DTH and Digital Operators push attractive offers while selling the SD or HD DTH boxes, suggests Chrome Data Analytics and Media’s recently released report ‘Now Playing: HD’. The report further added that they go an extra mile foregoing installation costs that greatly encourage consumers to opt for HD TV viewing.
Amongst a range of observations and findings, the report also states that on events of significance such as sports tournaments, HD boxes were charged to fulfil high quality viewership needs which means HD pack top ups were primarily event-led.
Besides purchase drivers, the report also goes deeply into the proliferation of DTH/ HD television across India. According to the findings, out of the total universe of 168.3 million households, 41.9 per cent have DTH/ FTA, 33.9 per cent have digital and 24.2 per cent have analog connections. Across India, there are a total of 8.34 million HD households, out of which Digital Cable HD households account for 11 per cent and DTH HD households account for 89 per cent of the penetration.
As for the player- wise split, Tata Sky has the highest share in terms of Paid DTH HD penetration. Tata Sky also tops the list when it comes to hosting the maximum number of HD channels. In terms of Digital Cable HD penetration, Hathway leads the pack.
The Chrome DM report has also outlined the consumer profiles in detail, by classifying them into three broad segments. The characteristics defined for each of them gives consumer insights that will be of use to both OTT players and broadcasters.
Commenting on the changing trends in TV viewership, Pankaj Krishna, MD, Chrome DM said “HD is here to stay but understanding consumer behaviour, which is ever evolving, is the key to capture maximum markets. Also, with the launch of Reliance Jio, OTT HD consumption will be on a steep rise and we see this complimenting the HD consumption growth on television.” He added, “We received an overwhelming response to the release of the report. Most of the leading broadcasters have already bought our report to plan their distribution strategy ahead.”