Four markets, one streaming service: local audiences will pay for a new entrant, but only if the content and the price look local
An Indian streaming service had built its overseas base on the diaspora and wanted to know whether local audiences in four countries would follow.
A thousand streaming users and non-users across the four markets evaluated the concept, the price points and the content mix.
Willingness to pay ranged widely by market, and the reasons were specific: content and price had to look local. The study set the price point, the content mix and a freemium entry model for each country separately.
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- The question
- Can an Indian streaming service become a brand for local audiences in four overseas markets, and in what form should it enter?
- Approach
- Online survey of streaming users and non-users in four countries; concept, price and content-mix evaluation per market
- Where
- Four countries across South East Asia and Africa, 2020
De-identified. Names, places and distinguishing details are generalised.
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