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=9-4EQBm-

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/2020/09/23/manjit.jpg?itok=zkSjYCDH
AltBalaji's Manjit Sachdev joins Viacom18 to lead content for Voot & Voot Select

KOLKATA: Strengthening its creative team and focus on building an immersive and inclusive content strategy, Viacom18 has appointed Manjit Sachdev as content head for its leading video on demand brands Voot and Voot Select.  Sachdev, in her new role, will lead the content team at Voot and will be...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/23/crack.jpg?itok=hzL5nPej
Voot Select reveals its sixth original - Crackdown

Voot Select is all set to reveal their latest Original – Crackdown.  Home to critically acclaimed shows like Asur, Raikar Case, The Gone Game, Voot Select will now have ace Bollywood director Apoorva Lakhia making his directorial web debut with this action-packed espionage thriller.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/23/mt.jpg?itok=gDWhWAz7
Mitron's new magic motto

Young India – like several other countries – has fallen hook, line and sinker for short-form videos. Evidence of that was the sudden explosion of downloads of the Tiktok; in fact, India accounted for 611 million as against China’s sub 200 million.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/acee.jpg?itok=_6CftFrb
Industry experts to discuss how to differentiate and innovate OTT experience

KOLKATA: The over-the-top (OTT) platforms across the world are developing robust content slate for viewers to keep them glued to the platforms. But what is more important to retain consumers is a seamless viewing experience. Indaintelevision.com in its next webinar in partnership with Accedo will...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/tcl.jpg?itok=kpoqCthB
DocuBay Partners with TCL Electronics to offer premium library of documentaries

MUMBAI: IN10 Media Network’s DocuBay, a premium global membership streaming service exclusively for documentary features has entered into a multi-territory distribution deal with TCL Smart TVs, one of India’s fastest-growing TV brands and the world’s second-largest TV manufacturer. This...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/hoichoi.jpg?itok=HGHfk1Wz
Hoichoi aims to double its size and revneue

KOLKATA: From the beginning of its journey, the Bengali OTT platform Hoichoi has relied on a subscription-based model to run its business. While naysayers used to say Indian audience would not pay for content, the faith on people’s will to pay for good content has paid off the streaming service....

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/more.jpg?itok=9OproORA
Facebook launches another phase of More Together campaign

Facebook has launched the next phase of its ‘More Together’ campaign in India ahead of the much-awaited cricket and festive season. The campaign underlines the brand belief that people can do more together than alone.

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/tiktok.jpg?itok=R4INOeaR
Trump approves TikTok deal 'in concept'

It seems that the Byte Dance owned short video platform TikTok has got a breather in the US after the president had ordered the app to be banned in the region, citing national security concerns.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/zee5.jpg?itok=Sm_0XFGg
Vi to offer free ZEE5 premium subscription

The newest telecom brand Vi has rolled out an exciting proposition for its prepaid customers that will enable them to enjoy one year of ZEE5 premium membership at no additional cost.

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required