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Dec 18, 2023·edited Dec 19, 2023

WRT to the narrative that Indians don't pay for digital content. The following is not an apple-to-apple comparison, but it's still relevant.

In September 2009, 19 million users accessed the internet through cybercafes. Assuming an hourly internet access cost of Rs. 40 and a minimum usage of 6 times per year, 19 million+ users were spending at least Rs. 240 annually for the content available on the internet. (Though they were paying for internet access, the prevailing perception among users was that they were paying for the 'content' available on the internet.)

Even after fourteen years, acquiring 19 million direct subscribers with an annual ARPU of Rs. 240 remains a challenge for many OTT platforms. Is it because Indians don't pay for digital content, or is it due to a weak value proposition?

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