OTT Ads on TV Grew 31 % in Q1, 2020
The number of OTT (Over-the-top) media services saw a rise from 24 to 35 year on year in the January- March Quarter, 2020 as compared to the previous year. AdEx data by the popular research firm TAM stated the volume of advertising on television by OTT in India grew by 31% during the first quarter of 2020. The number of active OTT advertisers also has a raise of 45 % from 24 in Q1 2019 to 35 during Q1, 2020.
The new entrants from the sector are Discovery Plus, the video streaming platform of the discovery of India, ETV Live, ABP Mobile live and Aha.
In 2020, advertisements on the OTT platforms saw a rise of 65 % in March as compared to February. This has coincided with the COVID-19 spread in India, and the recent lockdown announced during mid-March. As many people adapted to working from home, the consumption of OTT also shot up.
It was 4447 ad insertions per day by the OTT platforms during March 2020. This number is a huge leap from that of 2881 insertions in February 2020.
Data during March showed that there is a big shift of ads on television by the OTT platforms. The reason was the starting of the annual t-20 Vivo Indian Premier League(IPL) that takes place every year in March. Hotstar remains the official OTT destination for the tournament that advertises around this time.
Even though there was uncertainty for the IPL in March (It remains suspended for this year) OTT ad insertions were high. However, Zee5 remains the top advertiser in the first quarter of the calendar, Hotstar was in 2019.
In fact, during 2019, Zee5 was not even in the list of top 5 OTT advertisers. Two of the top 5 in 2019- Netflix and MX Player have been replaced by PTC Play and ZEE5 in 2020.
continue to hold the top position along with Hotstar. 80 % of the ad volume were from the top 5 OTT advertisers on TV during the quarter of January - March 2020.
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