Recently while investigating the user behavior of Over-The-Top (OTT) Entertainment services, I came across some data which launched me and a lot of other Sokratians into a debate –
Why is Hotstar mobile heavy (76% users) but Netflix favoring desktop (60% users)?
We dived deeper into the numbers and after several discussions and looking at some trends, we finally came across a hypothesis that I found worth sharing.
The entire study was based on the device level search volume and users for Netflix Vs Hotstar. India is the second largest and fastest growing market for smartphones, so this desktop favoring kind of a behavior in Netflix seemed peculiar.
Under this platform, one can watch a lot of local content right from daily shows to films and catch up on LIVE Sports On the go. Available at only ₹199 per month, Hotstar keeps its users updated with daily content and shows that people catch up within their daily routines on weekdays or weekends. Low subscription cost has attracted a large number of users from Tier II cities that majorly own smartphones. The same led to Hotstar being at the no. 1 position in Video Streaming apps in India after a survey by App Annie.
Netflix, on the other hand, is yet to gain traction in India in terms of local shows. They have stuck to their concept of releasing shows of the entire season at a time that capture the attention of Binge Watchers. With a more Conceptualised Branding of “Netflix and Chill”, they have managed to show the opposite behavior of the audience in terms of Device level Audience Users. The Subscription plans are more on the expensive side starting at ₹550 with a limit on the number of devices streaming through the same id. High subscription cost attracted premium users from Tier I cities and top income levels with more access to high-end TVs and devices. “Netflix and Chill” gives a signal of switching on the TV, grabbing a bowl of popcorn, jumping in PJs and socks on your couch and watching the shows.
What OTT service do you use? Do you agree with this hypothesis? Do let me know what you think!