BUSINESS RESEARCH

GROUP ASSIGNMENT

Note: Assignment -3 (Research goals & Questionnaire available from page-4)

Submitted by:
1. Chhavi Sharma
2. Indrisha Basu
3. Radhika Kedia
4. Raghava K
5. Ruphan Kumar

Problem Statement / Hypothesis:

On average, customer loyalty to an OTT platform lasts only six months

Introduction:
There are 350 million users who use OTT platforms in India, but it is estimated
to attain up to 500 million users. This translated into a penetration of 25.3%,
which means that one in four Indians watched online videos at least once in the
last month. The report breaks this universe by gender, age, NCCS, pop strata,
states, and cities. The elevation of OTT enjoyment is challenging the current
dominance of classic television in India, with the emergence and growing
popularity of multiple digital platforms freeing up the second enormous
population globally. With the impact reaching various strata of society, brand
marketers are also leveraging in-trend OTT content to drive engagement on
digital media.

Research Problem
As per the size of the OTT market in India, the minutes of consumption have
grown from 181 to 204 billion minutes in 2021. There is no disavowing the fact
that OTT is taking over. But what is the reason for this growth, and how does it
affect the highly various Indian audience? What may be potential factors that
are determining the decision between choosing between the platforms? Are
users constantly switching or subscribing to more than one platform? This
research will help us identify what drives users toward various ott platforms.
Methodology: Qualitative (interview & Quantitative)

Qualitative & Quantitative

1. Qualitative methods will help us study different issues & mix of factors. It will
also help us to gain a deeper understanding of our consumers.
Methods- In-depth interviews and focus group interview
2. Quantitative methods will help us identify and narrow down the exact
business issue
Methods- Survey to validate our hypothesis

Quantitative and qualitative methods together will help us to study the mix of these
factors,
which will further provide a rendering of the structure, order, and broad patterns found
among a group of participants.

The Centres for research study:

We are currently reaching out to Tier 1 & 2 cities in India, where viewership of OTT
platforms is the highest. We will reach out to our immediate network located in
Gurgaon, Bangalore, Andhra, and Bilaspur

Classification variable(s):
● Subscription Price
● Affinity for brand
● Affinity for a particular show/movies
● Journal of content
● Duration spent on OTT platforms
● Duration for which customer pays
● Duration of loyalty
● Age Groups: 12-35, 35-60
● Effect of tv show/movie popularity trends

Sample Size:
Quantitative: we are getting a total sample of 100 with over four different numeric
data which gathers around 400 data
Qualitative: Three qualitative data to better understand the brand affinity 3 x 100 =
300 sample data
Total: 100 sample users x 7 different data which is equal to 700 sample size.
Analysis unit:
Average duration spent per user on a particular OTT platform - 1/3/6/12 months
This analysis unit is our approach to validate the hypothesis (whether to reject or
accept it)

Procedure for data collection

To collect data, we first defined:

We will be using primary and secondary data collected from different regions and
various
1. Segmentation of users:
a. based on their age, gender, income level, employed or not
b. Categorizing based on OTT platforms
2. Data collection:
a. Qualitative analysis: Questionnaire surveys and on-call interviews
b. Quantitative data: based on the data collected, will
3. Data cleaning & Conversion of data &: based on data obtained, data cleaning,
and data observations
4. Analysis and Interpretation: Hypothesis testing & regression analysis of data
5. Conclusion
Assignment - 3

Our Problem Statement/Research goals?

Q. What is driving users towards various OTT platforms?

Q. What are the factors affecting the loyalty of customers towards an OTT platform
Q. What may be potential factors that are determining the decision of choosing
between the platforms?
Q. Are users constantly switching or subscribing to more than one platform?

Questionnaire:
A.Personal Details:
1. Name:
2. Age group: <18, 18-25, 25-35, 35-50, 50+
3. Gender: Male / Female / Others
4. Region?Location:
5. Email:
6. Occupation:
7. Income group:

Why: Personal details and demographic classification & segmentation of people.

Quantitative: Surveys

B. OTT Platforms:
1. How much time do you spend watching series, movies, and entertainment on
weekdays on OTT platforms?
a. 0-2 hours
b. 2-5 hours
c. 5-7 hours
d. 7+ hours
Why: To understand the user's viewing time behaviour while busy at work.

2. How much time do you spend on watching series, movies, and entertainment on
weekends on OTT platforms?
a. 0-2 hours
b. 2-5 hours
c. 5-7 hours
d. 7+ hours
Why: To understand the user's viewing time behaviour while leisure time.
3. How often do you watch movies in theatres, on average ?
a. Once in week
b. Once in 15 days
c. Once a month
d. Once in 3 months
Why: How traditional theatre watches affect online watch time.

4. How many OTT platforms did you subscribe to?

a. 1
b. 2
c. 3
d. 4
e. 5+
Why: How many channels does the user subscribe to usually?

5. What are the OTT platforms you have subscribed for?

a. Disney Hotstar
b. Netflix
c. Amazon Prime
d. Zee5
e. SonyLiv
f. Voot
g. Others (mention which ones)
Why: To check diversity in content-watching habits.

6. What is the duration of your subscriptions?

a. Pay per use
b. Monthly
c. 3 months
d. 6 months
e. Annual
Why: To check whether people are regular watchers or one-time users.

7. What is the amount you spend for subscriptions on a yearly basis(on average)?
a. Up to Rs. 1000
b. Rs. 1000 - Rs.2500
c. Rs 2500 - 5000
d. > Rs. 5000
Why: Per user ability/willingness to subscribe to multiple platforms.
8. Which OTT platform do you use most frequently/most of the time, the first most?
a. Disney Hotstar
b. Netflix
c. Amazon Prime
d. Zee5
e. SonyLiv
f. Voot
g. Others (mention which ones)
Why: User preference of one platform over the other.

9. Which OTT platform do you use most frequently/most of the time, the second most?
a. Disney Hotstar
b. Netflix
c. Amazon Prime
d. Zee5
e. SonyLiv
f. Voot
g. Others (mention which ones)
Why: Second user preference of one platform over the other.

10. Do you also watch cable TV apart from watching OTT platforms?
a. Yes
b. No
Why: Are cable-watching users willing to watch content on online platforms?

11. Which language content do you watch most frequently?

a. English
b. Hindi
c. Tamil
d. Others (mention which one) ______________
Why: Language preference - helps us in segregating users.
 12. Rate your experience on each of the OTT platforms?
(from 1 to 5 & NA -Option also for no usage. 1 ranked the best experience and 5
being ranked the lowest)

Channel 1 2 3 4 5 NA

Disney Hotstar

Netflix

Amazon Prime

Zee5

SonyLiv

Voot

Others
Why: To understand which ott platforms users prefer over others on a scale of 5.

13. What type of content do you prefer for each OTT platform?
(Tick mark option will be provided on the form)

Channel TV Shows Movies Documentaries Originals

Disney Hotstar

Netflix

Amazon Prime

Zee5

SonyLiv

Voot

Others
Why: To understand the engagement of which content category users prefer more.
Qualitative: In-depth & Focussed group interviews

1. Why do you use OTT platform(s)?

Information Need: To understand the reason behind a user consuming OTT
platforms

2. What type of content and genre do you prefer watching?

Information Need: To understand the popularity and type of content users
prefer or like watching

3. Do you have multiple subscriptions? If yes, then which is your favorite OTT platform
and why?
Information Need: To understand how many subscriptions a user has and
which one they prefer

4. How many hours, on average, do you spend on these platforms daily?

Information Need: To understand the amount of time spent on various
platforms per user

5. How much money do you spend on an OTT platform per month?

Information Need: To understand the amount of money a user is willing to pay
for a platform

6. Are you satisfied with the subscribed OTT platform(s)? Elaborate on the reasons.
Information Need: To understand the reasons/factors affecting the satisfaction
towards a subscribed platform

7. How many OTT platform(s) have you opted out of in the past? Please state your
reason.
Information Need: To understand the reasons behind a user opting out of a
platform

8. Which OTT platform(s) would you recommend to your friends?

Information Need: To understand what makes the user promote a platform
among their circle