Insights into Television Consumption: Value, Preferences, and Consumer Awareness

Television emerges as the prime choice for video content consumption, resonating with 70% of respondents who perceive it as offering optimal value for money. In stark contrast, digital and OTT platforms garner a mere 27% endorsement, while TV apps lag behind at a meager 3%. These insights stem from a comprehensive report jointly conducted by the Broadband India Forum (BIF) and the Consumer Unity & Trust Society (CUTS International), drawing insights from a nationwide survey encompassing over 10,000 TV consumers. The survey aimed to discern consumer perceptions regarding channel selection preferences and overall satisfaction levels.

Moreover, the study unveils that 54% of respondents opt for TV channels through bundled packages, with an additional 35% combining bouquets and individual channels. Consequently, a significant 89% of consumers favor bundled options, cementing its status as the preferred choice. Most subscribers gravitate towards the basic packages offered by distributors, typically featuring 100-200 channels. Monthly subscription fees range between Rs. 200 and Rs. 400 on average. Nevertheless, a notable 31% of respondents admit to being unaware of the option to customize their channel subscriptions, while 51% express disinterest in doing so. Of those who do engage in channel customization, a mere 43% find the process convenient.

Pradeep S. Mehta, secretary-general of CUTS International, underscores the study’s significance, emphasizing its coverage of over 10,000 participants nationwide to gauge consumer perceptions regarding channel selection and satisfaction levels. He highlights existing gaps in consumer choice execution and channel selection, advocating for enhanced consumer awareness initiatives and streamlined channel selection methods. Mehta also cautions against regulatory interventions without thorough cost-benefit analysis.