While consumers report watching impressive amounts of video from online sources, their willingness to pay for such services or tolerate ads is limited, according to Asia OTT Television Research Report 2018, a survey of 5,000 people in Hong Kong, India, Indonesia, Singapore, and Thailand, conducted by Brightcove and YouGov.
Getting consumers to pay for OTT TV services is a major challenge, according to the report authors, even though the cost of a monthly OTT TV service is the price of a cup of coffee or breakfast in most countries in Asia.
To keep subscriber churn low, the report says, service providers need to deliver:
- A robust content catalog
- A multi-screen strategy for consumers to increase their utilisation time on the service
- The right price point with frictionless sign-up and payment experiences
- An exceptional video streaming experience at any and every time.
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