According to the Chrome DM’s cross-media measurement report, which was launched on February 23rd, Disney+ Hotstar dominates the OTT market with over 138.5 mn viewers. Out of these, 110 mn viewers consume AVOD content, while 28.5 mn viewers prefer SVOD content. MX Player secured the second spot, with ZEE5 coming in third, and SonyLiv and Voot ranking fourth and fifth, respectively.
In Linear and Digital, Aaj Tak has topped the Hindi news genre reaching 343.07 mn individuals, translating to a reach of 29.21pc. The other four top channels in the genre are ABP, Zee, India TV & TV9 Bharatvarsh.
In terms of Digital reach, the top five channels in Hindi news genre are AajTak, Zee News, ABP, India TV, and TV9 Bharatvarsh. AajTak’s digital reach is 12.43pc of 1175 mn internet and C&S individuals in India, with 145.95 mn individuals accessing the content. YouTube is the most popular digital medium with over 112.12 mn viewers.
Speaking on the Launch, Pankaj Krishna, Chrome DM, said, “While broadcast TV remains extremely effective with a large audience at scale, stakeholders must change their marketing gears to accommodate the forthcoming digital renaissance. Digital reach is not limited to differentiating between TV and online viewership, but instead establishes a distinctive audience that engages with OTT platforms in addition to the audience exposed to linear TV campaigns. To cite the ‘News genre’ as an example, the Digital reach (Mobile + Connected TV + Browser) across all platforms is as almost high as 60% of linear broadcast in certain cases. Incremental reach is therefore instrumental for advertisers and publishers to track and gauge the actual reach of content which is much higher than the conventionally reported linear broadcast.”
Chrome Digital involves a hybrid process of assembling online surveys and tracking content by means of digital finger-printing technology. This technology allows the identification of content based on its unique characteristics pertaining to the audio and video. It essentially generates a unique fingerprint or signature by way of recognizing and tracking content based on these unique characteristics or metadata.
