Campaign India Team
Jul 25, 2023

Indian users willing to pay premium to allow password sharing on Netflix: YouGov study

YouGov conducted a study to understand the impact of Netflix's decision to discontinue password sharing among Indian consumers

Indian users willing to pay premium to allow password sharing on Netflix: YouGov study
According to a YouGov survey, 51% of urban Indians are willing to pay an extra fee (lesser than an actual subscription) to share their account with family or friends. Among users who pay for a Netflix subscription, the number rises to 61%.
YouGov conducted this survey on the back of Netflix announcing that it will end password sharing in India. 
According to YouGov data, Netflix is the third most-subscribed OTT platform in India behind Disney+Hotstar and Amazon Prime Video. 
The study further revealed that India is looking for sachet style consumption on OTT. 36% of the respondents preferred monthly subscription plans, 6% more than those who prefer yearly plans. Quarterly plans are least preferred with only 14% of the respondents opting for this. YouGov’s survey further revealed that 70% of urban Indians want to try weekly or event specific plans.
According to the study, 48% of urban India is comfortable with paying an additional charge for renting premium services above the subscription cost. 35% of the consumers fell under the ‘not comfortable’ category, and 17% were unsure.
Amount of content streamed
The study revealed that 59% of urban India has reduced consumption of content on streaming platforms in the last six months. This is a result of users reducing the number of content platforms or cancelling subscriptions completely. Subscription fatigue or having too many subscriptions was the biggest reason to do so, as said by 42% of urban Indian consumers. 38% reduced content consumption to save money. 
YouGov conducted this survey between 11-17 July 2023. 
Campaign India

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