App Bundling: Is this the only way forward in the OTT space?

The price-sensitive yet quality-conscious Indian consumer rarely deviates from the script. And no one currently knows it better than OTT platforms that are increasingly grappling with the knowledge that most viewers have either shared passwords of their expensive subscriptions with friends and family — or have taken it from them.

Add to that a plethora of options to choose from, and consumers are now ‘picking and choosing’ the platforms they want to pay for. The result is that OTT platforms have had to confront an emerging concern, that of market saturation.

The numbers tell the story. According to EY’s M&E report of 2022, even though 40 million households paid for 80 million video OTT subscriptions, the share subscription reduced from 51.5 per cent of total revenues in 2020 to 46.5 per cent in 2021.