Connected TVs, multi-device plans growing but mobiles drive OTT biz

Audience Decides: In OTT landscape, lower-priced mobile-only or single device plans have far greater adoption. The availability of regional content encourages paid subscriptions in smaller markets

- Lata Jha

Despite the increasing penetration of connected television sets and the conversation around OTT viewing now turning into a family or community experience, streaming platforms say Indian audiences continue to prefer low-cost mobile subscriptions above all else.

Price hikes by leading platforms, as has recently been the case with players like Amazon Prime Video, could encourage a shift among premium users towards higher-tier plans offering ad-free experiences, 4K quality, and multi-device usage. However, these upgrades appeal mainly to urban households and tech-savvy viewers seeking elevated viewing conditions. For a large portion of the market, affordability remains king. The majority are likely to stick to budget-friendly, single-device plans, valuing accessibility over bells and whistles.

The OTT market is shaped by subscriptions for mobiles, thanks to the large base of users who view content on smartphones. For many of these consumers, keeping costs down is the top priority.