One in three Indians won’t care to view ads as stream-view over-the-top (OTT) content streaming portals like Netflix or Amazon Prime if they arrange a good deal from the vendors, video Cloud services provider Brightcove announced on Monday.
While 25 percent Indians require to spend zero extra-fee and view ads as a trade-off to absorbing content, 14 per-cent respondents would prefer to spend a greater fee to be liberated from ads and a related number would prefer an alternative where they can choose their price and ad combinations.
In its yearly “Asia OTT Research Report“, led with analysis partner YouGov, the company said 35% of users in India might be shown to a limited regular subscription pack that serves ads on the basis of the price whereas 44 percent said they would sign up.
This means that approximately 80 percent of Indian respondents are subject to a sophisticated form of decreased price subscription SVOD services with some ad funding included.
The survey questioned 9,000 participants over nine nations in Asia, including 1,000 customers in India.
“The findings imply that the web-based TV customer in India sees the purpose in TV content, even if they are spending with higher focus and attention, or with their money. Indian customers do not care seeing ads as an element of their shows, particularly if they are receiving a deal,” said Janvi Morzaria, Sales Director-India of Brightcove.
Nearly 60% of ‘lapsed’ design to sign-up for OTT again in the times ahead. Subscription fatigue is not ideal for users in India as the streaming service was the central driver for their consent to multiple OTT services.