Over the past one year, we have seen a surge in the launch of over-the-top services both, by global and Indian media and entertainment companies
With the launch of affordable data packs by all most all the operators in India, data consumption was bound to grow on small screen devices. Even a recent survey highlights the same as it reveals that only 10 percent of Indians love watching TV shows on good old TV sets.
As per a survey done by Accenture, titled ‘Winning Experiences in the New Video World’, there is a particularly steep decline over the past year in the percentage of India’s consumers who prefer to view TV shows on TV sets; which dropped 78 percent - from 47 percent ( 2015-16)to 10 percent (2016-17). In the United States, the number fell 57 percent (from 59 percent to 25 percent), and the U.K. it dropped 55 percent (from 56 percent to 25 percent).
The global online survey of 26,000 consumers in 26 countries, out of which 1000 were from India, reveals that consumers increasingly prefer to watch TV shows on devices such as laptop and desktop personal computers and smartphones. More than four in 10 consumers (42 percent) said they would rather view TV shows on a laptop or desktop, up from 32 percent in last year’s survey. Thirteen percent said they prefer watching TV shows on their smartphones, compared with 10 percent last year.
“Over the past one year, we have seen a surge in the launch of over-the-top services both, by global and Indian media and entertainment companies. The ever increasing penetration of the internet mainly through mobile, backed by WiFi and broadband has helped this wave. This coupled with high-quality content hosted by the content providers has enticed the Indian consumers to view varied content both live broadcast and video-on-demand (VOD) on different devices,” said Aditya Chaudhuri, managing director and lead for Accenture’s communications, media and technology group in India.
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