The highest growth in VOD viewing comes from age groups 35 and over. While the competition remains stiff between Linear TV and OTT, the rise in VOD viewing is a sign that older viewers could consider SVOD platforms based on their content interest. SVOD players have started strategizing ways to engage with them like expansion in their genres, investing in local language programming as well as aligning programming budgets to focus on more sign-ups.
Minal Modha, CRL at Ampere Analysis stated, ‘’The fastest growth in uptake of VoD viewing is now in the 35–44-year-old age bracket. Nearly twice as many in this age group are now high VoD viewers compared to two years ago. The laser-like focus on matching commissioning strategies with the favourite genres of the older demographics in question is evident, but to more fully compete with linear TV players, local language content is going to be key, as will some sports content, be it live or ancillary.”