According to reports, Indian over-the-top (OTT) content subscribers are least bothered about Ads as long as subscription fee is affordable. Reports also claim that while other markets require promotion and trials, Indian OTT market is pretty responsive to the basics which are mobile availability and access to content.
While 27.1% of online content subscribers are willing to pay a higher subscription fee, 18.5% do not mind paying few bucks more to avoid advertisements for a seamless OTT experience.
A source quoted, “Brands last longer than messages, campaigns, and identities. They build loyalty. People are falling in love or at least making an association with what you stand for and who you are versus what business you are in.”