Brightcove’s new report gives insights on building an OTT strategy for 2021

According to the study, 70% of viewers prefer to consume content on their mobile phones, followed by TVs (55%) and personal computers (53%).

The study says that top reasons to sign up for multiple OTT services are more content options (48%), not all content needs are met with just 1 OTT service (38%) and want access to local content (35%). (Pixabay)

Brightcove on Friday released ‘The Future of OTT in South Asia' report that aims to highlight the current and future of streaming applications in Asia. The report also aims to give an in-depth audience insight on the streaming applications.

The report is based on responses from 3,000 online respondents across India, Pakistan, and Bangladesh and users who aged 16 and above. The survey was conducted throughout July 2020.

According to the study, top five ways viewers discover content outside of their OTT service are social media (60%), search engine (51%), trailers of TV series/movies (46%), advertising (39%), and recommendations for friends and family (38%).

The study says that top reasons to sign up for multiple OTT services are more content options (48%), not all content needs are met with just 1 OTT service (38%) and want access to local content (35%).

The study also points out why users unsubscribe to any OTT service. According to the report, 32% of respondents said that they found the service too expensive. Other top reasons are insufficient content (29%), get content free on another OTT service (28%), too much-unwatched content (27%), and access content from FTA or pay-TV channels (26%).

“The low cost of mobile data and affordable smartphones have revolutionised the OTT video streaming landscape in India, with over 40 OTT platforms serving the market. Satisfying the market needs via legitimate channels is possible with affordable pricing, or even for free, funded by ads and access is not geo-blocked,” said the study.

The study also pointed out that a multi-device strategy is crucial. “With low data tariffs and increasing smartphone penetration, mobile will be THE streaming device to consider. While mobile devices are dominant, it is also crucial to note, Smart TVs and the Amazon Fire Sticks are just as important for a third of South Asian viewers. Do not miss out on increasing your service's stickiness by including key big screen devices in your device reach strategy. Be aware that a consumer might watch the OTT service on multiple devices, including on streaming sticks, and ensure that the user experience is seamless across all devices,” it added.