- MXPlayer has the highest percentage of loyal viewers amounting to 21% despite big OTT players in the Indian market.
- Indians prefer free content with 25 percent of them watching free content.
- 30 percent of Indian viewers use more than 3 platforms.
25 Percent of Indian internet users prefer to watch free content on Ove The Top (OTT) platforms for free, says a report. OTT has content provided through the internet instead of conventional satellite provider or cable.
Rapid Growth of OTT
“As many as 25 percent of Indian respondents want to pay nothing and watch ads as a trade-off to consuming content, while 25 percent selected to pay a lower fee with limited ads”, according to 2019 Asia OTT Research Report by Brightcove, a global provider of cloud services for video.
The report also said, “Offline downloads (42 percent), access on mobile (42 percent), and using less data on mobile while streaming (40 percent) were the top three OTT service features most Indian consumers wanted”.
Indian users are mostly driven by content. With 42 percent of Indian consumers asking that they want more content options. Content which an entire family can watch.
Nearly 80 percent of Indian participants of the survey are open to a hybrid model of reduced price subscription video-on-demand (SVOD) services with some ad funding.
India is ranked 2nd in the internet market and first in the smartphone market. Over-the-top content (OTT) platforms have gained huge popularity in the country. Notable among them are Netflix, ZEE5, Hotstar, Amazon Prime, Voot and many more.
Indian users are exploring and lapping onto exciting and new content over the internet through live stream or online platforms.
MXPlayer shocks Everyone
About 30% of the OTT users have registered with three or more platforms, as per a survey report by Unomer.
In a not-so-much-expected result, despite big players such as Netflix and Hotstar, Times Internet-owned MX Player emerged as a platform that most percentage of loyal customers i.e 21 percent. Amazon, Netflix, and Hotstar having 15%, 14%, and 14% respectively.
Another interesting result showed that Users having smartphones in price band over 20K prefer signing up more than 3 OTT platforms. Consumers with smartphones in the price range of Rs 7-10K mostly prefer single OTT platform.
Most of the OTT platforms are equally popular in metros as well as non-metros such as Patna, Kanpur, and Jaipur.
MXPlayer and Hotstar have the highest share of OTT audience. Times Internet acquired a majority stake in Gangnam (Seoul)-based MX Player for about $200 million.
MXPlayer topping the charts in loyalty shows Indian users prefer free content with ads.