FEED Summer 2021 Newsletter

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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