Pay or Play: Attitudes Toward Streaming Services Among Indian Audience
Research Objectives
To explore attitudes and triggers & barriers to streaming videos online with paid services video on-demand (VOD) through paid subscriptions like PrimeVideo, Hotstar, Netflix etc., as well as those who do not use paid subscriptions, only free services (AVOD) like YouTube, MX Players and others.
Approach and Methodology
Focus Group Discussion
With 6 Respondents
2 Hours
At a central location
In-Depth Interview
1.5 Hours
At a central location
SAMPLE SIZE: 6 FGDs & 12 IDIs
MARKET: Delhi, Mumbai & Vizag
Target Group
Female & Male
25-30 years & 31-34 years
SEC: A/B
Single and married with/out kid
Working Professional
Usership
Mix of SVOD (Subscription Video on Demand) & AVOD (Advertising based Video on Demand) User.
Predominantly consuming SVOD & AVOD content regularly.
A mix of App users
AVOD: MX Player, Hot star, YouTube, Voot, Zee5, TVF etc.
SVOD: Hotstar VIP, Prime Video, Netflix etc.