Over 900,000 hours of video feed from this season's Indian Premier League (IPL) cricket extravaganza has so far been consumed via the official nexGTv mobile streaming app, with an average of 42,000 hours being downloaded per day.
Match highlights are the most popular video-on-demand content being accessed by India's Android-based mobile users since IPL 6 began on 3 April, says the company, which is owned by value added service provider DigiVive.
"As of April 24, the total IPL video consumed on nexGTv stood at nine lakh hours, averaging at 42,857 hours per day," GD Singh, director, DigiVive, is quoted as saying in The Financial Express.
"Mobile entertainment is the future. With more and more people spending time outside their homes and the growth of affordable smartphones, the 5- and 7-inch screen is going to be the next big thing," he added.
nexGTv holds the mobile video streaming rights to IPL 6, which comprises a total of 76 twenty20 cricket matches between nine teams, and runs until 26 May. The second day of the season has so far drawn the highest number of downloads for the service, at 114,885, according to the report, with over 1.5 million new users in the first 20 days of the competition.
The nexGTv adaptive-bit-rate loading feature allows viewers to watch live TV even through India's 2G mobile networks. It has, says Singh, received over 15 million hits, averaging 747,959 hits a day, since the latest season of the IPL began.