MUMBAI: Prime Video’s ‘Citadel: Honey Bunny’ got 8.4 million unique viewers. Netflix’s crime-drama-thriller ‘The Buckingham Murders’ got 7.5 million viewers.
Chrome DM has presented its latest OTT Insights: ‘The Buckingham Murders’ and ‘Citadel: Honey Bunny’.
Chrome OTT (COTT), has released the latest data on OTT content consumption in India. The data highlights audience engagement across the platforms – Netflix and Amazon Prime Video from 8-15 November 2024.
‘The Buckingham Murders” did well with its viewership numbers segmented across CTVs and mobile phones:
Unique Viewers: 7.5 million
Total Watch Time: 615 million minutes
Device Segmentation:
Connected TVs (CTVs): 5.06 million (67%)
Mobiles: 2.94 million (39%)
CTV + Mobile Users: 0.49 million (7%)
Unique viewers (In Million)
Demographic Insights:
Females:
Age 2-24: 0.5 million (7%)
Age 25-34: 1.4 million (19%)
Age 35-44: 1.08 million (14%)
Age 45+: 0.02 million (0%)
Males:
Age 2-24: 0.4 million (5%)
Age 25-34: 1.9 million (25%)
Age 35-44: 1.6 million (21%)
Age 45+: 0.6 million (8%)
Meanwhile Prime Video’s thriller ‘Citadel: Honey Bunny’, available in multiple languages (Hindi, Tamil, Telugu, Malayalam, Kannada), also registered a relatively robust performance:
Unique Viewers: 8.4 million
Total Watch Time: 907.2 million minutes
Device Segmentation:
Connected TVs (CTVs): 4.71 million (56%)
Mobiles: 4.33 million (52%)
CTV + Mobile Users: 0.64 million (8%)
Demographic Insights:
Females:
Age 2-24: 0.1 million (1%)
Age 25-34: 1.56 million (19%)
Age 35-44: 1.8 million (21%)
Age 45+: 0.04 million (0%)
Males:
Age 2-24: 0.3 million (4%)
Age 25-34: 2.2 million (26%)
Age 35-44: 1.7 million (20%)
Age 45+: 0.7 million (8%)
Content and Device Trends: The data showcases a shift in viewing habits, with a significant share of audiences engaging through Connected TVs, indicating a preference for large-screen experiences. However, mobile devices continue to dominate, especially for content with widespread linguistic appeal, as seen with ‘Citadel: Honey Bunny’.
Pooja Shrivastava, product head of COTT, said, “OTT platforms are reshaping content consumption patterns across India. Our latest data underscores the growing role of Connected TVs, even as mobile devices remain a dominant medium for regional and action-packed content. With diverse genres finding their audiences, it’s an exciting time for the industry to innovate and cater to evolving viewer preferences.”
Conclusion: The insights from COTT reaffirm the dynamic nature of India’s OTT landscape, emphasising the growing appetite for diverse genres and high-quality content. As platforms continue to innovate, Chrome DM said that it remains committed to providing key industry stakeholders with actionable data to shape the future of digital entertainment.
