INTRODUCTION

Abstract
The key to the future is revolution. Everything, living or non-living, material or intangible,
must alter or adapt in order to grow. The same may be said for technology. As technology
advances, we see the industrial revolution, followed by steam engines and other innovations.
It's time to ditch the television and embrace the concept of over-the-top (OTT) services.
Over-the-top (OTT) services allow consumers to access a wide range of audio and video
material with a single click. Netflix, Hotstar, Prime Video, and other OTT platforms are
popular in India. Since a few years, the number of people or the subscribers using these OTT
platforms has increased. Covid-19 might be thought of as a booster shot for these media
channels. India, being the second largest smartphone market, provide a tremendous business
opportunity to these platforms given the regulatory constraints it has. India is one of the best-
performing markets for these platforms due to its large youth population. Indian audiences
were polled to learn more about the reasons behind the rise in popularity of these platforms.
In this analysis, we'll look at the major factors driving the rise of various OTT platforms in
India, as evidenced by data. To put it another way, this research aids us in determining the
popularity of these OTT platforms in India. Different approaches are utilized for the analysis,
ranging from exploratory to definitive. Both primary and secondary data are evaluated in the
data collection process. This research also aids in determining the market's potential and the
profitability of the company.
Problem Definition
A. Background
Digitalization has revolutionized the way in which we consumer our content. The 21st century
came with a boon of internet which provided us with plethora of opportunities for the media
industry to come up with new and innovative ways for content distribution which was
previously unheard of. In the wake of these trends OTT platforms paved its way into the heart
of the consumers.
Over the Top (OTT) media service is an online content provide which offers steaming media
service, It is huge leap from the traditional way of media distribution channels such as cable
television providers. The users can consume content by using their Smartphones, iPad,
laptops as well as their wired TVs directly streaming through the internet. However it is to be
noted that the existence of OTTs in India has been since 2008 when Reliance Industries
launched BIGflix . It also provided access to VOD content as well as Live TV and were the
first ones to feature Live Streaming of IPL matched during 2008. Today India enjoys more
than 30 OTT providers including domestic and international players like Netflix, Amazon
Prime Zee5 etc.
Such platforms have gained immediate momentum in India and as per Price Waterhouse
Coopers Global entertainment and Media Outlook 2019-23, OTT market has pegged the
growthat21.8% CAGR from Rs4464 crores in 2018 to Rs 11,976 crores in 2023.
B. Business Research Problems
The project has been undertaken with an objective to understand the factors that has led to the
growth of OTT platforms and how consumer behaviour plays a significant role in content
production which needs to be aligned with changing trends.
C. Objective of the study
The objective of this paper is to propose a conceptual framework which attempts to
analyse the factors of viewership during lockdown in India. Also, it identifies the
factors such as watching experience of viewers will affect the future footfalls of
cinema hall.
Furthermore, it studies the various reasons of OTT content This study will help OTT
players and cinema hall owner’s in designing strategies to overcome the OTT threat
and also in identifying changing consumer needs, thereby helping them design
offerings to suit their needs.
1. To understand reasons of rising popularity of OTT platforms
2. To examine the implication consumer behaviour, have on production of content
3. To examine the implication consumer behaviour, have on production of content
Literature Review:
Sundaravel E. and Elangovan N., 2020 in their research paper has discussed about
the emergence of OTT platforms and video services in India. Initially, we only had
television to enjoy all audio and visual content; but, as technology advanced, we now
have DVD, VCR, and other portable devices to consume this content from anywhere.
Then, as we progressed, we gained access to the internet and, eventually, OTT
platforms. Until now, they have provided us with the highest audio and picture
quality. Their research paper also discusses the key streaming services in India, as
well as the various factors that have contributed to their growth. They also talked
about the material on these channels and the audience's qualities. Finally, they
discussed the future of these OTT platforms.
Pankaj Thakur, 2021 in his research paper has discussed about the growth of OTT
platforms in India. Users can stream audio/video material over the internet using these
Over-The-Top (OTT) systems. BIGFlix launched the OTT platform chapter in 2008,
and now there are various platforms to choose from. India, which has the world's
second-largest smartphone market, is seeing remarkable growth in terms of OTT
platform users and market value. The number of subscribers to various OTT platforms
in India climbed to 30 million by 2020, and it is expected to reach 500 million or
more worldwide by 2023. In this journey, Covid-19 can be viewed as a booster.
Literature also discusses the evolution of OTT platforms, their regulations in India,
and the causes that have contributed to their increased appeal, but on a larger scale.

Research Gaps
1. From the extensive review of literature, it was found that the
studies on customer loyalty in India context are scarce. In fact, a
multidimensional approach of customer loyalty remained a new
area to investigate in Indian scenario (Krishnan &
Harvindersingh, 2011)
2. Earlier research studies have focused majorly on hospitals,
telecom, banking, insurance and hotel industries giving a wide
room to study the customer loyalty in retailing sector. As retailing
is a growing industry in India, a study of customer loyalty
demands more attention and significance.
3. Studies of LinaSalim (2009) and Velummailum (2010) have
focused on determinants such as store image, culture, sales
promotion, brand image etc., as the major factors of customer
loyalty. A study is needed to focus on more variables
comprehensively by combining both traditional and modern retail
formats.
4. Even though the studies focused on retail stores to examine
the customer loyalty are limited in number, a very less
researchers made an attempt to study the customer loyalty in
chain of retail store assuming the responses may be biased (Niren
et al., 1998). Studies across different chain of retailers are scare in
literature.
5. Major studies have focused on area of evolution of retailing,
retail formats and the industry growth of retailing in India and
US. There is a dearth of studies that specially designed by keeping
an eye on changing consumer behaviour and gender related issues
or demographic variables (Radhika Visvas, 2003).
6. The studies reviewed in literature survey revealed the major
limitations of using limited sample size, and framing single retail
store in collecting responses on drivers of retail store loyalty
(Ramaseshan, 2009).
Research Methodology
It will be an exploratory study with descriptive research design in order to understand the
consumer behavior towards the OTT Platforms and the reasons that led to the growth of
different OTT platforms in India.
The methodology that we are adopting for completing the project is based on secondary data
collected from journals and websites and paper presentations, as well as primary data
collected through a survey using a questionnaire.
Secondary data will be collected with the help of internet and other media platforms.
Newspaper, magazines, research paper, conference sheet and OTT media platforms
respective websites will also be used to gather the data and information.
For primary data the data collection will be conducted through survey method with the use of
a self-designed Questionnaire. The questions basically aim to help us know about the
preference of the consumers between among the various OTT platforms.
A. Target Population
India has seen a healthy growth of OTT audience in the last few years. To understand
the growth of the OTT platforms, first we will look at what are the different OTT
platforms in the market.
Here, in India majority of the market share is captured by Amazon Prime, Hotstar and
Netflix as per the recent research report. People belonging to different culture, caste,
profession and others have the enthusiasm for the OTT platform.
To understand the target population of our study, we have to first understand the
meaning of the target population. The target population is a group of elements or
objects that process the data that the researcher is looking for and from which
inferences are to be drawn. As our research problem is based on OTT platform, we
are basically looking for tech savvy people. Our target population can be;
 Based on Profession:
 Students
 Working Professionals
 Retired people
 Based on Income:
 High income earners
 Middle income earners
 Low-income earners
 Based on Generation:
 Generation X (1965-1980)
 Millennials (1981-1995)
 Generation Z (1996-2010)
B. Sample Size
Sample size determination is the act of choosing the number of observations or
replicates to
 include in a statistical sample. The sample size is an important feature of any
empirical study
in which the goal is to make inferences about a population from a sample.
The following is the process followed to find out the ideal sample size: -
 Necessary Sample Size = (Z-score)2 * Std Dev*(1-StdDev) / (margin of
error)2
 Taking confidence interval as 95%
 Population size = 1000
 Margin size = 8%

The sample size for our research is 269.

C. Sampling Technique
A mixture of quota and judgemental sampling method will be used for sampling, with
care being taken to get responses from customers of different age groups.

 Quota Sampling – Quota sampling is a non-probabilistic technique of

sampling. In quota sampling, we develop control categories, or quotas of
population elements. And these sample elements are selected based on
convenience or judgement.
 Judgemental Sampling - Judgement Sampling is a non-random sampling
approach in which the investigator's expertise and professional judgement are
only used to choose sample items. To put it another way, the investigator
selects just those sample items that he believes are the most representative of
the population in terms of the traits or features being investigated.
D. Limitation
No matter how much efforts are put and precision ensured, no Project Report is
perfect. There always lies potential for improvement and betterment. Although, I
have prepared my Project Report and undertaken the survey with lot of
dedication
and diligence to the best of my ability, I also acknowledge the certain limitations
of
my Project that were beyond my control:
 Due to time constraint, only a small sample size can be studied and analyzed.
 The sample size of 100 might not represent the whole population.
 The sample area is restricted to metropolitan (southern) Kolkata. Data from
the suburban areas might indicate slight variations in the analysis.
 The secondary data used in the project stands correct to the latest version of
published information. These are subject to revisions with change in time
Business Research Design
A business research design refers to the framework of the available research methods and

techniques at the disposal of the researcher. Research might be qualitative, quantitative, or

hybrid in design. A mixed research design consisting of both qualitative and quantitative

research was used in this project.

Research Design

Conclusive Exploratory
Research Research

Personal 1-1 Secondary Data

Survey interviews Analysis

Comprehensive
Questionnaire Market Statistics

Industry Reports