How Airtel TV can win over other OTTs and what is the way ahead for them to be the giant in OTT space? Research Objective - To understand attitude and usage behavior of consumers driving the OTT segment To understand the triggers and Barriers for Airtel TV App

1. HARPREET KAUR MR 09
AIRTEL TV APP
PGPMR 2017-18
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2. Context Setting
• With increased digitization, Over the Top (OTT) content distribution is currently a
major growing trend
• OTT- Any app or service that provides a view media/content over the Internet
and bypasses traditional distribution
• Influenced viewer's audio and video
content consumption patterns
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3. Airtel TV App
• Airtel, one of the largest telecommunication players in India has launched
Airtel TV app in December 2017
• Partnered with Eros Now, SonyLIV and HOOQ, along
with Amazon Prime and AltBalaji
• Recently, Airtel TV also offered free access to live
IPL 2018 Cricket matches
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4. Problem Definition
Business Problem
Research Objective
To understand the perception, attitude and usage behavior of consumers driving
the OTT segment
To understand the perception, attitude and usage behavior of consumers driving the
OTT segment
✓ To understand the perception, attitude and usage behavior of
consumers driving the OTT segment
✓ To understand the triggers and Barriers for Airtel TV App
How Airtel TV can win over other OTTs and what is the way ahead for
them to be the giant in OTT space?
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5. Research Design
Secondary Research Primary Research
Quantitative
Nielsen On-Device
Measurement Data
Online research
Qualitative
Online SurveysFGD & DI
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6. Target Group
Male/Female Smartphone user with a min. history of Internet usage in the
last one week
Age Group:
• 15-25 years (50%)
• 25-35 years (35%)
• Above 35 years (%)
Sampling Qualitative Quantitative
Sampling Technique Purposive Sampling Random Sampling
Sample Size 32 Depth Interviews; 2
FGDs
100 Online Surveys
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7. Key Information Areas
Key Players in the
category and their
performance
Triggers and Barriers
for the Category
Understanding
changing media
consumption habits
Trends in the OTT
Segment
Attitude and Perception
towards Airtel TV App
Triggers and
Barriers for the
Airtel TV App
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8. Seismic shift in the media Habits from Traditional to Hybrid
92%, Yes 8%
Online Video Streaming
84%, Yes 16%
Television
*Base of 100 respondents
“92% of the individuals who use mobile internet, stream online videos as a part of
their entertainment”
• Increase in smartphone usership along
with internet availability
• Empowered by on the go accessibility
with greater control over their viewing
experience
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9. Trendsetting Millennials-The Driving force Behind the OTT
Category
“83% of the respondents who watch online videos fall in the age group of 15- 35 years
& 17% are above 35 years”
83
16
0 20 40 60 80 100
15-35 years
Above 35 years
Demographic Trends• 47% share in the working age
population
• High levels of disposable income and
digitally connected individuals
• An upcoming trend among the older
ones
*All fig in %; Base of 92 respondents
My Dad has also got amazon prime subscription and watches
lots of holly wood movies”
-female, 18 yr., Student
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10. 6-9
am
9-12
am
12-3
pm
3-6
pm
6-9
pm
9-11
pm
Post
11 pm
Online Video Streaming
Weekday Weekend
• No specific time slot for online streaming; can catch up their content anytime and anywhere
• More of an activity relate thing rather than time bound
*Base of 92 respondents*Base of 100 respondents
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Online video viewing has broken the ritual of immediacy of
viewings
6-9
am
9-12
am
12-3
pm
3-6
pm
6-9
pm
9-11
pm
Post
11 pm
Television
Weekday Weekend

11. On-Tap Content Has Led To Time Shift Bingeing
2
15
26
37
20
Less
than 05
mins
05-10
mins
11-30
mins
31-60
mins
More 60
mins
Time Spent on each
Session
Time Spent daily on
OTT
“Viewers can access most content at their ease, and prefer consuming many
episodes at once”
39
45
13
3
0 20 40 60
0-1 hr
1-2 hrs
2-4 hrs
More…
PGPMR 2017-18 11*All fig in %; Base of 92 respondents

12. “Overall, You tube has maximum reach but among OTT players Hotstar is ruling
the category with approximately 21% reach.”
97% 6%21% 12% 10% 3% 1%
Source: Nielsen ODM Data
Reach is % of total universe who have accessed the category/app at least once during the reporting period
Ott: Race For Eyeballs
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13. Content Is Controlling The Complete OTT Game
Content 33%
Price point 23%
Video Quality 20%
• Several niche content types are finding a
place to grow
• Viewers associate each platform with a type
of personality represented by its content
85
43
7
“85% of the respondents who stream
online videos mentioned English as the
most preferred language”
PGPMR 2017-18 13*All fig in %; Base of 92 respondents

14. Age Group Defines Preferences for content Type
Hollywood
Movies
57
Bollywood
movies
38
International
TV Shows
34
Infotainme
nt
28
Music
Videos
27
Base of 76 respondents
Hollywood
Movies
56
Sports
50
Bollywood
movies
25
TV Shows
25
News
18%)
Base of 16 respondents
“Hollywood is the most favorite content among all age groups, followed by
preference for varied content type”
15-35 yrs.
Above 35 yrs.
PGPMR 2017-18 14*All fig in %;

15. 76
46
35 34
26 25 25 22
Comedy is The Most Preferred Genre….
“76% of the respondents who watch online videos mentioned comedy as their
preferred genre”.
“These days we have so much stress
in life, humor is the only thing that
helps overcoming the same.”
-Female, 36 yrs., Housewife
“I love “Comedy nights with
Kapil”. I can watch its repeat
telecast anytime anywhere”.
-Male, 28 yrs., Student
PGPMR 2017-18 15*All fig in %; Base of 92 respondents

16. Free is the new Price Point
59
41
Free Paid
“59% out of 92 respondents have
not subscribe for any paid OTT
service”
“Subscription-based video on demand still a long way to go”
35
65
Yes No
“65% of the free subscribers are not
willing to pay premium for an OTT
service”
PGPMR 2017-18 16*All fig in %; Base of 54 respondents*All fig in %; Base of 92 respondents

17. PGPMR 2017-18 17
Airtel TV App
Versus
OTT Giants

18. Airtel tv App-Push Versus Pull
“Airtel TV App is very low on awareness as compared to the Top
players of the category”.
*Base of 92 respondents
84 83
71
49
39 37 32 29 23
Online Video Viewers
*Base of 27 respondents
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18
81
70 67
44 41 37 37
Airtel Telecom subscriber
*All fig in %

19. Airtel tv App-What is My Share of Screen?
41
4126
15
11
11
7 7
Airtel TV App Users
Hotstar Amazon Prime
Netfix Airtel TV
TVF Play SonyLive
Voot Jio TV
“Out of total Airtel subscribers who also watch online videos only 15% use
Airtel TV App”
“I just used it once or twice
in the last week for
watching a cricket match”
-25 yrs. old, Male
“I am not aware of its offering hence
did not feel like downloading the
same, there are lots of other apps
-Female, 20 yrs., Student
PGPMR 2017-18 19*All fig in %; Base of 27 respondents

20. Airtel tv App-Do I Have Any USP?
“Airtel TV App is perceived as just a carrier of other Apps”
Library of Indian Content &
Sports
Hollywood movies
&International Shows
Hollywood Movies-Exclusive
Content
You Tube, Hot Star, Sony
Liv
Indian Reality Shows
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21. What Are Airtel TV App Users Saying?
From Where? When used Last?
What did you Watch? Would you Recommend?
“Airtel TV App usage has a poor recall and recommendation since the traction
is limited to seasonal content with irregular spree”
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22. Where do I Stand In their Consideration List?
Base of 92 respondents
33
26 23
7 7 4
OTT
57
38
4 4 1
Telecom Service
“Choice for Telecom service provider is made independent of any OTT service
provided by the Telecom service provider.”
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Base of 92 respondents
*All fig in %; 22

23. Triggers And Barriers?
• Live TV Channels
• Minimal Subscription Charges
• Subscription offers like Amazon
Prime
• Lack of awareness
• No Exclusive/Original
content of its own
• Available to only Airtel users
“Barriers Outweigh Triggers for Airtel TV App”
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24. ✓ Even after 6 months of its launch, Airtel TV App has not been able to
Create enough Buzz
✓ No original content of its own, hence perceived to be serving as a
carrier for other popular Apps
✓As of now, Value added service is not the criteria while choosing a
Telecom service provider
Conclusion
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25. Recommendations
A cross-platform
campaign to
create awareness
for Airtel TV App
Unique
Proposition of its
own in the form
of an Exclusive
content
Piggy Back on
your existing
30% user base of
airtel users
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26. THANK YOU!
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