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RESEARCH REPORT

SUBMITTED BY:
SARTHAK ARORA
FY PGDM-B
Roll .no: 20182165

DURGADEVI SARAF INSTITUTE OF MANAGEMENT STUDIES,

MALAD (WEST) MUMBAI.

SUBMITTED TO:
DR.SHARAD KUMAR

ACADEMIC YEAR
(2018-2019)

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ACKNOWLEDGEMENT

I would like to express my sincere gratitude towards DURGADEVI SARAF

INSTITUTE OF MANAGEMENT STUDIES for introducing a course like PGDM
and giving all the students a platform to keep abreast with the changing business
scenario.

I would also wish to extend my appreciation, to our Director Dr. C. Babu and first
year chairperson Dr. Sanchita Banerji for their co-ordination and support.

I would also like to extend my sincere gratitude to my research guide and our Dean
Dr. Sharad Kumar for instilling confidence in me to carry out this study and
extending valuable guidance and encouragement from time to time, without whom
it would not have been possible to undertake and complete this research.
Also this project would not have been possible without the support of my teachers
and friends who helped me find data for this project.
Last but not the least my colleagues for their valuable comments and suggestions
for making this a cherishable experience for me.

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Sr.no Topic covered Pg.no

Executive summary 4

1 Introduction 5-7

2 Data analysis 8-15

3 Suggestion 16

4 Reference 16

5 Annexure 17-21

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Executive summary
Just like the smartphone segment, the video streaming space (also known
as OTT or over the top) in the country is witnessing a fierce fight between
indigenous and global players with the latter gaining a stronger foothold in
the domestic market.
According to the latest data, Netflix and Amazon Prime Video, two of the
dominant players globally, have steadily grown their market share in the
country this year at the expense of local firms such as market leader
Hotstar, Jio TV and Jio Cinema.

This study is conducted to know people’s perception towards streaming

services and to know which aspect has greater influence on the perception.
To know problem and to find solution this research is done to some extent.
The rise of streaming services .

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Introduction
Streaming services is the future of home entertainment in India. Streaming
services like Netflix that shook over mind space in 2018. Thanks to new
technology and cheaper data charges , universalization of entertainment and
smartphones for increasing the popularity and making them more
accessible.

OTT, short for Over the Top are streaming services that presently just 16 per
cent compared to traditional TV channels and other media, but study says
OTT platform in India presently is worth Rs 3,500 crore but can grow ten-fold
to a whopping Rs 35,000 crore in the next five years. Another study, says
OTT users in the country will reach 500 million by 2020, making India the
second biggest market after the US

Netflix may have become synonymous with OTT, but surprisingly, the market
leader among the 30 odd players is Hotstar, from satellite TV biggie Star
Network, which sensed the way the wind was blowing and started a digital
platform branch for its vast repertoire of original shows across many
languages (the Star network, beside running popular Hindi entertainment
channels like Star Plus also has a bouquet of regional partners, from Vijay
TV to Asianet). Hotstar, reportedly has more than 7 crore users, though it is
not clear whether all are paid subscribers, since this platform has lots of free
content available which does not need users to pay up.

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Objectives
 To analyze the viewing pattern of the people watching television in
India.

 To find out why streaming services are dominating over digital

operators/ cable networks

 To find the overall people’s perception what they like to watch at

leisure time.

Market share of OTT (over the top)

“OTT demand in India is growing on the back of cheaper data and

smartphones, the very concept of prime time is changing — as a result
libraries need to be larger and cater to a broader audience than they used
to,” said Aman Kumar, chief business officer at KalaGato. “The market is in
a stage where users are spoilt for choice. So, all these indicates that
platforms who have bigger libraries and provide quality content will win.”
Jio TV and Jio Cinema, the apps that come bundled with Jio mobile
connection, have also seen their market share dwindle. Jio managed a 25
odd per cent market share for Jio Cinema, its main OTT offering, by
shipping it pre-installed in its low-budget Jio Phones that was launched in
July 2017. The dip in the apps installed base is because of a slowdown in
Jio phone sales in anticipation of the launch of a newer model, telecom
experts say.
Sony Liv is the only Indian app that registered user growth in the period
under review, growing its market share from 3.9 per cent in January to 6.7
per cent in October. It had exclusive streaming rights for FIFA World Cup
that was held in June and July, and also the latest season of Kaun Banega
Crorepati.

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Research Methodology
Type of Research- Exploratory

Sample Design- Probability of Simple Random

Sample Size- 30

Sample- The sampling is selected in a random way irrespective of employ.

It was collected through mails, forms and personal visits.

Data Type – Primary Data

Primary Data- Collected from a questionnaire in the form of Google forms

circulated through social media. The questionnaire is so formulated as to
understand the people’s Perception for the television

One of the most important uses of research methodology is that it helps in

identifying the problem, collecting, analyzing the required information data
and providing an alternative solution to the problem. It also helps in collecting
the vital information that is required by the government, OTTs etc. to assist
them for the better decision regarding television industry

Limitations of the Research

 This research reflects on the individual response in the area of
Western Suburbs of Mumbai only. Hence this research cannot be
extrapolated to the entire population. .

 There may be biasness in answering the questions given.

 Sample size 30 which is comparatively very small to understand the
perception of the people toward streaming services and interpret for
the whole country.

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Data analysis

After preparing questionnaire of 13questions in which first 3 questions are

about demographics, 10 questions are about the viewing preference of
people what they prefer : streaming services or direct – to – home(DTH) .

AGE GROUP

Interpretation

The above diagram shows that out of the total 30 respondents, 96.7%
were between the age group of 18-25 while 3.3% are 25-40
respectively. This means that majority of the people between 18-25
had responded to the survey.

GENDER

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Interpretation

The above diagram shows that out of the total 30 respondents where
56.7% are male and 43.3% are female. This means the majority is of males

OCCUPATION

Interpretation

The above diagram shows that out of the total 30 respondents, 90% were
students, 10% were having there own business
This shows that majority of students responded and are more sensitive
towards streaming services .So the first objective of this research that

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which occupation is having greater sensitivity towards the streaming

sevices is answered.

1. How do you watch television?

Interpretation

The above diagram shows that out of the total 30 respondents, 36.7% were
having cable connection, 43.3% were direct tv and 36.7% were having
online streaming services , 13.3% were having online free subscription and
6.7% doesn’t watch television.
This shows that majority of students responded and are more still watching
DTH tv.

2. In addition to your DTH services, do you also have a subscription

to an online streaming service such as Netflix or Hulu?

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3.
Interpretation

The above diagram shows that out of the total 30 respondents, where
66.7% yes and 33.3% said no they will pay more in addition of their
dth services for streaming services

4. Do you foresee you'll be watching TV exclusively online (free

streaming OR subscription streaming) within the next:

5. Interpretation

The above diagram shows that out of the total 30 respondents, 40%
doesn’t know 20% think yes in1-6 months 10% thinks yes in 1-2
years , 13.3%thinks it will take more than 2 years .

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6. Do you consider yourself a heavy viewer of TV content?

Interpretation

The above diagram shows that out of the total 30 respondents where
63.3% doesn’t think they are heavy user , 13.3% thinks they are
heavy user and 23.3 % doesn’t know

7. How many hours a day would you say you watch TV?

8. Interpretation

The above diagram shows that out of the total 30 respondents where
majority of 73.3% spends less than 3 hours on streaming services
and 13% doesn’t watch tv.

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9. What is the price you are willing to pay for the streaming services
(Netflix/ Amazon prime etc.)Considering you already have DTH
services?

Interpretation

The above diagram shows that out of the total 30 respondents where
63.3% wants to pay 200 to 400 amount 20% wants to pay 400 to 600
and 16.7% wants to pay 600 to 800

10. Please rank how much you watch each of these options

Interpretation

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The above diagram shows that out of the total 30 respondents shoes
most have cable network on antenna network where people are
watching netflix
11. What attracts you to subscribe streaming services (Netflix/
Hulu)?

Interpretation

The above diagram shows that out of the total 30 respondents where
80% thinks more about the content before subscribing 23.3% thinks
about the pricing and 6.7% does none of the above.

12. What is the favorite genre you like to watch on any platform
of media?

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Interpretation

The above diagram shows that out of the total 30 respondents where
majority tlike 46.7% like all of the above 6.7% like musical and 33.3%
like comedy.
13. Do you like to binge watch all the episodes at once (Netflix/
Hulu) or you prefer one episode at a time (day/week)?

Interpretation

The above diagram shows that out of the total 30 respondents where
80% likes to binge watch episodes all at once 10% each watch a
episode one at a time and doesn’t watch tv series on streaming
services

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SUGGESTIONS
After seeing the data and analyzing some aspects of it my suggestions
for improving child labour in India are shown as below:

 Government should put some barriers for the streaming giants

such as Netflix and hulu etc.

 Streaming services should not put high prices just to make more
profits.

 Some regulations should be made to tackle the competition

Reference
 https://www.savethechildren.in/articles/top-5-ways-to-tackle-the-
problem-of-child-labor-in-
india?gclid=EAIaIQobChMIxuz5wbTF4AIVmQ4rCh1XEQ8CEAAYAS
AAEgLL6fD_BwE
 https://en.wikipedia.org/wiki

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Annexure
Q1 Gender

1) Female
2) Male

Q2 Age group
1) 20-30
2) 30-40
3) 40-50

Q3 Occupation

1) Student
2) Self employed
3) Employed

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