INDIA, TOTAL OTT SUBSCRIPTIONS, 2016-21
80
STREAMING IS STAYING
60
The report notes that Covid-19 has definitely increased OTT subscription growth in India, as well as viewing. The total number of OTT subscriptions nearly doubled from 2019 to 2020. While Omdia anticipates the amount of viewing will probably return to pre- pandemic levels eventually, a lot of subscriptions acquired during the pandemic will be retained, while the ongoing consumer tendency of cord-cutting will also continue.
40
20
0
2016
2017
2018
2019
2020
2021
Source: Omdia
CONTENT CONTENTMENT
It’s not new tech, device features or customer experience – the main reason people take up a new service is because there’s a show they want to watch. Indians’ choice of streaming services is
primarily driven by the desire to access a specific programme or series, followed by the range of content offered by a platform. Tech add-ons, such as UHD or additional shopping services, scored lowest.
INDIA, SERVICE UPDATE DRIVERS BY PROPOSITION
Want to watch a specific programme/series
Range of content
Watch original content made by the provider
Cheaper than alternative pay-TV subscriptions Watch exclusive content not available anywhere else Watch on a specific device
Greater flexibility (no long-term contract)
Advertisement free
Ability to watch on a wider range of devices
More control (on-demand)
Ability to download content for offline viewing
Free trial or promotional offer
Ability to watch concurrent streams For wider benefits (e.g. shopping/delivery services, retail discounts) Primarily for broadband access
UHD content
None of the above
Other
0% 5% 10% 15% 20% 25% 30% 35%
Proportion of respondents
Source: Omdia
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