Usage
of internet is through high times in India lately. Survey has
concluded that in every 10 Indian users, seven watches online videos.
Among video watchers, 50% uses YouTube as their primary platform.
Indian users are on to watching online videos similarly at the rate
of that as countries like UK and Brazil. The average number of videos
that are watches is 58 for a month. This accounts to about 5 hours of
online video streaming for the month. In 2011, although the number
will be quite high by now, 34 millions of people watched online
videos in Brazil. It was followed by about 32 millions in United
Kingdom and India is had 30 millions on online video viewers. Hence,
with the surge of online videos, the prospect of online Video ad
is increasing in India.
According
to market research agencies like comScore, for Indian users, watch
online videos has become the “central activity” for internet
users. This is supported by high penetration of broadband in India
and there are strong reasons why online videos will be further be
popularized across user bases. For marketers, the trend is bringing
better prospects. As online video platform are offering massive
opportunities for brands to advertise with them. Hence, Video
advertisement will reach new heights in the nation. As videos reach
out to audiences through an amicable environment, intense brand
interaction is possible through these platforms. This helps in
awareness building and promotion of the brand effectively through the
market.
Sites
like Google, Facebook.com and Metacafe are soaring up high in the
popularity meter. Also, Network 18 and Rediff.com are emerging as
mainstream players in the market. In YouTube about 44.5% of videos
are watched in India. The site has 23.5 million Indian users who
watched about 785 million videos. With 6.6 million viewers,
Facebook.com is on the second position is on the list. The social
media site had 30.1 million videos viewed. The third in the rank,
Metacafe, has 3.9 million viewers. On the other hand, Network 18 has
1.2 million viewers and Rediff.com caters to 861,000 viewers.
Even
if online video viewers are increasing exponentially in India,
compared to other countries, the density is still meager. The ration
of online viewers to those who does not watch internet video is quite
high in the country. It is also because of the fact that a large
segment of the populace is still deprived of internet facilities.
This outlines the potential of the market to become a major target
for video ad marketers and brands. Hence, the ecosystem is only
beginning to warm up.
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