For its 2020 report, the company says it has evaluated the consumption patterns of over 5 million consumers across 25+ content partners. Here’s a breakdown of the same.
Kids
With the lockdowns imposed due to the pandemic, the year 2020 saw a rise in online learning. As per its report, Xiaomi says it saw a 177 percent increase in the edutainment category, along with a 205 percent increase in overall kids streaming. To add to that, it also highlights that there were more than a million kids mode sessions on its platform.
“Wheels on the bus’, ‘Tales of Akbar and Birbal’, ‘Bal Ganesha’ were the stars of kids’ edutainment category, and ‘Show yourself’ and ‘Baby Shark’ became the new kid’s anthem.”
Movies and TV shows
Not just edutainment, the pandemic also led to a change in the way people consumed content. Since with restrictions in place, the only way to watch the latest releases was OTT platforms. PatchWall Replay 2020 suggests a 2.5x increase in the number of people watching movies on weekdays as compared to 2019. This resulted in a 97 percent increase in views for the movies category, with the likes of Laxxmi, Dil Bechara, Angrezi Medium, Lootcase, Chhalaang, Khaali Peeli, and Chintu Ka Birthday being some of the popular and trending movies in 2020.
Alongside movies, the year also saw exciting numbers for PatchWall. And with Indian audiences appreciating the new content, the reports suggest that the segment recorded a 133 percent increase in engagement, with shows like Mirzapur 2, Scam 1992: The Harshad Mehta Story, Pataal Lok, Sam Jam, Loser, Geetha Subramanyam, scoring big. In addition, there was an increase in content across the devotional category as well, with the likes of Mahabharat, Ramayana, Devon ke Dev Mahadev, in addition to the old favorite Shaktiman accounting for more than 3 million interactions on the platform.
Music
PatchWall report for 2020 highlights more than 20 million minutes of music consumption, with the likes of Badshah, Arijit Singh, the duo Vishal-Shekhar, A.R Rahman, and Neha Kakkar topping the charts.
Regional
Regional language content also saw an increase in streaming, with a 56 percent increase in consumption, thanks to the content across languages such as Telugu, Tamil, Marathi, Malayalam, and Bengali.
Fitness
Much like other categories, the fitness category too noticed an increase in online consumption for all the different kinds of lessons. The company reports a 93 percent increase in views in this category for various exercise and yoga lessons, along with an increase in searches for different food recipes.
News
2020 also noticed a rise in news consumption, and the platform saw a 161 percent increase in this category. PatchWall’s recent feature additions, India Top 10 Today, Celebrity Watchlist, and Collections, accounted for 87 million views. The report suggests that in a period of 2.5 months, more than a million people created Watchlists. Speaking to TechPP, Eshwar Nilakantan, Category lead for Mi TV at Xiaomi India said that these data are frequently shared with the content partners to help them understand how users are interacting with the content. He expects the number of content partners to expand to 50 to 70 in the next two years. Xiaomi is uniquely positioned by being the No.1 smart TV brand in India and having its own UI to help people discover content without having to let go of the goodness of AndroidTV OS.
