‘85% Indians rely on mobile networks for OTT subscriptions’
₹300-599 per month on prepaid subscription plans. Several emerging aggregator platforms played a role in expanding the reach of streaming services in a competitive online video market such as India. Telecom operators have been offering bundled services for OTT video platforms, but the emergence of aggregators such as Prime Video Channels, Tata Play and Airtel Xstream Premium is poised to enhance the reach and subscriber base of platforms that are not aggressive with their distribution and marketing efforts.
With nearly 60 OTT platforms operating in India, it is challenging for any individual player to capture viewer attention, underscoring the role of aggregators, said experts. “Aggregators (like us) are important to deliver reach for producers…who may have discerning and high-quality content," Harit Nagpal, managing director and chief executive of Tata Play Ltd, which operates OTT aggregator Tata Play Binge, had said in an interview. The Bango report is based on insights from a quantitative survey comprising 6,171 participants from six countries, including 1,030 respondents from India.
This online survey was conducted in August 2023 featuring an equal distribution of males and females (50:50) across an age group of 18-65, spanning socioeconomic classifications and subscribing to at least one service across OTT streaming, music, health, gaming and food delivery. The report said 92% of the users are subscribers to subscription video on demand (SVoD) TV and film apps, 74% opt for music, 57% have for food delivery, and 47% for sports. In terms of subscription duration, 54% of users have month-long plans, 19% year-long plans, and 17% prefer bi-annual plan.
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