Expensive OTT platforms struggle to attract cost-conscious Indian consumers

  • Advertising-based video-on-demand represents 60% of India’s estimated 130-billion-rupee video OTT market.
  • Challenge lies in converting 100 million monthly average users to paid subscribers, with conversion rates in low single digits.
  • FICCI-EY Media & Entertainment Report 2023 suggests market could double if pricing is reduced.
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