Growth and Impact of Consumer Preference in OTT Platforms

P. Miruthashini, V. Radhakrishnan

Over-The-Top (OTT) Platforms; Consumer Preference; Netflix; Digital Streaming; India.

This study examines the rapid growth of Over-The-Top (OTT) platforms in India and analyzes the key factors influencing consumer preferences and satisfaction. The research employs a descriptive design, utilizing a structured questionnaire to collect primary data from 133 respondents selected via convenience sampling. Data analysis through percentage and weighted average methods reveals that the Internet is the primary source of awareness for OTT platforms. Netflix is the most preferred service, and a majority of consumers opt for yearly subscriptions, reporting high satisfaction levels. The findings indicate that demographics like age, education, and profession significantly influence usage patterns. The study concludes that the Indian OTT market holds immense potential, driven by internet penetration and diverse content. It provides strategic insights for existing and emerging platforms to enhance user-centric design, content strategy, and monetization models to cater to the evolving demands of Indian consumers.

[1] A. Smith, “The Digital Transformation of Media Consumption,” Global Media Journal, vol. 14, no. 2, pp. 45-60, April 2021.
[2] India Cellular & Electronics Association, “India’s OTT Market Report,” New Delhi, India, 2020.
[3] L. Mosacho, “Binge-Watching and the New Era of Broadcasting,” Journal of Media Psychology, vol. 30, no. 4, pp. 212-223, 2018.
[4] ICEA, “Contribution of Smartphones to Digital Governance in India,” Connaught Place, New Delhi, pp. 19-20, 2020.
[5] J. Urgelles, “Defining Over-The-Top (OTT) Media Services,” International Journal of Communication Systems, vol. 10, no. 1, pp. 55-67, 2017.
[6] P. Thakur, “The Expansion of OTT Platforms in the Indian Entertainment Sector,” Asian Journal of Management, vol. 12, no. 3, pp. 289-300, July 2021.
[7] I. Firdous, “Regulatory Challenges in the Digital Age,” Journal of Information Policy, vol. 11, pp. 335-355, 2020.
[8] B. Brown and M. Green, “Subscription Models in the Digital Economy,” Harvard Business Review, vol. 99, no. 2, pp. 88-95, March-April 2021.
[9] C. Li and S. Wang, “Algorithmic Recommendations and User Engagement on Streaming Platforms,” Journal of Marketing Research, vol. 58, no. 5, pp. 883-899, 2021.
[10] K. P. Johnson, “The Impact of 5G on Media and Entertainment,” Telecommunications Policy, vol. 45, no. 4, 2021.