Get All Access for $5/mo

Races Ahead of DTH With 55% Millennials Preferring OTT Over Traditional MediaVideo-on-Demand With more than 40% of the audience-base still preferring DTH, it's still a long way to connect with the 'Other India'

By Aastha Singal

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

Shutterstock

India's video streaming landscape is oozing with content that was otherwise lost in the ocean of diplomatic cinema and broadcast. Talented artists, writers and filmmakers are now platforms for presenting the world with the best they have got. With more and more players entering the space, Flipkart being the latest, the scope of digital space keeps swelling.

OTT Over DTH

Millennials are not afraid for paying for consuming the premium content. In fact, prefer the over-the-top (OTT) video services better than the Direct-to-home (DTH) services. In a recent pan-India survey conducted by MoMAGIC with around 7,500 respondents, it was discovered that 55 per cent Indians prefer to watch and consume content on OTT platforms whereas 41 per cent still prefer DTH.

Original is the King

OTT players feed of either the originals they produce, which takes a whole lot of time, dedication, structure and investment, and the acquired content to enhance their library. 31 per cent of Indian consumers, preferred to watch original and platform exclusive content (Web Series /short films). Sports was the choice for 30 per cent, movies at 19 per cent and TV shows at 18 per cent.

Hotstar Takes the Cake

Unlike other OTT platforms, the homegrown player Hotstar feeds of live streaming sports matches, the four-year rights for which they acquired in April 2018. The platform has emerged as a clear preferred online platform to watch content. 41 per cent respondents said that they prefer to watch Disney owned Hotstar, followed by Amazon Prime Video at 26 per cent and Netflix at 9 per cent.

It is clear that disruptive OTT platforms are giving a tough competition to the traditional DTH operators possibly because of its convenience, on demand video service and affordable mobile data prices. "Going ahead, we expect OTT to grab additional share but DTH will continue to remain relevant," said Arun Gupta, CEO and Founder MoMAGIC Technologies.

Aastha Singal

Entrepreneur Staff

Former Features Writer

A business journalist looking to find happiness in the world of startups, investments, MSMEs and more. Officially started her career as a news reporter for News World India, Aastha had short stints with NDTV and NewsX. A true optimist seeking to make a difference, she is a comic junkie who'd rather watch a typical Bollywood masala than a Hollywood blockbuster. 

News and Trends

"45% of All Ongoing Hydropower Projects in India are Ours": Patel Engineering

Patel Engineering reported a turnover of INR 4,400 crore in the last fiscal year, with a projected 10 per cent growth for the current year.

Growing a Business

Stop the Errors: Set a Review Process That Works

Mistakes make you look unprofessional and hurt your growth. Fix them today.

Side Hustle

'Hustling Every Day': These Friends Started a Side Hustle With $2,500 Each — It 'Snowballed' to Over $500,000 and Became a Multimillion-Dollar Brand

Paris Emily Nicholson and Saskia Teje Jenkins had a 2020 brainstorm session that led to a lucrative business.

Leadership

Should I Stay or Should I Go? 8 Key Points to Navigate the Founder's Dilemma

Here are eight key signs that help founders determine whether to persevere or let go.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

News and Trends

5 Things to Know About India's Chess Pride, Gukesh Dommaraju

He is not only inspired by Dhoni but also relies on a coach from Dhoni's cricketing era to help him prepare mentally.