New Delhi: Nearly 93% Twitter users in India browse the social media platform while watching TV, 90% do so when streaming OTT content and 85% during movies, a report by the microblogging giant has revealed.
In a report detailing its findings about consumer behaviour in India, Twitter claimed that 88 per cent of its audiences in India say they have watched a live stream on the platform while 64 per cent users enjoy video ads on Twitter.
The survey further showed 51 per cent Twitter users in India actively search for videos on the platform and is one of the main video content providers for 62 per cent Twitterattis. The numbers also gave insight into the diverse interests of the users with 59% preferring informative content, 54% consuming professional content and 53% choosing exclusive video content.
The data found that nearly 64 per cent of Indian users reportedly enjoy watching video ads on Twitter. Additionally, 57 per cent users prefer watching video ads on the platform while 67% feel that Twitter ads are less intrusive when compared to other social media sites.
What are people’s video consumption preferences?
Over 70 per cent users in India feel that they see videos that align with their interests on Twitter. 65 per cent users believe that the site offers a wide variety of interest-based categories to choose from.
The survey claimed Twitter offers a ‘second screen’ experience which allows its users to watch videos and also talk about it.
Nearly 79 per cent use the platform for exclusive content, highlights, statistics and live coverage related to sports and report increased usage even when watching sports elsewhere.
User engagement with live-video content
The report mentioned that 88 per cent of Twitter users have watched at least one live-stream on the platform. It also lists companies like Mahindra, Oppo India and Microsoft India as clients which have used live-streams to launch new products and campaigns.
Further, 88 per cent of audiences in India claim to have watched live-streams on Twitter.
Commenting on the report, Preetha Athrey, Director, Global Business Marketing, Twitter APAC said, “This report on consumer video consumption behavior is a window into what people are seeking and how brands can lean into it”. She also said that Twitter provides access to users who are more engaged due to the ‘click to play’ nature of its service.
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