By Amidst the pandemic-induced surge in video consumption across digital platforms, microblogging giant Twitter emerges as a prominent beneficiary of this trend, particularly in India.
Insights from the Report
A recent report titled ‘Video Behaviour on Twitter’ sheds light on the significant role of Twitter as a preferred destination for video content among Indian users. Key findings from the report include:
- Main Source for Video Content: Approximately 62% of Twitter users in India identify the platform as one of their primary sources for video content online.
- Usage Patterns: The report reveals that 51% of users turn to Twitter for current news and updates, while 43% follow celebrities. Additionally, 49% rely on Twitter for business and finance-related updates.
Understanding User Behavior
Preetha Athrey, Director of Global Business Marketing at Twitter APAC, highlights the platform’s endeavor to understand user behavior regarding video consumption. The study aims to delve into content preferences, engagement motivations, and format preferences among users.
Growth Projections
An analysis by Bain predicts a significant surge in online video consumption in India by 2025, with around 60% of internet users (350 million) currently consuming online videos. This figure is expected to reach approximately 650 million by 2025.
Variety in Video Content
Twitter’s survey underscores the demand for both short-form and long-form video content, catering to entertainment and informational needs alike. Nearly 58% of users engage with at least one video daily, with a significant portion watching videos for over five minutes with audio enabled.
Discovery and Engagement
The report highlights that over half of Twitter users actively search for videos on the platform, while 42% discover them while scrolling through the app. Videos on Twitter are perceived not only as sources of entertainment but also as valuable sources of information.
Sports Content and Engagement
Sports content emerges as a key driver of user engagement on Twitter, with approximately 79% of users in India indicating increased usage during sports events. Users seek exclusive content, game highlights, interesting statistics, and live coverage, contributing to their heightened engagement on the platform.
As Twitter continues to evolve as a significant hub for video consumption, these insights offer valuable perspectives on user preferences and behaviors, shaping content strategies and engagement initiatives on the platform.
Comments