Lifting the curtain on India’s growing appetite for digital entertainment, Xiaomi India, the country’s No.1 Smartphone and Smart TV brand, unveiled their annual trend report ‘PatchWall Replay Report 2021’. The study captures content consumption patterns on the 7+ million Xiaomi and Redmi SmartTVs.
Launched back in 2018 with a content first approach, PatchWall is a Smart TV platform on all Xiaomi and Redmi SmartTVs that enables content discovery. With 30+ International and Indian content partners, IMDb integration, features like Universal Search, Kids Mode customised for India, it redefines content consumption on a Smart TV. PatchWall also provides access to smart recommendations and content from 15+ languages, thereby allowing users to search for content in their preferred Indian language.
In 2021, PatchWall witnessed over 2000 crore interactions across different categories such as movies, TV shows, music, kid’s entertainment, etc. Getting India to cut the cord, Patchwall witnessed an incredible growth of 28% from 2020 and 2X growth on the time spent on the platform.
With the pandemic continuing to dominate the lives, users turned to the comfort of streaming entertainment from home to take their mind off the pandemic. This resulted in immense growth in the media streaming landscape in 2021, thereby redefining screen-watching for consumers with high-definition viewing. Basis consumer interactions on Xiaomi and Redmi Smart TVs, Patchwall Replay 2021 details out the entertainment consumption trends in India during the year.
Commenting on the unveiling of the report, Mr. Eshwar Nilakantan, Category Lead, said “Xiaomi India has transformed the Indian Smart TV market by providing consumers with products that perfectly combine innovative features and best specs. Having sold over 7 million devices and continuing to be the number 1 player in the industry, we are constantly working towards introducing a plethora of smart functionalities to make our users’ lives highly convenient and entertaining, thereby providing the best viewing experience. Taking a content first approach with our TVs across Redmi and Xiaomi, we are working with over 30+ partners and 77+ Free Live channels offering the widest selection to our users.
With the ongoing pandemic, 2021 witnessed more users leverage PatchWall to discover new and exciting content. Through the Patchwall Replay 2021 report, we have recorded the entertainment preferences of PatchWall users and how it has changed since it was launched in 2018. It cohesively captures great insights into what Indians watched in 2021, across all OTT platforms.”
Cutting the cord
The report also recorded a strong 300% increase in households streaming online (both VOD and Live TV) with news Channels like Aaj Tak, India TV, Sun News, and Zee News being the most-watched channels.
From sports to movies, content that trended
With 2021 being the year of the much-awaited sporting event like Olympics, Indians tuned in to watch their favourite sports at the prestigious Olympic games. PatchWall drove the discovery for key sporting events in 2021. Over 70% of households tuned in to watch Neeraj Chopra make his gold-winning Javelin throw at the Olympics Javelin Throw finals. It recorded 18.49 Lakh active TV households watching Chopra win India’s only gold at the 2021 Tokyo Olympics. Additionally, the greatest number of active TV sets in 2021 was recorded during the India vs Pak match with 22.71 Lakh active TV sets streaming the game. This match had 89% more engagement compared to any other cricket match.Traffic generated on PatchWall for the cricket match and the Javelin throw together could fill up 48 stadiums like Eden Garden.
Strong demand for hi-definition viewing of titles
With users seeking to recreate the superior theater experience in the comfort of their living rooms, the year 2021 recorded strong demand for 4K viewing. recording 1.38 crore clicks for 4K content on Patchwall, some of the top titles streamed in 4K were, Raya and The Last Dragon, Luca, Avengers Infinity War, Brave, and Captain America First Avenger. Additionally, Dolby Vision became mainstream for a large section of PatchWall users with the platform recording 1.21 crore clicks for Dolby Vision content. Some of the top titles demanded in Dolby Vision were Godzilla Vs King, Tenet, Loki, Avengers Endgame, and The Falcon and Winter Soldier.
Discovering new titles
PatchWall being a well-curated platform with vast access to Indian and international titles saw its users foray into discovering new genres and titles. More than 2 lakh users used Universal Search daily to discover movies, and newer shows. Some of the most searched shows were Taarak Mehta ka Ooltha Chasma, Anupama, Mimi, Shershaah, The Kapil Sharma Show, and 8K content. The year also witnessed the entertainment appetite of Indians diversify, with over 39% of households watching content in a non-native language. The most searched content languages were Malayalam, Telugu, Tamil, Kannada, and Marathi, and the most-watched non-Hindi titles were Jai Bhim, Drishyam 2, Malik, The Great Indian Kitchen, and Krack.
Top titles of 2021
PatchWall Box Office recorded the same reach as the biggest multiplex chain in the country as more and more users used the platform to discover and stream trending movies. There was a record 88% increase in engagement when it came to movie searches. Kargil War-based Sidharth Malhotra and Kiara Advani starrer Shershaah ruled high by staying in the top 10 Today chart for 40 days. Jai Bhim too trended on India’s top 10 for more than 25 days. Some of the other top movies of 2021 were Sardar Udham, , Krack, and Tenet.
PatchWall’s Binge Index also recorded top movies and series across its 30+ content partners and 77+ Free Live channels. Disney+ Hotstar’s top movies were Shang-chi and the Legend of the Ten Rings, Black Widow, and Bell Bottom. The platform’s most-watched series on PatchWall were Loki, Hawkeye, November Story, and Falcon Winter Soldier. Amazon Prime Video’s top movie was Godzilla Vs Kong while its top series was Family Man’s Season 2. Other top movies of platforms included Master (SunNXT), Vakeel Saab (aha), Rashmi Rocket (ZEE5), Radhe (ZEE5) among others.
Kids entertainment-based titles breaking streaming records
PatchWall’s report also included trends in Kid’s entertainment in 2021. The platform recorded that parents trusted Xiaomi TV 150 crore times by letting their children view content in Kids Mode Session, thereby recording a 52% increase in sessions. . Some of the top genres viewed were Edutainment, Musical, Comedy, Mythology, Superhero, and Science fiction. The most streamed characters were Chota Bheem, Shin Chan, Peppa Pig, Elsa, Anna, and Luca.
Amping the volume with trendy music
PatchWall recorded over 230 crore minutes of Dance and Indie music consumption across households in India. As the outside world went into lockdown with complete bans on social gatherings at restaurants, pubs, and discs, Indians streamed melodies of artists like Diljit Dosanjh, Arijit Singh, Shreya Ghoshal, Neha Kakkar, and Jubin Nautiyal. Users also tapped their feet by streaming popular music videos like Param Sundari, Vaathi coming, Raatan Lambiyan, Bachpan ka pyar, and Seethi Marr.
PatchWall Replay 2021 shows how the OTT space witnessed a major boom in 2021 with people looking for fresh and rejuvenating content across platforms.
You can find the full report here : Patch Wall Replay 2022
