Though there is a huge surge in data consumption in India, especially video, in 2016, the menace of autoplay video is eating out almost 40% of users’ total data, a report revealed.
In 2016 Indian users consumed around 165 petabytes of data per month and video contributed around 65% of total data traffic. Of this autoplay video or those videos that run without the exclusive permission from the users and run automatically on various platforms like Facebook or Twitter etc contribute almost 40%, a Nokia MBiT report said.
“60% to 70% video consumption is via direct channel such as OTT apps or websites and 30% to 40% are via indirect channels such as social media and browsing,” the Nokia MBiT report cited.
Nokia defines the indirect channels as the autoplay videos that run automatically in social media sites or while browsing the internet. Direct channels are those videos that users watch knowingly, like video streaming on YouTube.
The report, India Mobile Broadband Index, said while the users are consuming data unknowingly because of the autoplay videos, there is always the option to shutdown the autoplay option in every app.
“Consumers always have the option to stop the autoplay option in the settings of the apps but they need to be little more aware to do it,” says Amit Marwah, Head End-to-End Sales Solutioning, India Market, Nokia.
“Autoplay video certainly takes up a significant chunk of consumer data, and the major consumers are the millennials” says Subrat Kar, co-founder of Vidooly, an India based video analytics company that tracks the domestic as well as global video data market using data anlytics and machine learning.
“Of these indirect channels, Facebook contributes around 85% of such autoplay videos, followed by Twitter and InstaVideo,” he adds.
The report also said that a 4G user consumed 30% to 40% more data than a 3G user in 2013 and its because of the higher data speed on 4G connections.
The data and consumption pattern tracked by Nokia for this MBiT report does not include data consumption on Reliance Jio network.