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69% Indian consumers ready to pay for more premium content on OTT if priced economically: MoMagic Survey

Hotstar has emerged as a preferred online platform to watch content. 41% of consumers prefer to watch Disney-owned Hotstar, followed by Amazon Prime Video at 26% and Netflix at 9%

MoMagic, a data and science-driven technology company, conducted a survey aimed at understanding better the end consumer choices and preferences, as far as consuming online video content is concerned in the OTT and DTH segment in India.

The survey by MoMagic-invested platform mChamp on OTT and DTH was conducted for over a period of three months (June-July and mid-Aug 2019) with around 7,500 respondents (unique numbers), pan India.

55% respondents prefer to watch and consume content (TV shows, movies, sports, movies) on OTT platforms, while 41% still prefer DTH.

Figure 1

It is clear from the survey OTT platforms giving a tough competition to traditional DTH operators possibly because of convenience, on-demand video service and affordable mobile data prices.

Arun Gupta

“OTT is the way ahead with mobile becoming the be it all. However, brands and marketers cannot discount DTH. With more than 40% still preferring DTH, it's still a long way to connect with the other India and that is what presents an opportunity and market for companies to tap on. Going ahead, we expect OTT to grab additional share but DTH will continue to remain relevant.  There will be segmentation going forward; the generation accustomed to DTH will continue with that whereas generation Z will be aligned to OTT,” said Arun Gupta, CEO and Founder MoMagic Technologies.

Hotstar has emerged as a clear preferred online platform to watch content. 41% of them said they prefer to watch Disney-owned Hotstar, followed by Amazon Prime Video at 26% and Netflix at 9%.

Figure 2

85% of the respondents said they have watched content at least once on OTT platforms in India (Hotstar, Amazon Prime, Netflix, Voot, SonyLiv, Zee5) in the last six months. 15% responded not consuming any content on the OTT platforms.

Figure 3

70% of the respondents consumed OTT content on mobile phones, 26% said TV. (Users watched content on TV with Smart TVs, Amazon Fire TV Stick and Google Chromecast, etc.). Mobile phones are the most preferred medium to watch OTT platforms versus TV or a tablet due to its convenience and affordable mobile data prices.

Figure 4 

31% of Indian consumers, preferred to watch original and platform exclusive content (web series /short films). Sport was the choice for 30%, movies at 19% and TV shows at 18%.  (Cricket world cup may have impacted the survey question to an extent as it was initiated during that period (June-July and continued till mid-Aug 2019).

Figure 5

In terms of genre, 45% of the respondents preferred comedy, action at 23%, drama at 19% and horror at 13%.

 Figure 6

69% of the respondents paid to watch content on OTT platforms, indicating the market (consumer) is ready for more premium services provided they are priced economically.

Figure 7

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