Is the rise of OTT an imminent threat to cable TV/ DTH or not?
Material type:
Computer filePublication details: Ahmedabad Indian Institute of Management 2022Description: 32 p. : ill. Includes referencesSubject(s): DDC classification: - SP2022/3440
| Item type | Current library | Collection | Shelving location | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
| Student Project | Vikram Sarabhai Library | Reference | Students Project | SP2022/3440 (Browse shelf(Opens below)) | Not for Issue | SP003440 |
Submitted to : Prof. Anuj Kapoor
Submitted by : Sagar Tandon, Ashish Kumar Jindal
Summary
Our study aims to determine whether OTT is an imminent threat to Cable TV/ DTH and will Cable
TV/ DTH be able to survive the rising competitive pressure from digital content?
For this we have resorted to both secondary and primary research in our study. We have analyzed the
OTT industry and the factors for its rapid growth rate in recent times. We have also contrasted this
with the degrowth in the subscription revenue for Cable TV/ DTH operators. Then we moved onto
primary research through surveys. The data from the survey was used to conduct an analysis of user
preferences and factors which swing those preferences using univariate and multivariate analysis.
We surveyed respondents to rate seven different dimensions of user needs with respect to fulfillment
through different mediums. OTT outperformed Cable TV on all seven aspects of gratification:
information, relaxation, amusement, value for money, convenience, content quality, and language.
The biggest difference between TV and OTT niche breadth measurements is on the convenience
dimension, niche overlap metric, which was used to detect the perceived similarity or overlap
between TV and OTT across the seven satisfaction dimensions, shows that TV and OTT have the
most similarity in the relaxation dimension and the least overlap in the convenience dimension.
Further to understand the pricing threshold we deployed Van Westerndop model, and we observed
that respondents valued the services based upon the quantum of offerings.
The conclusion of our study was that OTT’s rise is imminent but not really a significant long-term
threat to Cable TV/ DTH because people have rising preferences for both Pay TV as well as OTT.
Factors like individual subscription, low affordability restrict the growth of OTT. Emerging options
of bundling where DTH providers offer both TV and OTT subscriptions seem preferable to users.
Additionally drawing parallel from USA, the shift of DTH providers to offer broadband services may
help in improving revenue as well as margins for DTH providers.
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