6% urban Indians access OTT content every day, says report

Around 6 per cent of the Indian urban population access over-the-top (OTT) content on a daily basis and 24 per cent on weekly basis, said a survey.
OTT is the delivery of media content through the Internet on mobile devices, which does not require the traditional method as cable or satellite.
Rising number of smartphones is playing a vital role in driving penetration of OTT content, said a report issued by Chrome Data Analytics and Media.
"In urban India, 6 per cent and 24 per cent of the population access OTT on a daily and weekly basis, respectively," said the report titled 'Now Streaming: OTT.'

However, the report also added that more than 50 per cent of the viewers still prefer TV as the first screen for viewing media contents.
"User experience on smartphones plays a vital role in driving penetration. Currently, smartphones hold only 29 per cent penetration," it added.

Moreover, exclusivity of content is also helping to increase the "awareness and eyeballs" of the platform.
It further added: "The potential of 'offline' mode in India is quite high because of infrastructural issues and high cost of unlimited internet."
According to the report, over 75 per cent of the audience prefer free services with ads as they are already paying for Internet services.

"Rest of the population is ready to pay for the services with subscription amount varying on the basis of gender, age group and geography," it added.
Meanwhile, it also added that the potential of offline content varies with "gender, age group and geography of the consumer."
Commenting on growth potential of OTT, Chrome DM Founder and CEO Pankaj Krishna said: "The entire internet base which is 464 million today, qualifies for OTT's growth potential. However, infrastructure enhancement and low cost unlimited internet plans are the key drivers that will exponentially help in reaching and further increasing the potential base itself.