Scatmag.com

November 2019

INDIANS SHIFTING TO OTT


55% Indians Prefer OTT platforms vs 41% For DTH

MoMAGIC conducted a survey to understand the Indian consumer's preferences for online video consumption. 7,500 were polled, pan India, between June to mid Aug 2019.



OTT VS DTH

55% of the respondents prefer to consume TV content on OTT platforms. Only 41% still prefer DTH.

"OTT is the way ahead, however brands & marketers cannot discount the DTH. More than 40% still prefer DTH. There will be segmentation going forward; generation accustomed to DTH will continue with that whereas the generation Z will be aligned to OTT," Arun Gupta, CEO and founder MoMAGIC Technologies, said.






PREFERRED OTT PLATFORMS

Not surprisingly, 41% preferred Disney's Hotstar, followed by Amazon Prime Video at 26% and Netflix at 9%.

85% respondents had watched OTT content at least once, in the past 6 months.


MOBILE VS TV

70% of the respondents consumed OTT content on mobile phones, against 26% for TV.

TV viewers used Smart TVs, Amazon Fire TV Stick and Google Chromecast etc.


CONTENT

31% preferred original, platform exclusive content (Web Series /short films).

Sports was the choice for 30% (possibly because the survey overlapped with the cricket World Cup). 19% preferred movies & 18% wanted TV shows.

45% of the respondents preferred comedy, action at 23%, drama at 19% and horror at 13%.


SHIFTING TO PAY

69% of the respondents said they are willing to pay to watch content on OTT platforms. This will spur OTT platforms to invest in creating new content. n