Brightcove, Milieu Release Report On Building OTT Strategy For 2021

This 2020 report seeks to dive into consumer preferences towards OTT services. From subscriptions to payments to OTT advertising to user experiences, this report uncovers insights that will aid media companies, broadcasters, OTT streaming services, and content owners in charting their future in OTT. 

The study surveyed over 3,000 people ages 16+, in India, Bangladesh and Pakistan to gain insights into consumer behavior to understand viewers' preferences, likes, and needs to deliver the services and content consumers want, where they want. Fieldwork was conducted throughout July 2020. 

Key Insights from South Asia include: 

• Social media is paramount 

60% of respondents use social media to discover new content and platforms.   

• Ads are acceptable but for a lower fee  

33% are willing to pay lower or no fee in return for watching ads, only 24% are willing to pay a higher fee for no ads.  

• Mobile viewing is a must have 

70% of viewers prefer to consume content on their mobile phones, followed by TVs (55%) and personal computers (53%). 

• Content is the king

48% of the viewers want more content options, 35% want access to all local content

• People want subscription choices 

64% of viewers want a monthly subscription, whether it's SVOD, AVOD, or a hybrid of both 

• Viewers embrace free content 

55% of viewers have one or more free online video sharing services as their go-to TV viewing platforms.