 161% increase in news views.

Used also spends more than 20 million minutes listening to their favourite songs. Badshah, Arijit Singh, Vishal-Shekhar, AR Rahman, and Neha Kakkar rocked the charts the whole year and the popular music videos that glued Indians to their screens included ‘Genda Phool’,’ Illegal Weapon’, ‘Dus Bahane’, ‘Bhankaas’, and ‘Khulke Jeena ka’.

Mi India has first introduced PatchWall on Mi TV’s in 2018. Designed specifically for the Indian market, PatchWall provides one of the largest content libraries comprising both Indian and global content partners. In 2020 alone, PatchWall witnessed over 14 billion interactions across different categories such as movies, TV shows, music, kids entertainment etc.

‘’Mi TVs have become an integral part of families and consumers’ lives and they further solidify Mi India’s leadership in the smart TV segment. Having sold over 5 million TVs, we not only understand the requirements of Indian consumers, but have also taken significant steps to address their needs,” said Eshwar Nilakantan, Category Lead – Mi TVs, Mi India.

He added that content first has always been Mi TV team’s philosophy and that led the company to introduce PatchWall on Mi TVs. “Since then, we have rolled out over 40+ features and extended partnership with 25+ content partners. We are happy to unveil ‘PatchWall Replay 2020’, which throws light on what India watched in 2020, across all OTT platforms.”

Among other trends, between April to June, when the country was under a strick lockdown and public broadcaster Doordarshan was airing old classics, even OTT viewers were feeling the devotional vibe. Shows like ‘Mahabharat’, ‘Ramayana’, ‘Devon ke Dev..Mahadev’ and ‘Shaktiman’ were popular on streaming platforms too, with more than 3 million interactions across these shows.

Meanwhile, with education taking the digital route, the edutainment category saw a 177% increase along with a 205% increase in overall kids streaming.

‘Wheels on the bus’, ‘Tales of Akbar and Birbal’, ‘Bal Ganesha’ were the stars of kids’ edutainment category, and ‘Show yourself’ and ‘Baby Shark’ became the new kids anthem.

Interestingly, there were more than a million kids mode sessions trusted a million times by parents across India.

Regional language consumption also witnessed a jump of 56%. While PatchWall has content across 16+ languages, the top languages that saw an increased consumption trend were Telugu, Tamil, Marathi, Malayalam and Bengali.

On the fitness side, online platforms served as fitness companions. With no access to gyms, Zumba classes, Yoga, the fitness category received a good boost with an increase of 93% views.

From how to lose weight in 21 days to meditation for relaxing and yoga stretches, people tried to maintain their fitness regimes.

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Originals on OTT platforms witness 133% jump in engagement: Mi India report

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