According to a report, the number of “digital only consumers” India to reach 4 million by 2020 all thanks to smartphone penetration and affordable data pricing in the country. The report also revealed that there are currently 1-1.5 million “ digital only consumers” are there in the country and digital subscription revenue will grow enormously in the coming years.
The proliferation of digital infrastructure will enable shifts in consumption patterns and it will be based on the consumer’s ability to pay rather than factors such as geography, gender, age etc.
Tactical digital consumers (the ones who consume both paid television, cable, and DTH) subscribe to at least one OTT Platform subscription such as Netflix, Hotstar, Amazon Prime Video etc. According to the report tactical consumer base to reach as high as 2o million by 2020.