55% of Indians prefer OTT platforms vs. 41% that still prefer DTH – MoMAGIC Survey

by Suman Gupta

Indians prefer comedy to action

Mobiles phone is the best medium to consume video content

Majority of the respondents are paying subscription fee

Indians also like original web series and movies

Content Consumption on OTT platforms will continue to rise

New Delhi, August 27^th , 2019: With Over The Top (OTT) platforms clearly racing ahead as far as online video streaming -consumption is concerned in India;MoMAGIC conducted a survey aimed at understanding better the end consumer choices and preferences, as far as consuming online video content is concerned in the current exciting and disruptive OTT (& DTH) segment in India.

The survey by MoMAGIC invested platform mChamp on OTT  & DTH ~~ Consumer Preferences in India, was conducted for over a period of 3 months (June -July and mid Aug 2019) with around 7,500 respondents (unique numbers), pan India. 55% of the respondents prefer to watch and consume content (TV Shows/Movies/Sports /Movies on OTT platforms. 41% still prefer DTH. (Figure 1)

Figure 1

It is clear from the survey that disruptive OTT platforms giving a tough competition to the traditional DTH operators possibly because of its convenience, on demand video service and affordable mobile data prices.

“OTT is the way ahead with mobile becoming the be it all, however brands and marketers cannot discount the DTH. With more than 40% still preferring DTH, its still a long way to connect with the Other India and that is what presents an opportunity and market for companies to tap on. Going ahead, we expect OTT to grab additional share but DTH will continue to remain relevant.  There will be segmentation going forward; generation accustomed to DTH will continue with that where as the generation Z will be aligned to OTT,” said Mr. Arun Gupta, CEO and Founder MoMAGIC Technologies.

Hotstar has emerged as a clear preferred online platform to watch content. 41% of them said they prefer to watch Disney owned Hotstar, followed by Amazon Prime Video at 26% and Netflix at 9%. (Figure 2)

Figure 2

85% of the respondents said they have watched content at least once on the top OTT platforms in India (Hotstar, Amazon Prime, Netflix, Voot, SonyLiv, Zee5) in the last six months . 15% responded not consuming any content on the OTT platforms. (Figure 3)

Figure 3

70% of the respondents consumed OTT content on mobile phones, 26% said TV. (Users watched content on TV with Smart TVs, Amazon Fire TV Stick and Google Chromecast etc.). Mobile phones the most preferred medium to watch OTT platforms versus TV or a tablet due to its convenience and rock bottom mobile data prices. (Figure 4)

Figure 4

31% of Indian consumers, preferred to watch original and platform exclusive content (Web Series /short films). Sports was the choice for 30%, movies at 19% and TV shows at 18%.  (Cricket world cup may have impacted the survey question to an extent as the survey was initiated during that period (June –July and continued till mid Aug 2019). (Figure 5)

Figure 5

In terms of genre, 45% of the respondents preferred comedy, action at 23%, drama at 19% and horror at 13%. (Figure 6)

Figure 6

69% of the respondents paid to watch content on OTT platforms indicating market (consumer) is ready for more premium services provided they are priced economically. (Figure 7)

Figure 7

About MoMAGIC Technologies: MoMAGIC Technologies Pvt. Ltd., founded in the year 2011, is a data science driven technology company. Counted amongst the leading Indian companies in the digital and mobile marketing space, MoMAGIC is geared towards expansion as ‘business intelligence’ focused Mobile AdTech global company’.

Headquartered in NCR (national capital region), India, and with strategic investments from two technological giants, MediaTek (Asia’s largest IC design company) and Foxconn (the world’s largest high-tech manufacturer), the company facilitates brands-Ad agencies acquire quality users and drive effective revenue growth with customized Data modelling (Deep User insight and Precise ad delivery) with its programmatic platform. MoMAGIC has been consistently investing in R&D and business expansion. Setting up the APAC R&D and Business Operation Center in Taipei, Taiwan in February2018, was a significant step in the said direction.  MoMAGIC has driven some of the most outstanding Mobile Advertising campaigns for leading brands launching into India, e-commerce ventures and worked for leading media houses.