Overall Market Demographics:

• Salaried employees are the largest consumer group of OTT users, followed by students, business owners, housewives and others.

• More than one-third of the respondents indicated that they’re inclined to use free services only, while another one-third indicated that they’re paying for the subscription. Remaining respondents were either on a trial period or indicated that their friend or family pays for the subscription cost.

• The smartphone is the most popular device for OTT video content consumption.

Xiaomi is the most popular smartphone brand among OTT users.

• Jio is the most popular network among OTT users in India, followed by Airtel and Vodafone-idea.

• The most preferred language for video content is Hindi and English. Among

regional languages, Telugu was found to be most popular, followed by Punjabi, Bengali, Marathi, Tamil and others.

• Action and Comedy are the most preferred genres. While preference for Action was highest among male users, Drama and Romantic genre content was found to be most popular among female users.