iWorld

Content choice drives Indians’ subscription to multiple OTT platforms

79% respondents welcomed the hybrid model of OTT.

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/06/19/tv.jpg?itok=-C40ZFhj

MUMBAI: OTT subscription fatigue is a myth in India for now. While subscribing to multiple OTT services, Indian subscribers rely on content as the driving force. There are three primary reasons for this - demand for more content options (42 per cent), satisfying the content needs for an entire family (42 per cent) and all content not being available on one single OTT service (42 per cent).

“Our research findings suggest that the online TV consumer in India sees the value in TV content whether they are paying with greater focus and attention, or with their money,” says Brightcove India sales director Janvi Morzaria.

The study run by Brightcove polled 9,000 participants across nine countries in Asia, including 1,000 consumers in India. It also revealed that 79 per cent of respondents welcomed the hybrid model of OTT. The report said that 35 per cent of respondents are open to a reduced monthly subscription package that serves ads depending on the price, whereas 44 per cent said they would definitely sign up.

25 per cent of Indian respondents wants to pay nothing and watch ads as a trade-off to consuming content while 25 per cent elected to pay a lower fee with limited ads. Just 14 per cent agreed to pay a higher fee to be free from ads and 14 per cent would like an option where they can customise their price and ad packages. 37 per cent of respondents wanted to pay less than $1 per month, 27 per cent would pay $1-$4 per month, and 16 per cent would pay $5-$9 per month.

“Indian consumers do not mind seeing ads as part of their shows, especially if they are getting a deal. 79 per cent of Indian respondents stated that they are open to a hybrid plan of ad-funded SVOD that comes with a reduced price,” she added.

It also emerged that offline downloads, access on mobile, and using less data on mobile were the top three OTT service features most wanted by Indian consumers. 22 per cent of Indian respondents found two ads as an acceptable advertising load per ad break and 13 per cent were open to three ads per break. In addition to that, 67 per cent of respondents were receptive to the idea of shoppable TV.

“OTT service providers should take advantage of this preference and make the advertising experience engaging while limiting ad loads per break. Consumers are now willing to watch ads if they have the option to subscribe to a reduced price plan,” she commented.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/15/jio.jpg?itok=iqSCblTi
Jio furthers its commitment to reduce gender gap in digital adoption

MUMBAI: Jio, the world’s largest mobile data network, has today announced that it has partnered with GSMA’s Connected Women Initiative to bridge the gender gap in digital adoption and digital literacy among women in India. Jio and GSMA will work towards empowering more women with increased access...

iWorld e-commerce
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/15/zee5.jpg?itok=WSxCefPg
Amazon Prime Video, ZEE5 in talks for partnership

MUMBAI: Two strong players in the Indian over-the-top (OTT) ecosystem i.e, Amazon Prime Video and ZEE5 are in talks for a partnership. According to a report in the Economic times, the platforms are currently negotiating for a platform deal. The report also added quoting an unnamed source that it...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/15/hotstar_0.jpg?itok=VnEQKpWC
Hotstar clocks 25.3 mn concurrent viewers to set new global record

MUMBAI: Hotstar, India’s largest premium streaming platform, continued to raise the bar in live streaming, setting a new global benchmark during the India vs New Zealand semi-final on 10th July 2019. The platform registered an unprecedented 25.3 million concurrent viewers, shattering its own...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/13/Youtube.jpg?itok=tEy4SAE6
YouTube expanding monetisation tools for creators

Social media giant YouTube is focusing on new monetising opportunities for its top creators in addition to ad revenue. YouTube is rolling out new options for channel memberships, custom stickers that users can pay to make appear in video chats, and several new merchandising partners.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/12/netflix.jpg?itok=hm1BGQHc
Netflix ropes in BBC Studios' Jackie Lee-Joe as CMO

MUMBAI: Amid intense competition in the streaming market worldwide, the streaming giant has made another important move by appointing Jackie Lee-Joe as chief marketing officer. Lee-Joe who has been CMO of BBC Studios since 2015 will take up the new role in September.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/12/amit.jpg?itok=wz8iUu5L
Amit Goenka on ZEE5 growth, monetisation and language-based content strategy

Within a very short span after its launch, Zee Entertainment Enterprises Ltd's (ZEEL) digital venture ZEE5 has been able to gain good traction in the Indian market reaching 61 million monthly active users (MAUs).

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/11/JIO.jpg?itok=vcq5Ylg-
Jio leads in AGR for March '19 quarter

Fresh data from TRAI has shown that Reliance Jio was again the top telecom operator for the quarter ended March 2019. It had an adjusted gross revenue of Rs 9839 crore.

iWorld Telecom
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/10/amazon.jpg?itok=ATlZMzzv
Prime Video app now available for chromecast and android tv devices, official YouTube app on Fire TV is now available

MUMBAI: Beginning today, the Prime Video app is available for streaming to Chromecast, Chromecast built-in devices, and Android TV devices. Also, the official YouTube app for Amazon Fire TV is launching today in India on Fire TV Stick and Fire TV Stick 4K, both of which include the Alexa Voice...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/10/sonyliv.jpg?itok=E6HvoDmp
SonyLIV crosses 100MN app download on Play Store

MUMBAI: SonyLIV, India’s first premium video on demand platform (VOD) crossed the 100 MN app download on Play store. Launched in 2013, SonyLIV has been a pioneer in India’s digital ecosystem catering to a plethora of digital viewers with content across languages like English, Hindi, Marathi,...

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories