The country’s largest telecom, Bharti Airtel has been witnessing amazing growth in the mobile television segment. The adoption patterns clearly suggest the affiliation mobile users & television content consumers are exhibiting towards consumption of TV content via mobiles.
The telecom company conducted its routine annual study regarding, user patterns & service usage & came to the conclusion that mobile TV is by far the fastest growing segment, besides data consumption which is a basic prerequisite to the service.
How big is the Mobile TV Phenomenon?
It is no secret that content consumption, especially videos, is on the rise in India. Mobile subscribers, for some time now, have clearly demonstrated their willingness & eagerness to consume content on their mobile screens. But Airtel’s statistics truly show the extent of the trend.
The mobile television, as a segment, registered a 400% growth rate in viewership. Additionally, the growth in mobile TV has helped further push, mobile-only content and mobile-focused aggregators of video content such as nexGTv’s app, Vuclip and Ditto TV.
Segmentation is observed here too: Entertainment as a category witnessed 800% more viewership over sports and 200% over news, suggested the report. Essentially this means, Sports, which was once considered an ‘Urgent’ requirement, since it was highly time-bound, is no longer the most important content for an average Mobile TV user. Instead, the everyday Soap Operas or as their regionally known as ‘serials’ take precedence.
Airtel seems to have perfectly judged the expectations of its subscribers when it launched an innovative Pay-Per-Use Model christened Airtel Re 1 entertainment store. Besides, Airtel’s Hello Tunes service clocked 120 million downloads. Airtel isn’t the only company to be enjoying enhanced content & data consumption. Its competitor Vodafone too has gained data-intensive customers. Data browsing contributed 30% of the overall growth in the first half of FY14 for Vodafone, with 3G now contributing around 50% of the same.
This unprecedented growth has undoubtedly put a lot of strain on the companies’ existent infrastructure, but thankfully, companies have taken a note of the same & are augmenting their services. Do you think this growth curve will be sustained or will customers eventually tire-out of this too?
Image Source | rediff