Ad fatigue crisis hits Indian streaming services: Repetitive, low-cost ads drive viewers away

Core Insights - The increasing reliance on advertising by video-streaming services in India is leading to viewer fatigue due to repetitive and unskippable ads, negatively impacting the viewing experience [1][5][6] Advertising Challenges - Poor ad experiences must be urgently addressed for advertising to effectively capture viewer attention [2] - The cost per mille (CPM) model used by OTT platforms results in low ad rates in India, as advertisers perceive a limited audience [3][4] - Ad rates for OTT platforms in India are over 90% lower than in North America, leading to a lack of diverse advertisers and repetitive ad exposure for viewers [5] Viewer Experience - Lengthy and repetitive ads, often lasting two to three minutes, contribute to a frustrating viewing experience, with limited options for viewers to opt out [6] - The fragmented OTT landscape complicates ad policies, with many platforms using advertising-based video-on-demand (AVoD) models that lack transparency [7] Revenue and Business Models - To improve ad experiences, CPM rates need to rise to attract more advertisers, or platforms may need to adopt direct selling models similar to traditional television [8] - Companies with both TV and OTT services often bundle deals, limiting direct ad sales for OTT alone [8] Consumer Trust Issues - Many viewers feel misled by subscription tiers that do not clearly differentiate between ad-free and limited-ad plans, leading to frustrations and potential subscription cancellations [12] - Platforms are losing user trust due to hidden fees, difficult cancellation processes, and streaming glitches, prompting users to seek alternatives [12] Recommendations for Improvement - Platforms should prioritize viewer experience by implementing smarter ad tools that ensure ads are short, skippable, and relevant, while also clarifying subscription policies [13] - Offering genuinely ad-free premium tiers and setting fair limits on ad loads can help rebuild subscriber confidence and enhance the overall viewing experience [13]