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Most Indians don’t mind watching ads on Netflix, Amazon Prime for a more affordable deal: Report

How tolerant consumers are to OTT advertising.

Most of us know how addictive it is to watch content on Netflix, Amazon Prime, and other such similar services. While some of us are willing to pay for an ad-free experience so that we can enjoy videos more, a report has surfaced online that suggests that one in three Indians don’t really mind seeing ads on such platforms.

According to Asia OTT Research Report 2019 by Brightcove, around 25% of Indians who watch content on OTT (over-the-top video streaming) platforms want to pay nothing and watch ads while consuming content. Apart from this, it was also found that 14% of these people would be willing to pay a higher fee to be free from ads; and another 14% would like an option where they can customize their price and ad packages.

The report, conducted with online market research and data analytics firm YouGov, 35% of the respondents who are based in India are receptive towards the idea of a reduced monthly subscription package with which they can choose how they are served ads based on the pricing. Another 44% said that they will certainly sign up for it – meaning that almost 80% of the Indian respondents are open to a hybrid model of reduced price subscription.

The report surveyed 9,000 participants from across Asia which also included 1000 Indian consumers.

The intention of the study was to find out how customers these days are responding to OTT TV services and to find out which platforms and devices they prefer, what factors inspired them to sign up or unsubscribe, their payment preferences, and their acceptance for advertisements.

Thirty-five percent of viewers in the survey assured that they in a week they spend one to five hours watching content, whereas 21 percent said that they spend six to 10 hours per week watching content.

Twenty-two percent of customers said that they do not subscribe to OTT services because they merely do not have the time to watch.

Twenty-eight percent stated that the value proposition was simply not strong enough for them to subscribe, whereas 19 percent stated that content with active pay-TV services as a reason for not subscribing.

The report says that when the trial users switch to subscribers, accessibility on mobile, quality of experience on mobile, price, and content library are the four main factors which play a role in their withholding.

Twenty-nine percent of users who responded to the survey also said that most preferred platform to watch free movies online is streaming sites. Asian customers are mostly pleased to watch one to three ads.

With OTT, the consumer generally expects for more content and fewer ads, whereas 23 percent stated that they would prefer to pay a lower fee and watch some advertisements.

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