FICCI-KPMG-Report-13-FRAMES

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102 The power of a billion: Realizing the Indian dream Outlook for 2013 Digital ratings Despite impressive growth in a relatively short period of time and having access to significant amounts of data about users, the industry still struggles to generate meaningful independently verified data . Unique viewers and click throughs do not tell a story about the audience or paint a picture of their on-line consumption habits. Several players are working on bridging these gaps and will hopefully will lead to industry accepted measurement systems in the near future, that allow straightforward comparisons with traditional media measurement metrics. Generation C: Defining the future of content – Google Inc. Sandeep Menon Head of Marketing Google India © 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. “ Measurement of ad effectiveness should use metrics that matter, not just those that are easy to measure. More relevant measures of the effectiveness of digital ad campaigns are now available on a timely basis, including ad recall, awareness, purchase intent and actual sales lift. Further, a metrics infrastructure built on fast, accurate, granular and actionable data is critical. As digital ad measurement evolves to address these, the industry will benefit from greater recognition of ad effectiveness. Comscore’s validated Campaign Essentials (vCE) is an integrated solution for complete campaign delivery validation and in-flight optimisation. “ - Kedar Gavane Director, Comscore India Will Windows 8 be a game changer Despite previous attempts to dominate the mobile space, Microsoft has struggled to get traction on the OS front in the mobile space. There is certainly room in the smartphone arena for a strong third player – and Windows 8 looks to be making a positive impression on consumers and is leveraging its strengths in the PC market and Xbox gaming to create a consistent experience across platforms. Given there is a large development community that is already familiar with the Microsoft platforms, app development on this platform is likely to catch-up with other platforms very quickly. Either way this will expand the overall mobile media consumption market and in the long term be beneficial to the industry. The way people consume content has changed vastly in the recent years. For the first time, an entire generation has grown up with an unmediated relationship with content. They are a generation defined by their interaction with the internet, mobile, and social networks. They are the generation that sets the trends and determines what’s popular in content and culture today. They are the passionate fans who turned Justin Bieber, Psy and Dhanush into stars. A fairly young and educated generation, they are knowledgeable, discerning and opinionated. To give an indication, almost 70 percent of YouTube viewers in India are under the age of 35 and 72 percent have a college or higher degree education. At Google we call them Generation C. GenC is a psychographic label representative of a consumer class that is defined by 4 Cs : • Curation: They pick trends around the physical and online world and amplify them through their own creative lens. Gangnam Style rapidly spread from 0 to 1 billion views in a course of 6 months. An entire ecosystem of content sprouted around Gangnam Style that further fed the viewership of the video. In India this trend was witnessed with Kolaveri Di, and more recently by T-Series, one of the leading channels on YouTube. They’ve recently crossed 1 million subscribers on their YouTube channel by curating content for their audience and determining the music that matters in popular culture today. • Creation: They value creativity and productivity and the social capital that results from the same. They want a narrative and a purpose which is their voice in the world. They upload photos and videos they have taken themselves. In India 1 in 3 YouTube viewers comments on a video whereas it is 1 in 4 for photo uploads. On YouTube 4 years ago, 12 hours of content was uploaded per minute. Today we see 72 hours of content being uploaded per minute globally. Anybody can create content and find a global audience. In India, Yo Yo Honey Singh became the music star of the year in 2012 with his song Brown Rang which was not only the most watched song but also the top trending video for YouTube in India.
The power of a billion: Realizing the Indian dream 103 • Connection: This generation of users cannot live and breathe without their phones and they sleep with or next to their phone! They are constantly connected to people and things that matter most to them. They switch between devices 27 times per hour. In India, smartphone users spend close to 160 minutes* (Source: Nielsen Mobile Informate Insights) on their mobile phones, which is higher than the time they spend on TV and 1 in 3 YouTube users watch YouTube and TV together . As for video consumption, Indian users watch nearly 30 percent of videos on their mobile devices and another 20 percent at internet cafes where they have control over what they watch. For content creators and brands it will become increasingly important to cater to this multi screen pattern of consumption to be able to capture this generations attention in its entirety. Gaming Section Overview The gaming industry in India grew 16 percent 26 over last year and is expected to grow at a 22 percent CAGR to reach INR 42 bn by 2017. India Gaming Market, 2012-2017P • Community: GenC thrives on community, swapping videos with friends via email and social networks. They believe interactions online are as meaningful as they are in person and maintain a strong sense of community. This is especially true in India where more than 1 in 2 Indian YouTube viewers share videos on social networks; While 50 percent share videos via email, 65 percent update their social profiles daily. They want to make their friends laugh, to share funny, cool or popular videos and impress their friends. Sharing is big and for this they seek content around their passions and interests on a regular basis. One great example of this in India is the 12M+ and growing Cricket community on Google+. Gen C is extroverted and expressive; they form tribes around social networks and interests and crave participation and feedback. They want authenticity, transparency and collaboration from the brands and content they interact with. Create videos that Gen C loves to share and they will share them, create communities around your brand and Gen C will join. Video consumption as we know it will be transformed by Gen C, their wants and their engagement. The format in which content is consumed will therefore need to be reconsidered and a multi screen, multi purpose approach providing for the needs of Gen C will have to be adopted. Content creators will need to start catering to not just creation but curation, connection and building communities around their content. Unless otherwise noted, all information included in this column/ article was provided by the author.The views and opinions expressed herein are those of the authors and do not necessarily represent the views and opinions of KPMG in India. 26. Industry discussions and KPMG in India analysis Source: Industry discussions conducted by KPMG in India Console gaming Console continues to be the largest segment of the Indian gaming market. However, its dominance is expected reduce gradually as mobile gaming gains significance. While growth rates of 28 percent were forecast over 2011- 2012, actual growth came in at 8 percent primarily due to : • Overall sluggishness in the economy impacting both unit sales and attach ratios • Sluggishness in ad rates and significan inventory overhang in the internet gaming space Growth estimates for the console market have been further moderated going forward. This is primarily due to the fact that Sony’s PS2 console is expected to be phased out in India this year and and upsides from attach growth in PSP, PS3 and Microsoft Xbox 360 sales will only partially offset PS2 sales. A fall in software sales earlier associated with PS2 consoles will also impact the market. Consequently, the overall market is likely to grow at a 19 percent CAGR to reach INR 19 bn by 2017. For the console segment, a lot will depend on how the PS4 launch fares in India and how quickly the gaming experience on mobiles and tablets comes closer. 26 “ While the smaller ( Tier 1 and 2 ) cities have shown impressive growth across India, a major part of the console gaming habit is still dominated and determined by the population in the top 12 cities including the Metros. “ - Atindriya Bose Country Manager, Sony Computer Entertainment © 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
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