25% consumers prefer to view content on OTT platforms for free
OTT refers to film and television content provided via internet connection rather than a cable or satellite provider.
As many as 25 per cent of Indian respondents want to pay nothing and watch ads as a trade-off to consuming content while 25 per cent selected to pay a lower fee with limited ads, according to 2019 Asia OTT Research Report by Brightcove, a global provider of cloud services for video. The report, conducted with online market research and data analytics firm YouGov.
The report surveyed 9,000 participants from across Asia, including 1000 Indian consumers noted that 14 per cent of Indian respondents would like 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.
On the ads per break, 22 per cent Indians found two ads as an acceptable advertising load while 13 per cent were open to view three ads per break. It observed that nearly 80 per cent of the Indian respondents are open to a hybrid model of reduced price subscription video on-demand (SVOD) services with some ad funding.
"Thirty-five per cent of respondents said they might be open to a reduced monthly subscription package that serves adsdepending on the price, whereas 44 per cent said they would definitely sign up, representing a potential market size of 79 per cent of respondents polled favouring this hybrid option," it said. In India, it found that 48 per cent are current users, while 19 per cent had their subscription lapsed.
The report found that 60 per cent of lapsed consumers plan to sign-up for OTT services again in the future. It noted that 37 per cent of Indian respondents were willing to pay less than USD 1 per month, while 27 per cent said they would pay USD 1-4 per month, and 16 per cent would pay USD 5-9 per month.
Content is the primary driver for subscribing to multiple OTT services in India, it found, with 42 per cent of respondents stating that they wanted more content options, content which satisfied the needs of an entire family and content not being available on any single OTT service.
Offline downloads (42 per cent), access on mobile (42 per cent), and using less data on mobile while streaming (40 per cent) were the top three OTT service features most Indian consumers wanted.