A CRED-like platform is what Indian OTT users want to juggle multiple subscriptions

A CRED-like platform is what Indian OTT users want to juggle multiple subscriptions
  • Indian OTT viewers are frustrated by juggling between 2-3 platforms on average to catch the latest content.
  • Since more expansion is expected in the market, an aggregator who would bring the best and offer it under one roof is in the offing.
  • As per a recent report by PwC, the OTT market is now ripe for aggregation.
Before the fintech app CRED launched, Indian consumers downloaded at least 2-3 banking apps to pay their credit bills. CRED identified this gap and consolidated them all under one platform, for a small commission.

The next market that’s desperately in need of an aggregation is the OTT market – which has over 55 offerings.

“The largest streaming services in the market are Disney+ Hotstar, Amazon and Netflix. The country also has a vast array of smaller local SVODs, including provisions from local broadcasters like Zee TV and premium cinema providers like Eros Now. Due to its size and diversity, the market is ripe for aggregation,” says a report by PwC.

Many streaming services, many more subscriptions

Apart from the national offerings, Indian OTTs have become specialized and niche over time with regional offerings like Hoichoi, Aha, Sun Nxt and more. Since more expansion is expected in the market, an aggregator who would bring the best and offer it under one roof is in the offing.


In fact, Amazon Prime has also started this with Prime Video Channels but has eight channels that users can subscribe to and pay at one go. Such offerings can only expand from here.

Most OTT users have more than 2 subscriptions

According to media consulting firm Ormax Media, the average number of video streaming subscriptions per person has reached 2.4 in India – since no one OTT can replace what hundreds of channels provided earlier.

Currently, platforms like Tata Play, OTTplay, YuppTV Scope, ScreenHits TV and Airtel offer subscriptions to a few OTT services under one roof – but the choice, like in the case of Amazon Prime, is limited.

Times Prime offers 15+ OTT subscriptions under one roof.

"We are pulling out all the stops to ensure that our members get the best experiences under one umbrella. The Times Prime app, which is super easy to use, is the perfect product for consumption of content in today's subscription environment," says Harshita Singh, business head of Times Prime.

33-year-old Mumbai resident Khushboo Alag watches content across four OTT platforms. She has subscribed to two of them, and shares two more with her family.

“I have tried a couple of aggregators but I haven’t found the one yet that offers personalized experience. Existing apps haven’t been helpful and I am still looking for that one space where I could just log in to watch all the content that I am interested in,” says Alag.

Some entertainment lovers have bought a smart television or a firestick to easily juggle through different OTT platforms on their television set.

Firestick is just not enough, say users

Vaamanaa Sethi, a Delhi-based resident, is one such user who has access to Amazon Prime, Disney+ Hotstar, Netflix and ZEE5 — thanks to her firestick.

“We need an aggregator that can allow us to select which movie we want to watch under one roof. If I want to watch a movie and it is not available on Netflix, then I can easily switch to Amazon Prime. I don’t want to struggle,” says Sethi.

Then there is the problem of managing and paying multiple subscriptions. Chaittali Dave, a Mumbai resident who is a mother of twins, said that she can’t watch OTT content on her television set. She is hoping to find a mobile-agnostic aggregator.

“I can’t watch Mirzapur on television in front of my kids. You can use a firestick or Tata Play if you live with a nuclear family,” says Dave.

23-year-old Mumbai resident Shraddha Khaire is particularly a movie buff. She has subscribed to 6-8 OTT apps and says that it has been a frustrating experience for her to pay a premium price for one movie.

“There have been times that I had to subscribe to a whole new OTT just to watch that one show or movie, and let’s not forget the premium charges for the same,” shared Khaire.

Her experience with teleco aggregators hasn’t been very pleasant either. She hopes a new aggregator will make the whole experience very seamless, simple and efficient for me as a regular user of various OTTs, such as her.

“There will be a single sign-up, single ID for accessing multiple platforms. While telcos like Jio and Airtel, DTH services like Tata Sky, etc., offer an array of OTT services, but you need a connection to these services to access the OTTs. Overall, I think if there was a platform that offered access to a bundle of more streaming services, I wouldn’t mind going for it,” adds Khaire.

Disclaimer: Business Insider India is a part of Times Internet India