The report, conducted with online market research and data analytics firm YouGov. The report surveyed 9,000 participants from across Asia, including 1000 Indian consumers noted that 14% of Indian respondents would like to pay a higher fee to be free from ads and 14% would like an option where they can customise their price and ad packages. On the ads per break, 22% of Indians found two ads as an acceptable advertising load, while 13% were open to view three ads per break. It observed that nearly 80% of the Indian respondents are open to a hybrid model of reduced price subscription video-on-demand (SVOD) services with some ad funding. “Thirty-five per cent of respondents said they might be open to a reduced monthly subscription package that serves ads depending on the price, whereas 44% said they would definitely sign up, representing a potential market size of 79% of respondents polled favouring this hybrid option,” it said. In India, it found that 48% are current users, while 19% had their subscription lapsed. The report found that 60% of lapsed consumers plans to sign-up for OTT services again in the future. It noted that 37% of Indian respondents were willing to pay less than USD 1 per month, while 27% said they would pay USD 1-4 per month, and 16% would pay USD 5-9 per month. Content is the primary driver for subscribing to multiple OTT services in India, it found, with 42% of respondents stating that they wanted more content options, content which satisfied the needs of an entire family and content not being available on any single OTT service. Offline downloads (42%), access on mobile (42%), and using less data on mobile while streaming (40%) were the top three OTT service features most Indian consumers wanted.
