Indian cellular service provider Tata Docomo has struck a deal Google-owned video sharing website YouTube to offer a discounted pre-paid video data plan called “YouTube Recharge” for its 3G prepaid users in India.
“With this new product offering, we are the first service provider in India to enable our users to enjoy affordable access to a vast repository of premium and popular video content on YouTube and to live TV channel content available on Apalya’s Mobile TV service,” Gurinder Singh Sandhu, head-marketing mobility at Tata Teleservices, said in a statement.
“Users have a lot of inhibition watching videos on mobile phones because they often think it is expensive. India has a large prepaid market and we want to take data consumption to the masses,” Tata Docomo Head (Data and Mobile VAS) Anand Agrawal said.
The 3G plan will allow Tata Docomo’s prepaid users to watch 100 MB worth of videos for Rs 9 with 24 hours validity, on YouTube and Apalya’s Live TV streaming service.
Under the Rs 19-plan, customers will have access to 150 MB with a validity for 3 days, while 300 MB with one week validity would cost Rs 39.
“With the YouTube Recharge plan, we are bringing down the barriers that inhibit users from enjoying their favourite video content on mobile by bringing down the cost by over 50%,” Sandhu added.
The online video consumption is pegged at 3.7 billion videos per month in the country. According to comscore, the total online video audience in India saw growth of over 70% in 2013 with the average viewer watching 18% more videos and spending 28% more time viewing.
YouTube generates 40 percent of its traffic from mobile phones and tablets and the proliferation pd smartphones in combination with affordable data plans can spur the growth of online video consumption in India, the release said.