OTT and Streaming in India
Pricing for a Price-Sensitive Market
To reach Indian users, streamers cut prices and created mobile-only plans, telecom bundles and ad-supported tiers.
Indian viewers won’t pay Western prices.
Low ARPU
Average revenue per user in India is a fraction of that in the US.
Mobile plans
Netflix introduced a cheaper mobile-only plan; others followed.
Bundles
Telecom firms include streaming in recharge packs, adding value and reducing churn.
Ads
Advertising covers the cost for viewers who won’t pay.
A recharge bundle
A prepaid plan includes a year of a streaming service.
Assuming a big audience means big revenue
Prices are low.
Key takeaways
- ARPU is low.
- Mobile-only plans widen reach.
- Telecom bundles help.
- Ads fund free viewing.
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