Gyan Ganga Institute of

Technology and Sciences,

Jabalpur

SESSION : 2022-23

REPORT ON

“AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS

OTT PLATFORMS IN INDIAN PERSPECTIVE DUE TO
PANDEMIC COVID-19 WITH A SPECIAL REFERENCE TO
JABALPUR CITY”

SUBMITTED TO: SUBMITTED BY:

DR. SUSHMITA DAS MALIK SAHAJ KAUR MALHOTRA
( Roll No. 22132105 )
SIDAK KAUR MALHOTRA
( Roll No. 22132123 )
An Analysis of Consumer Behavior towards OTT Platforms
in Indian Perspective due to Pandemic Covid-19

(A special reference to Jabalpur city)

 ABSTRACT

Unlike most industries, the Covid-19 pandemic was game-changing for the media and entertainment
industry. If the last decade was about the boom of multiplexes, 2020 turned out to be the year of OTT
entertainment, with cineplexes and movie theatres being shut down for most parts of the year.

Stuck inside their houses, people across the globe turned to digital screens to seek entertainment. India is the
world’s fastest-growing market for streaming platforms, also known as over-the-top or OTT service
providers, according to a recent report by PwC. With an annual growth rate of 28.6 percent, it is expected to
become the sixth-largest market by 2024, ahead of South Korea, Germany, and Australia.

There were about 40 OTT platforms in India in 2020, most of them in regional languages, according to
another report by the National Association of Software and Service Companies.

OTT video streaming platforms including the likes of Netflix, Amazon Prime Video, Disney+ Hotstar, Voot,
and SonyLIV, among others, gained immense popularity in India. 

As the online streaming audience expanded beyond millennials and metros, and homemakers and senior
citizens became OTT viewers, it led to a mushrooming of regional streaming apps that cater to non-Hindi
and non-English markets. Many regional platforms like Oho Gujarati, Hoichoi, Aha, NeeStream have seen a
huge demand for regional content.
 CHAPTER : 1
INTRODUCTION
1.1 – Over-The-Top Media Service

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).

OTT also encompasses a wave of "skinny" television services that offer access to live streams of
linear speciality channels similar to a traditional satellite or cable TV provider, but streamed over the
public Internet, rather than a closed, private network with proprietary equipment such as set-top boxes.

Over-the-top services are typically accessed via websites on personal computers, as well as
via apps on mobile devices (such as smartphone and tablets), digital media players (including video game
consoles), or televisions with integrated Smart TV platforms.

1.2 - What is Over The Top (OTT) Platforms?

The acronym OTT stands for Over-the-Top. This means streaming across different devices whenever we
want is possible because of “over-the-top,” a convenient little term that explains the new delivery method of
film and TV content over the internet without the need for traditional broadcast, cable or satellite pay-TV
providers. In simple terms, we’re talking about people paying an internet provider, like Xfinity, for internet
access to watch Netflix, without paying for cable TV.

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 highspeed 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. In India, Big Flix also termed as “Personal Blockbuster Theatre” was the first OTT
platform which was launched by Reliance Entertainment in 2012 which offered numerous movies on
demand with a subscription fees. Netflix on the other hand was launched in the year 1997 in California,
USA. Originally a rent by mail DVD service that used a Pay Per -Rent- Model. 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.

1.3 - Rise of OTT Platform usage due to pandemic:

The current Covid-19 pandemic and the across the nation lockdown has not only slowed down the growth of
the enterprises and financial outcome, yet has additionally prompted change in the behavioural pattern of the
individuals towards consumption of products and services, including that of digital based consumption. The
transition is the consumer behavioural patterns brought about by the lockdown implemented by the
Government of India and hypothesized that a significant number of these social changes are not transient in
nature; they are probably going to remain long haul. One of the most affected domains today is media and
diversion (M&E), which is intensely dependent on the promotions and onground activities and events.
Notwithstanding the new OTT stages, the business would have been cleared out at this point. According to
the examination directed by KPMG, there has been a recognizable increment in media utilization during the
most recent couple of weeks, despite the fact that money is a greatest challenge. the service providers
dealing with OTT platform is responsible for the delivery of contents comprising of audio, video, and other
media over the web and sidestepping the customary network administered by the operators. Since the OTT
players don't require any business or tech based requisites from the network operators for offering such
types of service, they are regularly known by the term "Over-theTop" (OTT). These lean and deft OTT
players, empowered by innovation advances, for example, smart phones, super-quick IP systems, new out of
the box technologies, and transition in buyer inclinations towards these free platforms are seeing an ever-
expanding appropriation rate. The revenues from membership in OTT and Digital media have taken a hike,
as homebound customers search for quality based content. The greatest benefit accrued from the OTT
platform by the consumers are the diversity observed by the consumers in the content which ranges from the
Oscar based Korean movies to the desi ones, providing a vast plethora of content made for audiences
belonging to different genres.

There has been an exponential growth in Video-on-demand platform in India. Hotstar, Netflix and Amazon
Prime have become big names in the business and likewise we have new participants, for example, MX
player and Sony Liv. With the assistance of enormous information, stages are contriving methods of
customizing their client experience. Developments, for example, voice labels, expanded and computer
generated reality, 360 degree review and square chain innovation are additionally getting strongly
investigated. The pace, at which the business is changing, makes it essential for the platforms to develop
ceaselessly. Uninterrupted 4G connectivity along with the emergence of Reliance JIO has made data cost
affordable and easily accessible which has played a vital role it the growth of Over-the-top media services.
There's no re-thinking in the way that the OTT business will be the substance of Media and Entertainment
Industry in the coming years. As indicated by an exploration by Allied Market Research on OTT Service
Market, the worldwide OTT showcase shows a promising development potential, with a CAGR of 16.7%
(2018-2015). When contrasted with the worldwide market, Indian OTT industry is still at a beginning stage
of development. In any case, the high development in Indian crowd leaning toward the online media
entryways makes the subcontinent an OTT showcase with incredible potential. As anticipated by
PricewaterhouseCoopers (PwC) in its report named "Worldwide Entertainment and Media Outlook 2019-
2023 (Outlook)", India's OTT industry is anticipated to an incentive at Rs 11,977Cr by 2023. The report
covers reviews of Netflix and Hotstar the two significant giants in OTT platform in the Indian M&E
industry. This quick development has given a brilliant opportunity to content makers/proprietors, yet
additionally publicists and brands by giving them greater perceivability in the computerized customers'
excursion. This thusly is helping the stages increase extensive incomes and limit their misfortunes. In this
journey of accomplishing benefit, it gets cardinal to comprehend the business' players and the crowd they
are serving to.

1.4 – How is OTT delivered?

The accessibility of OTT content is one of the many reasons it’s so popular. To stream OTT, customers only
require a high speed internet connection and a connected device that supports apps or browsers.

 Mobile OTT Devices: Smartphones and tablets are able to download OTT apps to stream on-the go.
 Personal Computers: Consumers can access OTT content from desktop-based apps or web
browsers.
 Smart TVs: The most common examples include Roku, Apple TV, Firestick and more. Game
consoles, like PlayStation, also often support OTT apps.
 Popular Over The Top (OTT) Platforms in India

Table 1: Popular Over The Top (OTT) Platforms in India

Serial OTT Year of Owner Languages Offered

Nos. Platforms streaming
1. Big Flix 2012 Reliance Hindi, Telegu, Tamil, Punjabi,
Entertainment Malayalam, Gujarati, Marathi,
Bhojpuri and Bengali
2. Sony LIV 2013 Sony Pictures Hindi, English, Telugu, Tamil,
Network Bengali, Malayalam, Kannada,
India Punjabi
3. Netflix 2015 Reed Hastings English, Hindi, Telugu, Tamil,
Bengali, Malayalam, Kannada
4. Disney + 2015 Star India Hindi, English, Malayalam,
Hotstar Private Telugu, Tamil, Bengali, Kannada,
Limited Marathi
5. Amazon 2016 [Link] Marathi, English, Hindi, Telugu,
Prime Tamil, Bengali, Malayalam,
Video Kannada, Odia, Punjabi, Gujarati
6. VOOT 2016 Viacom 18 English, Hindi, Telugu, Tamil,
Bengali,
Malayalam, Kannada, Odia,
Punjabi, Gujarati
7. Zee5 2018 Zee Marathi, Hindi, Telugu, Tamil,
Entertainment Bengali,
Enterprises Malayalam, Kannada, Punjabi,
Odia, Gujarati, English
 CHAPTER : 2
REVIEW OF LITERATURE
OTT video streaming platforms in India can be described as the “luxury turned necessity”. The number of
users of OTT video streaming platform are growing day by day, with India being the home to 687.62 million
internet users by September 2019 (Annual report TRAI, 2019), marking the second largest in the world.

With the extended lockdowns and the current state of the economy, OTT seems to be the next normal for the
world of entertainment. For months now, films have been bearing the brunt of theaters which partially
opened and then closed again due to the second wave.  As the lights are going out on live events, shoots and
movie premiers, the only silver lining amidst all this is the rise of the popularity of OTT. 

According to a report, the Indian OTT market is set to reach Rs 237.86 billion (US$3.22 billion) by FY25,
from Rs 42.50 billion (US$576.73 million) in FY19.

India will have 500+ million online video subscribers by FY23 and this number is likely to grow with
increased smartphone and internet penetration. Going by the current trends, a diversified content portfolio
and various pricing plans would help OTT players gain more paid subscribers.

According to the annual M&E report by the Boston Consulting Group (BCG) along with the Confederation
of Indian Industry (CII), SVoD (sub-scription video-on-demand) has registered a 55-60% year-on-year
growth in India in 2020.

Meghan McAdams 2019, “What is OTT- Understanding the Modern Media Streaming Landscape”. The
study revealed that the OTT apps clearly represent the future of India. In her study the major thing that was
concluded that 50% of OTT customers, are experiencing “subscription fatigue”, from engaging with so
many platforms. It was also mentioned that the growth of large-scale platforms like Disney plus could
impact the prospects for smaller niche services .

The on-going COVID-19 crisis has forced the multiplexes to shut down. As a result, the production houses
are now releasing the onto OTT platforms directly. This has become a topic of concern amongst the
multiplexes as the users might ship the traditional windowing pattern. INOX and PVR both issued a public
statement reacting to this issue. According to experts this is solution to a short term need of the film industry
which getting by financial difficulties. It is a win-win situation for OTT players who needs fresh content and
the filmmakers who had their production ready but unable to release. However, this will not be a paradigm
shift, in the long term, once things return to normal. The cinema generates more revenue for the production
houses compared to the OTT platforms. Being this a vital factor, the films will hit the cinemas as earlier,
once the market if free from COVID-19 crisis. Matter of fact, there may be possibility to see a surge in
multiplex services for few days after the returning the things to normal .
As per the report of PwC India 2019, India’s market of entertainment and media is growing quicker globally
and is not to drop the impetus soon. Foreseeing the demand of the OTT video streaming platforms, various
channels and companies started launching their apps. In India, various major platforms where introduced in
year 2015 and 2016, after the launch of YouTube in 2008. Hotstar was launched on February 2015, Netflix
January 2016, Jio TV in 2016, Voot in March 2016, Amazon prime in May 2016 and so on (Fitzgerald,
2019). As per the report published by MICA - School of Ideas, on OTT Platform 2019, the major player in
the industry find India to be their potential market, where YouTube has 265 million Indian active users
every month. The second in the series is Hotstar, that holds 69.4% of the Indian OTT market. Netflix is
investing more on the regional content specific to Indian market and also offering the subscription at the
cheapest prize for the Indian market. Ms. Jennifer Salke, Head Amazon studio, states that “India has biggest
set of originals for Prime video outside US market” Other than the internet accessibility, the acceptance of
these platforms in India have grown tremendously due to the following reasons. Firstly, the existing
smartphone devices for the Indian consumer are compatible for online video streaming, as most of the
people watch videos in their smartphones (Gevers, 2019). The habits of the consumer are shifting from
television and desktop to mobile phones.

Second, the availability of the personalised content in the regional languages is another reason, which is
pushing up the usage frequency (Begum, 2018). Third, the use of advertisement-based monetisation model
by OTT video streaming platform which help them offer free services (Jirakasem, and Mitomo, 2019). Thus,
giving a rise to the popularity and subscribers to OTT video streaming platforms in Indian market
(Sundaravel and Elangovan, 2020). Considering this inflation, it is important to understand how comfortable
the user, of OTT video streaming platforms, are with the technology innovation than tradition television.

Menon (2020) states that limitations forced in the wake of Covid-19 pandemic significantly changed the
consumption pattern for media and entertainment too. As lockdowns kept individuals from wandering out,
either or recreation or work, public activity progressively moved to online stages. Web-based social
networking furnished the chance to remain associated with families, companions, partners, neighbors and
others. With external channels of entertainment (Out of Home based entertainment) shut by government
request, the home based entertainment modes showed consistent growth and development.
Deloitte (2017) report on “Digital Media: Rise of On-demand Content” stated that the availability of
affordable smartphones and better internet 4G connectivity has given rise to the demand for video on
demand
entertainment services. More people are now spending time on digital media compared to the cable or dish
network.

ICFAI (2019) report on “Transition of Consumer towards Video Streaming Industry: A comparative
analysis of Netflix and Amazon Prime.” mentioned that Content is said to be the king when it comes to
on-demand video streaming channels and Netflix has slight edge over others in terms of content. Hotstar
seems to be considerable choice because of the content it offers at affordable prices.

Mannet, (2015) in report “Digital Video & the connected consumer” notified that with 50% of
smartphone app users aged between 18-24 years, the OTT media platforms are targeting a younger
demographic.

In the study “Understanding Adoption Factors of Over-the-top Video services among millennial
consumers”, researchers highlighted the four major factors that affect consumer adaptation towards
different platforms. They are Convenience, Mobility, Content and Cost. (Dasgupta & Grover, 2019)
Khanna (2016) in his report “A study on factors Affecting Subscription rates of Netflix in India: An
Empirical Approach” stated that Indian consumers are more inclined to watch free content online rather
pay a fee for the same. Low subscription of Netflix is due to the non- availability of regional and local TV
shows and movies.

The Kalagato report (2017) presented a breakdown of the market share in the Indian video OTT industry
for the respective players. The report states that Hotstar was a market leader with 73.19% with Netflix
with 1.26% of the market share.

KPMG (2017) on “The ‘Digital First’ journey” listed down the announcements regarding original content
investments by OTT video platforms in India. It also mentioned the emerging genre – ‘live streaming’.
Ernst & Young (2016) in the report “Future of Digital Content Consumption in India” stated that an
increase in the usage of smartphones in India has stirred a new era of video consumption on the personal
media devices. The penetration of smartphones in India is projected to grow to 520mn by 2020 and
broadband penetration will increase to 40% from 14% in 2020.
 CHAPTER : 3
RESEARCH
METHODOLOGY
This study was an exploratory study with descriptive research design in order to investigate
the customer preference towards the different OTT Platforms in the geographical region of
Jabalpur. The sample of the study was confined to Jabalpur and the sampling technique used
was convenience sampling. The data collection was conducted through survey method with
the use of a self-designed Questionnaire. The constructs of the questionnaire were framed
through an interview prior to the survey. It was carried out through telephonic interview
keeping the WHO guidelines in mind during this pandemic period. Through this interview,
the scope of the study was highlighted and well explained. This study helped to identify the
consumer behaviour and surge of customers towards various OTT platforms.

Once the constructs were framed, the survey was conducted through the questionnaire which
was circulated with the help of digital media platforms using WhatsApp groups, and other
social media. Sample size of the data collected is 100. The survey was specifically targeted
towards the residents of Jabalpur and the survey was well segregated. Responses filed by
people outside Jabalpur were later deleted to get an accurate detailed analysis of the topic.
Secondary data was collected with the help of internet and other media platforms.
Newspaper, magazines, research paper, conference sheet and OTT media platforms
respective websites were also used to gather the data and information.

Objective of the study :

Objective of the study is to conduct a comparative study in the consumer behaviour towards
OTT platforms among the masses of Jabalpur.

 To analyse the consumer preference towards OTT Platforms.

 To identify the factors affecting consumer’s choice for OTT Platforms.
 To study the change in the consumer behaviour due to the pandemic i.e. inclination
from old entertainment to new entertainment.
 Table no. 2: Research Methodology for the Study

Serial Particulars Methodology

No.
1. Area of Study Jabalpur

2 Data Primary Data

3 Type of Research Descriptive Research

4 Sampling Technique Judgement Sampling – It is a type of non-probability method

which relies on the judgment of the researcher for selecting the
respondents.
5 Sample Size The sample size for this study is 100

6 Data Collection A self-designed Questionnaire is used in this study

Technique

7 Tools for Data Charts, Diagrams, frequency tables, percentage analysis and
Analysis Cross Tabulations and MS Excel.

Hypothesis:

There is a significant surge in number of customers during Covid-19 pandemic.

Limitation of the study :

Qualitative research and physical in-depth interview cannot be conducted due to the on-
going global pandemic COVID 19. Much of literature review was not available. The
limitation of my study restricted itself to the analysis of customer preference and perception.
There are many other OTT platforms available but my study is limited to three major
players NETFLIX, AMAZON PRIME and HOTSTAR leaving behind the others. The study
also restricts itself to the geographical area of the city Jabalpur.
 CHAPTER : 4
DATA ANALYSIS AND
INTERPRETATION
 Demographic Profile of the Respondents

Table 3 : Age – Gender (Cross Tabulation)

Age group Frequency Percentage

Between 18-20 30 30%

Between 21-30 63 63%

Between 31-40 5 5%

Others 2 2%

Total 100 100%

Source : Primary data is collected through questionnaire.

Figure no. 1 – Gender

 Figure no. 2 – Age

Interpretation:
The above Table no.3 and Figure no. 1 & 2 depicts the Gender and Age Cross Tabulation
of the respondents. As seen, below the age group of 18-20 years 14 respondents are Male
and 13 Female. Followed by 28 respondents are Male and 25 Female between the age
group of 21-30 years,8 Male and 7 Female between the age group of 31-40 Years and 3 of
the respondents are Male and 2 Female above the age group of 32 years and above.
 Figure no. 3 – Preferred OTT Platform

 Preferred OTT Platform

Table no. 4: Preferred OTT Platform

OTT Platform Frequency Percentage

Netflix 58 58%

Disney + Hotstar 10 10%

Amazon Prime Video 14 14%

Voot 1 1%

MX player 4 4%

Zee5 2 2%

SonyLIV 3 3%

Other 8 8%

Total 100 100%

Source : Primary data is collected through questionnaire

Interpretation:
The above Table no.4 and Figure no. 3 depicts the choice of OTT channels by the
respondents. As seen, 58% of the respondents prefer Netflix,14 % prefer Amazon Prime
Video, 10% prefer Disney+ Hotstar and the remaining 18 % has responded for other
platforms like Mx player, etc.

 Preferred Language

 Figure no. 4: Preferred Language

Table no. 5: Preferred Language

Language Frequency Percentage

English 60 60%

Hindi 30 30%

Punjabi 4 4%

Marathi 2 2%
 Gujrati 3 3%

Other 1 1%

Total 100 100%

Source : Primary data is collected through questionnaire.

Interpretation:
The above Table no.5 and Figure no.4 depicts the choice of language for OTT platforms
by the respondents. As seen, 60% of the respondents prefer to watch content in English
language,38 % prefer in Hindi, and the remaining 2 % has responded for other languages
like Punjabi.

 Mostly watched content

Figure no. 5 : Mostly watched content

 Table no. 6: Mostly watched content on OTT Platforms

Content Frequency Percentage

Originals 65 65%

Movies 18.8 18.8%

Comedy Exclusives 10 10%

Documentaries and others 6.2 6.2%

Total 100 100%

Source : Primary data is collected through questionnaire.

Interpretation:
The above Table no.6 and Figure no.5 depict the Mostly Watched contents in OTT
Platforms among the respondents. As seen, 65% of the respondents watch Original
Contents like Web-series, short films etc., 18.8% of the respondents watch Movies, 10%
of the respondents watch Comedy exclusives and the remaining percentage of the
respondents watch other contents like documentaries, etc.
 Factors influencing the use of OTT platforms

Figure no. 6: Factors influencing the use of OTT platform

Table no. 7: Factors influencing the use of OTT platforms

Factors Frequency Percentage

Content 67 67%

No Ads 17 17%

Convenience 16 16%

Total 100 100%

Source : Primary data is collected through questionnaire.

Interpretation:
The above Table no. 7 and Figure no. 6 shows the factors Influencing the use of OTT
Platform among the respondents. As seen, 67% of the respondents are influenced by the
unlimited variety, and availability of latest quality content, 17% of the respondents are
influenced because of no advertisements, and the rest 16% of the respondents are
influenced by the convenience of OTT platforms to watch anything anywhere.

 Devices used for OTT platforms

Figure no. 7: Devices Preferred for using OTT Platform

Table no. 8: Devices Preferred for using OTT Platforms

Devices Frequency Percentage

Mobile and Tablet 63 63%

Laptop 19 19%

Smart TV 18 18%

Total 100 100%

 Source : Primary data is collected through questionnaire.

Interpretation:
The above Table no. 8 and Figure no. 7 depicts the choice of platforms for watching OTT
channels by the respondents. As seen, 63% of the respondents prefer mobile phones and
tablets, followed by 19% Laptops, and 18 % prefer using smart TV for watching the
contents in OTT Channels.

 Increase in usage if OTT platforms since the lockdown

Figure no. 8: Increase in usage of OTT platforms since the lockdown

Table no. 9: Increase in usage of OTT platforms since the lockdown

Responses Frequency Percentage

Yes 65 65%

No 35 35%
 Total 100 100%

Source : Primary data is collected through questionnaire.

Interpretation:
The above Table no. 9 and Figure no. 8 depict the Increase in OTT Platforms usage among
the respondents. As seen, 65% of the respondents had an increase in their usage and the
rest 35% respondents didn’t have any increase in their usage of OTT platforms since the
lockdown.

 New Subscription of OTT Platforms during Lockdown

Figure no. 9: New Subscription of OTT Platforms during Lockdown

Table no. 10: New Subscription of OTT Platforms during Lockdown

Responses Frequency Percentage

Yes 56 56%
 No 44 44%

Total 100 100%

Source : Primary data is collected through questionnaire

Interpretation:
The above Table no. 10 and Figure no. 9 depict the subscription of any new OTT
Platforms during the lockdown among the respondents. As seen, 56% of the respondents
have subscribed to a new OTT channel during lockdown and the rest 44% respondents
haven’t subscribed to any new OTT channels during the lockdown.

 Usage of Multiple OTT Platforms

Figure no. 10: Usage of Multiple OTT Platforms

Table no. 11: Usage of Multiple OTT Platforms

Responses Frequency Percentage

Yes 75 75%
 No 25 25%

Total 100 100%

Source : Primary data is collected through questionnaire.

Interpretation:
The above Table no. 11 and Figure no. 10 depict the usage of multiple OTT Platforms
among the respondents. As seen, 75% of the respondents multiple OTT channels and the
rest 25% respondents don’t use multiple OTT channels.
 CHAPTER : 5
FINDING SUGGESTIONS
AND
RECOMMENDATIONS
DISCUSSION & RECOMMENDATION

India is a potential market for the growth of OTT platform across the globe. India’s digital
market will grow exponentially making it the second big platform after the US. The
emergence of JIO is the driving force for the growth of OTT platforms in India. It
provided cheap data and since then India became the second country based on data usage.
The acceptance of the platforms was remarkable signifying a greater change over in near
future.

By 2023, there will be a massive change in media and entertainment industry with major
players shifting to OTT platforms. Among all the available OTT platforms Netflix and
Amazon Prime were the widely accepted platforms with Hotstar a distinct third.

The Netflix had a better reach among all the sections and the acceptance rate is greater
compared to other competitors. Netflix had a great support from the millennial because of
the Original Content and Foreign Language web series along with Movies and even
Netflix exclusives in regional languages like Hindi, Malayalam, etc. The most viewed
content for Netflix was - Sacred games; Money Heist; Dark; Extraction along with
exclusive movies in regional languages. The viewers have access to wide range on content
and more and more new content is added every week on Netflix. On the other hand, while
Amazon Prime offers a wide range of good quality content, there is only limited new
content every month. Hence, the Netflix is preferred over Amazon Prime. The people of
Jabalpur were attracted also towards sports which helped Hotstar grow. Live streaming of
sports (IPL & ISL) were the major attractions of Hotstar.

In this age of digital transformation, it is necessary to constantly upgrade your content and
availability with cost effectiveness to reach a wider audience and stay in the hunt. In order
to compete with the Netflix, the other OTT platforms need to invest in more local content
in Hindi language to garner a wider audience base.

India is a big market and is attracted to various regional languages. Hence going for
English and Hindi only is not sufficient. The media and entertainment industry is seeing a
huge shift to OTT platforms and this opportunity must be grabbed well by channel
providers. This opportunity must also be used to revive the sports industry and give it the
due respect and importance. The live streaming of all sports tournaments and
championships will help the sports garner a good viewership and following. There must be
censorship in OTT platforms as well so that nudity and offensive scenes are censored, and
the mindset of audience is not adversely affected.

CONCLUSION

This study was a novel attempt to analyze the acceptance of the new emerging digital
superpower media among the masses of Jabalpur. This new media platform is a growing
rapidly and is gaining more momentum since the lockdown. The millennials are attracted
towards the OTT platform services due to foreign content and video on demand. The new
generation has moved on from the traditional broadcasting system to the mobile gadgets,
laptops and tablets and prefer the convenience of OTT platforms to enjoy their favorite
content anywhere any time. The emergence of Reliance JIO and cheaper data with
uninterrupted 4G services has helped the OTT platforms grow immensely. The media &
entertainment industry has now found a new home.

The survey was conducted among the masses of Jabalpur and the data gathered was
segregated, refined and then classified and tabulated for analysis.

The Data which was collected through questionnaires via Google Forms, was analysed in
MS Excel and a Comparative Analysis of customer’s preference in Jabalpur was done. All
the respondents in my study were aware of the OTT platforms and using it as an
alternative to cable broadcast and DTH. The acceptance of the platforms was remarkable
signifying a greater change in the near future. Among the people of Jabalpur, Netflix had a
wider range of connectivity with its original contents and local touch. 58% users were
using Hotstar as compared to 14% users of Amazon Prime Video indicating the power of
wide range of content. Live streaming of cricket and IPL garnered enormous viewership
Hotstar.
 QUESTIONNAIRE

1. Gender?

 Male

 Female

2. Which age group do you belong to?

 18-20

 21-30

 31-40

 Others

3. Which OTT Platform do you prefer?

 Netflix

 Disney +Hotstar

 Amazon Prime Video

  Voot

 MX Player

 Zee5

 Sony LIV

 Others

4. Which language do you prefer most to watch TV Shows on OTT Platform?

 English

 Hindi

 Punjabi

 Marathi

 Gujarati

 Others

5. What kind of entertainment would you prefer the most to watch on the OTT platform?

 Originals

 Web series

 Comedy Exclusives

 Documentaries and others

6. What attracts you most towards OTT Online Streaming Services?

 Content

 No Ads

 Convenience
 7. Which of these devices do you use to access OTT platform?

 Mobile and Tablet

 Laptop

 Smart TV

8. Is there any change in your OTT usage since the lockdown?

 Yes

 No

9. Have you started using any new OTT platform subscription during the lockdown?

 Yes

 No

10. Do you use multiple OTT platforms for media streaming?

 Yes

 No
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