A nationwide survey reveals that 8 in 10 OTT users in India have experienced deceptive “dark patterns” that make subscriptions, upgrades, and cancellations more difficult.
Key Highlights:
- 8 in 10 OTT users reported encountering deceptive “dark patterns.”
- 77% faced repeated prompts to subscribe or upgrade after declining.
- 72% discovered additional rental charges after purchasing subscriptions.
- 65% reported hidden cancellation options and subscription traps.
- Consumer groups have urged authorities to enforce existing regulations.
New Delhi, July 2: A nationwide survey has found that a large majority of OTT users in India believe streaming platforms are using deceptive interface designs, commonly known as “dark patterns,” to influence subscription decisions and increase user spending.
The survey, conducted by LocalCircles among more than 1.18 lakh users across 324 districts, found that nearly eight out of every ten respondents had encountered practices that made it harder to decline offers, cancel subscriptions, or avoid unexpected charges.
According to the findings, 77% of users said they were repeatedly prompted to upgrade or purchase subscriptions even after rejecting the offers. Around 72% reported discovering additional rental charges for selected movies or shows only after buying a subscription, despite expecting the content to be included.
Subscription cancellation also emerged as a major concern. Nearly 65% of respondents said cancellation options were hidden or difficult to locate, while many users claimed subscriptions restarted automatically or continued charging even after cancellation.
The survey found that similar complaints were reported across multiple streaming platforms, suggesting the issue is widespread rather than limited to any single service.
LocalCircles has urged the Ministry of Information and Broadcasting and the Central Consumer Protection Authority (CCPA) to strictly enforce existing guidelines against dark patterns. Consumer advocates say stronger enforcement will help improve transparency, protect users from misleading subscription practices, and ensure greater control over digital services.
