A STUDY ON THE GROWTH & IMPACT

OF CONSUMER PREFERENCE IN OTT

PLATFORMS
Submitted in partial fulfilment of the requirements for the award of

Bachelor of commerce

By
DEVADHARSHINI.D
39740079

BACHELOR OF COMMERCE
SCHOOL OF MANAGEMENT STUDIES

SATHYABAMA

INSTITUTE OF SCIENCE AND TECHNOLOGY

(DEEMED TO BE UNIVERSITY)

Accredited with Grade “A” by NAAC

JEPPIAAR NAGAR, RAJIV GANDHI SALAI, CHENNAI - 600 119

MAY 2022

i
 SCHOOL OF MANAGEMENT STUDIES
BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of DEVADHARSHINI.D
(39740079) who has done the Project work entitled A STUDY ON THE GROWTH & IMPACT
OF CONSUMER PREFERENCE IN OTT PLATFORMS under my supervision from
December 2021 to February 2022.

Dr. S. JOYCE

Internal Guide External Guide

Dr. BHUVANESWARI G

Dean, School of Management Studies

Submitted for Viva voice Examination held on

Internal Examiner External Examiner

ii
 DECLARATION

I DEVADHARSHINI.D (39740079) here by declare that the Project Report entitled “A STUDY
ON THE GROWTH & IMPACT OF CONSUMER PREFERENCE IN OTT PLATFORMS”
done by me under the guidance of DR. S. JOYCE School of management studies is
submitted in partial fulfilment of the requirements for the award of bachelor of commerce
degree.

DATE:

PLACE: CHENNAI DEVADHARSHINI.D

iii
 ACKNOWLEDGEMENT

I am pleased to acknowledge my sincere thanks to Board of Management of

SATHYABAMA for their kind encouragement in doing this project and for

completing it successfully. I am grateful to them.

I convey my sincere thanks to Dr. BHUVANESWARI G., Dean, School of

management studies and Dr. PALANI A., Head, School of management

studies for providing me necessary support and details at the right time during

the progressive reviews.

I would like to express my sincere and deep sense of gratitude to my Project

Guide DR.S. JOYCE, Assistant Professor of the Department, School of

Management for his valuable guidance, suggestions and constant

encouragement paved way for the successful completion of my project work.

I wish to express my thanks to all Teaching and Non-teaching staff members of

the School of Business Administration who were helpful in many ways for the

completion of the project.

iv
CHAPTER NO TITLE PAGE NO

ABSTRACT VII

LIST OF TABLES VII

LIST OF FIGURES VIII

1 INTRODUCTION

1.1 Definition - OTT PLATFORM 1

1.2 Types of OTT PLATFORMS 2

1.3 Adaptive streaming & Global distribution 3

1.4 Brand awareness & Monetization 4

1.5 Merits & Demerits 6

1.6 Diminishing the cost & Time 7

1.7 Difference between OTT & DTH 8

1.8 Market scenario of OTT PLATFORM 9

1.9 Benefits of custom OTT PLATFORMS 9

1.10 Content delivery network & Offline download 10

1.11 Need for the study 12

1.12 Scope of the study 13

1.13 Objectives of the study 13

1.14 Limitation of the study 14

2 REVIEW OF THE LITERATURE 15

v
3 RESEARCH METHODOLOGY 17

3.1 Research Design 17

3.2 Sources of Data 17

3.3 Structure of Questionnaire 17

3.4 Sample size 18

3.5 Sampling technique 18

3.6 Period of the Study 18

3.7 Hypothesis/ Analytical Tools 19

4 DATA ANALYSIS AND INTERPRETATION

4.1 Percentage analysis 20

4.2 Weighted average analysis 27

5 FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 Findings of the Study 29

5.2 Suggestions 30

5.3 Conclusion 31

REFERENCES 32

ANNEXURE (Questionnaire) 34

vi
 ABSTRACT

This study aims to find the idea & startup of Custom OTT PLATFORMS and the impact of
consumer preference, there are plenty of OTT platforms which are Netflix, Disney plus
hotstar, Amazon prime video, Zee 5 & Eros now are those which will attract the consumer on
the basis of their preference & nowadays it is 100% customizable. Over The Top platforms
commonly termed as OTT platforms are online streaming media services which from past
few years is gaining a lot of popularity amidst the masses, As per reports the Indian OTT
market is expecting $5 Billion Customers by the year 2023.The recent statistics indicate that
OTT video revenue is projected to double globally by the year 2025.The study further
attempts to identify the factors influencing consumers choice towards OTT platforms and also
their level of satisfaction towards the services of OTT. The sample size for study comprised
of 133 respondents. The sampling technique used was convenient sampling. The research
is Descriptive in nature. The statistical tools used for analysis include Percentage analysis &
Weighted Average analysis. From the study of satisfaction levels of Consumer and their
preferences, basic data of the OTT PLATFORMS have been identified and analysed. The
study also gives the information & idea of the startup OTT platform on our own, to have a
sustainable growth & updates on this platform on our upcoming generation.

vii
 LIST OF TABLES

TABLE NO PARTICULARS PAGE

NO

1.1 Popular over the Top platforms in India 2

1.7 Difference between OTT & DTH 8

4.1 Frequency Analysis of Gender 20

4.2 Frequency Analysis of Age 21

4.3 Frequency Analysis of Profession 22

4.4 Frequency Analysis of Educational 23

qualification profile

4.5 Frequency Analysis of Subscription Plan 24

4.6 Frequency analysis of Consumer Preference 25

OTT

4.7 Weighted Average Analysis to Source of 27

Knowledge & Consumer knowledge about the

OTT platforms

viii
 LIST OF FIGURES

CHARTS PARTICULARS PAGE NO

NO

4.1 Chart Depicting Gender of Respondents 20

4.2 Chart Depicting age of respondents 21

4.3 Chart Depicting Profession of Respondents 22

4.4 Chart Depicting Educational qualification of 23

respondents

4.5 Chart Depicting Consumer Subscription 24

plans

4.6 Chart Depicting Consumer Preference OTT's 25

4.7 Chart Depicting Consumer satisfaction level 26

4.8 Chart Depicting Source Knowledge of 28

consumers

ix
 CHAPTER – 1

INTRODUCTION

1.1 OVER THE TOP (OTT) PLATFORMS

An over-the-top (OTT) media service is a media service offered directly to viewers via the Internet.

OTT bypasses cable, broadcast, and satellite television platforms; the types of companies that

traditionally act as controllers or distributors of such content.

The term is most synonymous with subscription-based video-on-demand (SVoD) services that

offer access to film and television content (including existing series acquired from other producers,

as well as original content produced specifically for the service.

The world has seen drastic changes in the way it consumes content over the past few decades.

One of the more recent is the content shift from television to OTT platforms. Over the Top

platforms (OTT) like Netflix, Amazon Prime, Disney+ Hotstar, etc., are becoming more popular

by each passing day and increasing its subscriber base. OTT refers to film and television content

provided via a high-speed Internet connection rather than a cable or satellite provider. An OTT

platform has a large repository of movies and TV serials from across the globe which can be

accessed through different devices like phones, laptops, Android Televisions, etc. These

platforms even produce their original shows and gives their users a different experience

altogether. It is basically a media streaming service which is available for the users through

internet connectivity.

1
It was in the year 2015 that Netflix successfully launched its streaming services in India.

Thereafter the Indian internet streaming market kept evolving with the entry of players like

Amazon Prime Video, Sony LIV, Zee5, VOOT etc.

1.2 TYPES OF OTT PLATFORMS:

TABLE 1.1 POPULAR OVER THE TOP OTT PLATFORMS IN INDIA

SERIAL OTT PLATFORM YEAR OF OWNER LANGUAGES OFFERED

NO STREAMING

1 Netflix 2015 Reed Hastings English, Hindi, Telugu,

Tamil, Bengali,

Malayalam, Kannada

2 Sony LIV 2013 Sony Pictures Hindi, English, Telugu,

Network India Tamil, Bengali,

Malayalam, Kannada,

Punjabi

3 Disney Plus Hotstar 2015 Star India Hindi, English,

Private Limited Malayalam, Telugu,

Tamil, Bengali, Kannada,

Marathi

4 Amazon Prime 2016 Amazon.com Marathi, English, Hindi,

Video Telugu, Tamil, Bengali,

2
 Malayalam, Kannada,

Odia, Punjabi, Gujarati

5 Zee5 2018 Zee Marathi, Hindi, Telugu,

Entertainment Tamil, Bengali,

Enterprises Malayalam, Kannada,

Punjabi, Odia,

Gujarati, English

6 VOOT 2016 Viacom18 English, Hindi, Telugu,

Tamil, Bengali,

Malayalam, Kannada,

Odia, Punjabi,

Gujarati

7 Bigflix 2012 Reliance Hindi, Telegu, Tamil,

Entertainment Punjabi,

Malayalam, Gujarati,

Marathi, Bhojpuri

and Bengali

1.3 ADAPTIVE STREAMING & GLOBAL DISTRIBUTION

Adaptive bitrate streaming (also known as adaptive streaming) is a technology designed to deliver

video in the most efficient way possible and in the highest usable quality for each specific user

and device. It is not to be confused with progressive streaming.

Adaptive streaming allows the video provider to create a different video for each of the screen

sizes (or devices) that they wish to target. You can stream a specific video file to fit specific screen

sizes, ensuring that the viewer always receives the best video for their needs.
3
Over-the-top broadcast lets you choose from a wide array of content distribution and monetization

options. But if you’re new to the OTT media distribution landscape, distributing media content via

OTT platforms can seem overwhelming.

There are currently about 40 providers of over-the-top media services (OTT) in India, which

distribute streaming media over the Internet. In fiscal year 2018, the OTT market in India was

worth ₹2,150 crore. The streaming market in India is predicted to be worth $15 billion by 2030,

with $12.5 billion coming from the video market and $2.5 billion from audio. The OTT market in

fiscal year 2020 was estimated to be worth $1.7 billion

1.4 BRAND AWARENESS & MONETIZATION:

Brand versus performance marketing is an old debate, digital was predominantly about

performance and that is why until about 2-3 years ago, most of the brands focused a lot on

performance. Now, we have started to see a more blended approach where brands are willing

to invest in brand building. Even if it’s just 5%, 7%, or 10% of the marketing budget, they want to

put it on top of the marketing funnel. Brands need a new audience to keep coming in, to know

who they are and what they stand for. It is still something that we have to tell clients

There are several monetization methods are there:

• SVoD – subscription video on demand. Users have to buy a subscription in order to

access content on the platform

• AVoD – advertising video on demand

• TVoD – transactional video on demand

• Hybrid

4
Subscription Video on Demand

This is probably the most popular OTT monetization model. The users of your app pick one of the
subscription plans, which typically run month to month. Almost all app content is then available to
the viewer, except for any you additionally charge for.

Transactional Video on Demand, or Pay per View

This is the most efficient OTT monetization system in terms of generating profit, but generally not
the favourite of users. Here, users have to pay for every piece of content they watch. Sometimes
this model is used alongside SVoD - users can have a subscription running and still have to pay
for particular content.

Advertising Video on Demand, or Advert-supported

This monetization model implies that users can watch all content for free. They don’t have to pay
for the subscription or every piece of content.

But in exchange for free content, users have to watch ads in the application. Sometimes the ads
are built into the content itself - the user watches a video, which is paused occasionally to show
a short ad.

5
Hybrid models

Some hybrid models of OTT monetization combine two or three of the previous models in some
way.

The most popular combinations are:

• The user buys a subscription that allows them to consume the majority of content.
Some exclusive materials are available via the pay-per-view model.
• The user can buy a standard subscription to watch content, but will still see ads. At the
same time, advanced subscriptions are offered that eliminate ads and allow for
unhindered content navigation.

1.5 MERITS & DEMERITS OF OTT PLATFORM

MERITS:

• Connectivity- OTT platforms are easy to use. An OTT platform requires only minimal

things to access. It requires only a stable internet connection and a device like Mobile

Phone or Laptop etc.

• Cost Friendly- OTT platforms are Cost Friendly in compare to the Traditional TV

connection. The content you can get on TV cable for a premium costly package is

accessible on OTT for minimal prices.

• Convenience- OTT platforms allow you to access your favorite media content

whenever, wherever and as often as you want.

• Variety content- Users can access hundreds and thousands of movies and shows. Also

including, news, sports, kid’s content and many more.

6
DEMERITS:

• Connectivity- OTT platforms only require a stable internal connection. If there is a weak

internet connection the quality of the service will degrade.

• OTT Rights-OTT providers sometimes they don’t acquire OTT rights of certain shows,

which are strictly made for cable only.

• Data Consumption- OTT platforms consume a lot of data will providing their services.

• No Age Limit- There is no age limit on OTT platforms. Underage kids can access to

contents which is Abusive, Dark, and Violent in nature.

1.6 MARKETING & DEMAND

The pandemic has enormously impacted the demand for the VOD market. Across the globe,
consumers invest more time on video streaming consumption over multiple devices and have
exponentially aided the market players in expanding their subscriptions via digital advertising.
Video On Demand white label streaming service through smart TVs and smartphones drives the
market revenue progressively. Leading businesses and content broadcasters are venturing into
the segment by showing progressive interest in owning a best video streaming platforms.

The size of the video on demand market was at 55 billion USD in 2019 and is steadily growing at
15% CAGR from the year 2020 to 2027. In 2021, the user penetration will be 23.9% and will hit
28.5% by the year 2025. Video On Demand revenue is expected to reach millions by 2025.

7
 1.7 DIFFERENCE BETWEEN OTT & DTH

Basis Over the top platforms Direct-to-home platforms

Meaning An Over the top The DTH technology enables a

(OTT)media service is a broadcasting company to directly

streaming media service beam the signal to your TV set

offered directly to viewers through a receiver that is installed in

via the Internet. the house. There is no need for a

separate cable connection.

Cost The cost of an OTT services The cost of a DTH services is

is very low. Premium comparatively high than OTT

subscription of Amazon services. Tata Sky’s HD Digital set-

Prime Video starts from a top boxes are expensive starting at

price of Rs 999/year. Rs 1,699 depending on the

consumer’s preference.

Control The control of choice stays The control of choice stays in the

in the consumer’s hand. The hand of the service providers.

consumer can choose

between different contents.

8
 Versatility OTT platforms can be DTH platforms can only be watched in

watched in different devices Televisions

such as Televisions, Mobile

phones, Tablets and

Laptops.

Examples Examples of OTT platforms Examples of DTH platforms are TATA

are Amazon Prime Video, Sky, Dish TV, Airtel digital TV etc.

Netflix, Disney Plus Hotstar

etc.,

1.8 MARKET SCENARIO OF OTT PLATFORM

With over 40 over the top media services (OTT) in India, more and more people are opting to

watch content online. As per reports in the fiscal year 2018, the OTT market in India was worth

₹21.5 billion and in 2019 its value grew up to ₹35 billion. The OTT sector in India witnessed a

30% rise in the number of paid subscribers, from 22.2 million to 29.0 million between March and

July 2020. India’s video streaming industry is set to be valued by ₹ 11.9k billion by 2023. This

growth is directly connected to the surge in the number of internet users which are expected to

cross 735 million by 2021 with more than 73% of them consuming content in Indian regional

languages.

1.9 BENEFITS OF CUSTOM OTT PLATFORMS

Benefits of OTT platform:

• Video can be streamed on multiple devices like laptops, mobiles, smart TVs and Tabs

connected to the internet.

9
 • Users can watch the video at any time and from anywhere.

• Cost-effective - users can watch multiple movies, reality shows and sports events with

a single subscription which is much cheaper when compared to money spent going to

theatres to watch movies.

• Original content - some exclusive original content can be accessed only on

subscription, and such unique content is available only in a particular OTT platform

• A massive platform for individual artists - small, individual artists and video creators

can create content then approach OTT services for releasing their content.

Alternatively, they can also launch an OTT platform where video content can be

released to reach more people. In return, video creators can also make money from

users for accessing the video content.

1.10 CONTENT DELIVERY NETWORK (CDN) & OFFLINE DOWNLOAD

Content Delivery Network (CDN):

Providers of high-quality content need a reliable CDN software solution to deliver their content to
consumers without interruptions or quality loss. That’s where Setplex steps in. Our IPTV/OTT
encoders allow broadcasters and service providers to deliver multi-feature services in resolutions
ranging from standard to 4K definition. Paired with our CDN, your clients will maintain 4K definition
globally on any device.

Consumers and audiences want instant access to streaming media wherever they are. Our CDN
Solutions offers users the ability to stream high-quality content across all operating systems and
devices, anywhere in the world.

10
Automatic Configuration, CDN configuration to boost your speed and performance scores. Easy
Integration with CDN. Deploying a CDN has never been easier. the distance between your
website’s server and your users’ is one of the crucial factors of web performance.

Offline Download:

Offline Viewing refers to downloading video content from streaming platforms, for viewing without
the need for an internet connection. Recent Ericsson research found that two-thirds of users that
watch video over a mobile connection are u happy with the quality.

Network coverage, mobile data speed as well as costs are considered as the limiting factors for
the quality of video delivered by mobile by these streaming services. Also, Streaming video can
eat up a lot of data on a data plan, faster than anything else. These factors combined have given
the rise to the need for users to be able to download videos when they are in Wi-Fi network and
watch it on the go, without consuming any mobile data, virtually in “offline” mode.

When it comes to movies, TV shows and other clips, many platforms can be used to stream video
content from almost any devices, provided you have an internet connection. When wanting to
watch online streaming videos on-the-go, you can be completely connectionless with offline
viewing.

Offline viewing is majorly used in markets and areas where the cost or the speed of mobile data
available to the user is not optimal for them to be able to stream videos on the go, or they may
frequently visit areas with no internet connection (like airplanes). In these cases, users prefer to
“download and save” their videos onto their mobile devices while they are preferably connected
to a Wi-Fi connection and watch them on the go without consuming any mobile data or requiring
any internet connection at their own convenience.

11
1.11 NEED FOR THE STUDY

• In today’s era OTT (over the top video) has become big buzzword when we talk about
Digital media and availability of latest video content among consumers, especially the
Generation Y category.

• since 2013 OTT platforms have gained significant growth and it is estimated that this video
streaming content shall exceed $332 billion by 2025.However this research is about
understanding various factors which lead to adoption of OTT services among millennial
consumers.

• Due to 5G technology and advancement in IT sector the future of OTT platform will be
bright because upcoming generations will have greater capacity to cope up with highly
advanced systems like delivering users the experience of virtual reality in high definition
video quality.

• Therefore, this research is attempt to understand why millennial consumers are addicted
to binge watch video content on the OTT platforms, what benefits they enjoy while watching
video content on OTT platforms etc., the reasons for consumer preference for this service
and ways to induce repeated purchase and final adoption of OTT.

• The purpose of this study is to understand which characteristics influence local user
selection of OTT services.

12
1.12 SCOPE OF THE STUDY

• If video streaming is plausible, then why not audio streaming. A few perfect instances of
OTT audio streaming platforms are podcast apps and online radio stations such as
Amazon Music, podcast addict, Google podcasts, and more.

• The whole world knows about this service offered by OTT platforms. OTT uses the web to
deliver video content to its users. A few online streaming apps & OTT platforms are
Amazon Prime, Netflix, Hulu, and iTunes.
• Smart technology brings advanced devices to support their usage. Apple TV & Roku are
the quintessence examples of such advanced gadgets enabling the user to indulge in video
streaming content on their TV– a bigger screen indeed.

1.13 OBJECTIVES OF THE STUDY

• The prime objective to conduct this research is to understand various factors which

encourage millennia’ s or the generation Y category to watch video on demand on various

OTT platforms such as Netflix, Hotstar, Amazon prime, Voot etc.

• To understand the psychology of millennials to binge watch content available on OTT

platforms.

• The research will also talk about what various benefits which millennia’ s enjoy watching

movies, series, biography, etc. across various OTT channels.

• To make audience understand the significance of OTT business and its demand in

upcoming future.

13
1.14 LIMITATION OF THE STUDY
Misunderstanding your audience. You need to know who is going to be watching

and what they might want to watch.

• Using the wrong technology

• Showing the wrong content

• Offering a poor user experience

• Catching a bad wave

• Managing expectations

14
 CHAPTER – 2

REVIEW OF LITERATURE

• NEIL BROWN (2013) has identified two main Incentives of Regulation,

Effecting Market Liberalization, And Protecting the interest of Consumers
Where Market Forces Alone Would Be Insufficient, where a 22year old
Bangalore-based engineer. She discontinued watching TV because she did
not prefer to watch TV shows which are telecast on a particular period of time.
Online streaming of videos provides her flexibility of watching movies, TV
shows of her interest at any point of time as per her convenience.

• MOSACHO, (2018) (OTT) video streaming service centered on Netflix has

opened up a new era of broadcasting. It is observed that millennia’s exhibit
stronger binge-watching behaviors as compared to other generations. The
psychology of majority millennia’ s behind binge watching is that they want to
keep the storyline ongoing.

• INDIA CELLULAR, ELECTRONICS ASSOCIATION (2020) says that “India’s

OTT market Witnessing a rise in number of paid subscribers, accessed on
06th Feb 2021. • India Cellular, Electronics Association (2020) Contribution
of smartphones to digital governance in India A study by India Cellular &
Electronics Association. Connaught Place, New Delhi 19-20.

• IFFLA FIRDOUS (2020), The Internet is becoming progressively pervasive

and can be utilized to spread disinformation, propaganda, or create tensions
purposely. Additionally, it is unexpected that web stages are confronting
phenomenal strain to consent to state laws to control content.

15
• URGELLES (2017) The term OTT is the abbreviation of “Over-The-Top”,
which has a meaning that audiovisual contents are delivered over the top of
existing types of TV receivers such as cables, satellite dishes, and set-top
boxes.

• HOELCK AND BALLON (2016) cited “digitization” as the reason. They

enunciated digitization gave rise to on-demand services and interactive
communications in platforms, and it helped to form direct user interface called
the Electronic Program Guide.In addition, they elucidated it took a role of
catalyst for making electronic companies and internet companies jump into
the broadcasting market.

• (ROCHET & TIROLE (2006) OTT firms were thrown in a quite complicated
situation known as multi-sided market at early stages. Firms should manage
to mediate andcoordinate different interests of multiple stakeholders.

• PANKAJ THAKUR (2021) The Indian film and entertainment industry has
shown a shift from conventional TV and big screen to Over-the-top media
platforms. These platforms provide ease of access to stream anytime
anywhere over the internet. With this study the researcher explored the
remarkable evolution of these OTT platforms in India.

• SHUBHANGI HEDA (2021) How to Regulatein India the OTT services

created a parallel medium to disseminate such content.That has led to a
situation where the same content might be censored in cinemas and on
television, but not on streaming platforms as regulation of content on paid
OTT services does not exist.

16
 CHAPTER - 3

RESEARCH METHODOLOGY

3.1 Research Design

The research is descriptive in nature. This research identifies the factors affecting
the preferences of the Consumer and describes Every detail is Data given below.

3.2 Sources of data

The research uses both Primary data and Secondary data . Primary data are raw
data and are collected for the first time. Secondary data, on the other hand, are data
that were previously collected and tested. To analyse the growth rate & consumer
satisfaction of the users I used the most common methods like, published literature
sources & surveys.

3.2.1 Primary Data:

Primary data has been collected from 154 respondents using questionnaire (survey
method).

3.2.2 Secondary Data:

Secondary data was collected from reviewing various literature related to usage &
consumer preferences.

17
3.3 Structure of Questionnaire

The questionnaire has been framed and circulated to collect primary data. The
questionnaire contains four points & it’s given below,

• Direct questions
• Close end questions
• Dichotomous questions
• Multiple choice questions

3.4 Sample Size

The population size is indefinite as the number of people using OTT platforms in
different apps & it is large in number. It is difficult to access the population. The
sample size is 133. The respondents are from various locations spread across
Chennai.

3.5 Sampling Technique

Sampling technique is the technique used to select the sample size. Convenient
sampling technique is used for this research. Users or Consumers were taken
according to the convenience of the research study. The respondents are Residing
in various locations.

3.6 Period of study

The study was conducted for a period of 3 months starting from December 2021 to
February 2022.

18
3.7 Hypothesis/ Analytical Tools

Hypothesis 1:

D-T-H (Direct-to -home) Market concentration would be positively associated with

OTT service revenues.

Hypothesis 2:

Their concentration would be positively associated with fixed Broadband

subscriptions

Hypothesis 3:

Services Other than OTT Would be Negatively Associated with fixed Broadband
Subscriptions.

Hypothesis 4:

Consumer or user, which uses the internet with low connectivity can’t enjoy the OTT
services on good terms.

19
 CHAPTER - 4

DATA ANALYSIS & INTERPRETATION

4.1 PERCENTAGE ANALYSIS

TABLE 4.1 Frequency analysis of Gender

Factors Frequency Percentile %

Gender Male 57 42.9
Female 76 57.1
SOURCE: PRIMARY DATA

Gender of Respondents

Fig 4.1 Chart depicting Gender of Respondents

INTERPRETATION:

42.9% of the respondents are male, 57.1% of the respondents are female, Majority
of the respondents are female.

20
4.1.2 AGE PROFILE

Table4.2 Frequency analysis of Age

Factor Frequency Percentile %

Age Below 26 19.5
18
18 – 35 69 51.9
35 – 50 36 27.1
Above 2 1.5
60

Source: Primary data

Fig 4.2 Chart depicting Age of respondents

INTERPRETATION:
19.5 % of the respondents belonged to age group of below 18, 51.9% of the
respondents belong to the 18-35 age group. 27.1% of the respondents are aged
between 35-50 and 1% of respondents ages above 60 years. Majority of the
respondents were from the age group 18 - 35 years.

21
4.1.3 FREQUENCY ANALYSIS OF PROFESSION

Table 4.3 Frequency Analysis of Profession

Factors Frequency Percentile %

Profession Student 50 37.59

Employee 30 22.56
Employer 24 18.05
Others 29 21.80

Source: Primary data

Fig 4.3 Chart depicting Profession of Respondents

INTERPRETATION:

22.56 % of them are employees, 21.80% of the respondents are others,

& 18.5% of the minimum respondents are employer & 37.59 % majority of the

people are Mostly in Students.

22
4.1.4 EDUCATIONAL QUALIFICATION PROFILE

Table 4.4 Frequency Analysis of Educational Qualification

Factors Frequency Percentile %

Educational school 28 21.05
Qualification Under graduate 40 30.08
Post graduate 30 22.56
Others 35 26.32
Source: Primary data

Fig 4.4 Chart Depicting Educational Qualification Of Respondents

INTERPRETATION:
21.05% of the minimum respondents are school, 22.56% of the respondents are
Post graduate, 26.32% of the respondents are others & the majority of the people
are mostly in under graduate.

23
4.1.5 FREQUENCY ANALYSIS ON SUBSCRIPTIONS PLANS

Table 4.5 Frequency Analysis of Consumer Subscription plans

Factors Frequency Percentile %

Consumer Monthly 40 30.08

Subscription
plan Yearly 70 52.63

Watch for free 23 17.29

Source: Primary data

Consumer Subscription plans

4.5 Chart depicting consumer subscriptions plan

INTERPRETATION:
30.08 % of the respondents are Monthly subscribers, 17.29 % of the respondents
are the minimum people who watch for free & 52.63% majority of the respondents
are yearly subscribers and are the most Consumers.

24
4.1.6 FREQUENCY ANALYSIS ON CONSUMER PREFERENCES OTT

Table 4.6 Frequency Analysis of Consumer Preference OTT

Factors Frequency Percentile %

OTT Netflix 50 37.59
PLATFORMS Disney plus 30 22.56
hotstar
Amazon prime 25 18.8

Zee5 20 15.04
Others 8 6.02

SOURCE: Primary data

4.6 Chart Depicting Consumer Preference OTT's

INTERPRETATION:
6.02% of the minimum respondents of others, 15.04% are people who use Zee5,
18.8% of the respondents are users of amazon prime, 22.56% of the people are
users of Disney plus hotstar & the Maximum users are from Netflix & it holds the
Majority % of 37.59 from the All over the top platform.

25
 CONSUMER SATISFACTION

Source: Primary data

Satisfaction level

Excellent Good Not bad poor

4.7 Chart depicting the consumer satisfaction level

INTERPRETATION:
57% are the Majority of the Respondents chose Excellent on the Satisfaction level,
22% response from the users were good & 10% of the Respondents chose Not bad
,9% of the Minority of the respondents are given Feedback as poor. There are
suggestions too.

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 4.2 WEIGHTED AVERAGE ANALYSIS

4.2.1 Source knowledge of consumers

Weighted average analysis have been performed and weights have been

assigned to the various sources available to the Consumer in Table 4.9 below

Table 4.7 Weighted Average Analysis to Source of Knowledge Consumer

knowledge about the OTT platforms

mean Rank
Source of
Knowledge
Internet 2.36 1

News paper 2.21 2

Friends & family 2.05 3

News channel 1.76 4

Source: Primary Data

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 Mean
Mean

2.36
2.21

2.05

1.76

Internet News Paper Friends & Family News channels

4.8 Chart Depicting the Source knowledge of consumers

INTERPRETATION:
The first main source of knowledge for Investment is Internet source with a

mean of 2.36 followed by Newspaper sources with a mean of 2.21 which is

followed by sources from Friends & family with a mean of 2.05.

The least sources of knowledge include News Channel with a mean of 1.76

The main source of knowledge regarding Investment comes from Internet Sources

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 CHAPTER – 5
FINDINGS, SUGGESTIONS & CONCLUSION

5.1 FINDINGS

• As per my research it was found most of the people who use OTT
platforms are UG & PG students 60%, employees 30% & 10%Others
Profession.
• It was found that the majority 70% of them are between 18 -30 age
group.
• It was found that the 50 % occupies Netflix & this OTT platform is among
the users.
• It was found that the female category is 60% the majority respondents
in the gender chart.
• The findings shows that the people highly willing to do yearly
Subscription.
• It has 50% of Respondents & active users.
• It was found that the least Usage OTT is ZEE5 & others.
• In OTT we can watch movies as well as series for free and we can watch
it whenever and wherever we want, but it is impossible in the case of
TV.
• OTT is instant when it is compared to TV channels. And the thing
wireless is most important in these days. That’s why OTT stand ahead
of Tv channels.

29
 • It was found that the users feedback tells there is “Unnecessary too
much of ads and repeating content.
• It was found from the Users feedback “I think this this is our future movie
theatre plans OTT have updated catalogue of movies, documentary
many other perks, where TV channels don't have that perks.
• The findings from the feedback from the user was “Tv channels hide
18+ contents but OTT doesn't hidden that things. It is portable to use &
it just requires Net/data Not wire connection. It' s easy to watch any
requires.

5.2 SUGGESTION

Findings from the user feedback is mostly, requirement for personalized

recommendation. More updates can be helpful & convenient for the future users.
On a regular use people requires multiple profile option on a single account.
User needs update on compatibility with multiple screens.

Respondents require flexible subscription cost. It was found that the findings
from the user experience says even after the subscription, there is number of
advertisements still people find inconvenient.

We may need in-app push notifications from the app which the user was using
but it should not lead user to uninstall the OTT. Creating an intuitive UI simplifies
content & makes it user friendly.

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5.3 CONCLUSION:

India is one of the biggest potential markets for the OTT platforms in term of
quantity and quality. The study examined that the remarkable evolution of OTT
sectors started in 2008 with launch of BIGFlix by reliance entertainment in India.
The market moved at a slow pace up to 2014. It was 2016, when two big players
Disney plus Hotstar and Amazon Prime video were launched in 2016 in India.
These two along with Netflix were mostly viewed by Indian audiences. Study
from various literatures concluded that, increased smartphone and internet base
in India after 2015, youth-oriented population and diversified content were the
main reason of popularization of OTT platforms in India.

From analysing the data collected, the growth Rate & factor affecting the
preference of Consumer Usage in OTT Platforms were Identified & Various
demographic factors such as age, education level, employment, have been
analysed and it is concluded that demographic factors experts a significant
influence over the preference of User In the future. The level in which The
Factors, Updates for OTT Platforms & I collected Few Feed backs from the
Users and it is concluded that it is Convenient & Wireless. One Inconvenience
is the Advertisement & The study shows that Few Requirements from the Users
are have to be Updated & the suggestions should be considered by the OTT
supplier. Those Requirements are Detailed in Suggestions & The updates are
for the Future Users.

31
 REFERENCE:

1) DANGWAL SANDHYA (2017) Reliance Entertainment launches BIGFlix,

India’s first global multi-language HD movie platform.

2) SHARMA GARIMA, DAHIYA SURBHI (2020) Role of Covid as a catalyst in

increasing adoption of OTTs in India a study of evolving consumer
consumption patterns and future business scope 12: 298-311.

3) SOBHANA K. NAIR (2020) Government to monitor OTT content.

4) ITHIEL DE SOLA POOL, Technologies of Freedom, Harvard University

Press1984.

5) CHUCK TRYON (2015), “TV Got Better: Netflix’s Original Programming

Strategies and Binge Viewing.” Media Industries.

6) SUBRADIPTA SARKAR (2009), “Right to Free Speech in a Censored

Democracy.” University of Denver Sports and Entertainment Law.

7) ON 06TH FEB (2021), India’s OTT market Witnessing a rise in number of paid
subscribers

8) TAUSIF MULLA TELEMATICS AND INFORMATICS (2022), Assessing the

factors influencing the adoption of over-the-top streaming platforms

32
9) HIMANGSHU PAUL, ALEXANDER NIKOLAEV (2021), Data Mining and
Knowledge Discovery, Fake review detection on online E-commerce
platforms

10) YUANYUAN WU (2018), Decision Support Systems, Fake online reviews in

e-commerce significantly affect online consumers, merchants and as a result
market efficiency.

11) IMON CHAKRABORTY, RAVINDER KUMAR VERMA, MOHIT

HITESHKUMAR JOSHI, P VIGNESWARA ILAVARASAN (2022), Customers’
Willingness to Use New OTT Media Platforms in India

12) SEONGCHEOL KIM (2021), OTT and live streaming services: Past, present,
and future.

13) DESHAK BHATNAGAR (2022), OTT (Netflix) Film Recommender System

Using Data Mining.

14) MAYANK SADANA, DIPASHA SHARMA (2021), How over-the-top (OTT)

platforms engage young consumers over traditional pay television service? An
analysis of changing consumer preferences and gamification

15) MS SONAL KHATRI, ARUNA ARUNA (2020), Impact of Social Media

Promotions & Mobile Applications on the Sustainable Development & Growth of
Ott Platforms in India.

33
 Annexure

Questionaire

1) Do you use OTT Platforms?

• Yes
• No

2) If so which OTT Platforms do you Watch?

• Amazon prime
• Netflix
• Disney plus Hotstar
• Zee5
• Others

3) How do you Prefer on Subscriptions plans?

• Monthly
• Yearly
• Watch for free

4) How Frequently do you use?

• Often
• Rare
• Monthly once
• Others

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5) What Do you like to watch on OTT Platforms?

• National Content
• International content

6) Rate your Satisfaction level in OTT Platforms?

• Excellent
• Good
• Not bad
• Poor

7) Which became your most Convenient or Comfortable Mode to Watch Shows or Movies?

• Theatre
• OTT Platforms (Netflix, Amazon)
• Other Apps

8) What are your Preference on update?

• Good content
• Ad free
• In- Push Notifications
• Multiple Users on Single Account

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 9)Do you have any inconveniences while using OTT Platforms?

• Yes
• No

10) If so Mention the inconveniences that Occurs to you ___________

11) Why do you Think TV channels are behind OTT Platforms in terms of Youth Viewership?

12) What are Your Suggestions on OTT Platforms For the update?

________________________________________________________

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