80% of people may switch to online streaming platforms: Study

NEW DELHI: Post the sector regulator’s new tariff regime, as many as 80% of people are expected to switch to online streaming platforms such as Amazon Prime, Netflix and Hotstar, a new finding by market research firm Velocity MR Wednesday said.

The Telecom Regulatory Authority of India (Trai) has recently come out with a tariff regime in an aim to allow subscribers to pay for only those TV channels which they wish to watch.

“Majority of 80% say that they would either opt for a lesser number of channels or switch to online streaming platforms or OTT platforms such as Netflix and Amazon Prime,” the firm in a statement said, citing study said.

“The opinion on the new TRAI rules weighs slightly more to the positive side as more than 50% say that it allows them to choose the channels that they want to watch and hence the cost per channel is not an issue,” Jasal Shah, Managing Director & CEO of Velocity said.

Shah added that TV subscription costs have become expensive with nearly 5% were not even aware of the new regulation.

The national study was conducted among a sample size of 2,010 respondents and covering prominent Indian cities including Delhi, Kolkata, Mumbai, Hyderabad, Bangalore, Chennai, Ahmedabad, and Pune.

“Netflix, Hotstar, Amazon Prime and other such streaming services may be the inadvertent beneficiaries, as the move may bring in more subscribers to the OTT platforms, as the viewers could shift due to the rising subscription bills,” the executive added.

The new regime, according to him, may drive consolidation in the broadcasting industry.

The study also revealed that the average time spent on watching TV or online videos in top Indian metros is 2 hours while about 60% of consumers have a broadband internet connection at home.

Bharti Airtel, according to the finding, dominates the broadband market in India.

More than 70% claim to watch Amazon Prime regularly, due to bundling offers with Amazon purchases and more Indian content, followed by Hotstar and Netflix, the study added.


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