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Indians won’t Mind Ads on Netflix, Amazon Prime Video if Given Good Deal, Research Report Claims

Subscription fatigue is not common for users in India

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Indians, Ads, Netflix
The findings suggest that the online TV consumer in India sees the value in TV content whether they are paying with greater focus and attention. Pixabay

One in three Indians won’t mind seeing ads as they watch over-the-top (OTT) content streaming platforms like Netflix or Amazon Prime if they get a good deal from the vendors, video Cloud services provider Brightcove Inc said on Monday.

While 25 per cent Indians want to pay nothing and watch ads as a trade-off to consuming content, 14 per cent respondents would like to pay a higher fee to be free from ads and a similar number would like an option where they can customise their price and ad packages.

In its annual “Asia OTT Research Report”, conducted with research partner YouGov, the company said 35 per cent of respondents in India might be open to a reduced monthly subscription package that serves ads depending on the price whereas 44 per cent said they would definitely sign up.

This means that nearly 80 per cent of Indian respondents are open to a hybrid model of reduced price subscription video on-demand (SVOD) services with some ad funding.

Indians, Ads, Netflix
One in three Indians won’t mind seeing ads as they watch over-the-top (OTT) content streaming platforms like Netflix or Amazon Prime if they get a good deal from the vendors. Pixabay

The survey polled 9,000 participants across nine countries in Asia, including 1,000 consumers in India.

“The 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. Indian consumers do not mind seeing ads as part of their shows, especially if they are getting a deal,” said Janvi Morzaria, Sales Director-India, Brightcove.

Nearly 60 per cent of ‘lapsed’ respondents plan to sign-up for OTT services again in the future. Subscription fatigue is not common for users in India as content was the primary driver for their subscription to multiple OTT services.

When asked how much respondents would be willing to pay for OTT services, 37 per cent of respondents stated less than $1 per month, 27 per cent would pay $$1-$4 per month and 16 per cent would pay $5-$9 per month.

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“Nearly 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,” said the report.

Offline downloads (42 per cent), access on mobile (42 per cent) and using less data on mobile (40 per cent) were the top three OTT service features most wanted by Indian consumers.

“OTT service providers should 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,” said Morzaria.

Indians, Ads, Netflix
While 25 per cent Indians want to pay nothing and watch ads as a trade-off to consuming content. Pixabay

Popular Indian digital service providers like Hotstar, ALT Balaji, Zee5, Voot, BigFlix, Sony LIV, Eros Now — apart from the global giants like Netflix, Hulu and Amazon Prime Video — have flooded the Indian market.

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There are currently more than 32 online content and video streaming platforms in the country and the market is expected to hit $5 billion by 2023, according to the global management consulting firm Boston Consulting Group (BCG). (IANS)

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Netflix to Unveil Cheaper Mobile-Only Subscription Service in India

Currently, Netflix is offering three monthly plans in the country which are priced between Rs 500 and Rs 800

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netflix
The company began testing the mobile-only subscription service in few countries in March. Pixabay

American video streaming giant Netflix has reportedly confirmed it would unveil a mobile-only subscription plan for India during the third quarter of 2019 and that it would be priced lower than its existing plans.

In a letter to investors, Netflix said the mobile-only plan “will be an effective way to introduce a larger number of people in India to Netflix and to further expand our business in a market where Pay TV ARPU (average revenue per user) is low (below $5)”, The Verge reported on Wednesday.

The company began testing the mobile-only subscription service in few countries in March. Last week, Netflix’s product Vice President, Todd Yellin, gave a keynote in Mumbai describing the streaming major’s intentions to expand interactive TV shows and its own Indian content.

netflix
However, the mobile-only plan does not support shows in HD or 4K quality. Pixabay

He also pointed to the success of the Netflix original Indian series “Sacred Games”, about a cop chasing down a crime lord, which audiences abroad tuned in to as well, the report added.

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After the much-anticipated launch of “Sacred Games” season two on August 15, the digital entertainment site has content in store over the next months that flaunts Bollywood biggies such as Shah Rukh Khan and Anushka Sharma.

Earlier this week, Netflix announced five new original series, exploring the worlds of deadly zombies, scary gangsters, stand-up comics and daring friends, in a bid to tell diverse Indian stories and reach out to the domestic market in a more aggressive way. Currently, Netflix is offering three monthly plans in the country which are priced between Rs 500 and Rs 800. (IANS)