India’s 21 day lockdown has forced people to work from home therefore increasing the usage of over-the-top (OTT) content apps for video conferencing. According to report by Bobble AI, the usage of video conferencing apps and websites like Zoom, Google, Hangouts, Google Duo, and Houseparty have seen a 71.11% increase in time spent, with a 104.12 % increase in active user count. Leading the pack is Houseparty which witnessed an overnight spike of 8142.55% in active users while time spent on the app increased by 215.97%. Next in line is Zoom, recording 141.6% rise in time spent, with an 85.43% increase in engagement rate and a 2542.23% increase in active users.
Besides video conferencing other OTT contents like entertainment, fitness, social media and e-learning have also seen spike in consumption during the lockdown period.
OTT platforms like Hotstar, Amazon Prime and Netflix have seen an 82.63% increase in time spent. Netflix has seen a whopping 110% increase in time spent, with a 50.71% increase in engagement rate and 54.80% increase in active user count. This is followed by Amazon Prime Videos with a 98.92% increase in time spent, with a 32.75% increase in engagement and a 23.52% increase in daily active users.
Social media and messaging apps too have seen a boom with 46.28% hike in time spent and 49.23% increase in engagement. Even daily active users have grown by 29.55%. On individual basis, WhatsApp and Instagram have seen a 49% and 50.3% increase in engagement respectively.
Apart from this, closure of school due to lockdown, have prompted students to use e-learning app. Platforms like Udemy, Unacademy and Byjus seen an 82.73% increase in time spent, along with a whopping 122.62% increase in engagement and 25.12% increase in daily active users.