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However,
India has been slow to embrace streaming services in general, but the growing
infrastructure for internet connectivity is changing it all. With LTE mobile
network becoming more accessible, and Internet Service Providers going all in
with unlimited data plans, online streaming entertainment in India is better
than ever. In recent years, many foreign players like Netflix,Amazon ,Viu etc have
ventured into the streaming market. Thanks to the boost in infrastructure and a
gigantic leap in mobile internet technology with the 4G push, streaming services
are a rapidly growing entertainment genre and also due to the data being
available at a cheaper cost making the most out of this growing platform of
entertainment.
https://www.theandroidsoul.com/best-streaming-apps-india/
The rise of free and subscription based streaming services which uses a business
model of a monthly/yearly subscription or free streaming services with access to a
large library of content has brought hope of a promising future. But little is known
of what qualities customers value in these services. According to studies,
customer satisfaction, loyalty in case of both subscription based and free
streaming services and willingness to pay in case of subscription based streaming
services only is of primary importance .These 3 factors play a pivotal role for the
future of online streaming services. If customers are not willing to pay, then
income should be generated in the form of advertisement. Here in this scenario,
we are concentrating more on the customer satisfaction.
In the past, not every online streaming platform was successful in reaching the
people. Few of have also stopped functioning Ex:-Ditto TV. This may be due to
lack of customer satisfaction. Since the inception of new rules rolled out by TRAI,
lakhs of household are affected by paying high amount to their DTH or cable
operators. This would be a blessing in disguise for online streaming platforms
which offer content free of cost like Voot, SonyLiv, JioTV, Zee5 etc. As these
services keep growing, adding features and getting more accessible, the future
sure seems promising.
In this study, we are going to find the attributes which affects customer
satisfaction irrespective of the type of service. By this study, online streaming
platforms can carry out further detailed study, which would benefit their
organization on the run long. As our study would be restricted to small sample
size, we would not be sure about the results.