[BATCH 2019-21]

STUDY
ON
CONSUMER BEHAVIOR FOR OVER
THE TOP MEDIA

NAME : AKSHAT JAIN

ROLL NO. : JI/2019-21/0008
SUBJECT : CONSUMER BEHAVIOR
SUBMITTED TO : DR. REKHA ATTRI
 INTRODUCTION

An over-the-top (OTT) media service is a streaming media service offered directly to viewers
via the Internet. OTT bypasses cable, broadcast, and satellite television platforms, the
companies that traditionally act as a controller or distributor of such content. It has also been
used to describe no-carrier cell phones, where all communications are charged as data,
avoiding monopolistic competition, or apps for phones that transmit data in this manner,
including both those that replace other call methods and those that update software.

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
specialty 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 smartphones and tablets), digital media players
(including video game consoles), or televisions with integrated Smart TV platforms.
 QUESTIONNAIRE
1. In which age group. Do you belong?
o 15-25
o 26-35
o 36-45
o 45 and above

2. Gender?
o Female
o Male

3. In which profession, do you belong?

o Student
o Employee
o Business Owner
o Housewife

4. Do you use any Over the Top media services such as Netflix, Disney Hotstar, amazon
prime, etc?
o Yes
o No

5. How much do you pay for OTT subscription, monthly?

o Less than 500
o 500-1000
o More than 1000

6. Out of these what do you use the most for entertainment?

o OTT (Netflix, Amazon, Hotstar etc)
o YouTube
o Television

7. How did you come to know about your current OTT services?
o Friend's recommendation
o Discounts/ Referrals
o Advertisement
o I work for it
o Internet
8. How many hours do you spend on OTT platform per day?
o Less than 2 hours
o 2-4 hours
o More than 4 hours

9. What is your frequency of watching OTT such as Amazon Prime, Netflix, etc?
o Rarely 1 2 3 4 5 Very Frequent

10. Is there any change in your OTT usage since the lockdown?
o Increased
o Decreased
o Neutral

11. Did you start using any new OTT platform during the lockdown?
o Yes
o No
o Maybe

12. What do you watch the most on the OTT platform?

o Movies
o TV series
o Originals
o Documentaries
o Tutorials on YouTube

13. Have you ever preferred waiting for a movie to release on OTT rather than watching
it in the cinema?
o Always
o Many times
o Never
o Depends on time and money
o I am not fond of movies. I rarely watch them

14. Do you think mainstream movies should be released on OTT along with cinema?
o Yes
o No

15. In the future, if a movie releases in Cinema and on OTT together, what would you
prefer?
 o OTT
o Cinema
o Depends on what type of movie it is
o I will choose both cinema and OTT

DATA ANALYSIS

The above figure shows result out of the 141 respondents. The age groups were classified into
4 segments. Maximum respondents that is 125 belonged to the age group 15-25, followed by
6 respondents in 26-35, 3 respondents in the age group of 36-45 and 7 respondents were in
the age group of 45 and above.

The above figure shows the results of a survey in which people were asked about
their gender. 51.1% respondents are male, whereas 49.9% users are
female who have filled the survey.
The above figure shows profession of the people who were part of the survey. Almost 73.3 %
of respondents are students, 19.9 % are employee, 2.1% are business owners and 5% are
Housewife.

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