High Definition content consumption is driven by attractive offers, significant events

Chrome Data Analytics and Media, India's largest primary research and data analytics company, has released 'Now Playing

The report covers key aspects of the evolution of HD TV, which primarily gives broadcasters and advertisers a deeper insight into potential target markets. Not just this, the report captures nuances of an HD TV consumer that industry players can make the most of, for maximizing their consumer base.

Amongst a range of observations and findings, the report has come up with a list of factors that drive a consumer into purchasing high definition packs and set top boxes, such as:

• DTH and Digital Operators push attractive offers while selling the SD or HD DTH boxes including foregoing installation costs that greatly encourage consumers to opt for HD TV viewing.

• On events of significance (eg: sports tournaments), HD boxes were charged to fulfil high quality viewership needs which means HD pack top ups were primarily event led.

Besides purchase drivers, the report also goes deeply into the proliferation of DTH/ HD television across India.

Following are the top-line findings around the same:

• Out of the total universe of 168.3 mn households, 41.9 percent have DTH/ FTA, 33.9 percent have digital and 24.2 percent have analog connections.

• Across India, there are a total of 8.34 mn HD households, out of which Digital Cable HD households account for 11 percent and DTH HD households account for 89 percent of the penetration.

• As for the player- wise split, Tata Sky has the highest share in terms of Paid DTH HD penetration.

• Tata Sky also tops the list when it comes to hosting the maximum number of HD channels.

• In terms of Digital Cable HD penetration, Hathway leads the pack.

Chrome DM has also outlined the consumer profiles in detail, by classifying them into three broad segments. The characteristics defined for each of them gives consumer insights that will be of use to both OTT players and broadcasters.

Commenting on the changing trends in TV viewership, Pankaj Krishna, MD, Chrome DM, said: "HD is here to stay but understanding consumer behaviour, which is ever evolving, is the key to capture maximum markets. Also, with the launch of Reliance Jio, OTT HD consumption will be on a steep rise and we see this complimenting the HD consumption growth on television."

He added, "We received an overwhelming response to the release of the report. Most of the leading broadcasters have already bought our report to plan their distribution strategy ahead."

The 60 page long report is divided into 4 sections, where the first part talks about the HD penetration in India.

The second and third sections talk about factors affecting consumer choice of DTH Player and the last one talks about industry projections, making the report a wholesome approach towards understanding the HD penetration in the broadcast industry.