Now, as per a study conducted by research company Velocity MR, 80% of customers say that they would either opt for a lesser number of channels or switch to online streaming platforms or OTT platforms such as Netflix, Amazon Prime.
The study was aimed at understanding the current TV viewing, spending patterns and sentiment of consumers has thrown up some interesting findings. The pan India study was conducted among a sample size of 2,010 respondents and covering prominent Indian cities including Delhi, Kolkata, Mumbai, Hyderabad, Bangalore, Chennai, Ahmedabad, and Pune.
The study added that 55% of the people who favour the new regulation say that it allows them to choose the channels that they want to watch and hence the cost per channel is not an issue to them. About 41% of the viewers claim that by the new regulation they get fewer channels for the same price they used to pay earlier, in short, the TV subscription charge has become expensive, the study noted.
The study said that awareness level about the new regime is quite high as only 4% of consumers are not even aware of this new regulation. As per report, 54% of the viewers prefer to choose a package of channels bundled by the service provider; the remaining percentage are equally divided in the choice of paying a monthly minimum subscription cost and availing basic regional channels (Best fit plan) and paying for every channel as per the new TRAI rules.
Velocity MD & CEO Jasal Shah commented, “50% respondents said that new tariff allows them to choose the channels that they want to watch and hence the cost per channel is not an issue. But an equal majority of about 40% claim that by the new regulation they get fewer channels for the same price they had paid earlier. In other words, TV subscription costs have become expensive. Close to 5% are not even aware of this new regulation.”