MAM
ViewNexa survey highlights viewer dissatisfaction with streaming services
Mumbai: Nearly half (46 per cent) of viewers do not believe they are getting good value from major streaming services, with nearly a fifth (19 per cent) saying they could do better, according to a survey by Bitcentral’s ViewNexa, the unified workflow solution that simplifies video management, streaming, the consumer application experience, and distribution for media companies and content owners. The findings come from the company’s new report, ‘How to follow the audience: the challenges and opportunities in today’s streaming market.’
The research shows that under half of older viewers believe they are getting good value from their paid video subscriptions. There is an untapped opportunity to reach and monetize this segment of viewers through advertising. Baby Boomers (59-77-year-olds) would be more likely to watch three ad breaks an hour (44 per cent) than millennials (32 per cent).
When asked what would make viewers try a new streaming service, over three-quarters (76 per cent) of those asked cited relevant content as the number one reason. Audiences are open to free, advertising-based options, with three-quarters (75 per cent) saying they are interested in trying services like Pluto, Tubi, or Amazon Freevee.
Netflix’s crackdown on password-sharing has not been popular, creating another opportunity for other streaming subscribers to take advantage of subscriber unrest. Two-thirds (65 per cent) of Netflix subscribers say the crackdown on password sharing has driven them to look elsewhere. Millennials (aged 27-42) say they are most likely to switch, with a third (33 per cent) saying they are very likely to consider other providers.
“Despite what may seem a crowded marketplace, there is ample opportunity for companies with high-quality content to succeed in the direct-to-consumer streaming market,” said Bitcentral GM Streaming Media Group Greg Morrow. “A lot of the industry conversation is dominated by big streaming services that cater to a mass market, but there are whole swathes of viewers who are more than open to change if the content and price point are right. There is a fantastic opportunity to increase ARPU if providers cater better to the nuances among their audience.”
‘How to follow the audience: the challenges and opportunities in the streaming market today’ is available to download at: https://content.bitcentral.com/viewnexa-survey-report
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
