BESPOKE INTEL OCTOBER 2019 SURVEY RESEARCH NFLX INDIA VOL 1 Audience: 1,000+ Consumers In India Note: Audience skews more urban/toward those connected to the internet. KEY TAKEAWAYS:
STREAMING VIDEO IS THE SENTIMENT TOWARD TOP METHOD THAT FINANCES AND RESPONDENTS USE FOR DISCRETIONARY SPENDING WATCHING BOTH TV ABILITY IS GENERALLY SHOWS AND MOVIES. STRONG.
NETFLIX DOMINATES NETFLIX SUBSCRIBERS IN UNAIDED AWARENESS FOR INDIA ARE ENGAGED WITH STREAMING VIDEO, RANKS THE SERVICE AND OFFER A SECOND BEHIND HOTSTAR STRONG DEGREE OF IN ACCOUNT HOLDERS IN SATISFACTION. OUR SURVEY.
THERE IS RELATIVELY THE MOBILE ONLY PLAN AT STRONG INTEREST IN NFLX RS199 APPEARS TO BE AMONG NON-SUBSCRIBERS. WELL-RECEIVED AMONG 40% WOULD BE CONSUMERS. IT IS THE INTERESTED IN PAYING MOST POPULAR WOULD-BE FOR IT (RS 268 ON CHOICE OF NON-SUBS. AVERAGE). BESPOKE MARKET INTELLIGENCE www.bespokeintel.com
Netflix India
MACRO FACTORS
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OVERALL HOW CONFIDENT DO YOU FEEL IN THE ECONOMY?
Posed to all respondents
Very Strong 26.2%
Strong 34.4%
Neutral 18.1% Oct (19)
Weak 13.1%
Very Weak 8.2%
0% 20% 40% 60% 80% 100%
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HOW DO YOU FEEL ABOUT YOUR PERSONAL FINANCES AT THIS TIME?
Posed to all respondents
Very Good 26.1%
Good 39.4%
Neutral 17.6% Oct (19)
Bad 12.6%
Very Bad 4.4%
0% 20% 40% 60% 80% 100%
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IS YOUR INCOME MORE OR LESS THIS YEAR THAN IN THE PREVIOUS YEAR?
Posed to all respondents
More this year 44.5%
Same 41.0% Oct (19)
Less this year 14.5%
0% 20% 40% 60% 80% 100%
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WHAT IS YOUR EMPLOYMENT STATUS?
Posed to all respondents
Employed, full-time 57.3%
Employed, part-time 12.2%
Unemployed, looking for work 8.0%
Homemaker 7.1%
Oct (19) Student 6.9%
Retired 4.1%
Other 2.4%
Unemployed, not looking for work 1.9%
0% 20% 40% 60% 80% 100%
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PLEASE EVALUATE YOUR CONFIDENCE ABOUT SPENDING MONEY AT THIS TIME
Posed to all respondents
Very High 22.5%
High 23.8%
Somewhat high 25.5% Oct (19)
Low 21.2%
Very low 6.9%
0% 20% 40% 60% 80% 100%
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Netflix India
INTERNET USAGE
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HOW OFTEN DO YOU ACCESS THE INTERNET?
Posed to all respondents
Very often 71.1%
Somewhat often 14.7%
Oct (19) Occasionally 10.7%
Never 3.5%
0% 20% 40% 60% 80% 100%
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HOW WELL DOES THE INTERNET WORK ON YOUR DEVICE?
Posed to respondents who at least occasionally access the internet
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HOW EFFECTIVE ARE THE SERVICES YOU USE TO CONNECT TO THE INTERNET?
Posed to respondents who at least occasionally access the internet
Very Unreliable Unreliable Somewhat Reliable Reliable Very Reliable
4.8%
Video Streaming 7.1% 20.1% 34.5% 33.4%
4.2%
Music Streaming 4.9% 17.9% 39.9% 33.1%
4.2%
Social Media 6.9% 22.3% 33.1% 33.5%
5.1%
Browsing 5.6% 15.0% 38.2% 36.1%
0% 20% 40% 60% 80% 100%
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HOW DO YOU LIKE ACCESSING THE INTERNET?
Posed to respondents who at least occasionally access the internet
Both mobile and desktop 67.2%
Mobile only 24.6% Oct (19)
Desktop only 8.2%
0% 20% 40% 60% 80% 100%
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Netflix India
TV/MOVIE WATCHING
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HOW OFTEN DO YOU WATCH TELEVISION OR MOVIES?
Posed to all respondents
Very Frequently 35.4%
Somewhat Frequently 33.8%
Oct (19) Infrequently 27.0%
Never 3.8%
0% 20% 40% 60% 80% 100%
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HOW DO YOU USUALLY WATCH TELEVISION SHOWS? (SELECT ALL THAT APPLY)
Posed to respondents who watch TV or movies
Streaming Video Services 51.9%
Cable Television 49.4%
Satellite Television 47.5% Oct (19)
TV Broadcasting 39.8%
Other (fill-in) 0.7%
0% 20% 40% 60% 80% 100%
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HOW DO YOU USUALLY WATCH TELEVISION MOVIES? (SELECT ALL THAT APPLY)
Posed to respondents who watch TV or movies
Streaming Video Services 52.8%
Cable Television 49.2%
Satellite Television 48.6% Oct (19)
TV Broadcasting 39.0%
Other (fill-in) 1.2%
0% 20% 40% 60% 80% 100%
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HOW MANY STREAMING VIDEO SERVICES DO YOU CURRENTLY USE?
Posed to all respondents
5+ 8.5%
4 12.1%
3 20.6%
2 31.9% Oct (19)
1 19.6%
0 7.2%
0% 20% 40% 60% 80% 100%
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HOW MANY STREAMING VIDEO SERVICES DO YOU CURRENTLY PAY FOR?
Posed to all respondents
5+ 6.3%
4 9.7%
3 15.7%
2 28.8% Oct (19)
1 24.4%
0 15.2%
0% 20% 40% 60% 80% 100%
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CAN YOU AFFORD TO ADD ANOTHER PAID VIDEO SERVICE RIGHT NOW?
Posed to respondents who pay for video streaming services themselves
Definitely COULD 30.0%
Probably COULD 48.1%
Oct (19) Probably NOT 16.1%
Definitely NOT 5.7%
0% 20% 40% 60% 80% 100%
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WHEN YOU THINK OF STREAMING VIDEO SERVICES, WHICH IS THE FIRST THAT COMES TO MIND?
Posed to all respondents
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WHAT IS YOUR FAVORITE VIDEO CONTENT (TV OR MOVIE) TO WATCH RIGHT NOW?
Posed to all respondents
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Netflix India
STREAMING VIDEO AWARENESS AND ACCOUNT HOLDERS
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WHICH OF THE FOLLOWING STREAMING VIDEO SERVICES HAVE YOU HEARD OF?
Posed to all respondents
Hotstar 68.2% Netflix 63.3% Amazon Prime Video 60.1% Sony Liv 55.9% JioCinema 48.0% Voot 44.9% Zee5 36.2% Zee5 35.8% Apple TV+ 27.1% AltBalaji 26.9% Oct (19) Eros Now 26.2% Wynk 24.8% Viu 21.9% Mubi 20.2% Hooq 20.2% BigFlix 19.6% TubiTV 17.4% Spuul 10.5% None of the above 1.1%
0% 20% 40% 60% 80% 100%
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DO YOU CURRENTLY HAVE AN ACCOUNT WITH ANY OF THE FOLLOWING? (SELECT ALL THAT APPLY)
Posed to all respondents
Hotstar 45.3% Netflix 41.3% Amazon Prime Video 41.2% Sony Liv 27.1% JioCinema 24.8% Voot 17.1% Zee5 15.4% Zee5 13.7% AltBalaji 11.7% TubiTV 11.3% Oct (19) Eros Now 10.5% Wynk 9.2% Mubi 8.9% Viu 8.8% Apple TV+ 8.7% BigFlix 8.3% None of the above 7.4% Hooq 7.2% Spuul 6.4%
0% 20% 40% 60% 80% 100%
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Netflix India
NON-NETFLIX SUBSCRIBERS
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HAVE YOU EVER PAID TO SUBSCRIBE TO NETFLIX IN THE PAST?
Posed to non-Netflix subscribers
Yes, cancelled more than a year ago 9.5%
Yes, cancelled in the past year 11.0%
Yes, cancelled in the past three months 16.1% Oct (19)
Tried a free trial and did not continue 24.7% paying for it
Never 38.9%
0% 20% 40% 60% 80% 100%
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WHY ARE YOU CURRENTLY NOT A NETFLIX SUBSCRIBER? (SELECT ALL THAT APPLY)
Posed to non-Netflix subscribers
I already have enough streaming video services 32.4%
I don’t need it 32.4%
It is too expensive 31.8%
I don’t have enough money 29.4% Oct (19)
I don’t like their content 15.0%
My internet connection isn’t strong enough 14.9%
Other (please specify) 1.7%
0% 20% 40% 60% 80% 100%
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HOW LIKELY ARE YOU TO START AN ACCOUNT WITH NETFLIX IN THE NEXT THREE MONTHS?
Posed to non-Netflix subscribers
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WHICH OF THE FOLLOWING PLANS WOULD YOU BE MOST LIKELY TO SIGN UP FOR?
Posed to non-Netflix subscribers who probably will or definitely will sign up
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WHY ARE YOU UNLIKELY TO SIGN UP FOR NETFLIX?
Posed to non-Netflix subscribers
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DID YOU KNOW THAT NETFLIX HAS STARTED TO OFFER FREE ACCESS TO A LIMITED NUMBER OF ORIGINAL SHOWS FOR CONSUMERS IN INDIA? Posed to non-Netflix subscribers
No, I don't know 43.1%
Oct (19)
Yes, I know 56.9%
0% 20% 40% 60% 80% 100%
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HAVE YOU HEARD OF THE NETFLIX SHOW “BARD OF BLOOD”?
Posed to non-Netflix subscribers
I have never heard of it 26.9%
I have heard of it but don’t know what it is 38.9% Oct (19)
I have heard of it and know what it is 34.3%
0% 20% 40% 60% 80% 100%
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HAVE YOU WATCHED THE FIRST EPISODE OF THE NETFLIX SERIES “BARD OF BLOOD”?
Posed to non-Netflix subscribers
Yes, I have watched the first episode of 36.3% “Bard of Blood”
Oct (19)
No, I have not watched it 63.7%
0% 20% 40% 60% 80% 100%
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HOW INTERESTED ARE YOU IN CHECKING OUT FREE CONTENT FROM NETFLIX ON A LIMITED BASIS FOR THEIR SHOWS? Posed to non-Netflix subscribers
Very interested 31.1%
Somewhat interested 49.7% Oct (19)
Not at all interested 19.3%
0% 20% 40% 60% 80% 100%
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AT WHAT PRICE PER MONTH WOULD IT MAKE SENSE FOR YOU TO PAY FOR NETFLIX?
Posed to non-Netflix subscribers
I would be interested at ______40.4%
Oct (19)
I would not be interested at any price 59.6%
0% 20% 40% 60% 80% 100% Rupees
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HOW INTERESTED WOULD YOU BE IN SIGNING UP FOR NETFLIX AT THE FOLLOWING PRICE POINTS?
Posed to non-Netflix subscribers Not Interested Somewhat Interested Very Interested
Mobile Only Plan (Rs 199 per month) 24.8% 43.9% 31.3%
Basic Plan (Rs 500 per month) 39.7% 38.5% 21.8%
Standard Plan (Rs 650 per month) 52.7% 28.0% 19.3%
Premium Plan (Rs 800 per month) 55.7% 26.4% 17.9%
0% 20% 40% 60% 80% 100%
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Netflix India
NETFLIX SUBSCRIBERS
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WHICH NETFLIX PLAN ARE YOU SUBSCRIBED TO?
Posed to Netflix subscribers
Premium Plan (Rs 800 per month) 12.5%
Standard Plan (Rs 650 per month) 14.4%
Basic Plan (Rs 500 per month) 30.1% Oct (19)
Mobile Only Plan (Rs 199 per month) 25.7%
Free Trial 17.3%
0% 20% 40% 60% 80% 100%
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IN AN AVERAGE MONTH, HOW MANY HOURS OF NETFLIX DO YOU WATCH?
Posed to Netflix subscribers
31+ 13.7%
26-30 14.7%
21-25 12.3%
16-20 14.4%
Oct (19) 11-15 11.8%
6-10 15.6%
1-5 16.4%
0 1.2%
0% 20% 40% 60% 80% 100%
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ON AVERAGE, HOW FREQUENTLY DO YOU USE NETFLIX TO WATCH TV SHOWS AND MOVIES?
Posed to Netflix subscribers
Very Infrequently Infrequently Somewhat Frequently Frequently Very Frequently
2.6%
Movies 10.3% 17.1% 30.8% 39.2%
5.1%
TV Shows 13.9% 14.9% 32.7% 33.4%
0% 20% 40% 60% 80% 100%
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HOW SATISFIED ARE YOU WITH YOUR NETFLIX SUBSCRIPTION?
Posed to Netflix subscribers
Very Satisfied 48.1%
Satisfied 33.7%
Somewhat Satisfied 9.9% Oct (19)
Unsatisfied 3.9%
Very Unsatisfied 4.6%
0% 20% 40% 60% 80% 100%
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PLEASE COMPARE YOUR CURRENT USAGE OF NETFLIX WITH OUR USAGE 3-6 MONTHS AGO.
Posed to Netflix subscribers
I am currently watching the same 23.6% amount of Netflix
I am currently watching Netflix less 21.2% Oct (19)
I am currently watching Netflix more 55.3%
0% 20% 40% 60% 80% 100%
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DO YOU EXPECT TO USE NETFLIX MORE OR LESS OVER THE NEXT FEW MONTHS?
Posed to Netflix subscribers
Same 26.0%
Less 11.1% Oct (19)
More 63.0%
0% 20% 40% 60% 80% 100%
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WHAT IS YOUR FAVORITE THING TO WATCH ON NETFLIX CURRENTLY?
Posed to Netflix subscribers
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Netflix India
SENTIMENT AND POPULARITY
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WHAT IS YOUR OPINION OF THE FOLLOWING BRANDS OVERALL?
Posed to all respondents
Very Negative Negative Neutral Positive Very Positive
5.4%
Apple 8.5% 31.1% 31.6% 23.5%
3.4%
Amazon Prime Video 6.1% 18.3% 33.8% 38.5%
3.5%
Hotstar 5.8% 18.7% 40.5% 31.7%
4.2%
Netflix 6.3% 19.3% 32.0% 38.3%
0% 20% 40% 60% 80% 100%
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ARE THE FOLLOWING GETTING MORE OR LESS POPULAR IN INDIA?
Posed to all respondents
Much Less Popular Less Popular No Change More Popular Much More Popular
Apple TV+ 6.2% 14.0% 28.9% 29.3% 21.7%
4.3%
Amazon Prime Video 5.8% 14.7% 34.6% 40.7%
2.9%
Hotstar 6.8% 16.0% 36.4% 38.0%
3.5%
Netflix 8.3% 14.4% 31.3% 42.6%
0% 20% 40% 60% 80% 100%
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TO WHAT EXTENT DO YOU AGREE WITH THE FOLLOWING STATEMENT:
Posed to all respondents
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree
4.7%
“In the future, Netflix will be as popular as Hotstar in India” 6.9% 17.1% 36.2% 35.2%
3.1% “Demand for Netflix in India will improve when they let people get free access to a limited amount of original 8.3% 22.6% 35.5% 30.5% content like “Bard of Blood”
5.8%
“Demand for Netflix in India will improve because of the 8.6% 16.1% 38.9% 30.7% lower price mobile only plan for Rns 199 per month”
0% 20% 40% 60% 80% 100%
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IF YOU HAD TO USE ONE WORD TO DESCRIBE EACH OF THE FOLLOWING, WHAT WOULD IT BE?
Posed to all respondents
NETFLIX HOTSTAR
AMAZON PRIME APPLE TV+
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Netflix India
DEMOGRAPHICS
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AGE
Posed to all respondents
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INCOME
Posed to all respondents
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GENDER
Posed to all respondents
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LOCATION
Posed to all respondents
Readings over 1% shown in chart above.
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