iWorld

Content choice drives Indians’ subscription to multiple OTT platforms

79% respondents welcomed the hybrid model of OTT.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/06/19/tv.jpg?itok=RF62Rhng

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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/10/Bilibili.jpg?itok=LjZ30NyW
Sony Corp takes equity stake in Chinese online platform Bilibili

MUMBAI: Sony Corp America (SCA) will pay Chinese online entertainment platform Bilibili $400 million in an all-cash transaction. On completion of the deal, the two companies will work together to tap the Chinese market, especially in sectors such as mobile games and anime. Once the deal is closed,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/10/mix.jpg?itok=MD7kzc7h
How OTT players re-calibrate OOH advertising during social distancing

Just a few months ago, before the summer hit India, nobody had a clue as to what was to befall on us! The world continues to grapple with the COVID-19 pandemic, an unprecedented crisis in living memory that has almost crippled our everyday lives and left the whole country deserted.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/09/vmate.jpg?itok=_-G-RQc2
Short video app VMate launches ‘Myth Buster’ to spread corona-related info issued by WHO

MUMBAI: Trending short video app VMate, which has taken a slew of measures to help people in the prevailing lockdown condition triggered by the outbreak of COVID-19, has taken yet another step to bust myths doing the rounds on various social media platforms. VMate, among the 10 most downloaded...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/09/disney.jpg?itok=5guP_Ika
Disney+Hotstar boasts of 8 mn paid subscribers

MUMBAI: Disney+ is making noise in the market even after its launch as it has surpassed the 50 million subscriber mark globally. The new streaming service from the mouse house has been racing ahead of all its guidance numbers and has reached the magnificent number within five months of its launch....

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/09/discovery.jpg?itok=oiJTWVYe
Discovery to premiere special show 'PANDEMIC: COVID-19'

MUMBAI: Discovery, Discovery HD and recently launched streaming service Discovery Plus will stream PANDEMIC: COVID-19, a one-hour special that gives an in-depth look at the COVID-19 pandemic sweeping the globe on 15 April at 10 pm.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/09/ott.jpg?itok=9ymc30bg
Jeffrey Katzenberg’s Quibi OTT makes quiet India launch

MUMBAI: Almost silently, without any hoopla or noise, the $1.75 billion-funded, Jeffrey Katzenberg-promoted short video streaming service Quibi made its debut in India on 6 April. Launched in the thick of the CoVid-2019 pandemic, Quibi, which is short for Quick bites, has a price point of Rs 699 a...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/09/tb.jpg?itok=DZ-8Cibx
OTT: The new kid in town for brands to reach their TG

OTT consumption has been on a steep upward curve in India for the last three years. Now, after the country has entered a lockdown phase, taking social life out of lives, the media and entertainment industry is suddenly abuzz with a new wave of growth.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/music.jpg?itok=V35ZVFRo
Streaming music competition ramping up, as COVID-19 lockdown alters consumption habits

MUMBAI: Streaming subscriptions remain the number one growth driver in the global music market, accounting for more than 70 per cent of spend on music last year. Yet, as measures to halt the spread of COVID-19 begin to reshape the lives of consumers, music streaming is experiencing a temporary drop...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/08/docubay.jpg?itok=PNUo5DW_
DocuBay inks acquisition deal with US-based Big Media

MUMBAI: DocuBay, the premium membership video-on-demand streaming service by IN10 Media Network, signed a global acquisition deal with US-based Big Media, a leading independent content production and distribution studio. The acquired documentary films launch DocuBay’s latest category or ‘Bay’...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required