ITV

Tag: OTT India

  • JioHotstar subscriptions to be available at three price points

    JioHotstar subscriptions to be available at three price points

    MUMBAI:  There is nothing such as a freebie; everything has a price. A lot of misinformation has been put out about the charges that JioHotstar is going to be levying on customers for the new streamer. Here are the details: All of our plans give you access to all content on our platform:

    . Unlimited live sports (Cricket, Tennis grand slams, Premier League and more)

    . Latest Indian movie digital premieres, Hotstar Specials, and Star serials before TV

    . Disney+ Originals, popular Disney movies & kid’s shows (in English & select Indian languages).

    Mobile (Ad-Supported plan) – Rs 149 / 3 months and Rs 499 / year

    . Access content on “1” mobile device at a time

    * Renewal will be priced at Rs 149 / 3 months even if a discounted price was availed for the first 3 months of the plan.

    Super (Ad-Supported plan)** – Rs 299 / 3 months and Rs 899 / year

    . Access content on any “2” devices at a time

    . All content can be enjoyed on any of our supported platforms (Mobile, Web, and supported Living Room devices).

    ** Also applies to Jio Broadband JioHotstar partner plan

    Premium (Ad-Free plan) – Rs 299 / month (Can only be purchased via web browser),

    Rs 499 / 3 months and Rs 1499 / year

    . Access content on any “4” devices at a time

    . All content can be enjoyed on any of our supported platforms (Mobile, Web, and supported Living Room devices)

    . Enjoy Ad-free Entertainment, except in LIVE content such as sports and other LIVE shows that continue to be ad-supported.

  • Young Indians under 35 years of age drive OTT consumption

    Young Indians under 35 years of age drive OTT consumption

    MUMBAI: Although users of all age groups are consuming over-the-top (OTT) platforms, young Indians under 35 years of age accounted for 89 per cent of OTT platform users. The age groups of 16-24 and 25-35 contributed equally to the overall market, Counterpoint Research’s India OTT Video Content Market Consumer Survey revealed. Moreover, male users account for 79 per cent of the total users.

    The report also revealed that the top five metros accounted for 55 per cent of OTT video platform users, while tier I cities accounted for another 36 per cent of users. In addition to that, Hotstar leads the Indian OTT video content market, followed by Amazon’s Prime Video, SonyLIV, Netflix, Voot, Zee5, ALTBalaji, and Eros Now in terms of the percentage of respondents subscribed to each platform.

    While subscription-based market (SVOD) continues to grow significantly, the market remains highly focused on the ad-based model (AVOD), where advertisements drive revenues.  Notably, Eros Now users were the most engaged users, with 68 per cent indicating that they watched content on the platform daily. As per the report, 9 per cent of Eros Now’s users watch content on the platform for more than 21 hours a week.

    As per the survey, salaried employees was the largest consumer group of OTT users, followed by students, business owners, housewives, and others in terms of overall demographics. While more than one-third of the respondents indicated that they were inclined to use free services, another third indicated that they were paying for the subscription. Among the remaining respondents, some of them were either on trial period or indicated that their friend or family paid the subscription cost.

    In line with popular belief, smartphone has emerged as the most popular device for OTT video content consumption and Xiaomi has acquired the place of most popular smartphone brand. Reliance Jio has taken the place of the most popular network among OTT users, followed by Airtel and Vodafone-Idea.

    Although regional languages are gradually becoming very important, most preferred languages for video content are Hindi and English till now. However, Telugu was found to be most popular among regional ones, followed by Punjabi, Bengali, Marathi and Tamil.

    The market leader Hotstar has the highest penetration of non-paying user and 56 per cent of Hotstar users hail from metro cities. On the other hand, international giants Netflix and Amazon Prime Video have high popularity in metros as top five metros account for more than 65 per cent users on these platforms.

    Among others, 40 per cent of SonyLIV users hail from these cities and Voot has the greatest reach among female users. ALTBalaji scored the highest among 25-35 age group users, who account for 59 per cent of its users while Eros Now has the largest share of its users in the 25-39 age group in tier II/III cities.

  • Content choice drives Indians’ subscription to multiple OTT platforms

    Content choice drives Indians’ subscription to multiple OTT platforms

    MUMBAI: OTT subscription fatigue is a myth in India for now. While subscribing to multiple OTT services, Indian subscribers rely on content as the driving force. There are three primary reasons for this – demand for more content options (42 per cent), satisfying the content needs for an entire family (42 per cent) and all content not being available on one single OTT service (42 per cent).

    “Our research findings suggest that the online TV consumer in India sees the value in TV content whether they are paying with greater focus and attention, or with their money,” says Brightcove India sales director Janvi Morzaria.

    The study run by Brightcove polled 9,000 participants across nine countries in Asia, including 1,000 consumers in India. It also revealed that 79 per cent of respondents welcomed the hybrid model of OTT. The report said that 35 per cent of respondents are open to a reduced monthly subscription package that serves ads depending on the price, whereas 44 per cent said they would definitely sign up.

    25 per cent of Indian respondents wants to pay nothing and watch ads as a trade-off to consuming content while 25 per cent elected to pay a lower fee with limited ads. Just 14 per cent agreed 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. 37 per cent of respondents wanted to pay less than $1 per month, 27 per cent would pay $1-$4 per month, and 16 per cent would pay $5-$9 per month.

    “Indian consumers do not mind seeing ads as part of their shows, especially if they are getting a deal. 79 per cent of Indian respondents stated that they are open to a hybrid plan of ad-funded SVOD that comes with a reduced price,” she added.

    It also emerged that offline downloads, access on mobile, and using less data on mobile were the top three OTT service features most wanted by Indian consumers. 22 per cent of Indian respondents found two ads as an acceptable advertising load per ad break and 13 per cent were open to three ads per break. In addition to that, 67 per cent of respondents were receptive to the idea of shoppable TV.

    “OTT service providers should take advantage of this preference and make the advertising experience engaging while limiting ad loads per break. Consumers are now willing to watch ads if they have the option to subscribe to a reduced price plan,” she commented.