Online

Trendspotting
in India
PRESENTED BY
Ramanujam Pobbisetty
Enterprise Sales Director, India
Comscore
Three broad themes

A V E RY TRENDSPOTTING THE FUTURE

BUSY 2019 IS LOCAL
A Very Busy 2019!
First it was the IPL

Daily Unique Visitors (Millions)

Unique Visitors had a
on Hotstar App in May 2019
50
spike on days when
there were two IPL
45
matches.
40
FINAL
35

30

25

20

15

10

Source: Comscore Custom Data, Unique Visitors, Hotstar Android Smartphone App, 1 Apr 2019 to 13 May 2019, India
Two months of IPL, yet India was not “fed-up” of
cricket!
Daily Unique Visitors (Millions) on Swiggy App in May 2019
20

18
IPL FINAL
16

14

12

10

Source: Comscore Custom Data, Unique Visitors, Swiggy Android Smartphone App, 1-31 May 2019, India
Then it was the World Cup

Daily Unique Visitors (Millions)

on Hotstar App in June - July 2019
Hotstar App saw the
highest UVs on the
70 IND-NZ days of the IND-NZ
IND-PAK semi-final followed by
60
the day of IND-PAK
50
FINAL qualifier.
40

30

20

10

Source: Comscore Custom Data, Unique Visitors, Hotstar Android Smartphone App 1 June to 15 July 2019, India
Retail therapy was necessary
after the IND-NZ heartbreak!
Daily Unique Visitors (Millions)
to Amazon & Flipkart Android Apps in July 2019
40
35
30
25
20
15
10
5
-
Amazon Flipkart

Both Amazon & Flipkart saw a spike on their respective sale days in July.

Source: Comscore Custom Data, Unique Visitors, Android Smartphone App – Flipkart & Amazon; 1-31 July 2019, India
They went from one “Sacred Game” to another

Daily Unique Visitors (Millions) on Netflix App from 1-20 August 2019
16.00

14.00

12.00

10.00

8.00

6.00
Sacred Games 2
4.00
released on 15
2.00
August 2019
-
Android Smartphone

Source: Comscore Custom Data, Unique Visitors, Netflix Android Smartphone App; 1-20 August, India
None of this came in the way of the regular stuff!

Unique Visitors by Day Part in Millions YouTube and WhatsApp

300 users accessed apps fairly
250 240 233
247
239
249 uniformly at different times
225
213 206 of the day.
200

150 131 136

121
112
100

50

0
Morning Afternoon Evening Overnight
YouTube WhatsApp Facebook

Source: Comscore Custom Data, Unique Visitors, Android Smartphone Apps by day-part – May 2019, India
Trendspotting
Reach is Growing,
Engagement is Shifting
Reach is growing, engagement is shifting
SOCIAL MEDIA
300

250 278
260 261
200 230
150

100

50

0
Unique Visitors(Millions) Total Minutes(Millions)
July 2018 June 2019

Source: Comscore MMX Multi-Platform, July 2018 to June 2019, India

Reach is growing, engagement is shifting
N E W S / I N F O R M AT I O N
300

250 282
260
200

150

100

50
90
20
0
Unique Visitors(Millions) Total Minutes(Millions)
July 2018 June 2019

Source: Comscore MMX Multi-Platform, July 2018 to June 2019, India

News is bigger
& more engaging
News / Information pulls past
Entertainment & Social Media

J U LY 2 0 1 8 JUNE 2019

Corporate Presence Multi-Category

Services Services

Entertainment News/Information 282

Social Media Entertainment

News/Information 260 Social Media

250 255 260 265 270 275 270 275 280 285 290
Unique Visitors(Millions) Unique Visitors(Millions)

Source: Comscore MMX Multi-Platform, July 2018 to June 2019, India

Video is driving the growth of Digital News

Unique Viewers(Millions)
80
73 • The largest TV News Networks
70 65 are also among the largest Digital
60
58
Video players
50

40 • Each of these players has grown

30
30 between 40% to 160% in the
20 16 last year
12
10

-
Network ABP News India Times Times Asianet
18 Network Today Internet Network
Group

Source: Comscore Video Metrix Multi-Platform, June 2019, India

Massive, growing
appetite for sports
Sports is growing popular & engaging

1.7X 4X
TOTAL 10X
REACH TOTAL VIEWS
MINUTES

Growth in UVs, Time & Views on Sports Content

Source: Comscore MMX Multi-Platform, July 2018 to June 2019, India

Women are warming up to sports on mobile!

5.5X
2.3X 2.8X TOTAL 13X
UVS VISITS MINUTES TOTAL VIEWS

Reach & Engagement of Female Audience

– July 2018 to June 2019
Source: Comscore Mobile Metrix, July 2018 to June 2019, India
Product Research is
influenced by e-Commerce
Consumers are starting their product research on e-
Commerce
Percentage of
ONLINE BUYERS OFFLINE BUYERS respondents who
started their
product research
journey on the
respective sites.

Amazon - 31% Others Google - 31% Others

Google - 27% Amazon - 30%
Flipkart - 17% Flipkart - 12%

Source: Comscore Custom Survey Research, December 2018

 Online buyers were more likely than offline buyers to
research for less than 2 weeks
RESEARCH TIME FRAME

56% 51%
of online buyers spent less than 2 weeks of offline buyers spent less than 2 weeks
researching before making their purchase researching before making their purchase

Among online buyers Among offline buyers

56% <2 weeks 51% <2 weeks

27% 2 to <4 weeks 29% 2 to <4 weeks
10% 4 to <6 weeks 12% 4 to <6 weeks
3% 6 to <8 weeks 3% 6 to <8 weeks
4% 8+ weeks 4% 8+ weeks

Source: Comscore Custom Survey Research, December 2018

The Future is Local
Hindi dominates the languages
Bengali
Gujarati
Kannada
Malayalam

Marathi

Punjabi

Tamil Hindi, 146

Telugu
Hindi, 146

Unique Visitors (Millions)

Source: Comscore MMX Multi-Platform, June 2019

Local languages are quickly finding their voice

PUNJABI

1.9 3.2
0.9
GUJARATI MARATHI
Shrinking of Hindi’s HINDI
BENGALI

unduplicated reach & 1.8 2.2

growth of other languages
shows shifting of preference
to local language or 4.4

mother-tongue KANNADA
3.4
1.1
MALAYALAM 3.5
TELUGU

Multiple of growth in UVs - TAMIL

July 2018 to June 2019

Source: Custom Lists of Vernacular News / Information & Entertainment entities; Comscore MMX Multi-Platform, July 2018 to June 2019, India
Aggregators lead the way for vernacular growth

Unduplicated Reach%, • Unduplicated reach of the

Unique Visitors (Millions)
70%
aggregators – Dailyhunt, Helo,
65% Sharechat, Telegram & TikTok has
60%
57%, 167 increased from 92Million to 167
55%
50% Million in 12 months
45%
40% • At 57%, they provide a viable
35%
30%
34%, 92 avenue for reach
25%
20%
Dec-17 Apr-18 Jul-18 Oct-18 Feb-19 May-19 Aug-19 Dec-19

Source: Comscore MMX Multi-Platform Audience Duplication – July 2018(Dailyhunt, Helo, Sharechat, Telegram, Tiktok)
Audio presents opportunities for brands to be heard in
local languages

Unique Visitors (Millions) • Audio overcomes barriers of

81
literacy, attention etc. unlike text
or video
47
• Audio presents an uncluttered
33
space to create new identities
19 for brands
9 7

Google Play Music Jio Saavn

Gaana Wynk
Amazon Prime Music Spotify

Source: Comscore MMX Multi-Platform – July 2018, India

Exploring further Additional research:
Comscore is a trusted partner for
planning, transacting and evaluating Top 10 Entertainment video entities in India in July 2019
media across platforms. With
transformative data science and vast Digital travel landscape in APAC Whitepaper
audience insights across digital, linear
TV, over-the-top (OTT) and theatrical Top 5 News/Information sites on India general election results day
viewership, we are a powerful third-
party source for reliable measurement State of Retail
of cross-platform audiences.
Beyond the Headlines: Unpacking Common Narratives in Media and Advertising
To learn more about Comscore,
please contact us or Branded Content: Bringing a 19th Century Tactic into the 21st Century
visit comscore.com.
From Viral to Tribal: The Next Frontier of Publishing