Capstone Project Report on Preference of

Youth Regarding Online Video Streaming

Apps

Submitted to Lovely Professional University

In partial fulfillment of the requirements for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

SUPERVISED BY: SUMITTED BY:

Mrs. Sumeet (25299) Dilsimran Kaur (1180852)

Kovvuru Saikumar (11806682)

DEPARTMENT OF MANAGEMENT

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA (PUNJAB)

2019

1|Page
 Declaration

We hereby declare that the project work entitled “Preference of Youth Regarding Online
Video Streaming App” is an authentic record of our own work carried out as requirements of
capstone project for the award of MBA degree in Marketing specialization from Lovely
Professional University, Phagwara under the guidance of ‘Sumeet’, during August 2019 to
December 2019. All the information furnished in this capstone project report is based on our
own intensive work and is genuine.

Name of student 1: Dilsimran Kaur

Registration number: 11808852

Name of student 2: Kovvuru Saikumar

Registration number: 11806682

(Signature of student 1)
Date:
(Signature of student 2)
Date:

2|Page
 Certificate

I hereby declare that the project titled “Preference of Youth Regarding Online Video
Streaming Apps ” is an authentic work carried out by Dilsimran Kaur (11808852) and
Kovvuru Saikumar (11806682) under my guidance and supervision.

This capstone report is fit for the submission and submitted in the fulfillment of the condition
for the award for the degree of master of business administration (MBA).

Mrs. Sumeet

Uid- (25299)

Mittal School of Business

Lovely Professional University

3|Page
 Acknowledgement

At the very outset, we have an opportunity to carry out our project on “Preference of Youth
Regarding Online Video Streaming App”. We would like to take this opportunity to
express our profound sense of gratitude and respect to all those who helped us throughout the
duration of this project. We are highly thankful to Mrs. Sumeet for her active support,
valuable time and advice, whole-hearted guidance, sincere cooperation and pains-taking
involvement during the study and in completing the project. This period proved for us one of
the most productive and knowledgeable experiences of our career. It provided us an
opportunity to upgrade our skills as well as sharpen our professional knowledge and
understanding in an environment that was intellectually stimulating.

Dilsimran Kaur

Kovvuru Saikumar

4|Page
Contents
Chapter 1..................................................................................................6
1.1 Introduction ...............................................................................7
Chapter 2……………………………………….…………………………….9
2,1 Review of Literature ………………………………………….......10
Chapter 3………………………………………………………..……………24
3.1 Research Objectives …………………………………..................25
3.2 Research Problem ………………………….…….............……....26
3.3 Research Methodology ……………………………………………27

Chapter 4…………………………………………………………….………31
4.1 Analysis Theory ………………………………………................32
4.2 Analysis SPSS …………………………………………...............51
Conclusion …………………………………………………………………..52
Expected Outcome ………………………………………………………….53
References …………………………………………………………………...54
Questionnaire…………………………………………….…………………..57

5|Page
CHAPTER:1

6|Page
 INTRODUCTION

1.1) Definition: Online Streaming

Streaming is a technology used to deliver content to computers and mobile devices
over the internet. Streaming transmits data usually audio and video, but increasingly
other kinds as well as a continuous flow, which allows the recipients to begin to watch
or listen almost immediately.     
1.2) History:
During the late 1990s and mid 2000s, clients had expanded access to PC systems,
particularly the Internet. During the mid 2000s, clients approached expanded system
transmission capacity, particularly in the "last mile". These mechanical upgrades
encouraged the spilling of sound and video substance to PC clients in their homes and
work environments. There was additionally an expanding utilization of standard
conventions and configurations, for example, TCP/IP, HTTP, HTML as the Internet
turned out to be progressively marketed, which prompted an implantation of venture
into the part. The band Severe Tire Damage was the primary gathering to perform live
on the Internet. On June 24, 1993, the band was playing a gig at Xerox PARC while
somewhere else in the structure, researchers were talking about new innovation (the
Mbone) for broadcasting on the Internet utilizing multicasting. As evidence of
PARC's innovation, the band's presentation was communicated and could be seen live
in Australia and somewhere else. In a March 2017 meeting, band part Russ Haines
expressed that the band had utilized around "half of the all out data transfer capacity
of the web" to stream the presentation, which was a 152-by-76 pixel video, refreshed
eight to twelve times each second, with sound quality that was, "best case scenario, an
awful phone association"

1.3) Online Streaming Popularity and Scope in India:

As indicated by the counseling firm EY, India had 160 million advanced video
watchers toward the finish of 2016. With developing broadband infiltration and less
expensive portable information designs, this number is quickly developing. By and
by, OTT(Over the Top) shapes only 16 percent contrasted with customary TV
channels and other media, yet a Boston Consulting Group study discharged on
November 2018 says OTT stage in India by and by is worth Rs 3,500 crore however

7|Page
 can grow ten times to an incredible Rs 35,000 crore in the following five years.
Another study, this time by Ernst and Young, says OTT clients in the nation will
arrive at 500 million by 2020, making India the second greatest market after the US.

1.4) Players in India:

Much the same as the Smartphone section, the video spilling space (OTT) in the
nation is seeing a wild battle among indigenous and worldwide players with the last
increasing a more grounded decent footing in the residential market. As indicated by
the most recent information, Netflix and Amazon Prime Video, two of the
predominant players comprehensively, have relentlessly developed their piece of the
pie in the nation this year to the detriment of nearby firms, for example, showcase
pioneer Hotstar, Jio TV and Jio Cinema.

1.5) Customer Perception:

The study concentrated on video gushing administrations viewed on a TV, for
example, Netflix, Hulu, YouTube, or Watch ESPN. Respondents showed that they
viewed in any event 1 hour of spilling video every month. As this review illustrates,
most purchasers will surrender gushing video when quality endures. Improving
spilling video quality is a significant obstacle that must be crossed as TV moves on
the web. Clients exceptionally esteem the unwavering quality and nature of their
video gushing experience, however that general they consider there to be huge
opportunity to get better in the zones of burden times, picture quality, re-buffering and
playback blunders.

MARKET SHARE OF ACTIVE USERS

Amazon Prime 1.43

Alt Balaji 0.21
Jio TV 17.60
Netflix 2.08
SonyLIV 3.17
Voot 11.76
Hotstar 40.18

8|Page
 CHAPTER:2

REVIEW OF LITERATURE

9|Page
2.1) Video Streaming in Online Learning

Thompson, Klass, Fulk, (2019) has conducted a research as to reveal the developing
patterns in postsecondary training that stress the significance of on the web and innovation
empowered learning. This examination expects to research whether the utilization of virtual,
intuitive, constant, teacher drove web based learning can convey a similar understudy act and
commitment results as an up close and personal course. The information comprise of 698
members educated in eight areas, more than two semesters, with two unique educators. An
examination of change was utilized to think about the distinctions for both understudy
execution and commitment results. The discoveries of this research demonstrate that a
synchronous course conveyed utilizing classroom innovation has a similar dimension of
understudy execution results as learning. This investigation proposes that innovation is a
successful synchronous learning condition.

Maxfield & Romano, (2012) has conducted a research to the role of video in pre-service
teacher first day of school observations: peer review on learning of teaching concepts and
future application. This investigation centers around the job of video in pre-administration
educator perceptions of the main day of school and the effect of friend exploring the
recordings on learning of new showing ideas and the future utilization of scholarly ideas.
Postsecondary separately videoed their perceptions from the principal day of school. In class
they shared and examined the recordings. A cross-sectional self-revealing on the web study
was utilized to inspect postsecondary view of video innovations amid perception on their
learning and effect on future instructing rehearses. The outcomes of this study demonstrate
that when postsecondary audit recordings made by their companions as a component of their
perceptions, they are bound to become familiar with extra showing ideas and are eager to
apply them later on. This is the main period of the examination. In future stages, understudy
reflections will be dissected for topics.

Reboli & Armstrong (2008) has conducted a study to know whether the introducing video
streaming technology to meet the needs of all learners: pre-professional and graduate student
experiences. It is a strategy utilized by (potential) teachers to consolidate video clips
straightforwardly from the web into lessons. Griffin (2005) composed that the utilization of
video is a way to improve accomplishment dimensions of understudies in k-12 classrooms.
As understudies turn out to be all the more innovatively advanced so does the requirement for

10 | P a g e
larger amounts of video streaming. As our understudies look to meet orders to achieve all
youngsters, it gives approaches to address the issues of understudies who are watching and
playing videos. This research studies the need to build their capacities to join recordings into
lessons. Video streaming gives an expansive gathering to undergrad and graduate
understudies to utilize video clips in a less demanding configuration than different methods
for coordinated video. Surveys were directed with undergraduate and graduate understudies
to decide their insight into video streaming and their availability to consolidate it into their
instructing.

Hartsell, Taralynn and Yuen, (2006) has conducted a study which has considered the
utilization gushing video in the online instructive condition and examines the different
arrangements of spilling media. The different equipment and programming programs used to
make gushing video is additionally analyzed alongside the favorable circumstances and
disadvantages of utilizing spilling video in online guidance. At long last, a discourse of how
gushing video can be utilized in online guidance and its curricular applications are tended to.
The research concluded that this type of innovation brings courses alive by enabling on the
web students to utilize their visual and sound-related faculties to learn complex ideas and
troublesome strategies.

Maxfield, (2006) has conducted a study to examined the time and daily schedules in online
teaching. Through this study they came to know that there is new significance and indistinct
standards to the idea of web based instructing because of the timetables and measure of time
online instructors look after every day. Online educators spend a lot of their planned available
time (in-hours) finishing phone calls, voice messages, messages, teaching, making
educational programs and reviewing. This does not show up boundlessly not the same as the
obligations of a classroom instructor in an eye to eye condition. Nonetheless, it has turned out
to be evident through this subjective research contemplate that online educators have an
incredible number of understudies running from 400 to 1,100 and need to invest individual
energy (out-hours) reviewing and messaging to take care of every individual understudy.
Online instructors are likewise expected to go to in-administration gatherings (in-
administration), which are ordinarily finished amid outside available time (out-hours.) The
tenets for the online educator are as yet being reclassified to oblige the issues of time and
booking.

11 | P a g e
Lane,C, (2004) has Conducted a research to know whether using streaming video enhance
curriculum or do distance make any difference. The research reveals that “united streaming”
is a video download and gushing framework that quickly conveys more than 2,000 instructive
main subjects advanced recordings and 20,000 clasps. By basically looking through the
database, clients can without much of a stretch find grade and subject explicit substance, and
view the recordings on their PCs. This should be possible by downloading it onto their work
areas or a nearby server, or by live spilling. Every video has been recorded, which gives the
choice of survey the whole program or watching a short clasp. The broad library of real to life
media was planned explicitly for use in the k-12 classroom. Projects line up with national and
state-level principles and incorporate auxiliary materials for educators and understudies. The
projects are intended to bring any main subjects subject alive in any instructive condition.
Projects are given from honor winning makers including united learning, weston woods, TV
ontario, environmental media, rainbow educational media, and others.

Zhang, Zhou, Briggs, & Nunamaker (2006). Intuitive video in an e-learning framework
enables proactive and arbitrary access to video content. Our observational investigation
inspected the impact of intelligent video on learning result and student fulfillment in e-
learning conditions. Four distinct settings were contemplated: three were e-learning
conditions—with intelligent video, with non-intuitive video, and without video. The fourth
was the customary classroom condition. Aftereffects of the test demonstrated that the
estimation of video for learning viability was dependent upon the arrangement of
intuitiveness. Understudies in the e-learning condition that gave intelligent video
accomplished altogether better learning execution and a more elevated amount of student
fulfillment than those in different settings. Be that as it may, understudies who utilized the e-
learning condition that gave non-intuitive video did not improve either. The discoveries
propose that it might be critical to incorporate intelligent instructional video into e-learning
frameworks.

2.2) Online Video Streaming and Society

12 | P a g e
Raveendran & Bain, (2019) has conducted a research for analyzing user behavior in online
streaming mobile applications. Online live streaming enables people to communicate with
popular influencers from around the world. Nowadays, social media is an integral part of our
lives, and this demands a thorough analysis of such platforms. These live streaming
applications have tremendous user bases, and learning the user behavior in such scenarios can
be very insightful. Here, there is a great need to aggregate the individual preferences of the
users into a single group preference. Social choice theory finds a considerable application
here, being a framework for group decision making. In this paper, we examine the attributes
of online live streaming applications utilizing the concepts of the social choice model. We
perform analysis of a real-time dataset obtained from a live streaming platform and further
validate the results using an integer linear programming model. The analysis results clearly
demonstrate the effectiveness of social choice in representing the user behavior in online live
streaming applications.

Francescucci, Anthony And Lailarohani, (2019) has conducted a study to investigate the
impact on student performance and engagement outcomes of online streaming apps.
Instructional substance was exhibited contrastingly in two initial custom curriculum course
areas. In an up close and personal (f2f) area, the teacher met with understudies on normally
planned days and times and francescucci, anthony, and lailarohani. "solely synchronous on
the web learning: the effect on understudy execution and commitment results introduced
content face to face. In the other area, content was exhibited utilizing upgraded digital
broadcasts, comprising of the teacher describing while powerpoint slides and different visuals
were appeared streak films that understudies could download from the internet at days and
times based on their personal preference. Every single other part of these two class segments
were the equivalent. In spite of the fact that information related with understudy
accomplishment and understudy fulfillment were marginally increasingly good for the
segment, the errors may have been identified with statistic contrasts in the understudy
populaces of the two segments. Proportions of understudy commitment were marginally
higher for the online area. Ramifications of discoveries are examined in connection to
instructing and learning in courses with extensive enlistments that are centered basically
around creating information based skills.

Zhang & Min, (2019) has conducted a study to know the impact of live video streaming on
online purchase intention , E-retailers are grasping new advanced promoting procedures to

13 | P a g e
give progressively credible data to their clients. This examination looks at the effect of live
video spilling, characterized as communicates progressively to a group of people over the
internet for business-to-customer and business-to-business correspondence. In spite of the
fact that lvs has been received as an advertising system by e-retailers, its impact on clients'
online buy expectation stays obscure. Drawing on interpretation level hypothesis, this
investigation experimentally looks at the effect of lvs on clients' online buy expectation
thinking about mental separation and saw vulnerability. We test the exploration structure with
the guide of a semi try utilizing auxiliary information gathered from taobao.com the biggest
web based exchanging stage in china, and two trial plans. The exhibited outcomes
demonstrate that the lvs technique can improve clients' online buy goal by diminishing
mental separation and saw vulnerability. What's more, item type directs the effect of lvs on
saw vulnerability. This paper at last gives a portion of the functional and administrative
ramifications of our discoveries.

Wang-Yi, (2019) has conducted a study to know user experiences in live video streaming: A
netnography analysis. The reason for this paper is to direct a top to bottom investigation of
the uncommon setting and client encounters of live video gushing and to give bits of
knowledge with respect to an elucidation of the contextualization encounters display. This
investigation utilized netnography, online meetings and the physical travel of analysts to the
field for field interest and perceptions. The mix of netnography and online meetings joined on
the web and disconnected investigations to accomplish more noteworthy consistency in the
information gathering, examination and different procedures. The discoveries of the
investigation can be grouped into a three-organize situational setting approach, which is
introduced as suggestions. At long last, the bits of knowledge of the contextualization
encounters demonstrate are introduced. This investigation brought about the advancement of
a substantive hypothesis that gives knowledge into deciphering the contextualization
encounters display. The hypothesis was created dependent on crude information to empower
it to clarify the wonders with regards to comparative cases of live video gushing.

2.3) Digital Marketing

14 | P a g e
Chassiakos & Reid, (2016) has conducted a research with the view of Finding preference of
youth regarding digital media. The present kids and young people are inundated in both
conventional and new types of computerized media. Research on customary media, for
example, TV, has distinguished wellbeing concerns and negative results that correspond with
the length and substance of survey. Over the previous decade, the utilization of computerized
media, including intelligent and internet based life, has developed, and look into proof
recommends that these more current media offer the two advantages and dangers to the
soundness of kids and adolescents. Proof based advantages distinguished from the utilization
of computerized and online life incorporate early learning, presentation to new thoughts and
learning, expanded open doors for social contact and support, and new chances to get to
wellbeing advancement messages and data. Dangers of such media incorporate negative
wellbeing consequences for rest, consideration, and learning; a higher rate of heftiness and
sorrow; presentation to off base, wrong, or hazardouss substance and contacts; and traded off
security and privacy. This specialized report audits the writing with respect to these chances
and dangers, surrounded around clinical inquiries, for youngsters from birth to adulthood. To
advance wellbeing and health in youngsters and teenagers, it is critical to keep up sufficient
physical movement, solid nourishment, great rest cleanliness, and a supporting social
condition. A solid family media use plan that is individualized for a particular tyke, young
person, or family can distinguish a fitting harmony between screen time/online time and
different exercises, set limits for getting to content, control presentations of individual data,
empower age-proper basic reasoning and computerized education, and bolster open family
correspondence and execution of reliable standards about media use.

Leung & Louis, (2014) has conducted a study to analyze that how net generation is
dependent on the internet Conceived somewhere in the range of 1977 and 1997, net-age is the
original to grow up encompassed by home PCs, computer games, and the internet. As
offspring of the baby boomers, the internet is the vehicle of decision for the net-generation. In
light of the suspicion that net-age has interesting qualities, this examination analyzed: (1)
how net-generation dependent on the internet contrast from the non-dependent and (2) how
these characteristics, together with the alluring properties of the internet, are identified with
internet enslavement. Information were accumulated from a likelihood test of 699 net-
generation between the ages of 16 and 24. Results demonstrate that net-generation dependent
on the internet will in general be youthful female understudies. Being sincerely open on the

15 | P a g e
net and an overwhelming client of ICQ were most powerful in foreseeing net-generation'
hazardous utilization of the internet. Dependent net-generation are additionally emphatically
connected to the delight of having the capacity to control the recreated world in internet
diversions. The finding fortifies past research that "wards" of the internet invest the majority
of their energy in the synchronous correspondence condition taking part in intuitive web
based amusements, talk rooms, and ICQ for delight chasing or escape, while "non-wards" use
data gathering capacities accessible on the internet. Besides, internet addicts will in general
sit in front of the TV essentially less, demonstrating a relocation impact on conventional
media use for the net-age.

Matrix & Sidneyeve, (2014) has conducted a study to know the effect of Netflix on society.
At the point when Netflix discharged every one of the fifteen scenes of another period of
arrested development in the late spring of 2013, reports demonstrated that around 10% of
watchers endured the whole season inside twenty-four hours. This was not the first run
through Netflix had discharged a whole period of a unique program all the while and caused
an across the country video-on-request charge. At the point when house of cards and orange
is the new black debuted in 2013, enormous rates of Netflix endorsers viewed consecutive
scenes, eating up a period of substance in not more than days. In spite of the fact that these
three shows have a place with various classifications—one a sitcom and the others grown-up
themed melodramas—what they share is a colossal prevalence among the millennial
companion that makes up most of the supporter base of Netflix. At the point when all scenes
of a season were discharged at the same time, these shows enlivened far reaching long
distance race seeing sessions for the eighteen-to-thirty-four age statistic and among the more
youthful groups of onlookers of Netflix, a significant number of whom marathon watched
and afterward took to online networking to post their (to a great extent positive) audits of the
initial steps Netflix had taken to create unique TV content. To break down the centrality of
these new computerized media use patterns, this study investigate in this paper a portion of
that online talk, unloading two rising examples in youngsters' on-request media commitment
with the absolute most as of now prominent (and consequently gorge commendable) Netflix
appears, in particular, the rising significance of social TV seeing practices and new
assumptions regarding the accessibility of business free, high caliber, and unique TV content.

In the well known press, glut survey and Netflix are getting to be synonymous, particularly
for youthful watchers, including "screenagers."1 obviously, not all twenty to thirty year olds

16 | P a g e
were "brought into the world advanced" or approach these administrations. The individuals
who do, in any case, progressively are not substance to comply with customary week by
week and regular programming plans: associated gen y (as of now matured eighteen to thirty-
four) and gen z (youngsters brought into the world after 2005) with access to these
administrations are rehearsing new TV seeing styles utilizing an assortment of advanced
advances, especially membership put together video with respect to request through Netflix.
In 2013, as indicated by research by price water house coopers, 63% of family units in the
united states utilized a video spilling and conveyance administration, for example, Hulu,
Netflix and Amazon prime and, as the Leichtman research group discovered, 22% of those
families are gushing Netflix each and every seven day stretch of the year ("TV"). In english
Canada, roughly 25% of occupants have agreed to accept Netflix. In family units with
teenagers, that figure hops to 33%, and it rises again to 37% in families with kids younger
than twelve. With its long-tail stock of TV shows and motion pictures, business free review
involvement, and "post play" consistent scene delivery,2 Netflix is changing watchers' desires
concerning what, how, and when they sit in front of the TV. Accordingly, watchers as anyone
might expect are observing more TV, incorporating into bigger dosages at once.
This innovative move likewise has across the board sway on TV program generation choices,
dispersion bargains, and special systems. The developing shopper inclination for over-the-top
gushing administrations (rather than link packs) and video on interest (rather than
arrangement seeing) is disruptively affecting conventional TV booking, evaluations,
promoting, and link memberships. As a bigger offer of the TV crowd devours more TV
demonstrates by means of Netflix and other ott administrations, a few faultfinders contend
that such utilization rehearses meddle with the social unification impacts (or "water cooler
talk") that security individuals through shared, mass-interceded encounters. Particularly for
the facebook age (made out of adolescents and 20-year-olds, who comprise of gen z and gen
y, individually), be that as it may, the Netflix impact that empowers.

Blackwell & Courtney, (2014) has conducted a study to know the effect of online streaming
on kids. The internet is rapidly turning into a favored mechanism for kids, yet few
examinations have explored the substance and sorts of exercises kids draw in with on the
web. The present examination utilizes information gathered from a national example of 442
8-to 12-year-old youngsters to research kids' internet content inclinations amid center
adolescence. Results demonstrate that Youtube and Facebook were the two most supported
web destinations. Moreover, there were critical contrasts by age and sexual orientation.

17 | P a g e
Generally speaking, results propose youngsters' web website inclinations are steady with
passionate, social, and intellectual advancement experienced in center adolescence.

Mansy & Ahmed, (2014) has conducted a study which is characterizing client behavior of
commercial mobile video streaming services. http adaptive streaming rules the vast majority
of the traffic on the internet today and an extensive portion is driven by video utilization on
cell phones and tablet gadgets. The customer player usage from various famous business
administrations settle on various parameter and structural decisions, which result from
heterogeneous apis and gadget confinements. Accordingly, they display very unique practices
notwithstanding for a similar administration, with altogether different traffic utilization
attributes.

Vmatrix, (2014): In this paper, they look at three noteworthy gushing administrations -
Netflix, Youtube and Hulu, over the two overwhelming versatile stages - ios and android, so
as to comprehend the effect of these structure decisions. We derive definite session conduct
dependent on latently gathered parcel follows over a substantial arrangement of
investigations over the suppliers and system types. We find shifting measures of "excess"
traffic within the sight of data transfer capacity adjustment over the administrations, which
adversely impacts arrange assets. We additionally discover these structure decisions lead to
shamefulness in transmission capacity utilization on shared systems crosswise over various
stages. Specifically, we discover the android Netflix player can take a bigger portion of
shared data transmission while rivaling the ios execution.

Matrix, (2014) has conducted a research on digital media trends to analyze the significance
of these developing digital media use trends, he explored that online discourse, unpacking
two emerging patterns in young people’s on-demand media engagement with some of the
most currently popular Netflix shows that rising importance of social TV viewing practices
and new hopes about the availability of commercial-free, high-quality, and unique television
content. This technological shift also has extensive impact on television program fabrication
decisions, distribution deals, and advertising strategies. After all the exploration he found out
that the word of mouth and the review of the viewer’s updating their social media platforms
especially from the Facebook generation (who consist of gen z and gen y, respectively) with
positive notes helped the wild spread of the platforms like Netflix, Amazon prime, Hulu etc.

18 | P a g e
Kannan, (2013) has conducted a research on the designing and pricing digital content
products and services and analyzed the rapid propagation of digital technology for
generating and publishing content in diverse forms written, music, videos, both firms and
consumers have a number of substitute technology and formats available for producing
and consuming content. While this has led to more value for customers, the firms have
had mixed results. Some organizations have seen their value wear away through the
acceptance of newer formats as related to the older ones (e.g., streamed music format vs.
Cd format), and other firms have been generally unwilling to embrace newer technology
and arrangements for the similar reasons. Design, methodology, method in this chapter,
we review the research issues in planning and pricing such digital content and setups and
the various strategies that firms can accept in ensuring that both firms and customers
benefit through the use of newer formats. The extant of research in this field and identify
research issues for future research. Value and originality as more old products alter into
digital services; it is thoughtful that these issues are spoken so that the content making
industry can survive in the little term and grow in the long term.

Rayburn, (2012) has conducted a research on steaming and digital media, his research says
that concise and direct examination to understand a accessible, profitable venture, as well as
the mutual and hidden drawbacks to avoid in your commercial business. By focusing on both
the business consequences and technical changes between online video and traditional
program distribution, you will learn how to gain essentials time-to-market and cost-saving
advantages by efficiently using streaming and digital media skills. As part of the nab
executive technology conference series, the book is geared headed for the manager or
supervisory and no technical qualification is required. You can quickly study the technical
speak as well as the market and business associations.

2.4) Social Media Advertising and Youth

19 | P a g e
Gilbert & Matthew, (2019) has conducted a research to know the strengthening of social
media marketing with live streaming video. With in excess of 3 billion clients around the
world, web based life has changed advertising; it offers people and associations alike the
capacity to adequately and moderately draw in, convert, and change buyers. Reflecting the
development of online networking (and from multiple points of view filling it) are cell
phones: there are in excess of 5 million interesting portable clients worldwide with about 2.8
million individuals getting to web based life with cell phones and 80% of overall web clients
owning something like one cell phone. Versatile video is an especially encouraging stage to
impart to shoppers; 80% of internet traffic will be video by 2019 and 74% of buyers are
bound to purchase an item or administration in the wake of watching a marked video. In any
case, recorded video is expensive and awkward to deliver; live gushing video diminishes
costs while expanding client commitment and improving impact. Perceiving that live gushing
video can fortify internet based life promoting methodologies, this paper audits the ascent of
web-based social networking, clarifies the job of live spilling video, reviews live spilling
video stages, proposes live gushing video techniques, shares live gushing video overview
results, and assesses the effect of live gushing video.

Shaikh, Nazrul, Mahimahada and Nivashrestha, (2019) has conducted a study to

investigate the allocating spending on digital-video advertising: a longitudinal analysis across
digital and television." organizations have been expanding their interests in computerized
video publicizing to the detriment of TV promoting. This examination looks at the viability
of such speculations with a media productivity and immersion investigation on longitudinal
datasets from a national eatery network and a national nourishment and refreshment brand.
The creators found that computerized video publicizing was more proficient than TV
promoting, so a move is legitimate. These distinctions in effectiveness, in any case,
diminished quickly as venture levels behind computerized video promoting expanded. The
effect of advanced video publicizing soaks early, and organizations need to represent such
consistent losses in their media procedure.

Li, Hao and Hui-Yi Lo, (2015) has conducted a study to investigate the impacts of
promotion length, advertisement position, and advertisement setting congruity on brand name
acknowledgment in an online in-stream video publicizing setting were researched. Video
promotions and video programs were chosen from Youtube as improvements. Discoveries
from a research center examination demonstrate that long advertisements upgrade

20 | P a g e
acknowledgment. Mid-move promotions lead to all the more likely brand name
acknowledgment than pre-roll and post-move advertisements on account of consideration
overflow. Be that as it may, a mid-move advertisement is purposeless when the promotion is
irrelevant to the video content. Interestingly, post-move promotions can improve brand name
acknowledgment in an incongruent setting.

Joa, C. Y., Kim, K., & Ha, L, (2018) has conducted a study to investigate the elements that
may impact the viewership of online in-stream video publicizing on Youtube, in light of
review setting, seeing gadget, promoting offers, video qualities, and client experience as a
"prosumer" content maker. Albeit online watchers observed more required full-length
promoting than skippable publicizing, the thing that matters is extremely little, however
factually critical. Among the different online video seeing gadgets, the cell phone was the
main gadget that encouraged online video promoting viewership. We found that the
stimulation benefit of publicizing will in general be more grounded than individual pertinence
in foreseeing promoting viewership. Furthermore, promoting was bound to be seen by
popular Youtube identities and "prosumers" who effectively produce and expend content via
web-based networking media than by onlookers who watch recordings however never make
content on Youtube. The outcomes offer rules to sponsors on the most proficient method to
increase the value of their pre-roll online video promotions (i.e., publicizing before the video
starts) and clarify publicizing viewership dependent on the commercial itself and the survey
setting.

Ham, C. D. (2017): This investigation investigates how buyers adapt to a PC innovation

driven influence strategy called online conduct publicizing (oba). By following shoppers'
online practices, oba conveys very custom-made publicizing messages to singular purchasers,
offering ascend to genuine protection worries because of their incognito nature. Incorporating
the influence learning model and the security inspiration hypothesis, we utilized a study
technique to inspect how purchasers adapt to oba dependent on their influence information,
intellectual examination, and psychological handling factors. The outcomes uncover that
influence learning was by implication related with adapting conduct of promotion evasion all
through psychological evaluation process (saw dangers; saw benefits; self-adequacy).
Protection concerns somewhat intervened such relationship with promotion evasion.
Strangely, subjective preparing factors (reactance; saw personalization) were essentially

21 | P a g e
connected with advertisement evasion without being identified with influence learning. The
suggestions for hypothetical, administrative, and social commitments are examined.

Jernigan, David and Rushman, (2014) has conducted a study estimate the youth
introduction to liquor advertising which has been connected to expanded liquor utilization
and issues. On generally new and exceptionally intelligent long range informal
communication destinations (SNS) that are prominent with youth, devices for estimating
youth introduction to liquor advertising in customary media are lacking. We fundamentally
survey the current strategies of Facebook, Twitter, and YouTube intended to keep marked
liquor content far from underage youth. Taking a gander at brand and client movement on
Facebook for the 15 liquor brands most prevalent among US youth, we discovered action has
developed significantly in the previous 3 years, and underage clients might represent a
portion of this action. Overviews of youth and grown-up support in liquor promoting on SNS
will be expected to advise banter over these showcasing rehearses.

Louise Kelly, Gayle Kerr & Judy Drennan (2010) has conducted a study to know the
avoidance of advertising in social networking sites, journal of interactive advertising, evasion
of advertising in social networking sites, journal of interactive advertising technology has
furnished buyers with the way to control and alter the data that they get and share
successfully, particularly in the online condition. Albeit past examinations have researched
publicizing shirking in customary media and on the internet, there has been little examination
of promoting on person to person communication destinations. This exploratory examination
inspects the forerunners of publicizing shirking on online long range interpersonal
communication locales, prompting the advancement of a model. The model proposes that
publicizing in the online interpersonal interaction condition is bound to be evaded if the client
has desires for a pessimistic affair, the promoting isn't pertinent to the client, the client is
doubtful toward the promoting message, or the shopper is suspicious toward the promoting
medium.

Chang-Hoan Cho & University Of Texas At Austin (2004) has conducted a study to
investigate bits of knowledge into why individuals abstain from publicizing on the internet.
Ongoing negative patterns in internet publicizing, for example, "flag visual deficiency" and
amazingly low navigate rates, make it basic to examine different variables influencing
internet advertisement evasion. As needs be, this examination constructs a far reaching
hypothetical model clarifying promoting shirking on the internet. We analyzed three inactive

22 | P a g e
factors of internet advertisement shirking: saw objective hindrance, saw promotion mess, and
earlier negative involvement. We found that these builds effectively clarify why individuals
psychologically, affectively, and typically abstain from publicizing messages on the internet.
Seen objective obstacle is observed to be the most noteworthy forerunner clarifying
promoting evasion on the internet.

Melody M. Tsang, Shu-Chun Ho & Ting-Peng Liang (2004) has conducted a study to
reveal the consumer attitudes toward mobile advertising: an empirical study the rapid
proliferation of mobile phones and other mobile devices has created a new channel for
marketing. The use of short messaging service to access customers through their handheld
devices is gaining popularity, making the mobile phone the ultimate medium for one-to-one
marketing. The present research investigates consumer attitudes toward mobile advertising
and the relationship between attitude and behavior. An instrument for measuring attitudes
toward mobile advertising is developed. The results of a survey indicate that (1) consumers
generally have negative attitudes toward mobile advertising unless they have specifically
consented to it, and (2) there is a direct relationship between consumer attitudes and
consumer behavior. Thus it is not a good idea to send sms advertisements to potential
customers without prior permission.

Edwards, Hairong & joo-hyun lee (2002) has conducted a study to find out forced
exposure and psychological reactance: antecedents and consequences of the perceived
intrusiveness of pop-up ads, this paper investigates constrained review of "spring up
promotions" on the internet to see better how watchers come to characterize advertisements
as bothering and choose to dodge them. Seen rudeness was proposed as the hidden
component by which the procedure happens. Predecessors of meddling were recognized that
influence impression of promotions as intrusions, including consistency of the notice content
with the present errand and power of discernment right now the advertisement springs up.
The results of meddling were appeared to be brought about by sentiments of disturbance and
advertisement evasion. The outcomes give a comprehension of how purchasers experience
constrained presentation circumstances in intelligent conditions and feature suggestions for
promoters trying to expand the adequacy of on-line publicizing.

23 | P a g e
 CHAPTER:3

RESEARCH OBJECTIVES

24 | P a g e
The objective of study to identify the preference of youth regarding online video streaming and our
aim to check the which streaming app is mostly preferred by youth. Our objective of study is:

 To study about the most preferred Online Streaming apps amongst the youth.

 To identify what genre of content youth preferred to watch.

 Perception of youth related to online streaming apps.

25 | P a g e
 RESEARCH PROBLEM

After exploring in all the dimensions the issues to be addressed and conditions to be improved are
different depending on geographic dimensions. For the country like India the major share of online
streaming is held by JioTV which is a free add-on to the telecom subscription. The channel doesn’t
have any creative content but it has the maximum of streaming because it made a perception free of
cost. But if we consider on a large scale (worldwide) the attentiveness for the creative content is more.

1. Content producers: more creative content.

2. Publishers quality content to be picked.
3. Consumers demand greater quality.
4. Faster downloader speeds and new platforms.

26 | P a g e
 RESEARCH METHODOLOGY

Nature of research: Nature of research tells us that which kind of research we are
conducting.

Basic Research: Basic Research is also known as Academic Research. This is the research
done out of one’s own curiosity. The purpose of this research is to develop new theories. You
are not requested by any organization to do research.+

Empirical Research: Empirical Research is research that is based on experimentation or

observation, i.e. Evidence. Such research is often conducted to answer a specific question or
to test a hypothesis (educated guess).

Descriptive Research: Descriptive research is used to describe characteristics of a

population or phenomenon being studied. It does not answer questions about how/when/why
the characteristics occurred. Rather it addresses the "what" question (what are the
characteristics of the population or situation being studied?). The characteristics used to
describe the situation or population is usually some kind of categorical scheme also known as
descriptive categories. It is numeric data.

This is a basic and empirical research. The research will be conducted through descriptive
survey method of research and it is most suitable for the present study.

Sample: Sample is portion of population selected for analysis.

Sample Size: Sample size relates to how many people to pick for the study.

Sampling Technique: Sampling Technique is methods or ways used to select sample. There
are two types of sampling technique: - Probability Sampling Technique and Non-Probability
Sampling Technique.

Probability Sampling Technique: Probability sampling, or random sampling, is a sampling

technique in which the probability of getting any particular sample may be calculated. There
various other sampling techniques under probability sampling:-Sample Random Sampling,
Systematic Sampling, Stratified Sampling, Cluster Sampling and Other Sampling.

27 | P a g e
 Non-Probability Sampling Technique: Non-Probability Sampling Or non-random
sampling, is a sampling technique in which the probability of getting any particular sample
may not be calculated. There are various other sampling techniques under non-probability
sampling:-Convenience Sampling, Judgmental Sampling, Quota Sampling and Snowball
Sampling.

Convenience Sampling: Accidental sampling (sometimes known as grab, convenience

sampling or opportunity sampling) is a type of non-probability sampling that involves the
sample being drawn from that part of the population that is close to hand. That is, sample
population selected because it is readily available and convenient, as researchers are drawing
on relationships or networks to which they have easy access.

The research will be conducted on sample of 150 students of Lovely Professional University
including male and female are randomly pick probability sampling techniques of sampling.
Under probability sampling we have to use convenience sampling.

Data Collected: Data is a collection of facts, such as numbers, words, measurements,

observations or even just descriptions of things.

Data can be collected in two ways: - Primary Data and Secondary Data.

Primary Data: The data collected for first time and this data is collected by investigator.
Secondary Data: The data which is already collected, analyzed and published.

Non-Parametric Data: When data is collected from such population which is not normally
distributed i.e. mean is not equal to median and median is not equal to mode.

Nominal/Categorical Data: Nominal/Categorical data is data that can be used to classify

objects or their characteristics into distinctive classes/categories.

The data collected for this research is primary and secondary data both. The primary data will
be collected in the form of questionnaire. The data we will be collecting in form of
questionnaire is non parametric data. (nominal/categorical) data. Secondary data is collected
in forms of research papers used for literature review.

28 | P a g e
Scaling Technique: - Scaling technique tells us which type of scale we should use according
to our research. There are three types of scaling techniques: - Single Item Scales, Multiple
Item Scales and Continuous Scales.

Single Item Scales: Single Item Scales are those with which only one item is measured. The
various scales under single item scales are:- Multiple Choice Questions, Forced Choice
Ranking, Pair Comparison Technique, Constant Sum Scale, Direct Questions (Open-Ended
Questions) and Qsort Scales.

Multiple Choice Questions: Multiple Choice Questions is a form of assessment in which

respondents are asked to select the best possible answer (or answers) out of the choices from
a list.

The research include Single item scales technique.

Direct Questions (Open-Ended Questions): Direct questions are also called unstructured
questions. Unstructured question in which (unlike in a multiple choice question) possible
answers are not suggested, and the respondent answers it in his or her own words. Such
questions usually begin with a how, what, when, where, and why. Open ended questions are
asked generally during exploratory research and where statistical validity is not a prime
objective.

Multiple Item Scales: Multiple Item Scales are applied when it is difficult to measure the
people’s attitude based on only one attribute. The various scales under multiple item scales
are:-Likert Scale, Semantic Scale, Staple Scale and Numerical Scale.

Likert Scale: The Likert scale is named after its creator, Rensis Likert, who developed it in
1932. A Likert scale is a psychological measurement device that is used to gauge attitudes,
values, and opinions. It functions by having a person complete a questionnaire that requires
them to indicate the extent to which they agree or disagree with a series of statements.

Both the scales will be used single item scale and multiple item scale. In the single item scale
we will be using multiple choice questions and some direct questions (open-ended) and in
multiple item scale we will be using Likert scale.

29 | P a g e
Techniques used:- we are using SPSS software to analyze data by using various statistical
technique like meant T-test and Z-test.

Questionnaire: Questionnaire is a set of questions arranged in a sequence.

In this research we will be using Questionnaire method will be used to collect primary data.

The first part contains four questions about student’s personal data. The second part contains
six questions about which online streaming students using and rating. And rest questions
were measured using a five-point Likert scale ranging from 1 “strongly disagree” to 5
“strongly agree”. We get our data of questionnaire filled through goggle forms.

30 | P a g e
CHAPTER:4

31 | P a g e
 ANALYSIS

Data is collected through questionnaire from 150 students of LPU.

INTERPRETATION:
From the responses, it is clearly shown that people are interested in watching Netflix
and Amazon Prime. So, we can clearly say that this is due to the first mover
advantage and the quality of content they produce. They also adapt to the region
which they state their proceedings

32 | P a g e
INTERPRETATION:

Most of the respondents are at the region of 4 & 5(on a scale of 1-5). It says that the
transformation is real and youth are completely switching to the online streaming applications
because of its portability.

INTERPRETATION:

33 | P a g e
Major chunk of people are in the region of 3, 4, 5. Youth are satisfied with the overall
packages. OTT’s mainly concentrate on giving value for money in what consumer wants.
They follow this fundamental which makes it consumer centric.

INTERPRETATION:

Series is the clear winner in this segment among youth. Due to the various genres available in
the OTT’s youth can find the best which they can relate to. So, most of the youth prefer
online streaming applications to watch series.

INTERPRETATION:

34 | P a g e
The creative content is what Youth is looking for. It says the content available in OTT is
pretty satisfying for them. OTT’s are making content which the viewer can relate to as above
question defines. Here’s the main reason they are successful

INTERPRETATION:
The responses for these questions are that people especially the youth are interested in
watching many different genres at the same time including sports talk shows etc. Because of
the various interests they have.

INTERPRETATION:

35 | P a g e
Major chunk of people are answering it between neutral and high and very high so this
indicates that online streaming applications are consuming whole lot off mobile data and the
youth are not satisfied with it. This reason why Netflix has launched a new pack for
smartphones in order to cope up with situations like this.

INTERPRETATION:
Youth tend to invest more amounts on other add-ons like Wi-Fi extra in order to to use online
streaming applications which are making them invest more amount in other forms. Netflix
has taken the step regarding the same to give customer the desired output.

36 | P a g e
INTERPRETATION:
The topic of good group discussions will happen when you have likeminded people and here
it shows that youth are interested in sharing their views on the content which the watch.

INTERPRETATION:
International content is which youth are very much interested in. This is the outcome of the
habitual fact of watching the regular content in regional channels. Now a day’s youth wants
newness in everything possible. The change in geography is giving the youth what they
wanted.

37 | P a g e
INTERPRETATION:
Youth agree that language is not the major barrier to watch any of the online streaming
content if it is presented well. They majorly concentrate in the content rather than the
language. Subtitles are playing the major role.

INTERPRETATION:
Youth prefer to watch online streaming applications or any of the content mostly along rather
than sharing watching together with friends. It says that youth are getting away from
socializing themselves. This is due to the availability of the like entertainment they are
getting via OTT’s staying alone

38 | P a g e
INTERPRETATION:
Majority of the respondents says that online streaming applications disrupting the daily
routine of them. It says is watching the online streaming content makes them forget the time
and present responsibilities.

INTERPRETATION:
So, time is not at all a barrier for you to watch the online streaming content. They are
comfortable in watching their free time whenever possible. For youth the free time is
available in their routine.

39 | P a g e
INTERPRETATION:
The respondents are mixed in this particular question which says they are confused about
how online streaming is affecting or not affecting their health. So the outcome of it is neutral.

INTERPRETATION:
Youth says online streaming applications is enhancing the analytical thinking power of their
thought process. This is due to the availability suspense elements and keeping people
engaged.

40 | P a g e
INTERPRETATION:
Youth agrees that online streaming content is influencing there shopping behavior. Youth
getting influenced by the style statements and making the actors as role models.

INTERPRETATION:
Major chunk of the respondents agree that online streaming applications are affecting the
social responsibilities of youth. This is due to the continuous non utilization of their free time
in the academics or in their works and indulging in the OTT’s.

41 | P a g e
INTERPRETATION:
Majority says that online streaming applications are affecting their relationships with loved
ones because of the time constraint which they are able to give to them.

INTERPRETATION:
Majority of the respondents agree that online streaming applications are affecting their
academics. This is mostly due to overnight watching of series and not attending the classes in
time or showing lack of interest.

42 | P a g e
INTERPRETATION:
Youth prefer to watch online streaming content on mobile phones because it is portable. In
situation of television or laptop, smartphones helps in easier mode of taking the content in the
pocket.

INTERPRETATION:
Youth prefer to subscribe monthly packs because of the money constant which they have.
They tend to manage the money because of the less availability of funds.

43 | P a g e
INTERPRETATION:
You prefer to spend an amount of around 200 to 299 every month for the subscriptions.
Because of the less availability of funds and no means of earnings.

INTERPRETATION:
The giants in the OTT industry has head to head battle between them and it says the
difference of 50-60INR doesn't affect their market shares.

44 | P a g e
INTERPRETATION:
Word of mouth playing a crucial role in online streaming applications. Any advertisement
budget can be dissolved and cannot be estimated. But here in word of mouth no
advertisement budget plays the role but the quality of content shows the value.

INTERPRETATION:

45 | P a g e
The respondent says that most them prefer to watch thriller and comedy genre. In regular
traditional channels the content is pretty much orthodox. Suspense and Comedy are less
touched and can only be entertained by the viewer’s only when novelty is maintained.

INTERPRETATION:
Majority of the people agree that online streaming applications are influencing the lifestyle of
them. This is due to the content which is relatable in the daily lives of the viewers.

INTERPRETATION:

46 | P a g e
Youth agrees that online streaming applications are is having better content then the movies
now a days.OTT’s is a strong source for most of the young talents to express themselves. Due
to this factor many new talents direct their story telling in the OTT’s. This is the main reason
for the Novelty.

INTERPRETATION:
Majority of the youth agrees that online streaming applications are the new age entertainment
destination. Content is the fuel for the entertainment channels. Because of the good content
availability in the OTT’s they are the big thing in the Entertainment industry.

INTERPRETATION:

47 | P a g e
Majority of youth can see the future in the field of online streaming application companies
due to the fast growing pace of the OTT’s and its reach in every corner of the world it creates
many opportunities.

ANALYSIS IN SPSS

48 | P a g e
Perception of youth regarding online video streaming app, that affect analytics skill of youth.

Null hypothesis (H0) = As per using online video streaming app affect analytical skills of youth.

Alternativehypothesis(H1)=As per using online video streaming app doesn’t affect analytical skills of
youth.
After applying T-test we get the result that null hypothesis rejected in this test mean was taken 2.5
where the result is nearly 3.068 that shows youth is disagree that online video streaming app affect
their analytical skills.

49 | P a g e
Perception of youth regarding online video streaming app, that affect Shopping behavior of youth.

Null hypothesis (H0) = As per using online video streaming app affect Shopping behavior of youth.
Alternative hypothesis(H1)=As per using online video streaming app doesn’t affect Shopping
behavior of youth

After applying T-test we get the result that null hypothesis rejected in this test mean was taken 2.5
where the result is more than 2.558 that shows youth is disagree that online video streaming app affect
their Shopping behavior.

50 | P a g e
Perception of youth regarding online video streaming app, that affect Social Responsibilities of youth.

Null hypothesis (H0) = As per using online video streaming app doesn’t affect Social Responsibilities
of youth.
Alternative hypothesis(H1)=As per using online video streaming app affect Social Responsibilities of
youth

After applying T-test we get the result that null hypothesis accepted in this test mean was taken 2.5
where the result is nearly 2.232 that shows youth is agree that online video streaming app doesn’t
affect their Social Responsibilities.

51 | P a g e
Perception of youth regarding online video streaming app, that affect Relationship of youth.

Null hypothesis (H0) = As per using online video streaming app doesn’t affect Relationship of youth.

Alternative hypothesis(H1)=As per using online video streaming app affect Relationship of youth

After applying T-test we get the result that null hypothesis rejected in this test mean was taken 2.5
where the result is nearly 5.9 that shows youth is agree that online video streaming app doesn’t affect
their Relationship.

52 | P a g e
Perception of youth regarding online video streaming app, that affect Academics of youth.

Null hypothesis (H0) = As per using online video streaming app affect Academics of youth.

Alternative hypothesis (H1)=As per using online video streaming app doesn’t affect Academics of
youth

After applying T-test we get the result that null hypothesis rejected in this test mean was taken 2.5
where the result is nearly 3 that shows youth is disagree that online video streaming app affect their
Academics.

53 | P a g e
 EXPECTED OUTCOME
The study shows that youth preference online streaming applications are increasing at very
high rate. 

So it is expected that online streaming applications will be the major source of entertainment
which may result in affect on other platforms like multiplexs etc. 

The future perspective the young upcoming generations will mostly concentrate on online
streaming applications rather than getting into television etc. Show the mode of entertainment
for them will start with OTT's.

54 | P a g e
 CONCLUSION
From the research we can find that youth search for various platforms or sports or any
physical activities to get the stress relieved. Online streaming platforms use different sorts of
entertainment modes which youth are looking for. 

There are few factors which are are being responsible for youth to get into online streaming.
Firstly the quality of content, easier mode of availability along with portability.

Time is the main constant which helps online streaming applications to entertain people by
the place where they are. Being at a place where they are present without spending any
amount of time for travelling or any other waiting allowances they can quickly get into their
mobile phones and go through to their area of interest. So we can estimate from the research
that online streaming applications are the new mode of entertainment in this busy world

55 | P a g e
 REFERENCES

1) Thompson, J. R., Klass, P. H., & Fulk, B. M. (2012). Comparing online and face-to-
face presentation of course content in an introductory special education course.
Teacher Education and Special Education, 35(3), 228-242.

2) Maxfield, M., & Romano, D. (2012, March). The role of video in pre-service teacher
first day of school observations: Peer review on learning of teaching concepts and
future application. In Society for Information Technology & Teacher Education
International Conference (pp. 636-641). Association for the Advancement of
Computing in Education (AACE).

3) Reboli, D., & Armstrong, J. (2008, March). Introducing Video streaming

Technology to Meet the Needs of All Learners: Pre-professional And Graduate
Student Experiences. In Society for Information Technology & Teacher Education
International Conference (pp. 2198-2202). Association for the Advancement of
Computing in Education (AACE).

4) Hartsell, T., & Yuen, S. C. Y. (2006). Video streaming in online learning. AACE
Journal, 14(1), 31-43.

5) Maxfield, M. (2006, June). The Online Teacher: Examining the Time and Daily
Schedules. In EdMedia+ Innovate Learning (pp. 1416-1422). Association for the
Advancement of Computing in Education (AACE).

6) Lane, C. (2004). Distance Makes No Difference, Using streaming video to enhance

curriculum K-12. In Society for Information Technology & Teacher Education
International Conference (pp. 1247-1247). Association for the Advancement of
Computing in Education (AACE).

7) Zhang, D., Zhou, L., Briggs, R. O., & Nunamaker Jr, J. F. (2006). Instructional video
in e-learning: Assessing the impact of interactive video on learning effectiveness.
Information & management, 43(1), 15-27.

8) Raveendran, N., Bian, K., Song, L., & Han, Z. (2019). A Social Choice Theoretic
Approach for Analyzing User Behavior in Online Streaming Mobile Applications. In
Game Theory for Networking Applications (pp. 143-151). Springer, Cham

9) Francescucci, A., & Rohani, L. (2019). Exclusively synchronous online (VIRI)

learning: The impact on student performance and engagement outcomes. Journal of
marketing Education, 0273475318818864.

56 | P a g e
10) Zhang, Min, et al. "The impact of live video streaming on online purchase intention."
The Service Industries Journal (2019): 1-26.

11) Wang, Y. S. (2019). User experiences in live video streaming: a netnography

analysis. Internet Research.

12) Chassiakos, Y. L. R., Radesky, J., Christakis, D., Moreno, M. A., & Cross, C.
(2016). Children and adolescents and digital media. Pediatrics, 138(5), e20162593.

13) Leung, L. (2004). Net-generation attributes and seductive properties of the internet
as predictors of online activities and internet addiction. CyberPsychology &
Behavior, 7(3), 333-348.
14) Matrix, S. (2014). The Netflix effect: Teens, binge watching, and on-demand digital
media trends. Jeunesse: Young People, Texts, Cultures, 6(1), 119-138.

15) Blackwell, C. K., Lauricella, A. R., Conway, A., & Wartella, E. (2014). Children and
the internet: Developmental implications of web site preferences among 8-to 12-
year-old children. Journal of Broadcasting & Electronic Media, 58(1), 1-20.

16) Mansy, A., Ammar, M., Chandrashekar, J., & Sheth, A. (2014, March).
Characterizing client behavior of commercial mobile video streaming services. In
Proceedings of Workshop on Mobile Video Delivery (p. 8). ACM.

17) Matrix, S. (2014). The Netflix effect: Teens, binge watching, and on-demand digital
media trends. Jeunesse: Young People, Texts, Cultures, 6(1), 119-138.

18) Kannan, P. K. (2013). Designing and pricing digital content products and services: a
research review. In Review of Marketing Research (pp. 97-114). Emerald Group
Publishing Limited.

19) Rayburn, D. (2012). Streaming and digital media: understanding the business and
technology. Focal Press.

20) Gilbert, M. A. (2019). Strengthening Your Social Media Marketing with Live
Streaming Video. In Smart Technologies and Innovation for a Sustainable Future
(pp. 357-365). Springer, Cham.

21) Shaikh, N. I., Hada, M., & Shrestha, N. (2019). Allocating Spending On Digital-
Video Advertising: A Longitudinal Analysis Across Digital and Television. Journal
of Advertising Research, 59(1), 14-26.

22) Li, H., & Lo, H. Y. (2015). Do you recognize its brand? The effectiveness of online
in-stream video advertisements. Journal of Advertising, 44(3), 208-218.

57 | P a g e
23) Joa, C. Y., Kim, K., & Ha, L. (2018). What Makes People Watch Online In-Stream
Video Advertisements?. Journal of Interactive Advertising, 18(1), 1-14.

24) Ham, C. D. (2017). Exploring how consumers cope with online behavioral
advertising. International Journal of Advertising, 36(4), 632-658.

25) Jernigan, D. H., & Rushman, A. E. (2014). Measuring youth exposure to alcohol
marketing on social networking sites: challenges and prospects. Journal of Public
Health Policy, 35(1), 91-104.

26) Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of advertising in social
networking sites: The teenage perspective. Journal of interactive advertising, 10(2),
16-27..

27) Cho, C. H., & as-, U. O. T. A. A. I. A. (2004). Why do people avoid advertising on
the internet?. Journal of advertising, 33(4), 89-97.

28) Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile
advertising: An empirical study. International journal of electronic commerce, 8(3),
65-78.

29) Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological
reactance: Antecedents and consequences of the perceived intrusiveness of pop-up
ads. Journal of Advertising, 31(3), 83-95.

58 | P a g e
 Questionnaire
1. Indicate which online streaming/rental services you currently use?
2. Indicate how likely do you use Online Streaming Applications?
3. Indicate your overall opinion of Online Video Streaming subscriptions? (Include everything,
starting from price to content)
4. Indicate what do you use your online subscriptions for?
5. Indicate your opinion on the content available in Online Streaming Applications.
6. Indicate how many items do your Favorites/Bookmarks contain?
7. Indicate the mobile data consumption of Online Streaming applications? (on data
consumption rate)
8. Indicate whether subscribing Online Streaming Applications made you invest money in other
forms?
9. Indicate whether you share the content you stream with your friends.
10. Indicate which content do you prefer to watch?
11. Indicate whether language is a barrier to watch content?
12. Indicate with whom do you prefer watching OTT content?
13. Indicate whether Online Video streaming has affected your Daily Routine?
14. Indicate at which time period you like to watch online Video Content?
15. Indicate whether online video streaming has affected your health?
16. Does online video streaming help you enhance Analytical Skills?
17. Does online video streaming influence your shopping behavior?
18. Does online video streaming affect your social responsibilities?
19. Does online video viewing affect your relationship with loved ones?
20. Does online video viewing affect your academics?
21. Indicate on which device do you stream videos?
22. Indicate which packs do you like to subscribe?
23. Indicate typically how much amount do you like to spend on OTT subscription per month?
24. Indicate which pack do you think is most favorable and value for money?
25. Indicate whether you watch the shows which were suggested by your friends?
26. Indicate which genre do you like to watch in OTT?
27. Does watching online streaming videos influenced your life style?
28. Do you think OTT videos are better in content than Traditional movies?
29. Do you think online streaming applications are the new-age entertainment destination?
30. Can you see your future in the field of online streaming application companies in any
manner?

59 | P a g e