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Summary:

A demanding boss is probably not the reason many Indians are working longer hours these days. Here are some interesting insights from video…

A demanding boss is probably not the reason many Indians are working longer hours these days. Here are some interesting insights from video media network Nautanki.tv’s online video watchers study.
- In India, 85 percent of online video consumption happens from offices.
- 76 percent of all video consumption happens from the top seven metros / mini metros. Mumbai contributes to 14 percent of the consumption, Delhi 12.5 percent and Chennai is the lowest at 6.5 percent, probably because nautanki.tv has mostly Hinglish content.
- 30 percent of daily video consumption comes from Indians outside of India, largely from the Bay area and New York.
- Entertainment is the key traffic driver.
- Audiences have an attention span of 3.5 minutes for an online video with 50 percent of the audience dropping off at the 5 minute level. Almost no one watches a segment that is more than 10 minutes long, unless it is a documentary / short film of interest to the watcher.

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  1. Am glad that websites are doing their surveys to understand their own audience…however the internet being such an endless space, wonder how authentic would this data be for say the advertisers to trust and put money on…I guess thats the reason why people like nautanki.tv or rajshri.com havent been able to generate too much advertising to sustain themselves…Wondering if there will ever be authentic data to back up the claims of most of video portals about their traffic!

  2. "In India, 85 percent of online video consumption happens from offices." – am a bit amused :) – you really meant " On Nautanki, 85 % online video consumption …" – from what I understand these are usage patters on Nautanki and hardly indicative of video consumption patterns across the country, unless they had critical mass traction, which at this moment I don't think they have or they have taken into account YouTube and hundreds or other clones…

    Not that I don't value such inputs or not like Nautanki – they are the way to go in many ways – but just wanted to highlight the need for you to put relevant context.

    R

  3. Sunil R Nair Monday, July 2, 2007

    One can imagine the reason why most people do not want to accept these results. We had to undertake the study to understand the medium and the traction. In this business we had to complete the cycle of life to get to where we are – content which brings viewership which brings advertisers. We got the first two in the month of may / june and now have a larger team that brings in advertising. We are setting the standard for video content based advertising and it is always difficult for the first one.

    Am not sure about the other portals, youtube clones etc,. I have to emphasize that nautanki.tv is NOT a portal, we are a video media network which uses the long tail of the net to distribute content. The viewership is not on nautanki.tv direct but of the 1300+ websites / feeds. The publishers optimize the feeds to gain maximum viewership, they push content by creating virals, embeds etc . The reason we believe that our study is indicative of the way video is watched is because the traffic is not coming to nautanki.tv but is watching it from where they already are. We have considered the data that is available for other sites like youtube. and they are comparable, unfortunately they are all destinations while we are not.

  4. Sunil – respect the fact that you have made a beginning to offer data and stats in a segment where there is nothing available currently. It has value but just wanted to caution broad generalization just because it makes a catchy headline.

    I have been on the site and I think it is interesting to see it shape…

    Cheers.

    R

  5. Sunil R Nair Tuesday, July 3, 2007

    Rajesh,

    We thank you for your comments and appreciate the fact that there are people who use logic and rationale to argue.

    We have made it amply clear that the report has used data available via the nautanki.tv network. We hope that studies of this kind will dispel myths that surround a powerful yet misunderstood medium. In the coming months we hope to be able to provide more detailed and industry led research reports that can be used by media buyers, content creators and the community to evaluate their own performance.

    We look forward to your continued support and feedback

    Cheers

    Sunil

  6. Sunil – correct and therefore my comment was directed towards Anupama. Data like this becomes reference material and important to keep our feet on the ground. Would love to connect…

    Cheers.

    R

  7. Hi Sunil,

    You are doing Brilliant, I too have some ideas to make Nautanki more popular.

    Regards,
    piyush

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