Users in India report 6 dark patterns common on OTT platforms; Over 1 in 2 upset over introduction of additional rental charges, advertisements post subscription purchase as dark patterns

July 14, 2025, New Delhi: OTT platforms in India have become the primary mode of watching content within the last decade. With the convenience of watching what you want, wherever you want and on any device of choice has led to consumers migrating from television networks to OTT platforms. The low cost of mobile data and massive improvement in internet speed has accelerated the adoption of OTT platforms. However, in the last 24 months, LocalCircles has seen a sizable jump in consumer grievances with OTT platforms. When one examines these grievances closely, they find that majority of them are for manipulative practices used by platforms in promising certain services and later changing them by making some of the content available against rental payments or showing ads within the content, again in a manner unexpected by the consumer. Then there are other issues commonly experienced like renewing a subscription without consent or offering a low price for the first year followed by an automatic renewal at a much higher price. Many of such practices deployed by various OTT platforms are classified as dark patterns.

Dark patterns are design elements purposefully incorporated into websites and apps to trick or nudge users into making decisions that benefit the platform, often at the expense of the consumer. These tactics can range from hidden charges that only appear at the final checkout stage to subscription trap that make it difficult to cancel subscriptions or opt-out of unwanted services.

As more consumer internet companies use sneaky tactics like hidden fees and tricky subscriptions, users are feeling stressed and cautious when using everyday apps for convenience. These apps were meant to make life easier but now come with annoying surprises. According to the International Consumer Protection and Enforcement Network (ICPEN), at least 76% of sites and apps worldwide use at least one dark pattern, and 67% use more than one.

Among the more sinister patterns is “forced action”, which makes users take unrelated steps such as entering credit card details to access a free trial. As per the ICPEN report, six out of 10 consumer internet businesses force users to fill in payment details to access free trials. Then there are “subscription traps” that complicate cancellation. 81% of sites use automatic subscription renewal, while 70% lack clear subscription cancellation information. This can lead to unwanted charges and a sense of being tricked.

The final guidelines issued by the Central Consumer Protection Authority (CCPA) in November 2023 identified 13 dark patterns that are aimed at misleading consumers. These dark patterns include the practice of manipulating their decision-making through misleading advertisements, creating unnecessary fear among them to continue a subscription or product purchase, among other things.

With thousands of complaints being received against OTT platforms in the last 18 months since the CCPA Dark Pattern guidelines came into force, LocalCircles has strived to find out about consumers’ experience with dark patterns on OTT platforms, which have become the preferred entertainment sources for millions of people with access to smart devices and data connections. The survey received over 95,000 responses from OTT consumers located in 353 districts of India. 63% respondents were men while 37% respondents were women. 44% respondents were from tier 1, 25% from tier 2 and 31% respondents were from tier 3 & 4 districts.

50% of consumers surveyed say they have frequently had difficulty cancelling subscriptions to an app/OTT or online service because of lack of cancellation option or it being hidden in the interface

The survey first asked OTT users, “How often have you experienced difficulty in cancelling an yearly/ monthly/ weekly subscription to an app/ software/ OTT or online service where there is no option available to cancel or the interface is such that it hides the cancellation option?” The question received 10,352 responses with 10% stating that they have faced difficulties in cancelling subscriptions “very frequently”; 40% stated “sometimes” and 20% indicated they have faced problems “rarely”. Of the remaining respondents, 10% stated that they have “never” faced problems with the subscription and 20% of respondents did not give a clear reply. To sum up, 50% of consumers surveyed say they have frequently had difficulty cancelling subscriptions to an app/OTT or online service because of lack of cancellation option or it being hidden in the interface.

24% of consumers surveyed say they have frequently had experience with OTT service platforms that despite having cancelled service/subscription, the platform continued to charge them on a periodic basis (SAAS billing dark pattern)

The process of generating and collecting payments from users on a recurring basis in a software as a service (SaaS) is common in a subscription, even if taken on a trial basis. The online platforms generally depend on the user forgetting this payment stream. The survey asked consumers, “How often have you experienced with OTT service platforms that despite the service/ subscription being discontinued by you, the platform continued to charge you on a periodic basis (SAAS billing dark pattern)?” The question received 12,155 responses with 15% indicating SAAS billing dark pattern “very frequently”; 9% indicating that it has happened “sometimes”; and 15% indicating that it has happened “rarely”. Of the rest, 33% of respondents stated that it has “never” happened with them and 28% shared that the question does not apply to them as they “have not attempted to purchase paid services/ subscription of OTT platforms. To sum up, 24% of consumers surveyed say they have frequently had an experience with OTT service platforms that despite having cancelled service/subscription, the platform continued to charge them on a periodic basis (SAAS billing dark pattern).

53% of consumers surveyed say they have frequently experienced that when purchasing an OTT subscription, they were not informed that additional rental charges will be levied for some movies/ shows i.e. Bait & Switch dark pattern

The survey next asked consumers, “How often have you experienced that when purchasing an OTT subscription, you are not informed that additional rental charges will be levied for some movies/ shows (Bait & Switch dark pattern)?” The question received 15,984 responses with 31% stating that they have experienced Bait & Switch dark pattern “very frequently”; 22% stated “sometimes”; and 13% stated “rarely”. However, 7% of respondents stated “never” have they faced Bait & Switch dark pattern while 27% of respondents did not give a clear answer. To sum up, 53% of consumers surveyed say they have frequently experienced that when purchasing an OTT subscription, they were not informed that additional rental charges will be levied for some movies/ shows i.e. Bait & Switch dark pattern.

47% of consumers surveyed say when subscribing to an OTT Platform they have frequently experienced drip pricing where additional charges were added at the final payment stage, which were not clearly disclosed upfront to them

Indian OTT platforms often display a lower "headline price" and later add mandatory fees or charges, often during checkout process. The survey asked OTT viewers, “When subscribing to an OTT platform, how often did you encounter additional charges (like convenience fee, taxes, etc.) added at the final payment stage, which were not clearly disclosed upfront?” Out of 20,239 who responded to the question 40% stated they have “very frequently” experienced drip pricing dark pattern when subscribing to an OTT platform; 7% of respondents stated they have “sometimes” experienced it; 46% of respondents stated they have “rarely” experienced it; 7% of respondents stated they have “never” experienced drip pricing dark pattern. To sum up, 47% of consumers surveyed say when subscribing to an OTT Platform they have frequently experienced drip pricing where additional charges were added at the final payment stage, which were not clearly disclosed upfront to them.

77% of consumers surveyed say when watching or accessing certain content on an OTT Platform they have frequently experienced forced action where they were required to install another app, register separately or share unnecessary personal details

Indian OTT platforms often automatically renewing subscriptions without clear consent or making it difficult to cancel. Often, they are required to pay extra for viewing certain higher priced content. The survey next asked OTT viewers, “How often have experienced that to watch or access certain content on an OTT platform, you were required to install another app, register separately or share unnecessary personal details?” Out of 17,929 who responded to the question 24% stated they have “very frequently” experienced forced action dark pattern; 53% of respondents stated they have “sometimes” experienced it; 15% of respondents stated they have “rarely” experienced it; and 8% of respondents stated they have “never” experienced it. To sum up, 77% of consumers surveyed say when watching or accessing certain content on an OTT Platform they have frequently experienced forced action where they were required to install another app, register separately or share unnecessary personal details.Lately many consumers have also reported the Forced Action dark pattern in the context of a new unexpected term forced upon them, citing advertisements. Many of them bought the OTT subscription to experience ads free content watching unlike the television only to find during their contract term that the OTT platform has introduced ads or is demanding that they pay a higher price for an ads free viewing experience.

86% of consumers surveyed say when using OTT Platforms, they have frequently experienced interface interference where buttons/options to decline offers or cancel subscriptions are difficult to find, greyed out, or smaller font used compared to "Accept" or "Subscribe" options

OTT platforms are known to use deceptive practices to manipulate a user interface to make it difficult for consumers to take certain actions, such as canceling subscriptions or deleting accounts. The survey asked OTT users, “While using OTT platforms, how often have you notices that button/ options to decline offers (e.g., ‘No Thanks’ or cancel subscriptions are difficult to find, greyed out, or smaller in font compared to ‘Accept’ or ‘Subscribe’ options?” Out of 19,162 who responded to the question 43% stated they “very frequently” have encountered such situations; 43% of respondents stated they “sometimes” faced Interface Interference; 9% of respondents stated they have “rarely” encountered it; and 5% of respondents stated they have “never” encountered it. To sum up, 86% of consumers surveyed say when using OTT Platforms, they have frequently experienced interface interference where buttons/options to decline offers or cancel subscriptions are difficult to find, greyed out, or smaller font used compared to "Accept" or "Subscribe" options.

Based on inputs, complaints and experiences of over 230,000 consumers across 392 districts of India, LocalCircles analysed over 245 platforms to find 9 dark patterns on OTT platforms in India with Drip Pricing found in 83% platforms; Subscription Trap is to be found in 75% platforms; Forced Action in 67% platforms; Interface Interference in 58% platforms; SaaS Billing in 58% platforms; Privacy Zuckering in 42% platforms; Nagging in 17% platforms; Bait & Switch dark pattern in 17% platforms and Disguised Ads in 8% platforms.

In summary, the study shows that 50% of consumers surveyed have frequently had difficulty cancelling subscriptions to an app/OTT or online service because of lack of cancellation option or it being hidden in the interface. The result is that 24% of consumers surveyed say they have frequently had experience with OTT service platforms that despite having cancelled service/subscription, the platform continued to charge them on a periodic basis (SAAS billing dark pattern). In addition, 53% of consumers surveyed say they have frequently experienced that when purchasing an OTT subscription, they were not informed that additional rental charges will be levied for some movies/ shows i.e. Bait & Switch dark pattern.

Several other dark patterns are often encountered by OTT subscribers. For instance, 47% of consumers surveyed say when subscribing to an OTT Platform they have frequently experienced drip pricing where additional charges were added at the final payment stage, which were not clearly disclosed upfront to them. 77% of consumers surveyed say when watching or accessing certain content on an OTT Platform they have frequently experienced forced action where they were required to install another app, register separately or share unnecessary personal details.Lately many consumers have also reported the Forced Action dark pattern in the context of a new unexpected term forced upon them, citing advertisements. Many of them bought the OTT subscription to experience ads free content watching unlike the television only to find during their contract term that the OTT platform has introduced ads or is demanding that they pay a higher price for an ads free viewing experience.

In addition, 86% of consumers surveyed say when using OTT Platforms, they have frequently experienced interface interference where buttons/options to decline offers or cancel subscriptions are difficult to find, greyed out, or smaller font used compared to "Accept" or "Subscribe" options.

So far, the OTT platforms have largely ignored the CCPA notification and advisory to comply by the 3 month deadline in early September 2025, calling it an eCommerce related guideline. This needs to change and the OTT platforms and regulators need to address OTT dark patterns and related consumer grievances on priority. Many OTT users have started calling the service an extension of the television now with ads and rental charges imposed in forceful ways which doesn’t bode very well for long term consumer trust and retention.

Survey Demographics

The survey received over 95,000 responses from OTT consumers located in 353 districts of India. 63% respondents were men while 37% respondents were women. 44% respondents were from tier 1, 25% from tier 2 and 31% respondents were from tier 3 & 4 districts. The survey was conducted via LocalCircles platform, and all participants were validated citizens who had to be registered with LocalCircles to participate in this survey.