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General News: Indian consumers ready to ditch paid OTT services for free content - Printable Version

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Indian consumers ready to ditch paid OTT services for free content - nairrk - 10-20-2018

[Image: OTT-Players-cover10.jpg]

MUMBAI: A study conducted by Boston-based Jana, the owner of mCent browser, claims that nearly 30% of Indian consumers plan to cancel their paid video subscriptions over free content.

The study titled ‘Video Streaming Services Report’ by surveying nearly 2,000 mCent users in India to determine consumer sentiment and trends across the streaming video landscape.

With 6 in 10 users preferring to only stream free content, Jana said its data showed that the net impact of free content is poised to have a massive impact on paid subscription services with 29.1 per cent of respondents saying they plan to cancel all premium services altogether.

As per the sample survey, YouTube has emerged as the dominant platform of choice for free content in India with 78.1% of the users followed by MXPlayer (57.5%), and Hotstar’s free ad-supported service (38.7%). As many as 63.7% of the surveyed users said they only stream free content from platforms like YouTube, MXPlayer and Hotstar.

Only 7.5% of users said they streamed more paid content than free content, while 9% said they streamed paid and free content about the same and 19.8% said they streamed more free content than paid content.

Jana co-founder and CEO Nathan Eagle CEO co-founder Jana said, “Our study shows that along with increasingly affordable data rates in India, consumer consumption of video content is also on the rise. With free content from YouTube, JioTV and MXPlayer, we expect this will have a dramatic impact on premium subscriptions in both the long and short term, as millions are planning to ditch paid services altogether.”

Movies and television shows are the most consumed content themes among 77.4% of users followed by sports among 54.9% users and children and family content among 32.1% users.

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