54% of online videos watched in India are in Hindi: YouTube

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54% of online videos watched in India are in Hindi: YouTube

New Delhi: About 54 percent of online videos that Indians watch is in Hindi, while English is preferred by only 16 percent of the viewing population, followed by Telugu, Kannada, Tamil and Bengali, Google-owned YouTube said in a report on Tuesday.

Telugu is preferred by seven percent of viewing population, Kannada six percent, Tamil five percent, and Bengali is preferred by three percent, said the study titled “Understanding India’s online video viewer”.

The research revealed that Indian users watch online videos for an average of 67 minutes every day. More than 70 percent of viewership comes from 15-34-year-olds and 37 percent of users come from rural geographies.

The total online video user population is expected to reach 500 million by the end of the year, said the report. According to YouTube, entertainment emerged to be the favourite genre along with learning content which is consumed in 43 percent of the video viewing occasions.

The study also highlighted the ‘Four Ps’ of motivation for watching — Pleasure, emPower, Purpose and People.

Explaining these further, pleasure accounts for 55 percent and is all about enjoyment and de-stressing; empower is 20 percent and fulfills the need to be confident and free; purpose accounts for 14 percent and is about progress and staying updated; people is 11 percent and reflects the need to connect and bond.

YouTube also revealed that Indians watch online videos anytime, anywhere and online video is watched consistently throughout the day.

Though 79 percent of video consumption happens at home, 21 percent of consumption happens on the move. The study, based on responses from 6,500 viewers in India, was conducted before the onset of the global pandemic.