Mar 02 2020
A YouGov survey has revealed that people are moving online for content since passing of the TRAI order.
Not only have people increased their digital content viewing time in the past year, some have unsubscribed their DTH connections and moved completely online for content.
Since the New Tariff Order 2.0 proposed by the Telecom Regulatory Authority of India (TRAI) is likely to come into effect starting March 1, YouGov ran a survey to understand the impact of the original order on the content consumption habits of Indian consumers.
As per the earlier order, users were to choose channels they liked and pay standardised rates for only those. Although this move was meant to enhance the customer’s television viewing experience, people did not seem too happy with its execution.
According to the research by YouGov in 2019, when the order was first passed, half of the 1,020 surveyed respondents (49%) indicated their likeliness to spend more time online watching original content as a result of this amendment. One year later, the 2020 research findings show that this is exactly what has happened and people seem to have migrated online for content.
Around half of Indian DTH subscribers (48%) said the amount of time they spend watching original online content (on Netflix, Amazon Prime, Hotstar, etc.) has increased after the implementation of the TRAI tariff order last year.
Almost as many (42%) said the same for time spent watching television content digitally.
Furthermore, one in six (16%) claimed to have unsubscribed from a DTH connection or network because of the TRAI rule, and one in five (21%) have unsubscribed and moved entirely online for content.
Men were more likely than women to disconnect their cable connection (19% vs 13%) while the youngest generation GenZ, were more likely than the rest to not just unsubscribe but migrate online as well (26%).
Commenting on this, Deepa Bhatia, General Manager, YouGov India said, “YouGov’s survey last year rightly predicted the likely impact of the new regulation on consumer viewership. The latest findings validate this prediction. The new order is likely to disrupt the business further and hence it is even more important for advertisers to study the changing consumer needs and behaviour and reallocate their media budgets accordingly.”
The data was collected online by YouGov Omnibus among around 1000 respondents in India between February 17 and 24, 2020, using YouGov’s panel of over 8 million people worldwide. The data is representative of the adult online population in the country.
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