Sachetisation of OTTs: Thinking big, but in small volumes at a time

This is the authors' abstract. We don't add key points for this paper.

The rapid growth of Over-The-Top (OTT) platforms has revolutionized the way consumers access digital content, particularly accentuated during the pandemic. Despite this expansion, high subscription costs and limited pricing models hinder accessibility for consumers with low purchasing power, while creating retention challenges among high Customer Lifetime Value (CLV) users. This paper explores the concept of sachetisationthe strategy of offering smaller, affordable content packages—as a potential solution to these challenges in the OTT domain. By conducting a comprehensive survey on the pilot offerings of such sachets, this study evaluates consumer demand dynamics, pain points, and preferences for sachetised OTT content.