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OTT services beat TV in customer satisfaction in India

IANS  |  New Delhi 

Streaming have beaten TV in customer satisfaction in as the country is at the third spot (52 per cent) when it comes to pay for content, after and Brazil, a new report said on Friday.

Germany-based data research firm Statista, in its Digital Economy Outlook, said that tops the list of globally.

"The willingness to pay for content is highest in China, and (52 per cent), with and UK lagging behind," the findings showed.

The video streaming market in has exploded -- thanks to -- with 65 per cent of video consumption coming from rural India that has only 40 per

The viewing habits have changed and digital service providers -- from to Hotstar -- are bombarding users with original videos-on-demand, threatening the very existence of with a set-top box.

There are currently more than 32 and video streaming platforms in the country and the market is expected to hit $5 billion by 2023, according to the global management consulting firm (BCG).

delivery users in India are mostly young males (52 per cent) while "another hot trend is the growth of the in developing countries such as India and China".

The ordering market in India is likely to grow at over 16 per cent annually to touch $17 billion by 2023.

The report also noted that more and more people are becoming affluent enough to travel.

'A new generation of local start-ups are entering the market, threatening established players. Examples are mobility service provider in or in India," the report noted.

Asian consumers are mobile-first, while many European consumers still use their desktops.

Ride-hailing platforms like and Ola are growing fast in India.

"Ride-sharing users in India are very young but still have a medium to high income," the findings showed.\

Giving an example of Ola, the report said that Southeast Asian tech-start-ups are getting ready for the global unicorn race.

When it comes to ecommerce, Chinese key market players like Alibaba Group, JD and together add to a comprehensive in - and increasingly penetrate other promising Asian markets like and India.

"The Chinese population is tech savvy and mobile-first, and Chinese are therefore constantly pushing technology forward.

"They have diversified into literally every sphere that comes in touch with online retail, from payments to logistics. Current developments in will - to a large extent - define the next decade's global eCommerce," said the report.



(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

First Published: Fri, May 17 2019. 20:38 IST