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ConnecTechAsia/CommunicAsia 2018, VIII: Brightcove Releases OTT TV Report on OTT Adoption Preferences for India

Brightcove Inc. (NASDAQ: BCOV), a leading global provider of cloud services for video, announced at ConnecTechAsia 2018, Singapore, findings from its market study, Asia OTT Television Research Report 2018, in partnership with YouGov, an international data and analytics group, and conducted a study that polled 1,000 participants in India.

The purpose of study was to discover how consumers today are responding to OTT TV services, and investigate how viewers typically consume TV media, which platforms and devices they prefer, what factors motivate them to either sign up or unsubscribe, their payment preferences, and their tolerance for ads.  

Vinit Mehta, Country Manager, India at Brightcove said, “The India OTT market is one of the fastest growing media and entertainment markets globally, as well as one that is fiercely competitive, with more than 10 OTT service providers operating in the country. With more OTT providers continuing to enter the market, it’s opening up a vast library of video content choices for Indian audiences. By uncovering Indian consumer opinions about OTT services and preferences, we aim to provide valuable insights to help with our customers’ OTT strategies, regardless of where they are in their OTT journey.”

Research in summary:

●    Thirty percent of viewers polled stated that they spend one to five hours per week watching content, while 24 percent stated they spend up to six to 10 hours per week.

●    Mobile access is one of the key drivers for OTT TV sign-ups and retention for 17 percent of consumers, given the mobile centricity of the India market.

●    Eighteen percent of consumers stated they do not subscribe to OTT services because they simply do not have the time to watch.

●    Just over half (51 percent) stated that they do not subscribe because they were satisfied with free online streaming services, while 33 percent were satisfied with existing pay TV services

●    Twenty-eight percent percent stated that the value proposition was simply not strong enough for them to subscribe.

●    Once trial users convert to subscribers, four factors play a role in their retention:  accessibility on mobile, quality of experience on mobile, price, and content library.

●    For those that stated that they do not have a current subscription and have never subscribed in the past, the value proposition has to be significantly compelling for these consumers to sign-up: the price point cannot be too expensive, and must be cheaper than existing pay TV services.

●    Twenty-eight percent of viewers polled also stated that free online streaming sites were the preferred platform to watch movies, while for TV content, 29 percent of Indian consumers prefer to watch on pay TV channels.

●    Indian consumers are happy to watch one to three ads, with only nine percent stating that they cannot tolerate any ads. With OTT, the consumer general expectation is for more content and less ads, with 27 percent stating that they would rather pay a lower fee and watch some ads.

Brightcove

Brightcove Inc. (NASDAQ:BCOV) is the leading global provider of powerful cloud solutions for managing, delivering, and monetising video experiences on every screen. A pioneering force in the world of online video since the company’s founding in 2004, Brightcove’s award-winning technology, unparalleled services, extensive partner ecosystem, and proven global scale have helped thousands of companies in over 70 countries achieve better business results with video.

YouGov

YouGov is an international data and analytics group. Its core offering of opinion data is derived from its highly participative panel of five million people worldwide. They combine this continuous stream of data with their deep research expertise and broad industry experience into a systematic research and marketing platform.

Its suite of syndicated, proprietary data products includes YouGov BrandIndex, the daily brand perception tracker, and YouGov Profiles, their planning and segmentation tool. Their market-leading YouGov Omnibus provides a fast and cost-effective service for obtaining answers to research questions from both national and selected samples.

With 30 offices in 20 countries and panel members in 38 countries, YouGov has one of the world’s top ten international market research networks.