OTT subscriptions becoming a trap? 8 in 10 users say they're being manipulated

A nationwide survey has found that eight in ten OTT users in India say they have encountered 'dark patterns', deceptive design practices that nudge users into spending more, continuing subscriptions or making choices they may not have intended.

In Short

• 8 out of 10 Indian OTT users report encountering dark patterns
• Nagging prompts to upgrade or buy subscriptions frustrate 77% users
• Complaints span major platforms like Zee5, Netflix and Amazon Prime

Streaming your favourite movie or football match could be costing you more than you realise.

A nationwide survey by consumer platform LocalCircles has found that eight in ten OTT users in India say they have encountered 'dark patterns', deceptive design practices that nudge users into spending more, continuing subscriptions or making choices they may not have intended.

The findings come even though the Central Consumer Protection Authority (CCPA) issued guidelines banning such practices in 2023.

The survey, based on responses from over 1.18 lakh OTT users across 324 districts, found widespread complaints against several popular streaming platforms, with consumers calling for stricter government action.

LocalCircles said it has also written to the Ministry of Information and Broadcasting (MIB) and the CCPA, urging enforcement of the existing dark pattern guidelines.

WHAT IS BOTHERING OTT USERS?

According to the survey, the biggest complaint is "nagging" — repeated prompts asking users to upgrade or buy a subscription even after they have declined.

As many as 77% of respondents said they were repeatedly reminded to purchase or upgrade despite saying no. Of these, 58% said they faced such prompts "very frequently".

Another major concern is what consumer protection rules classify as "bait and switch". Around 72% of respondents said they discovered only after purchasing a subscription that certain movies or shows required an additional rental payment, despite expecting them to be included.

The survey also found that 65% of users experienced "subscription traps", where options to decline offers or cancel subscriptions were difficult to find, greyed out or displayed less prominently than "Subscribe" or "Accept" buttons. The same proportion also reported "drip pricing", where additional charges appeared only at the final payment stage.

CANCELLING A SUBSCRIPTION ISN'T ALWAYS EASY

For many users, the biggest frustration begins when they try to leave.

Six in ten respondents said they had difficulty cancelling an OTT subscription because the cancellation option was hidden or unavailable.

Another 43% said logging back into the platform after cancelling automatically restarted their subscription, while 40% claimed they continued to be charged periodically even after cancelling.

According to LocalCircles, such practices reduce consumer choice and make it unnecessarily difficult for users to stop paying for services they no longer want.

NOT LIMITED TO ONE PLATFORM

The survey said complaints were not restricted to any single OTT platform.

Consumers reported experiencing different dark patterns across services including Zee5, SonyLIV, Amazon Prime Video, JioHotstar, Netflix, YouTube, Apple TV and Airtel Xstream Play, among others.

According to LocalCircles, the recurrence of similar complaints across platforms suggests the issue is systemic rather than isolated.

The report noted that the most recent spike in complaints was linked to Zee5 during the ongoing FIFA tournament, where some users alleged they were misled about subscription terms, automatically enrolled into plans or struggled to cancel subscriptions and obtain refunds.

WHAT ARE DARK PATTERNS?

Dark patterns are user interface designs that influence people into taking actions they might not otherwise choose, such as buying a subscription, accepting additional charges or making cancellation difficult.

They can include repeated upgrade prompts, hidden cancellation buttons, automatic subscription renewals and pricing that changes at the final payment stage.

For consumers, the survey serves as a reminder to carefully review subscription plans, check renewal settings and read pricing details before completing payments or signing up for OTT services.

WHY THIS MATTERS

India's OTT audience crossed 601 million viewers in 2025, making it one of the world's largest streaming markets. At the same time, government data cited by LocalCircles shows complaints related to OTT platforms increased nearly tenfold in FY25.

Although the CCPA issued guidelines in November 2023 prohibiting dark patterns, LocalCircles said many consumers continue to face manipulative interface designs while subscribing to or using OTT platforms.

The organisation has urged the government to ensure stricter enforcement of these rules so that streaming platforms become free from deceptive practices

- Ends