Most Indians willing to pay more for premium content: Study

Majority of respondents in India are willing to pay more for a premium subscription for enhanced video and audio quality, said a new consumer study by Wakefield Research conducted in four countries for Dolby Laboratories.

The study was conducted between October 1 and 16, 2020, among respondents in China (2,000), France (1,000), India (1,000), and the US (1,000).

The India leg of the study conducted across six cities, including New Delhi, Mumbai, Chennai, Kolkata, Hyderabad and Ahmedabad, was aimed at understanding the changing content consumption habits during the pandemic, Dolby Laboratories said.

“Indian consumers are now prioritising and seeking better experiences possibly driven by long hours spent at home. Indian consumers are spending more on quality in order to better connect with content and to connect with each other,” the survey said.