A Comprehensive Study on Consumer Behaviour towards Over-the-Top (OTT) Platforms in India

Abstract

Abstract- Over-the-Top (OTT) platforms have revolutionized the Indian entertainment industry by transforming the way audiences consume digital content. With the rapid growth of internet penetration, affordable smartphones, and cost-effective data plans, India has witnessed an unprecedented surge in OTT subscriptions and viewership in recent years. Platforms such as Netflix, Amazon Prime Video, Disney+ Hotstar, SonyLIV, and Zee5 have gained significant popularity among consumers, reshaping viewing habits and challenging traditional television and cinema consumption models.The primary objective of this study is to analyze consumer behaviour towards OTT platforms in India, focusing on factors influencing content preferences, subscription patterns, usage frequency, and platform loyalty. The research also aims to explore the impact of demographic variables such as age, gender, income, and education on consumer choices. A mixed-method approach was adopted, combining primary data collected through structured questionnaires from a sample of 300 respondents and secondary data from industry reports, research articles, and government statistics. Data analysis techniques such as descriptive statistics, correlation analysis, and regression modeling were applied to identify key behavioral trends.