A new study by leading technology research and consulting firm CyberMedia Research (CMR) has thrown interesting light on the content consumption behavior of digital entertainment consumers in India. As per the study, subscribers are more attracted to OTT platforms that offer them immersive and high quality sound and video quality. Both parameters are the hallmark of Dolby Sound and Dolby Vision, the dominant player in the industry.
OTT subscribers prefer watching content on streaming platforms that offer Dolby Sound, Dolby Vision and Dolby Atmos. As per the study, five in every six users (84%) feel that they connect better with content when they consume it in Dolby Atmos. This has increased by 5% from 2021, owing to the multidimensional sound experienced in Dolby Atmos. Additionally, five in every six users (84%) feel that Dolby Atmos/Dolby Vision has contributed to enhancing their mobile content consumption over the past three years. Lastly, seven in every eight users believe that Dolby Atmos/Dolby Vision would contribute to their content subscription plans.
As per Prabhu Ram, Head-Industry Intelligence Group, CMR, “With heightened demand for spatial audio, consumers now are increasingly seeking more depth and detail from their content experiences. These are made possible by industry-leading innovations, such as Dolby Atmos and Dolby Vision.”
The above findings hold significance in the increasingly evolving world of streaming entertainment. As OTT platforms are caught up in an intense streaming war in India, it becomes obvious that their subscription numbers will be driven by the quality of streaming that they deliver to their consumers, in the form of Dolby Atmos and Dolby Vision. The study is as good as a wake-up call to streamers in India to up their streaming quality, if nothing else.