Is the threat real? Nearly 40% online video consumers could cut the TV cord soon, says study

For India’s TV industry, surviving the onslaught of online video apps is perhaps the most crucial challenge they will have to rise to, with 38 percent online users surveyed for the latest report by KPMG India-Eros Now titled ‘Unravelling the digital video consumer’, considering pulling the plug on their TV sets.

Thanks to the diversity of content and its around-the-clock availability on over-the-top (OTT) apps, a staggering 80 percent of the respondents to the survey across different city tiers and income brackets admitted that online videos were more than sufficiently addressing their entertainment needs, driving 38 percent of these respondents to consider cutting the cord in the immediate future. Nearly a third of these users are in the age bracket of 25-50 years.

The survey was commissioned across 1,458 OTT users in 16 Indian cities, which included the top three metros, five tier 1 cities and eight tier 2 cities.