SELECT * FROM news WHERE news_title = 'Will-OTT-platforms-succeed-in-getting-paid-subscriptions-when-free-content-is-easily-available'
  • BY chromedm
  • June 25, 2023
  • Business Today

Will OTT platforms succeed in getting paid subscriptions when free content is easily available

High-octane OTT platforms struggle to get paid subscribers in an India where free content is easily available. And there's no easy way out

the year was 2016 when video OTT platforms came as a breath of fresh air for 31-year-old Sanya Kelkar. The Pune-based IT professional had grown sick of the incessant ads, inconvenient scheduling and passé content available on traditional linear television.

Cut to seven years later, and many Indians like her love watching online video content. Indians spent 6.1 trillion minutes or over 11 million years watching videos in a span of 15 months between January 2022 and March 2023, per estimates from Media Partners Asia. But Indians also love free content—88 per cent of that time was spent on YouTube, while the rest was spent on OTT video streaming apps.

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