Economical data packages have made over-the-top (OTT) or video streaming platforms a magnet for the masses. These have become an attractive mass medium for advertisers. They are also encouraged by internet penetration which has risen from 13 per cent in 2016 to 24 per cent in 2018. Previously, only the traditional soap drew the masses to TV. The other content drivers were movies and sports. OTT era resembles cable TV universe at least in the near future. There are bundled and a-la-carte models.

People in metros spend around 9.8 hours a week while those in tier 1 and 2 markets spend 7.5 hours and 7.9 hours a week respectively.

The main reasons for subscriptions are freshness of content and uniqueness.

87 per cent respondents watch on mobile phones, and 5 per cent on smart TVs.