To Understand the

Opportunities in the OTT

Business
Made for

Made by
Study Design
Methodology Quantitative & Qualitative (simultaneous phases)
­ Quantitative Online Interviews using survey panel – To assess the likeability of the concept
­ Qualitative Digital one to one Interviews – To understand what is working and what is not in the
concept?

Target Group OTT Users in India

­ Demographic Criteria Age: 18-25, 26-35, 36-45 (Equal spread), Male: Female 70:30
NCCS AB Households. Key decision maker while purchasing OTT subscription

Geography Metros & Non Metros, NEWS Zonal coverage

­ Metros Delhi, Mumbai and Bangalore
­ Non MetrosLucknow / Chandigarh, Ahmedabad/Indore, Coimbatore / Trichy

Sample Size Quantitative 434 Consumer Survey, Qualitative 8 IDIS

KBQ1 How attractive is the proposition of subscription-based proposition?

KBQ2 What is the potential of the discovery/recommendations proposition?

Key Performance Indicators

after Adjusting to Current
Product Features
 OTT Play ahead from benchmark Zee5. However overall performance is Good when
compared to Online Norms (past concept test studies)
Values in %

KPI’S for Free Product Offering

Lead of InfoLeap Online Norm
Parameters OTT Play(%TB) ZEE5(%TB)
OTT Basis 200 + Tests across categories

Uniqueness 61 43 +18

4th Quartile Less than 46

3rd Quartile 46 - 56
Relevance 63 46 +17 2nd Quartile 57 -73
1st Quartile 74+

Intention to
Use 63 48
+15

BQ1b/BQ2b.To what extent do you think this concept of OTT play/Zee5 is unique and different? Please respond using this scale. (On a 4-Point Scale)
BQ1c/BQ2c.To what extent do you think this concept of OTT play/Zee5 is relevant to your needs? Please respond using this scale. (On a 4-Point Scale) Base(All Respondents): 434
BQ1d/BQ2d. If this OTT play/Zee5 is available in the market, how likely are you to use it? Please respond using this scale. (on a 5-Point scale) Sig Test Done b/w OTT Play and ZEE5 at 95% CI
 At consumer cohort level, skew is seen in Metros cities & mid age (26-35 Yrs)

KPI Scores at Different Cuts for Free Offering of OTT Play TB Scores

Age Sig Test

Symbol Base Values in % Gender Base Values in %
Type of Cities Base Values in %
18-25 yrs. A 148 55 Male 299 62
Metro Cities 293 63
Uniqueness 26-35 yrs. B 145 68A Female 135 54
Non-Metro Cities 141 62
36-45 yrs. C 141 65A

Age Sig Test

Symbol Base Values in % Gender Base Values in %
Type of Cities Base Values in %
18-25 yrs. A 148 61 Male 299 63
Metro Cities 293 67
Relevance 26-35 yrs. B 145 69 Female 135 64
Non-Metro Cities 141 56
36-45 yrs. C 141 60

Age Sig Test

Symbol Base Values in % Gender Base Values in %
Type of Cities Base Values in %
18-25 yrs. A 148 61 Male 299 63
Intention to Metro Cities 293 66
Use 26-35 yrs. B 145 65 Female 135 64
Non-Metro Cities 141 57
36-45 yrs. C 141 62

Sig Test Done b/w Metro and Non-Metro Cities at 95% and 90% CI
Significantly Larger at 95%CI Sig Test Done b/w 18-25, 26-35 and 36-45 yrs. at 95% and 90% CI
Sig Test Done b/w Male and Female at 95% and 90% CI
Significantly Larger at 90%CI
 Here too, in Subscription (paid product offering) OTT Play ahead from benchmark Zee5
but Purchase Intent Level are moderate
Values in %

KPI’S for Paid Product Offering

Lead of InfoLeap Online Norm
Parameters OTT Play(%TB) ZEE5(%TB)
OTT Basis 200 + Tests across categories

Uniqueness 65 46 +19

4th Quartile Less than 46

3rd Quartile 46 - 56
Relevance 61 51 +10 2nd Quartile 57 -73
1st Quartile 74+

Purchase Intent
58 44
+14

CQ1b/CQ2b.To what extent do you think this concept of OTT play/Zee5 is unique and different? Please respond using this scale. (On a 4-Point Scale)
CQ1c/CQ2c.To what extent do you think this concept of OTT play/Zee5 is relevant to your needs? Please respond using this scale. (On a 4-Point Scale) Base(All Respondents): 434
CQ1d/CQ2d. If this OTT play/Zee5 is available in the market, how likely are you to use it? Please respond using this scale. (on a 5-Point scale) Sig Test Done b/w OTT Play and ZEE5 at 95% CI
 In Paid offering, no significant differences by town class, however mid-age (26-35 Yrs)
shows positive inclination towards subscription based model
KPI Scores at Different Cuts for Paid Offering of OTT Play TB Scores

Age
Sig
Base Values in % Gender Base Values in %
Type of Cities Base Values in % Test
Symbol
Male 299 65
Metro Cities 293 68 18-25 yrs. A 148 60
Uniqueness Female 135 66
Non-Metro Cities 141 60 26-35 yrs. B 145 68
36-45 yrs. C 141 67

Age
Sig
Base Values in % Gender Base Values in %
Type of Cities Base Values in % Test
Symbol
Male 299 61
Metro Cities 293 61 18-25 yrs. A 148 55
Relevance Female 135 61
Non-Metro Cities 141 61 26-35 yrs. B 145 66A
36-45 yrs. C 141 62

Sig
Age Test Base Values in % Gender Base Values in %
Type of Cities Base Values in % Symbol

18-25 yrs. 148 52 Male 299 56

Purchase Metro Cities 293 59 A

Intent 26-35 yrs. 145 63A Female 135 62

Non-Metro Cities 141 57 B

36-45 yrs. C 141 60

Sig Test Done b/w Metro and Non-Metro Cities at 95% and 90% CI
Significantly Larger at 95%CI Sig Test Done b/w 18-25, 26-35 and 36-45 yrs. at 95% and 90% CI
Significantly Larger at 90%CI Sig Test Done b/w Male and Female at 95% and 90% CI
 Usage of
OTT
platforms

8 © InfoLeap Market Research & Consultancy LLP

Understanding the decision process of selecting Shows/ Movies…

WOM from friend / Pop Up / CURIOSITY GENERATORS

Advertisement / Raising the curiosity to explore new
known circle about Notifications from
Trailer / News content/platform. Acting as a need
trending content Social Media apps
generator

If Dissatisfied with INFORMATION SCANNER

Checking Google, then Checking Rating Search on Different Platforms.
Synopsis on search more and Reviews on Usually Google is preferred choice
information thru IMDB
Google and followed by IMDB

ASSURANCE SEEKER search

Getting overview Review/Trailer on content to be sure if content is worth
from friends of the YouTube to watch. If unsatisfied with answer,
Show/Movie drops the idea of watching it

High Level of curiosity Interlinkages if search results are dis-satisfactory

 Information Search on Different Platforms creates confusion in viewer’s
mind “WHAT & WHERE to WATCH”
Not Getting desired Output
 Unrelatable Content WHAT to watch Not getting desired output while searching for specific
source/movies on different platforms
• Getting reviews/rating similar sounding content instead of the searched
one
• Getting Redirected to another site/platform instead of the clicked ones or
getting spam in the recommendation.

 Not getting enough information on

• WHERE The platform where it is available
• The language in which it is available
• Whether subtitles are available or not
• HOW Is available free or need to pay

“No I never take recommendation from
the App., I will prefer siblings for it” –
(21_Ahmedabad_Paid_Netflix_Amazon)
“It is not very easy to find. On Google while reading
the reviews you find it.. someone who writes the
reviews mentions it. Google sometimes puts an icon
too where it is available”. –
(26_Bangalore_Paid_Zee5_Hotstar_OTTPlay User)
“There is no way to find right content. So,
I feel that wasting 20 minutes on
choosing is better than wasting the
duration of 20 episodes.” –
(21_Ahmedabad_Paid_Netflix_Amazon)

Getting unsatisfactory & spammed results leads to ”waste of time” and “efforts” invested in the whole
process
 Information Search on Different Platforms seems biased due to
mismatch in content recommended
Biased Approach

In spite of relying on major sites for review and synopsis, few felt pinch of biasness in the searched output.

 Had concern over the fact that this reviews site are trying to create hype and probably favouring production
house or influenced by them.
o Few reviews channels run by the production houses so high chances of getting better rating
and biased review for their inhouse produce shows/movie.
 Few also had concern that the recommended content are the paid promotions, hence decrease the believability
factor over the platform/channel.
 Favouring of High budget/Big Stars Movies have been seen over time to time.
 Clashes in Opinion Few found that the show/movie which has been recommended by the critics/reviewers are
not upto the mark over the quality of content and vice versa.

“There is a site called IMDB and also there is an another site called rotten tomatoes what that site do it gives
how users like movie and how much critic and professional and sensor board like movie in that way you can
get multiple prospective so if you get these things you know a movie might not great from critics prospective
but it might be huge movie from peoples side”—( 23_Delhi_Paid_Netflix_Amazon)
“Celebrity recommendation is just for if they are in that thing so they just promote it
but it interesting you get to know trending and influencers are I guess if that totally “I feel the ones at the top are mostly the ones that pay the app
become viral at that point.”—( 23_Delhi_Paid_Netflix_Amazon) more.” –(21_Ahmedabad_Paid_Netflix_Amazon)

Biased approach and paid review degrade the trust factor over the whole review / rating system
KBQ3 Need gaps which can be exploited

Current OTT Play

Offering - What is
being Liked and Some
features to be Added
OTTplay existing offering: 
• With growing number of OTT channel offerings, searching for the right content to watch is a pain – OTTplay resolves
this by being the ultimate content guide

• It offers a smart recommendation engine that curates movies and shows that match your taste and language
preferences by diving deep into the content of 40+ OTT channels

• It clearly tells WHAT to watch, WHERE to watch, HOW to watch, and even WHEN to watch
 ‘Recommendation’ feature is quite relatable & useful to viewers, moreover 40+ OTT search
also comes out as delight
Values in %
Things liked in Free Offering of OTT Play
Misconception of
Apps giving content
“We can search and
“It is a very unique concept “I like the watch shows movies and “Search time is reduced
and I think it will become very recommendation of series from all 40+OTT as half of the time is
popular in the22 coming days.” contents based on one’s platforms in one place spent in what to watch “It has a huge collection of
20 18 17movies and web “Great content will be
preferences/interest..” which is handy” on OTT platforms all kind of
because of8availability series.” available12
at no cost.” “I have not heard about
of such content guide.” this OTT Play4before.”

Recommending content 10
based on my interests
Recommending content Correct Responses Ambiguous/Confused
based on different useful 4 Responses
reviews and ratings
Curated watchlist across
multiple Platforms 3
Recommending content
2
acc. to viewing pattern

BQ1e. What are the things you liked in the concept of OTT play? Base(All Respondents): 434
Recommendation drives perception of being the Ultimate Content
Guide
Ultimate Content Guide
Its not just guiding about WHAT content, it goes
beyond that and also guides WHERE the movie
can be watched hence an Ultimate service
Customizing of the search process is a great
delight. Mix and match selection options are very
unique to the current users
“Whenever I want to search a particular actor see if I want to
search a particular actor it will show where its recently
uploaded movies are and then I can select the things like if it
is playing on YouTube it shows or Amazon Prime then it
shows that and like I said genre and even the director version
if I want to select a particular director”.
(26_Bangalore_Paid_Zee5_Hotstar_OTTPlay User)
“if you have so many options in one bucket then you don’t
need to go anywhere else and you just can directly go and
search for that option”.
(26_Bangalore_Paid_Zee5_Hotstar_OTTPlay User)
The claims of the concept make sense for the consumers, because a platform/app is giving
recommendation of WHAT AND WHERE which helps in getting the RIGHT CONTENT
Relatable Anxiety “ searching
right content” is high
Pain of searching RIGHT CONTENT to
watch was connecting immediately with the
respondents, most found that it is the
ultimate pain when there are so many things
to choose from
“Basically all these things happens with me and I don’t
know what it has and I start watching it and my time got
wasted and then I don’t have any mood to watch
anything else so it is better to read something about it
and then watch it.” -
(27_Delhi_Paid_Amazon_Netflix_Zee5_OTTPlay User)
“it can be the waiting period, it can be irritating also and
it can be headache also and main thing is the waiting
time for me its waiting time-
(30_Bangalore_Paid_SonyLiv_Hotstar)
 40+ OTT Platforms are a WOW

Curation from 40+ OTT

Platforms Providing Guidance-Saving
Claim of getting the desired content basis Time and efforts
one’s taste is found feasible through the The claim of What to watch, How to watch
claim of 40+ platforms. It happens regularly and When to watch pitched perfectly with the
people do not get particular episode/movie on consumer set and raise curiosity among
one of the platform, he’ll definitely get in them. Aspects were clear to understand and
another one the rhyming was making it catchy.
“40+ will be unique because now more and more OTT are
coming everyday, so there's one which is very specific to
“Where to watch, how to watch” and when to watch is
international content so I don't have a subscription or it
making me curious”–
may not be available any country so they can tell me if
(21_Ahmedabad_Paid_Netflix_Amazon)
it's not available in my country I can watch in on
YouTube an29_Delhi_Paid_Netflix_Amazon_OTTplay
User0+ is a very wide variety like I only know 10 or so it'll “Its an elaborate solution for the problem by doing smart
include from other countries too.” recommendations” –
(26_Bangalore_Paid_Zee5_Hotstar_OTTPlay User) (30_Bangalore_Paid_SonyLiv_Hotstar)

“It means there are more apps like Prime, Hotstar,
Netflix. I find some contents in Prime but not in Hotstar
or may be on Netflix but not in Hotstar. But this is one
app that will give me knowledge about all platforms.”
(29_Delhi_Paid_Netflix_Amazon_OTTplay User)
“it is feasible because it can be possible to see actually
what happens that people starts watching anything so it
is better to save time and watch latest things.” –
(27_Delhi_Paid_Amazon_Netflix_Zee5_OTTPlay User)

Getting recommendation from 40+ OTT Platforms raised the curiosity among consumers
and saving time makes the end-to-end leisure experience more enjoyable
Viewers expect ‘More subscription related features – allure by Introductory offers’,
‘differentiated product features’ & ‘Variety of Content’ which would help differentiate
the offering
Values in %
Additional things that can be added in Free Offering of OTT Play
58

14
9 9

Deal can be made more attractive by More Features to be added in this Wide Diversity of Content should be Nothing More to Improve
free offer. concept available & mentioned in this concept

Make full subscription offer
as free of cost for new users
Free trial period should be
more than a month
11 They should highlight some
unique features of this OTT Play
Should add ‘Ad Free Experience’
3
Live TV feature should be
mentioned
New and Latest content should be
4 added constantly in the 6
3 recommendations
Recommendations from TV 2
2 Related Content
Recommendations should also 1
have kids related content

BQ1f. What are the additional things that can be added to improve in this concept of OTT play? Base(All Respondents): 434
 Spontaneous Response ‘OTTplay Existing Offering’
& what are the key aspects not understood OR can be modified
Raises Expectation of Content Unique - Offering needs to be
also on the Platform - differentiate with other service
Subscription providers
Communication of the offering needs to be Direct comparison to IMDB is expected to happen.
clear to people as many misconstrue that the Need to showcase rigor on how one can beat it—
OTT platform content should also be need to showcase OTT Play strength and how it is
available on the Platform differentiated from other major reviewing or rating
sites/platform
“This is good idea if they are recommending from 40+
OTT platforms, but it would be much better if they will
give subscriptions of 40+ apps also but it is impossible
Unique - Smart
but if it gives subscription of 4-5 app then it will be also
better I would like to go with that app.”—
Recommendation Engine
(27_Bangalore_Bundled_Amazon_Hotstar) Consumers felt that it’ll be like an Unique
offer – Had curiosity on how will it work will it
“Smart recommendation means that you'll have an keep track of activities performed over OTT
expert and he'll give you the recommendation and based
on my taste if I live to watch thriller and those type of platforms previously, however, clarity over
movies so not all head true out to be great ones so function needed, still at a concept level it was
maybe they can tell he top movies and they have a list so
maybe even language specific.” working well
(26_Bangalore_Paid_Zee5_Hotstar_OTTPlay User)

Smart Recommendation raises the curiosity and makes it the HERO of the concept, need to showcase
uniqueness of AI and other offerings and showcase versatility in the services
 CONCEPT- ‘OTTplay Existing Offering '
& what are the key aspects not understood OR can be modified

Should have versatility of Regional

Content
Respondent especially South guys were having doubt
over the language based recommendation part as they
believed that there are chances of biasness towards
local language so high chances of not getting enough
material on local movies/series/etc.
“I think the 40+ curated people and I think they'll be experts and I
hope they will not be biased by language, locals, genre, or production
house or a hero so they'll only be looking for quality content.”—
(26_Bangalore_Paid_Zee5_Hotstar_OTTPlay User)

Regional / International and varied content should also be given more shelf
KBQ3 Need gaps which can be exploited

Subscription Based
Model – What is being
Liked and Some
features to be Added
OTTplay subscription:
 
• The OTTplay subscription enables a one-stop destination for discovering and viewing OTT content by offering bundled
subscriptions of the top OTT channels at a highly affordable price

• Unlike the one-time trial offers given by Internet service providers on purchase of high-end internet plans, these are
stand-alone monthly and annual subscriptions

• Multiple bundles to choose from – ability to find the perfect bundle that matches your needs
 
A Sample Subscription Package:
 
Show for Non-south: Zee5 premium, Sony liv+ premium, Voot Select, DiscoveryPlus, ErosNow and Shemaroo

Show for South: Zee5 premium, Sony liv+ premium, Voot Select, DiscoveryPlus and SunNxt

Rs 149/month or Rs 1199/year (Same for South and Non-south)

Benefits which are attracting the consumers most are that Bundle is cheaper than
Individual Subscriptions and Single Access to multiple platforms
Values in %

Benefits which are Attracting Customers Free/Addon

Subscriber
Only Paid
Subscriber
%(TB)
Good value for money – bundle is cheaper than
individual subscriptions
64 64 62

One-stop destination to find out what to watch across

multiple OTT platforms AS WELL AS to watch it 57 54 64

56
Single subscription to watch content across multiple
57 56
OTT platforms
54
Multiple bundles to pick and choose from 50 62
Series1 48

Standalone monthly or annual Subscription 47 69

One Stop Destination & Multiple
bundles are core benefits being
liked by Paid Subscriber

CQ1e. Mentioned below are the benefits of this OTTplay subscription. Which of these benefits will attract you to buy this subscription?(On a 5-Point Scale) Base(All Respondents): 434
 CONCEPT- ‘OTTPlay Subscription'
& what are the key aspects not understood OR can be modified
Not ‘Top OTT Platforms’ Too Family Oriented Platforms
Claim of providing top OTT platforms in a single Current offering seems to offer those content which
subscription while not including Amazon and Netflix, are basically targeted for a whole family watching,
which seems to be the two top platforms in the current hence the users who have taken subscription of
scenario, seems to be contradicting itself Amazon/Netflix for their own consumption felt a little
disconnected with the current bundle subscription
“They have given a sample that all these things you will get in 149
monthly an21_Ahmedabad_Paid_Netflix_Amazon149 yearly and they
will also give good quality and all but people who don’t watch too
many channels and they only watch Netflix and Amazon like I do, this “it is not relevant for me but can be for people who like Voot and all
is not for them because they haven’t showed the names of Netflix because all of there has daily soaps kind of things, it is family
and Amazon or maybe this for lower platforms because both of them oriented.” (27_Delhi_Paid_Amazon_Netflix_Zee5_OTTPlay User)
have different level of content so that you have to pay for them.”—
(27_Delhi_Paid_Amazon_Netflix_Zee5_OTTPlay User)

“it'll be very disheartening because you don't have the famous

ones like Netflix, Amazon, Hotstar, you have Sony and Zee5 but
“I think Netflix and Amazon is not provided because I don't know if you're missing out on Netflix and Prime content.”—
it's there or not because 40+ is huge and definitely those should be (26_Bangalore_Paid_Zee5_Hotstar_OTTPlay User)
included and I'm interested how will you manage the prices if you
include them too.” –(26_Bangalore_Paid_Zee5_Hotstar_OTTPlay User)

Amazon Prime, Netflix and Hotstar are the trending OTTs among youth—without adding either of these
platforms they feel disconnect—Option of adding one of these platform will add more value
Content from Popular OTT Platforms should be added & highlighted

Aspects to be added in Paid Offering of OTT Play Values in %

Promotion & Buzz 58

22
Product (Content) 12 5
“I am unfamiliar with this
app please promote this.”
“They should add more Smart Pricing
popular OTT platforms like
Netflix and Amazon Prime
also in the bundle.”
“The cost can be reduced.” Viewing Experience

More content should be 12

added from Netflix
More content should be 11
added from Amazon

Base(All Respondents): 434

CQ1f. What are the additional features that can be added to improve this offering of OTT Play Subscription?
Other Fewer mentions……suggested features to be added –increase interactivity –’push
messaging on New Content or features’ -
Values in %
Aspects to be added in Paid Offering of OTT Play

3 2 2 1 1
New and Latest con- Push Notification Multiper user access Content should be Live TV feature
tent should be added Features Should be censored should be there.
constantly. Added

People across the family can shortlist content so an option of family and self should be created in
selection, more explicit remarks on content that can be seen with or without family and Live TV options

Base(All Respondents): 434

CQ1f. What are the additional features that can be added to improve this offering of OTT Play Subscription?
Current Usage (Paid) &
Future Intent of various
OTT platforms
 Amazon Prime and Netflix tops the list of consumers for their future subscriptions followed
by Hotstar and ZEE5.
Values in %

Platforms Currently Subscribed (Paid) + Future Subscription

93
83
75

56
50
43
34 33
27 25
18
14 12 11 11
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Base(All Respondents): 434

CQ3a. From the list given below please select other OTT platforms you to intend to subscribe in future?
Way Forward-
How to strengthened Current & Subscription
based offering as current ratings are moderate
 Way Forward- OTTPlay Existing Offering
Strengthened current avatar of existing offering by:-

• RTBs : Increasing Believability Quotient

• Process of curating movies & channels should be mentioned

• Comprehension & Clarity on: When to Watch

•When to watch was the least understood aspect and hence to few was found to be irrelevant (as viewers view as
per their convenience)

Add aspects around…

• Uniqueness to be build around
• Smart Recommend pattern is supported by strong AI of viewers viewing pattern
• Diversity of content should be showcased
• Connect with Normal TV shows also

• Dial-up Imagery around the content provided is diversified & not limited to family oriented platforms

Promotion to be aggressive
• Need to aggressively promote via Google, YouTube and other social media as other OTT players will always have better
salience due to their TV Channels
Way Forward- OTTPlay Subscription
Strengthened avatar of Subscription based offering by:-

Continue & Retain aspects around….

• Value For Money proposition Subscription price with access to multiple platforms
• ‘One-Stop’ Destination for discovering & viewing and going to the OTT platform

Features to be added
• More Interactive by having more Push messages
• A separate feature of Recommendations for Upcoming New Content
• New and Latest content should be added and informed constantly
• TV related content should also be recommended
• Assess promotions packages with interplay between – Subscription value, duration of free trial or maybe free trials of
new launched OTT, etc.
• Family recommendation section be shared across devices of the family
• Ratings of censorship as many watch with family
Thanks