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OTT spreading in India, but 50% still prefer TV as first screen: Chrome

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MUMBAI: Six per cent of urban India accesses OTT services on a daily basis and 24 per cent of the population do so on weekly basis. However, what is more interesting is that more than 50 per cent of the viewers still prefer TV as the first screen for viewing, according to a latest study done by Chrome Data Analytics and Media.

The study, titled ‘Now Streaming: OTT’, examines the rise and penetration of OTT players in India and covers key aspects of the tech’s evolution, which primarily gives broadcasters, advertisers and the industry, in general, an insight into key target markets. The report further captures profiling nuances of an OTT content consumer.

Some of the highlights of the report are the following:

# Exclusivity of content helps increase awareness and eyeballs for an OTT platform.

# User experience on smart phones plays a vital role in driving penetration. Currently, smart phones account for 29 per cent penetration.

# More than 75 per cent of the audience prefers free services with ads as they are already paying for Internet services.

# If the above is taken into account, rest of the population is ready to pay for the services with subscription amount varying on the basis of gender, age group and geography.

# The potential of ‘Offline’ mode in India is quite high because of inadequate infrastructure and high cost of unlimited Internet.

# The potential of ‘Offline’ mode varies with gender, age group and geography of the consumer.

# The same viewer behaves differently over television and OTT. Solo viewing is not the only reason for pushing viewers to an OTT platform.

# OTT players should focus on regional content as inclination or demand for (Indian) regional content is increasing.

Talking about the growth potential of OTT, Chrome DM founder and CEO Pankaj Krishna said, “The entire Internet base, which is 464 million today, qualifies for OTT’s growth potential. However, infrastructure enhancement and low cost unlimited internet plans are the key drivers that will exponentially help in reaching and further increasing the potential base itself.”

The OTT study also outlines the consumer profiles in detail by classifying them into broad segments. The characteristics defined for each of them gives consumer insights.

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