According to a study conducted by Brighton, Massachusetts–based software company Brightcove, that produces an online video platform, while subscribing to multiple OTT (over-the-top) services, subscribers in India rely on content as the driving force. The reasons for this are:
- demand for more content options (42 per cent);
- satisfying the content needs for the entire family (42 per cent);
- all content not being available on one single OTT service (42 percent)
The study polled 9,000 participants across nine countries in Asia which included 1,000 respondents in India, and also revealed that 25 percent of Indian consumers want to pay nothing and are OK to watch ads as a trade-off to watching content; 25 percent said they would be ready to pay a lower fee with limited ads; and 14 percent wanted the option to customize their packages and price.
37 percent wanted to pay less than $1 per month; 27 percent said they would be happy to pay $1-$4 per month; and 16 percent said they would accept a price of $5-$9 per month.
The top three OTT service features most wanted by Indian consumers were: offline downloads, access on mobile, and using less data on mobile.
Last updated: December 26th, 2025
