PROJECT REPORT

ON
“PROFILE AND PREFERENCE OF OTT USER IN IDIAN
PERSPECTIVE”

Submitted in partial fulfillment of the award of the degree of

MASTER OF BUSINESS ADMINISTRATION
PROGRAMME
Conducted by
Dr. A.P.J. ABDUL KALAM TECHNICAL
UNIVERSITY, LUCKNOW
Submitted By
Apoorv
MBA IVth Semester
Roll No.
Under the guidance of
Mr.

LAL BAHADUR SHASTRI INSTITUTE OF

MANAGEMENT & DEVELOPMENT STUDIES,
LUCKNOW
2019-2021
1
 DECLARATION

I hereby declare that the project entitled “PROFILE AND PREFERENCE OF

OTT USER IN IDIAN PERSPECTIVE” submitted by me in the fulfillment of
the requirements for the award of the degree of Master Business Administration of
Lal Bahadur Shastri Institute Of Management & Development Studies, Lucknow is
a record of my own work carried under the supervision and guidance of Prof. Lal
Bahadur Shastri Institute Of Management & Development Studies, Lucknow.
To the best of my knowledge this project has not been submitted to this or any
other University or Institute for the award of any degree.

Apoorv
th
MBA IV Semester
Roll No.

2
 ACKNOWLEDGEMENT

Every work constitutes great idea of assistance and guidance from the people
concerned and this particular project is of no exception.
A report of the nature is surely a result of tremendous support, guidance,
encouragement and help.
Wish to place on record my sincere gratitude to my guide Mr………………. Lal
Bahadur Shastri Institute Of Management & Development Studies, Lucknow.
I thank them for constructive help and encouragement throughout the project.
Without their support and guidance, taking this project would not have been
possible.
Also I wish to acknowledge enthusiastic encouragement and support extended to
me by my family members.
I am thankful to my friends who provided me their constant support and assistance.

Apoorv
th
MBA IV Semester
Roll No

3
 Abstract –

As we look back from a few years in India, OTT's platform subscriber growth rate
is raisingtoward high till the date through this (Covid-19) Pandemic Lockdown as
this growth is based upon thegreat Technological advancements that contributing
to the OTT providers to bringing high-qualitycontent to our near screens through
the Internet. OTT's providers not only depend on their repositorybut invest a lot of
money in producing their content. Many factors, such as new technologies, a drop
indata charges, improved Internet speeds both at home and on the Internet.
Mobiles, tablets, laptops, andSmart TVs are now to be made for entertainment and
made it easy for the consumption of contentprovided by the OTT providers. This
paper is in a novel approach to understand the user profiles
andpreferencesfromanIndian perspective.

Keywords:- OTT,Profiles,Preferences,IndianPerspective,Easeofuse,Digitalmedia

4
5
INTRODUCTION
The term OTT or "over-the-top" refers to the distribution of content or services
6
over an infrastructure thatis not under the administrative control of the content
provider. Originally, it applied to the distribution ofaudio and video material, but
more recently, the term has been expanded to include any service orinformation
available on OTT Platforms in recent times media usage is happening quickly
through OTTPlatforms around the world the Rapid growth of users Internet
connectivity has made devices with anincreasingly growing support to digital
media and Consumers have a Privilege of access to media
atanytimeandanywhereandInIndia,themediaconsumptionhasbeenenormousDevelop
mentandsubstantialgrowthofOTTPlatformThroughthisCovid19PandemicLockdown
Historically,Traditional media television is being ruled and raised by the OTT
Platforms in India Like Hot star,AmazonPrime, Netflix, Aha, Zoom,
Sonyliv,Zee5,etc.

Accordingto(FICCI&EY,2019)themarketforOTTPlatformsinIndiahasbeenexpande
dbysome$113.5 billion a year earlier in FY2019, and it is projected to reach some
$24 billion by 2021 and the factthat the transition was motivated by data
availability and affordability.As well as a Data-saving nationjust a fewyearsago,
Indiais now atthe topofthe worldat9.8 GBa monthwhenitcomestodata-saving.

And Coming to the growth of over-the-top (OTT) Platforms has changed the wider
advertising andentertainment market. And this growth has changed the way of
content creation consumption and deliveryon the OTT Platforms and the
emergence of OTT technology marked a significant change in India's
trendsinmediaconsumptionfromafewyearsago.wesawanaccelerationofOTTPlatform
companiesdelivera wide range of products and the user experience is immersive
and interactive, and the Customer conducthaschangeddrastically.

CONCEPTUALFRAMEWORK

Intermsoftheconceptualframework,severalprinciplesneedspecialattention.Referringt
7
othesignificance they have in relation to this research paper. Innovation: Any
product, service, or conceptviewed by someone as new. (Keller, 2017) Adoption:
the decision of the person to become a frequent useroftheproduct.
(Keller,2017)Innovation-
Diffusionprocess:thepropagationofanewconceptfromitsrootoftheinventionto
Itsultimate consumers oradopters. (Keller,2017)

THEORETICALFRAMEWORK

Innovation Adoption Model (AIETA Model) This model developed by Rogers

focuses on the mentalprocesses through which a customer passes through from the
point he hears about an innovation till hefinally adopts it. (Keller, 2017).
Awareness: The consumer comes to know about the innovation but
lacksinformation aboutit. Interest:The consumer is motivated to seek information
abouttheinnovation.Evaluation: The consumer considers whether to try the
innovation. The trial” The consumers try theinnovationforthefirst time. Adoption:
The consumerbecomesa regular user ofthe product.

Innovation Adoption Model (AIETA Model) This model developed by Rogers

focuses on the mentalprocesses by which the consumer moves from the point
where he learns about the innovation before it iseventuallyadopted.(Keller,2017).

Awareness: The customer has come to know about innovation but needs
knowledge about it. Interest: Thecustomerisinspired toobtain knowledge
oninnovation.

Evaluation:Thecustomerwilldecidewhethertopursuetheinnovation.Thetrial"Forthefi
rsttime,buyersareseekingtoinnovate.Adoption:thecustomershall becomeafrequent
userofthecommodity.

Users andGratificationTheory
8
 The object of the Uses and Gratification Theory is to understand how people use
the media. Fulfill theirneeds and receive satisfaction from them. People prefer to
communicate, to receive Awareness, relax, beconscious of, and enjoy themselves
in the media that they find. It is also easy to use for interpersonalcontact. Users
become active ingredients to the communication method, to be goal-oriented in
their use ofthe media. The theorists are saying the media consumer is searching for
unique media outlets the better fittheir needs and meet their needs Gratitude. Uses
and incentives presume that consumers have more thanone preference to meet their
needs. It is their need. In comparison to other ideas, this hypothesis holds
thatusersareresponsibleforselectingthemediathat suits andmeets
theirexpectationsandneeds.

PROBLEMIDENTIFICATION

 customers are especially sensitive to prices. Of all potential considerations, lower

monthly rates havethe greatest effect on the consumer's decision to subscribe (or
not) to a service, and too high a cost isprimarily responsible for canceling a
subscription. As competing offerings continue to flourish on themarket, pricing
will increasingly be critical to consumer retention, turnover, product longevity,
andsuccess. But do not confuse this with a race to the bottom. Establish a value
proposition by pricing thedistinctionwith an
entrypointthatdoesnotturnawayinterestedcustomers.

Consumer privacy is at the forefront of businesses all over the world and will
become even moreprominent in the media ecosystem. Instead of seeing the
oncoming wave of privacy legislation asnegative, see it as an opportunity to learn
about customers and win their trust. In this
intenselycompetitivemarketinwhichprivacyisnotnegotiablecompanieswhosimplywa
nttochecktheboxby doing the bare minimum, without investing in customer
9
 experience, may find who their customersarereluctanttocompromise theirprivacy
andmay prefertoturntoa moresecureprovider.

 Since genre-specific platforms have also Language challenges come into the
picture today, it may alsobe interesting for viewers to turn to the desired language
channel. But the advantage that streaminggiants like Netflix, Hot star, Amazon
Prime Video have is that they include content from all over theworld in monthly
payments and provide good choices for regional language content. The subject
weare talking about will be a hot topic soon, and then it will be fascinating to see
the approach of theseplatforms.

 Viewing restrictions need to be taken into the consideration by the ott

providers for Secure ofConsumerPrivacyandProfilesto becreatedas
permaturity levels

10
 LITERATUREREVIEW

There has been a significant increase in the consumption of media in digital

formats around the world. Today's customers can access the media material of their
choice at any time. Wherever This was made possiblebyan increase
inthenumberofdigital

devices that support digital Enhanced Internet speed and media. Netflix, Hulu,
Amazon, Apple TV, etc.A new age of video has been stirred by an increase in
smartphone use in India. Consumption of theprivatemedia
machine.ThesmartphonepenetrationinIndiais

expected to expand to 520 million by 2020 and broadband penetration will rise
from 14% At present, to 40percentin2020. (In 2016,Ernst&Young).

Woo,K.S.andFock,H.K.
(1999)indicatedthatthesuccessofonlineservicesdependsonDifferent variables

, such as network coverage and Efficiency of Transmission. Subsequent analysis of

various scenarios Internetrelated studies and their applications in the sense of India
indicates that Indians are now accepting
differentformsofonlinemediastreamingplatforms.

The latest technology depends on the Perceived principles, expectations and

specifications are given to theClients Carey, J. (2004).. Carey, J. (2004). believed
that high-endpossession Inthe adoptionofOTT,home theater TVs are
discouragingOTT services. Customers who want something new to follow
themany risks, ready to embrace the OTT service (short battery life, small screens,
rights to the content) thatconform with OTTservices, and some suspicions emerge
from some These threats can hinder the VoDservice's success. Customers who are
11
early adopters adopting innovations are OTT providers are also ableto subscribe,
and more so, the Customers of the mainstream also displayed their inclination to
Towards thepotential use of VoDservices Hyers, K. (2006).

When it comes to visual presentation, digital media has proven to be a big game-
changer (Gershon,2016).People are snapping up their old media to watch television
withnew media. The equipment used
todisplaytheTVisanoldorconventionalTV,aTV,oraTVset.Itisamediathatactsasanaudi
ovisualhub for households. Amusement.EntertainmentDigital media has changed
the way we interact and accessinformation and has The conventional forms of
advertising have been questioned. Its rising success haschanged global ads.The
main or key media are no longer recognized as current television/broadcast
andradio media the Preferred way of hitting the market target. More and more
enterprises use the Internet toconnect and to communicate. Personalize the
exchange of data between an e-commerce distributor (oradvertiser)and the
finaluser ( 2016, Gershon).

Since2000,fastgrowingOTTplatformssuchasYouTubehavegonethroughroughlythre
estages(Steinkamp, 2010).In promotional TV shows, the Internet was first used,
i.e. advertisements werecirculated With the intention of convincing Internet users
to watch TV programs online. The Internet
wasusedmainlyinThismechanismhelpsviewerstowatch
traditionaltelevisionprograms.

The breakthrough that has greatly affected OTT is mobile viewing. The
introduction of electronic
applications,includingthedistinctionbetweendigital,hasunfailinglychallengediPhone
,laptops,

and ultra-booksTechnologyand ClassicTV(Ghadialy, 2011).

12
WorldresearchershavebeenledbythispioneeringtechnologicaltransformationRecogni
zingtheexplanations why individuals are likely to choose between the media and
the Interaction between mediastyles.

With 70 million video viewers in India and around 1.3 million subscribers to OTT
paid video, the numberof Indian customers leaning towards OTT platforms is
increasingly growing. But The figures fluctuateeach month. Daily, Hotstar claims
to have 5 million viewers this could increase to 100 million during theIPL season.
(2015: Accenture)Services of OTT. In India uses a top-down approach, but a
bottom-upapproachto becompetitivein the long term.

Approachtohitanysectionofthesavvyonlinepopulation.Variousfactorsaredrivingpayi
ngsubscriptions,suchastheneedforhigh-
qualityvideos,Experienceforviewing,easeofaccess,andawider choice of content.
While the speed of the internet in India is one-third of the global average,
butalongwithfriendlierdata,theoptimumdatavelocityCostsinIndiawilllead
torapidgrowthin OTT.

In the online and mobile device markets, researchers were also concerned about
where the smartphonestood. The most striking, according to (Tang, Venolia,
&Inkpen, 2016) and (Banerjee, Alleman, &Rappoport, 2013), Connectivity and
high portability are features, with smartphones are standing out.Though PCs and
tablets continue to be Smartphones can easily connect to the Internet via some
externalsupport, such as Ethernet or WiFi, 3G or 4G open network. Also, research
has shown that viewers whohave visited online streaming have also been
shownPlatforms are concerned with similar details (e.g. themost shared by
Facebook or the most rated by Twitter, feedback, comments, Critics, etc.) more
than thecontent of the video itself; the position of smartphones among mobile
devices, therefore, In fact, it is moreforthecollection of information than forlong-
13
hour video viewing.

The OTT literature is very small, even though there is so many changes in the
media and entertainmentwere made Company via OTT services. Chung, Y. K.
(2014) sheds light on Netflix, as well as on Hulu, anew online subscription service;
other scientists Emphasize the meaning of the features and the origin ofthan In the
growth of OTT services The motivational variables that contribute to VoD
adoption Differentscholars have researched the services Lim,S.,&Lee,Y.J.
(2013).Studied the variables that inspire the userto accept The VOD services and
the analysis was performed using the TAM (Acceptance Paradigm ofTechnology).
It is true to say that neither one of them is The size of the business or the launch
date of theOTTservicedecidesthe Itsbusinesssuccess.

Nevertheless, not many attempts have been made to find out the various attributes
that are necessary forthe performance of In IndiaOTTservice. Therefore, the
present thesis aims to find out the profile andpreferences ofOTT users from an
Indian perspective These different attributes will show whether
therewasanimpacton OTTservicesperformanceinthe Indianmarket.

14
 RESEARCHMETHODOLOGY

 Instrument for the collection of data – The standardized questionnaire is used as

an instrument tocollect the dataand itis aprimary data of the researchSampling
method and technique: -convenience sampling is the Method of non-probability
samplingis used for the analysis. The questioner is made by considering these
VariablesAge, Gender, Place,Qualification,andIncome,etc.

 Data analysis tools and techniques: - the tool to be used for the analysis is SPSS
Statistics softwareandtechniques Visualization &Graphsareto be used

 Population

The Respondents for this research will be the users who watch OTT for their
entertainment. And theage group chosen is18 -55+.

RESEARCHOBJECTIVES

 ToexploretheconsumerpreferencesofOTTPlatforms

 Tostudytherelationshipbetweendemographicfactorsandconsumerpreferencestoward
OTTplatforms

 TostudytheMajorShifttowardstheconsumptionofoldentertainmenttonewentertainme
nt.

IDENTIFIEDVARIABLES

Profiles& EaseOfUse

We find that technology is constantly evolving in today's modern age, and with
that comes Its challenges,especially for older generations who have not grown up

15
using much of these new options for streaming.Some say that a lot of customers
are out Today, if it is too complicated, new online media streamingoptions will not
be attempted because it will be difficult to learn To reduce the gap, many
businesses needto make use of very simple solutions To attract a wider audience.
The older generation is more likely toaccept a new application that is easy to use
rather than difficult. This type of consumer is more likely tohaveabetter responseto
anewstreaming service when usabilityisavailable.

AdditionalBenefits

Most businesses use their brand as a path to other products purchasing. We're
observing In several ways, as customers use a website constantly, they want to add
additional Goods just to attract the consumers moretowards the website.we are
seeing more types in cable TV and OTT platforms as companies adding
newproducts to their portfolios. research has shown the significant relationship
between the purchasing thesubscriptionand purchasing multiple OTT platforms as
well as between purchase of media and buyingadditionalbenefitsin OTTplatforms

MediaOptions

In selecting a media provider and platform, channel selection plays a key role. A
key element is apreference. Live sports that have a large presence are a big factor.
It is understood that a lot of streaming options do not provide customers with Live
Sports Action Service.AstudybyHibberd(2004) was aimed atdeciding what
Channels are considered to be the most important for clients, as well as how well
they canWillingto payperchannelon a monthlybasisto maintain viewing rights.

ASocialTrend

Anothercriticalfactoraffectinghowconsumersareaffectedbytechnologicaladvanceme
ntsisEntertainment viewing in their homes. Cable providers, and now options for
16
streaming Customers areoffered an easier way to access digital content and much
more. The use of handheld media devices is
seenastechnologycontinuestodevelopadramaticrise.Handhelddevicesboosttheonline
viewingexperience. Streaming services.Social patterns play an enormous role in
the way clients are Adopting themedia online and what they watch. Mixed social
media and technology make it easier for users to interactandsee whateveryone is
watching.

Payment Mode

This is the most important variable because payment mode has a wide range of
payment options to choosefromforviewers like OTT.various researchers
haveidentified priceasanimportantattribute forselectionin OTT platforms.
According to the reference of various papers, one thing is identified price is a
veryimportant consumption of OTT services. This analysis will help the companies
to develop the pricingstrategiesas preferred bythe viewers.

ItisamusttoimplementtoppaymentgatewaysintheOTTnetworkbecauseitenablesconte
ntownersanddistributorsdirectlyacrosstheplatformtogeneraterevenue.Ideally,allthec
ommonpaymentgateways in the country need to be included on the platform,
including credit and debit cards, banktransfers, and UPI wallets in India. Choosing
and integrating trustworthy payment gateways securelycreatesfaith andenables
allpossibleactivities to becarriedoutdirectlyonthe network.

AvailableOptions

The amount of cable and streaming options available to any person today could be
That's almost dauntingMost customers do not, have the choice of Paying for both
of them so that they have to select the servicestheyareprepared
topayforWhich,inturn,directlyinfluence the channels/shows thattheycan display.
17
Cost

Especially in a market like India, OTT video platforms have a strange problem.
The concept of apaidsubscription is still very nascent on the market, so most
individuals are still Limiting the platform to eitherfree content or a restricted free
time Offerings. Most of the respondents thought that they would enjoythese forums
rather than Free of charge. When money is involved in accessing these sites,
however,respondents were Hesitant to pay for certain sites slightly. Therefore, the
OTT platforms compete not onlywith each other but also with other media
competitors.For that matter As a consequence, OTT networkadvertisers need to
educate the crowd that they pay for what they watch in terms of the OTT Platform,
butin terms of television, they pay for what they don't watch television is expensive
as compare to OTTplatforms. some consumers are more attracted to free OTT
platforms than the paid platforms becausetheir perception is that OTT is an
additional entertainment media. This will change when a consumerthinks the OTT
platform is not supplementary but complementary to television the consumer
perceptionwill change towards the cost of paying. Customers need to be Informed
that the OTT platform is asubstitute for their TV watching because the Consumers
get to see exactly what they want and payspecifically for what they watch. In the
future, this process could lead to Less television consumption, butmoresuccessful
viewingofOTTchannelsintermsofaconsumer'sinvestmentinentertainment expenses

CustomerService

Nowadaysweareseeingthatcustomersatisfactionisthemostimportantsignificantdriver
inthesubscriptiondecision.Ineveryindustry,webelievedthatcustomersatisfactionplay
edalargerroleinpurchasingOTTplatform.Therearemoreunsatisfiedbuyers,Theycancu
ttheircablecompany's cord and turn to another cable. Provider, if possible, or a
subscription for video
18
streaming.GenderandincomearefactorsthatdecidewhetheranindividualisItbuysadditi
onalservicesordecidesto bundle its services. It is more likely that males are For
bundling than for women. There is a negativerelationship between income and
attitude towards the Extension of the brand. The last considered factorwas the
effect of client services on Customer fulfillment. One of the most prevalent cable
TV complaintsThe deteriorating level of customer service is offered by suppliers.
Businesses in the cable industry tend toIf they believe that they are the only choice,
forget what their client values most Media consumptionavailable. Their focus
should return to delivering high-quality customer support, or they will continue
toloseonlinemarketOptionsforstreaming.

19
 DATACOLLECTIONANDANALYSIS

From the above Pie chart, we see the age group which is showing the most interest towards Ottis
of 18-28 age Group with 67.8% and after this group, the most interest shown towards Ottis of
28-38 age groupbyoccupying the 24.5%inthe usageofthe ottplatform

20
From this above pie chart, we see that the percentage of by comparing the gender male and
female most oftheusers aremales 59.7%followedbyfemales 39.1%inthe usage ofthe ott platform

21
From the Above Pie chart, we can say that the income of users who are using the ott platforms on
asubscription basis is more than 40k and we can also say that the people who are having an
income from20k-morethan 40kare willing topay fortheottplatforms onthe subscriptionbasis.

22
From this Above Pie Chart, we can say that in India mostly ott user uses amazon prime because
of thereason having less subscription fee and student offers available for amazon prime
membership. afteramazon,primeusers of ottuses Netflix, Hotstar, andaha.

23
FromthisAbovePieChart,wecansaythatusers'firstpreferenceisTeluguwith39.9%andnextmostlypref
erto watchin Englishwith 22.5%and Hindi with26.5%and Remaining.

24
From thisAbovePiechart,we cansayThatmostlytheusersspend0-2hoursa dayintheusageofthe ott
platformFromthisAbovePiechart,wecansaythatusersusemobilesandtabletswith59.9%forottplatfor
msratherthan laptops andsmartTVs.

25
FromthisAbovePieChart,wesaythattheusersattracttocontentwith60.6%ratherthantheadsandconven
iencepresentintheottplatforms.

26
FromthisAbovePiechart,wecansaythattheuserssubscribetotheottplatformsattractsthroughmoresoci
almedia with70.8%, and nexttelevisionads,andprintmedia.

FromthisAbovePiechart,wecansaythatusersuseottplatformstowatchnewmovies,webseries,original
s,andcomedy exclusivesfromthesethe mostcontenttypewatched areseries with32.9%.

27
 From this Above Pie Chart, we can see that the payment mode preferred by the user while
subscribing tothe Ott Platform is UPI with 40.8% and next card payment, net banking, wallets,
and EMI to pay thesubscriptionfeesof ottplatforms.

FromthisAbovePiechart,wesaythattheusersarewillingtoextramoneytoott’stogetadditionalbenefitsa
lso.

28
FromthisAbovePiechart,weseethattheuserusageofottplatformsintheCOVID-
19lockdownhasbeenchanged alotwith76.7%

29
FromthisAbovePieChart,weseethatduringtheCOVID-
19lockdownpeoplehasstartedusingnewottplatformstospend moretime athomeis83.9%.

FromthisAbovePiechart,wecansaythatpeopleeagerlywaitingforamovietobereleasingonottis82.4%r
ather thanmovie theatres.

30
FromthisAbovePiechart,wecansaythatinthefutureorafterPostCOVID-
19lockdown54.7%ofpeopleare willingtowatcha movieon ottplatforms ratherthancinema halls.

31
From this Above Pie Chart, we can say that 77.7% OTT users are like interact with customer
supportthrough call request because they will get the information quickly and 41.3% says
through the mail and33.2%says Through livechatbot.

From The above pie chart shows that70.8%ofOTT usersare satisfied with the pricing of
subscriptionand10.5% are notsatisfiedwith subscriptionand 18.7% say Maybe.

32
From the above pie chart, we can say that most OTT users 64.4% are impacted by other OTT
customerreviewand19.6% are notimpactedby reviews and 16.1%say Maybe.

33
From the above pie chart, we can say that most OTT users are like to use online streaming while
traveling78.8%saytheyare interested and 8.5 %say Noand 12.7% say Maybe.

From the above pie chart shows the data that most of the responses are using the multiple OTT
platforms73.8% say yes and 13.9% say no and 12.4% say Maybe.it means most people are
searching for multipletypesofcontenton differentonlinestreaming platforms.

34
From this above Pie chart According to the survey most responses are neutral 46% of the
responses aretalking aboutshowsor movieswith otherviewers and 36.1% say Agreeand
17.9%Disagree itmeansmost peopleare interestedin talking toother viewers.

35
From this above Pie chart, we can understand one main point during lockdown so many people
are shiftedtowards OTT platforms the data says that responses say that online streaming will
overtake cable servicesand 21.8% say noand 21%saymaybe.

From this above Pie chart says that most of the responses are influenced by social media
advertisement ofthe movies which is OTT platforms according to chart 60.6% responses are
influenced and 18.3% says noand21% saysmaybe itmeans they are not particular

36
aboutthisoracceptingtheinfluence.

From the above Pie chart shows that most of the respondents are searching for lower-priced
options. Thischart shows that 66.6% are searching for low price OTT platforms for a month or
yearly and 24.5% ofpeopleare neutraland 8.9% ofresponses are notsearchingfor asubscription
price.

37
 DATAANALYSIS

Based on the information collected from the responses and performing testing to the collected
data theresult found to be asbelow. Also,shows thepercentage variationsin the attributes followed
by thefindingresponses and interpretationanalysis forthefollowingtables.

Table1:CaseProcessing Summary
cases
Valid Missing Total
N Percent N Percent N Percent
Gender * Which 404 100.0% 0 0% 404 100.0%
OttPlatformDoyouPrefe
r?

TableGender* WhichOTTplatformDoYoupreferCrosstabulation
Count
OTTplatforms
Netflix Hot starAmazonPrime HBO SONYLIV AHA

Total
Gender Male 72 48 87 6 26 32 271
Female 44 26 39 2 4 18 133
Total 116 74 126 8 30 50 404

Chi-SquareTests
Asymptotic
Significance
Value df (2-sided)
PearsonChi-Square 68.026a 88 .944
LikelihoodRatio 80.391 88 .705
NofValid Cases 404

a.115cells(85.2%) haveanexpected countlessthan5.The minimum expectedcountis.01.

Interpretation: Result indicates that the calculated p-value is .944 which is greater than 0.05 the

38
test wasaccepted. Therefore, null hypothesis was accepted there is no significant relationship
among the genderandOTT platforms.

Table 2:CaseProcessing Summary

Valid CasesMissing Total

N Percent N Percent N Percent
Gender * In 404 100.0% 0 0.0% 404 100.0%
whichlanguage do you
prefermosttowatchTVSh
ows
ontheottPlatform?

Gender* Inwhichlanguage do you prefermost towatch TVShows ontheott Platform?

Chi-SquareTests
AsymptoticSigni
ficance(2-
Value Df sided)
Pearson Chi-Square 37.018a 50 .914
LikelihoodRatio 39.752 50 .850
NofValid Cases 404

59cells(75.6%) haveanexpected count oflessthan5.Theminimum expectedcount

is.01Interpretation:Theresultindicatesthatthecalculatedp-
valueis.914whichisgreaterthan0.05thetestwasaccepted.Therefore,thenullhypothesiswasacceptedth
ereisnosignificantrelationshipbetween

39
 Count
Languages
Hindi English Telugu Tamil Other Total
Gender Male 68 57 103 17 18 263
Female 39 34 58 3 7 141
Total 107 91 161 20 25 404

gender andLanguages.

Table 3:CaseProcessing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * Which of 404 100.0% 0 0.0% 404 100.0%
thesedevicesdo you useto
consumetheOttPlatform?

Gender*WhichofthesedevicesdoyouusetoconsumetheOttPlatform?Crosstabulation

Count
Devices
Mobile&Tablets Laptops SmartTV’s Total
Gender Male 163 42 36 241
Female 76 28 54 158
Prefer not tosay 3 2 - 5

Total 242 72 90 404

40
 AsymptoticSig
nificance (2-
Value df sided)
Pearson Chi-Square 8.273a 12 .763
LikelihoodRatio 9.364 12 .672
NofValid Cases 404

a.9cells(42.9%)have anexpectedcountlessthan5.Theminimum expectedcount is.11.

Interpretation: The result indicates that the calculated p-value is .763 which is greater than 0.05
the testwas accepted. Therefore, the null hypothesis was accepted there is no significant
relationship among thegenderanddevicesdo youuse to consume the OTT platforms.

Table 4:CaseProcessing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * What attracts 404 100.0% 0 0.0% 404 100.0%
youmost towards OTT
OnlineStreamingServices?

Gender*WhatattractsyoumosttowardsOTTOnlineStreamingServices?Crosstabulation

41
 Count
OPTIONS
CONTENT NOADDS CONVENIENCE Total
Gender Male 156 39 46 241
Female 87 43 28 158
Prefer 2 1 2 5
nottosay
Total 245 83 76 404

Chi-SquareTests
AsymptoticSig
nificance (2-
Value df sided)
Pearson Chi-Square 22.433a 12 .033
LikelihoodRatio 23.767 12 .022
NofValid Cases 404

a. 9cells(42.9%)have anexpectedcountoflessthan5.Theminimum expectedcount is.07.

Interpretation: The result indicates that the calculated p-value is .033 which is less than 0.05
the testwas rejected. Therefore, the null hypothesis was rejected there is no significant
relationship betweengenderand whichattracts towardstrending OTTplatforms.

42
 Table5:CaseProcessing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * What attracts 404 100.0% 0 0.0% 404 100.0%
youmosttowardssubscribin
gtoOTTOnlineStreaming
Services?

Gender*WhatattractsyoumosttowardssubscribingtoOTTOnlineStreamingServices?

Crosstabulation

Count
OPTIONS
SOCIALMEDIA
TELEVISIONA PRINTME OTHER
DD’S DIA Total
Gender Male 193 28 18 2 241
Female 88 58 12 158
Prefer 5 - - - 5
nottosay
Total 286 86 30 2 404
Chi-SquareTests
AsymptoticSi
gnificance(2-
Value df sided)
Pearson Chi-Square 96.021a 18 .000
LikelihoodRatio 27.920 18 .063
Nof Valid Cases 404

a.20 cells(66.7%) haveanexpectedcount lessthan5.The minimum expectedcountis.01.

Interpretation: The result indicates that the calculated p-value is .000 which is less than 0.05 the
test wasrejected. Therefore, the null hypothesis was rejected there is no significant relationship
between genderandattractstowards subscribing OTTplatforms.

43
 Table 6:CaseProcessing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent

Gender * What kind 404 100.0% 0 0.0% 404 100.0%

ofEntertainment would
youprefer the most to watch
ontheOTT platform?

Gender*WhatkindofEntertainmentwouldyoupreferthemosttowatchontheOTTplatform?

Crosstabulation

Count
OPTIONS

Total
ORIGINALS SERIES NEWMO COMEDYEX
VIES CLUSIVE
Gender Male 62 87 48 44 241
Female 39 44 54 21 158
Prefer 2 2 1 - 5
nottosay
Total 103 133 103 65 404
Chi-SquareTests
AsymptoticSigni
ficance (2-sided)
Value df
Pearson Chi-Square 32.125a 28 .269
LikelihoodRatio 33.717 28 .210

44
 NofValid Cases 404

a.27cells(60.0%)have anexpected count oflessthan 5.The minimum expectedcount is .01.

Interpretation: The result indicates that the calculated p-value is .269 which isgreater than 0.05
the test was accepted. Therefore, the null hypothesis was acceptedthere is no significant
relationship between the gender and kind of entertainment doyouprefer on OTTplatforms.

Table 7:CaseProcessing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * Which of 404 100.0% 0 0.0% 404 100.0%
thefollowing payment
modedo you prefer
forsubscribing to the
ottplatform?

45
Gender*Whichofthefollowingpaymentmodedoyoupreferforsubscribingtothe ott platform?
Crosstabulation

Count

OPTIONS

CARDPAYME UP NETBANKI WALLET EM

NT I NG I
Total

Gende Male 51 107 26 35 22 241

r
Female 39 56 23 21 19 158

Prefer 3 2 - - 5
nottosay

Total 93 165 49 56 41 404

46
 Chi-SquareTests
AsymptoticSignifi
cance (2-sided)
Valuedf
Pearson Chi-Square 44.277a 54 .825
LikelihoodRatio 44.34454 .823
NofValid Cases 404

a.67cells(79.8%)have anexpected count oflessthan 5.The minimum expectedcount is .01.

Interpretation: The result indicates that the calculated p-value is .825 which is greater than 0.05
thetest was accepted. Therefore, the null hypothesis was accepted there is no significant
relationshipamongthe genderandpaymentmodedo you preferfor subscribingtoOTTplatforms.

Table8:CaseProcessing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * Would you 404 100.0% 0 0.0% 404 100.0%
bewilling to pay extra cost
fortheadditionalbenefits?

47
 Gender*Would youbewillingtopayextracostfortheadditionalbenefits?Crosstabulation

Count
OPTIONS
YES NO MAYBE Total
Gender Male 101 99 41 241
Female 63 62 33 158
Prefer not tosay 4 1 - 5

Total 168 162 74 404

Chi-SquareTests

AsymptoticSigni
ficance(2-

sided)
Value df

Pearson Chi-Square 4.191a 4 .381

LikelihoodRatio 4.822 4 .306

NofValid Cases 404

a. 3cells(33.3%)have anexpectedcountoflessthan5.Theminimum expectedcountis.92

b. Interpretation: The result indicates that the calculated p-value is .381 which is greater than
0.05thetestwasaccepted.Therefore,thenullhypothesiswasacceptedthereisnosignificantrelationship
between gender and willingnesstopayforextrabenefits.

Table9:CaseProcessing Summary
Cases

48
 Valid Missing Total
N Percent N Percent N Percent
Gender * Is there any 404 100.0% 0 0.0% 404 100.0%
changein your OTT usage
since thelockdown?

Gender* Is thereany change inyourOTTusagesince thelockdown?

Crosstabulation

Count
OPTIONS
YES NO MAYBE
Total
Gender Male 191 28 22 241
Female 114 19 25 158
Prefer not tosay 5 - - 5

Total 310 47 47 404

Chi-SquareTests
AsymptoticSig
nificance (2-
Value df sided)
PearsonChi-Square 5.852a 4 .210
LikelihoodRatio 6.852 4 .144
NofValid Cases 404

49
a. 2cells(33.3%)have anexpectedcountoflessthan5.Theminimum expectedcount is.88.

Interpretation: The result indicates that the calculated p-value is .210 which is greater than 0.05
thetestwasaccepted. Therefore, the nullhypothesiswasaccepted there isno
significantrelationshipamongthe genderand shows thatottgotchanged inthe lockdown.

Table 10: CaseProcessingSummary

Cases

Valid Missing Total

N Percent N Percent N Percent

Gender * Have you 404 100.0% 0 0.0% 404 100.0%

startedusing any new OTT
platformSubscription
during thelockdown?

Gender*Haveyoustarted usinganynewOTTplatformSubscriptionduringthe lockdown?

50
 Crosstabulation

Count
OPTIONS
YES NO Total
Gender Male 203 38 241
Female 132 26 158
Prefer not tosay 4 1 5

Total 339 65 404

Chi-SquareTests
AsymptoticSignif
icance (2-sided)
Valuedf
Pearson Chi-Square .091a 2 .956
LikelihoodRatio .0882 .957
NofValid Cases 404

a. 2cells(33.3%)have anexpectedcountoflessthan5.Theminimum expectedcount is.80.

Interpretation: The result indicates that the calculated p-value is .956 which isgreater than 0.05
the test was accepted. Therefore, the null hypothesis was acceptedthere is no significant
relationship between gender and using any new OTT platformsubscriptionduring alockdown.

51
 Table 11:Case ProcessingSummary
Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * Have you 404 100.0% 0 0.0% 404 100.0%
everwaited for a movie to
bereleasedon
OTTratherthan
watchingitin thecinema?

Gender*Haveyou everwaitedfora movieto be released onOTTratherthan watching it

inthecinema?Crosstabulation

Chi-SquareTests

AsymptoticSign
ificance (2-
sided)

Value df

Pearson Chi-Square 1.336a 2 .513

LikelihoodRatio 2.199 2 .333

NofValid Cases 404

a.2cells(33.3%)have anexpectedcountlessthan5.Theminimum expectedcount is.88.

Interpretation: The result indicates that the calculated p-value is .513 which is greater than 0.05
the testwas accepted. Therefore, the null hypothesis was accepted there is no significant
relationship among thegenderandever waitedto be releasedinthe OTT platform.

Table 12:Case ProcessingSummary

52
 Cases
Valid Missing Total
N Percent N Percent N Percent
Count
OPTIONS
YES NO Total
Gender Male 200 41 241
Female 128 30 158
Prefer notto say 5 - 5
Total 333 71 404
Gender * In the future, If 404 100.0% 0 0.0% 404 100.0%
amovie releases in
CinemaHalls and on OTT
together,what would you
prefermostly?

Gender * In the future, If a movie releases in Cinema Halls and on

OTTtogether,whatwouldyouprefer mostly? Crosstabulation

Count
OPTIONS
CINEMAHALL OTTPLA BOTH
TFORM Total
Gender Male 70 41 130 241
Female 35 35 88 158
Prefer not tosay 2 - 3 5

Total 107 76 221 404

53
 Chi-SquareTests
Asymptotic
Significance
Value df (2-sided)
Pearson Chi-Square 4.434a 4 .350
LikelihoodRatio 5.337 4 .254
NofValid Cases 404

a.3 cells (33.3%) have an expected count of less than 5. Theminimumexpected countis.94.

Interpretation:Theresultindicatesthatthecalculatedp-valueis

.944 which is greater than 0.05 the test was accepted. Therefore, thenull hypothesiswasaccepted
there isno significant relationshipamong the gender, and which one do you prefer cinema hall or
OTTplatformsfor amovierelease.

Table 13: CaseProcessingSummary

Cases
Valid Missing Total

N Percent N Percent N Percent

Gender * How would 404 100.0% 0 0.0% 404 100.0%

youlike to receive
customersupport if you
face anyproblem while
using
onlineStreamingServices?

Gender*Howwould youliketo receivecustomersupportif youface anyproblemwhile

usingonlineStreaming Services? Crosstabulation

Count
OPTIONS

54
 Total
THROUGH THROUGHMAI THROUGHLIV
CALLREQUEST L ECHATBOT

Gender Male 77 68 96 241

Female 54 22 82 158
Prefer not tosay 3 1 1 5

Total 134 91 179 404

Chi-SquareTests
AsymptoticSig
nificance (2-
Value df sided)
Pearson Chi-Square 19.903a 12 .069
LikelihoodRatio 20.573 12 .057
Nof Valid Cases 404

a.9cells(42.9%)have anexpectedcountlessthan5.Theminimum expectedcount is.05.

Interpretation: The result indicates that the calculated p-value is .069 which is greater than 0.05 the
testwas accepted. Therefore, the null hypothesis was accepted there is no significant relationship
between thegender andhowwouldyoulike toreceive customer support.

Table 14: CaseProcessingSummary

Cases

Valid Missing Total

N Percent N Percent N Percent

55
 Gender * Do You feel 404 100.0% 0 0.0% 404 100.0%
Ottproviders are
reasonablypriced.

Gender*DoYoufeel Ottproviders arereasonablypriced.Crosstabulation

Count
OPTIONS

Total
YES NO MAYBE
Gender Male 169 29 43 241
Female 114 13 31 158
Prefernottosa 4 - 1 5
y
Total 287 42 75 404

56
 Chi-SquareTests
AsymptoticSignifi
cance (2-sided)
Value df
Pearson Chi-Square 2.246a 6 .896
LikelihoodRatio 2.825 6 .830
NofValid Cases 404

a.6 cells (50.0%) have an expected count of less than 5. Theminimumexpected countis.04.

Interpretation:Theresultindicatesthatthecalculatedp-valueis

.896which is greater than 0.05 the test was accepted. Therefore, thenullhypothesiswas
acceptedthereis no significant relationshipamongthe genderand OTTplatforms arereasonably
priced.

57
 Table 15: CaseProcessingSummary

Cases
Valid Missing Total
N Percent N Percent N Percent

Gender *Is 404 100.0% 0 0.0% 404 100.0%

Customerreviews usually
impact yourdecision to
choose a
mediastreamingoption?

Gender*IsCustomerreviewsusuallyimpact yourdecisiontochooseamediastreamingoption?

Crosstabulation

Count
OPTIONS

Total
YES NO MAYBE
Gender Male 146 54 41 241
Female 109 25 24 158
Prefer 5 - - 5
nottosay
Total 260 79 65 404

58
 Chi-SquareTests
Asymptotic
Significance(2-
Value df sided)
Pearson Chi-Square 6.164a 4 .187
LikelihoodRatio 7.834 4 .098
NofValid Cases 404

a.3 cells (33.3%) have an expected count of less than 5. Theminimumexpected countis.80.

Interpretation:Theresultindicatesthatthecalculatedp-valueis

.187 which is greater than 0.05 the test was accepted. Therefore,
thenullhypothesiswasacceptedthereisnosignificantrelationshipbetween the gender and customer
decision impact your decision inchoosingOTTplatform.

Table 16:Case ProcessingSummary

Cases
Valid Missing Total
N Percent N Percent N Percent
Gender *Do you like to 404 100.0% 0 0.0% 404 100.0%
useonline streaming
whiletraveling

59
 Gender*Doyouliketouseonlinestreamingwhile travelingCrosstabulation

Count
OPTIONS
YES NO MAYBE
Total
Gender Male 194 18 29 241
Female 118 15 25 158
Prefer not tosay 4 1 - 5

Total 316 34 54 404

Chi-SquareTests
AsymptoticSig
nificance (2-
Value df sided)
Pearson Chi-Square 6.271a 6 .394

LikelihoodRatio 7.689 6 .262

NofValid Cases 404

a. 6 cells (50.0%) have an expected count less than 5. The minimumexpectedcountis .04.

Interpretation: The result indicates that the calculated p-value is .394 which is greater than 0.05
the testwas accepted. Therefore, the null hypothesis was accepted there is no significant
relationship between thegenderanduse of online streaming whiletraveling.

Table 17: CaseProcessingSummary

60
 Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * Do you 404 100.0% 0 0.0% 404 100.0%
usemultiple Ott
platformsservices for
online mediastreaming?

Gender*DoyouusemultipleOtt platformsservicesforonlinemediastreaming?Crosstabulation

61
 Count
OPTIONS
YES NO MAYBE
Total
Gender Male 184 30 27 241
Female 109 26 23 158
Prefer 5 - - 5
nottosay
Total 298 56 50 404

Chi-SquareTests

AsymptoticSig
nificance (2-
Value df sided)
Pearson Chi-Square 4.475a 4 .346
LikelihoodRatio 5.693 4 .223
NofValid Cases 404

a.3 cells (33.3%) have an expected count of less than 5. Theminimumexpected countis.62.

Interpretation:Theresultindicatesthatthecalculatedp-valueis

.346 which is greater than 0.05 the test was accepted.

Therefore,thenullhypothesiswasacceptedthereisnosignificantrelationship between gender and the
use of multiple services foronlinemedia streaming.

Table 18: CaseProcessingSummary

62
 Cases

Valid Missing Total

N Percent N Percent N Percent

Gender * Do you often 404 100.0% 0 0.0% 404 100.0%

liketo talk with other
viewersabout mutual
opinions ofshows

63
 CONCLUSION

The future of OTT platforms will be very bright and video consumption will be
more and increasinginternet and mobile penetration every day. The present study
says about users' profiles and preferencesare different towards content. There has
been a lot of investment in OTT platforms it is very hard to saythat OTT platforms
will replace traditional TV systems.The pricing strategy of the OTT platforms
inIndia is far higher for Indian consumers. The main fuel for the OTT platforms
was the internet so manytelecom companies are struggling to compete with the
data plans in India due to jio but the cost of OTTplatforms are remaining identical
but therefore the average cost of the users is having to access content onthe
platform. The millennium is the most concerned of consumption of data. OTT
platforms always lookfor a way to produce more attractive content that is not
available. The main problem is that every
OTTplatformisnothavingthefinancialabilitytoproducemorevideocontentforanewgen
eration,specifically OTT platforms and devices for newer and small OTT
platforms. The millennium is attractedtowards the OTT platforms due to foreign
content and video on demand. The emergence of JIO
andgiving4GservicesforfreehelpsalotforOTTplatformstogrowimmensely.Themedia
andentertainment found a new home for online streaming services. The responses
are who are in my study allareawareof OTTplatforms andsome ofthemareusing
asanalternativetocablebroadcastandDTH.

FUTURESCOPEOFTHESTUDY

As we collected responses of 404 which is a bigger sample size and analyzed them
for the present study.Since the respondent's profile was almost the same present

64
research done from the almost same region anddifferent profiles which brings new
preferences. There are enough attributes for the present study butmore attributes
from different areas can be conducted to find more profile preferences of the
users.collecting responses from different regions and different preferences will
give more analysis of the profileand preference of the users of OTT platforms
because in India there are so many languages and so manyOTTplatforms
thatarereleasingintheirlanguages.

65
LIMITATIONS

Research is a never-ending process; every research is having limitations this

research is also having somelimitations. The main limitation was collecting data
from the same region because the time was verylimited for conducting this study
but we have collected more sample size with enough attributes but thereis so much
scope for taking more attributes. The demographic nature of the respondent’s wad
botheducated and uneducated, the Telugu as well as same regional languages but
we have ignored some otherlanguages as the time as very less only our
geographical area was selected for collecting responses. Thus,the respondent’s
profile was similar in so many attributes. There is another main reason much of
theliterature review was not available. To make sense for any business decision
there wants to be a biggersample size and geography. As the more social science
methods are a data-dependent and current study inthesame geography wouldnot
givemore validity for decision-makers.

66
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