A project report on

“A study of preference of customer regarding OTT video streaming platform

over traditional broadcast platform”

Submitted to
J.C.BOSE UNIVERSITY OF SCIENCE & TECHNOLOGY, YMCA,
FARIDABAD, HARYANA

Submitted in partial fulfillment of the requirements for the award of the degree

Of Master of Business Administration

(2018-20)

Submitted by,

SHEFALI DEVGAN

(MBA-II-045-2K18)

Under the Guidance Of

Dr. RUPALI MADAN

Department of Management Studies

J.C Bose University of science & technology, YMCA,
Faridabad, Haryana

1
 ACKNOWLEDGEMENT

I would like to express my gratitude with deep sense of reverence to faculty guide
Dr. Rupali Madan. It would have been difficult to go through this report without her help. She not
only helped me in collecting data but also supported me with her valuable knowledge and experi-
ence in the successful completion of this report.

I am also thankful to my parents. Their support, inspiration and personal guidance created my
mindset to comfortably prepare and complete this report successfully.

[SHEFALI DEVGAN]
MBA-II-045-2k18

2
 CERTIFICATE

This is to certify the research Project titled “A study of preference of customer regarding
OTT video streaming platform over traditional broadcast platform” submitted by
Shefali Devgan roll no. MBA-II-045-2K18 to “J.C Bose University of Science and Technology,
YMCA, Faridabad” for the award of the degree of Master of Business Administration (specialisa-
tion in Marketing Management and E - Commerce) is carried out by her under my supervision.

Dr. Rupali Madan

Assistant Prof
Department of Management Studies

3
 DECLARATION

I, Shefali Devgan hereby declare that the work which is being presented in the project report enti-
tled “A study of preference of customer regarding OTT video streaming platform over traditional
broadcast platform” in the partial fulfilment of the award of Master of Business Administration of
“J.C Bose University Science and Technology Faridabad” is my original work and the same has not
been submitted for the award of any other Degree/Diploma/Fellowship or other similar titles or
prizes .

(Shefali Devgan)
MBA-II-B-2018

4
 ABSTRACT

A study on A study of preference of customer regarding OTT video streaming platform over tradi-

tional broadcast platform will give an idea the reason why people have attraction towards these
OTT video streaming platforms and will understand why still people watch broadcast channel.
The survey was conducted with 116 respondents by using questionnaire method this study insist
the fact that people have now found an alternative from broadcast channels content, people now
crave for the content through with they can feel connection as well as they can transport their mind
to another world.
We have researched OTT platforms, their meaning and it’s popularity. We have researched about
every aspect that comes under the umbrella of OTT platforms. We have researched about the de-
pendence of people on these platforms when it comes to entertain themselves as well as when they
want to communicate. We have also highlighted the reason why people are still preferring broadcast
channels and what are the genres that attract people and what are the genres that turn away the au-
dience
Keywords: OTT platform, OTT video streaming platform, OTT audio streaming platform, OTT
messaging services.

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 INDEX
SR. NO. CONTENT PAGE NO.
1 CHAPTER 1. INTRODUCTION 10-15
2 1.1 INTRODUCTION 11
3 1.2 ABOUT NETFLIX 12
4 1.3 ABOUT AMAZON PRIME VIDEO 13
5 1.4 ABOUT HOTSTAR 14
6 CHAPTER 2. LITERATURE REVIEW 16-25
7 2.1 INTRODUCTION 17
8 2.2 OTT VIDEO STREAMING PLATFORM 18
9 2.3 OTT AUDIO STREAMING PLATFORM 20
10 2.4 OTT MESSAGING SERVICES 22
11 CHAPTER 3. RESEARCH METHODOLOGY 26-30
12 3.1 RESEARCH DESIGN 27
13 3.2 STATEMENT OF THE PROBLEM 28
14 3.3 METHOD OF DATA COLLECTION 28
15 3.4 SAMPLING DESIGN 28
16 3.5 DATA COLLECTION PROCEDURE 28
17 3.6 TOOLS AND TECHNIQUE 29
18 3.7 QUESTIONNAIRE DESIGN 29
19 3.8 OBJECTIVE OF THE DESIGN 29
20 3.9 SIGNIFICANCE OF THE STUDY 29
21 3.10 LIMITATION OF THE STUDY 30
22 CHAPTER 4. DATA ANALYSIS AND INTERPRETATION 31-54
23 4.1 INTRODUCTION 32
24 4.2 ANALYSIS AND INTERPRETATION 32
25 SUMMARY OF FINDING 55-56
CONCLUSION 57
RECOMMENDATION 58
BIBLIOGRAPHY 59-60

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 APPENDIX 61-63

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List of Tables

SR. no. TABLE NAME PAGE NO.

1 User base and library size of various audio streaming platform 22
2 Customer preferences of mobile messaging application 24
3 Represents the age group of 116 respondents 32
4 Represents occupation of the respondents 34
5 Represents monthly income of the respondents 36
6 Represents their awareness regarding OTT platforms 37
7 Represents the engagement on OTT video streaming platform 38
8 Preferences between OTT platforms Broadcast platforms and Both 39
9 Table represents reason to prefer OTT video streaming platform 41
10 Represents the preference of choosing broadcast platform 42
11 Represents the respondents availability on OTT video streaming plat- 43
form
12 Represents the choice of OTT video streaming platform 44
13 Represents reasons not to be on any OTT video streaming platform 46
14 Represents Engagement on more than one OTT platform 47
15 Represents preferences of the respondents when it comes to choosing 48
platform on basis of content
16 represents preferences of the respondents when it comes to choosing 50
platform on basis of subscription charges
17 Represents respondents favourite genre 52
18 represents the devices that respondents prefer to watch on OTT video 53
streaming platform

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List of Figures

SR. no. FIGURE NAME PAGE NO.

1 Represents the pie chart of age group off respondents 33
2 Represents occupation of the respondents 35
3 The pie chart represents the monthly income of the respondents 36
4 The pie chart presents awareness regarding OTT platform 38
5 The pie chart represents the engagement on OTT video streaming 39
platform
6 Pie chart presents preferences between OTT platforms Broadcast plat- 40
forms and Both
7 Pie chart represents the reason to prefer OTT video streaming plat- 41
form
8 Pie Chart represents the preference of choosing broadcast platform 42
9 Pie Chart represents the respondents availability on OTT video 43
streaming platform
10 Pie Chart represents the choice of OTT video streaming platform 45
11 The pie chart represents reasons not to be on any OTT video stream- 46
ing platform
12 Pie chart represents Engagement on more than one OTT platform 47
13 Pie chart represents preferences of the respondents when it comes to 49
choosing platform on basis of content
14 Pie chart represents preferences of the respondents when it comes to 50
choosing platform on basis of subscription charges.
15 The pie chart represents respondents favourite genre 52
16 The pie chart represents the devices that respondents prefer to watch 53
on OTT video streaming platform

9
 CHAPTER 1:
INTRODUCTION

10
1.1 INTRODUCTION:
India is the country which is just one step behind China, when it comes to population. India is the
second largest country in the world in terms of population with the density of 382 people
per.sq.km . India is the land which accommodates one-fifth of the world’s entire population. As per
beginning of 2020, it is estimated that 29.7% of Indian are under 15 years of age, the majority of
Indians (64.9%) are between the age of 16-64. India has approximately 600 million people under
the age 25 years.
A country such as India, which has majority of its population under the category of youth, it is in-
evitable to believe that Indians have glued themselves on their electronic gadgets. Young people
tend to spend a lot of their times on their electronic gadgets, be it on their smartphones, laptops,
tablets or on computers. According to the research, on an average an Indian spends 1800 hours or
72 days of a year on their gadgets. By 2020, it is estimated that 564.5 million people will be con-
nected through internet and along with this it is estimated that, in 2019, over 500 million people
have access to smart phones.
Young people wants control over anything and everything and they want the world to run according
to their pace. This thing has certainly come true. Nowadays, there is nothing that is not on their de-
vices and they have control over almost everything. Be it shopping for almost anything ( e com-
merce websites) , food ordering apps, apparels, books (audible), even friends are just one click
away (social media websites). Until few years there was one thing that wasn’t in control of people
and that was content they watched. Many families had and still have DTH services and even though
various cable operators use to provide some new movies and content but still it wasn’t in control.
This is where OTT gained popularity, OTT stands for “over the top” this service has given the youth
the power to control over the content they want to watch. They aren’t dependent upon traditional
television industry and channels for the content, they are free to watch content from any country at
any given point of time. India is currently considered as the third biggest country when it comes to
internet users and 70% of Indian internet users watch online videos. It is estimated that by 2020, the
market for OTT will reach to 4,000 crore. Seeing the potential in Indian Market, YouTube, Face-
book, Hotstar, Saavn have decided to increase their share of investment.
In fact, seeing the rise in demand of original content various media houses have developed their
own OTT platform such as Hotstar by Star Network, Voot by Viacom18, ZEE5 by Zee network,
SonyLiv by Sony Network. Along with these new players many old players are also invested into
Indian market such as Netflix and Amazon Prime video, they have started to develop content for
Indian audience, they understand the impact Indian Market will have in coming future and they
11
want to ensure that the they have a fair amount share in it. Indian market has to offer 11 OTT plat-
forms for their audience. Be it Sacred Game, Mirzapur, Family man or Special Ops these types of
content is being created just to engage the Indian audience so that they stay glued on their platform.
Not only newly brewed content, but various platforms are also offering famous television shows,
such as F.R.I.E.N.D.S are also being shown on these platforms. Removal of limitations and restric-
tions have made OTT platforms gain popularity amongst youth and various other segments of the
society.
Before jumping into the detailed conversation about OTT platforms it’s important to know a brief
history of the major players win the game. Following will be the brief history of Netflix, Amazon
Prime Video and Hotstar (now known as Disney+Hotstar), each of them had their own unique jour-
ney which contributed in the growth of OTT platforms in India and across the world.

1.2 ABOUT NETFLIX

Let’s begin with Netflix, the primary reason why OTT platforms came to existence and is now by
every other person in the world. Netflix is the story which started in the year 1997 and this success
story was written by two people Morgan Stanley and Reed Hastings. Netflix started its journey as
an organisation which focused on offering movie rental, then a year later they formed their own
website Netflix.com which focused on providing unlimited online dvd rentals at a subscription rate.
Following will be the timeline of Netflix successful journey.
Things took turn when in the year 2000, Netflix started to provide recommendation to their cus-
tomers, on the basis of every customers previous purchases or rentals, Netflix started to provide
recommendations to them.
In the year 2005, they achieved a mark of 4.2 million members.
In 2007, they started another trend, which was streaming, this allowed only the members of Netflix
to watch their favourite shows on their computers.
In 2009, Netflix wanted to ensure that their customers could stream their favourite shows and
movies on any gadget hence they decided to partner with various consumer electronic companies.
In 2010, Netflix extended its branch and launched themselves in Canada and along with that Netflix
was now available on all internet connected devices.
In 2011, they extended themselves into entire Latin American and the Caribbean.
In 2012, Netflix not only won their first ever Primetime Emmy Engineering awards and expanded
themselves in the entire Europe including The United Kingdom, Ireland and Nordic Countries.

12
In 2013, Netflix was on top of their game, they were the first internet network which was nominated
for Emmy Prime-time awards, and they also acquired 31 nominations for their famous series such
as House of Cards, The Square and Orange is the new black.
In 2014, Netflix decided to expand itself in 6 new countries Austria,
Switzerland,Germany,Belgium,France and Luxembourg. Along with this they also won 7 Emmy
prime-time Awards and had over 50 million members globally.
In 2015, Netflix not only launched its original film Beasts of No Nation but they also expanded
themselves in Australia, one of the Asian country Japan and NewZealand along this they expanded
themselves in Italy,Portugal and Spain.
In 2016, they launches themselves worldwide. Netflix was available in every European, Asian
countries and any person from any part of the world can be now the Netflix subscriber.
1.3 ABOUT AMAZON PRIME VIDEO
Let’s move to another most important OTT platform, Amazon Prime Video. The Founder of Ama-
zon - Jeff Bezos said that he wants Amazon to be the most customer centric company and after see-
ing the goth of OTT platforms, even amazon decided to have its own video streaming platform.
Amazon has its own unique journey when it comes to naming its platform. Following is the journey
from being AMAZON UNBOX to AMAZON PRIME VIDEO.
In 2006, Amazon started its own journey of video streaming platform and initially had a tie up with
a company named Tivo. Amazon named its video streaming platform as AMAZON UNBOX which
was one of the way to watch movies and digital videos. Amazon soon realised that the word UN-
BOX though had its own meaning but it felt too controversial hence they decided to change the
name.
In 2008, Amazon changed its video streaming platform to AMAZON VIDEO ON DEMAND, VoD
was the name of the industry, hence the name was self explanatory when it came to expressing the
work that this application would perform.
In 2011 AMAZON VIDEO ON DEMAND became AMAZON INSTANT VIDEO, during this pe-
riod Amazon added 5000 new shows and movies, and their prime subscribers had access to this li-
brary of 5000 newly added TV shows and movies. In 2018 AMAZON INSTANT VIDEO turned
into PRIME VIDEO, like previously their prime subscribers still had access to the library, this
prime video not only brought change in terms of name it also bought change in term of logo and
colour. The logo didn’t had any roku even the colour of the logo changed from green to blue.
Though this name wasn’t new because the prime subscribers usually called it as Prime Video.

13
1.4 ABOUT HOTSTAR:
The last but not the least is the journey of an OTT platform which created new records and broke a
few. This platform came into existence in 2015, it is known as Hotstar. Hotstar achieved a new
height when they attained 175 million subscribers in just two years off its launch. They achieved
this record in January 2017. This Platform never restricted itself just to TV shows and movies, it
went on step ahead and started to stream various sporting events along with TV shows and movies.
Their tagline Hotstar GO SOLO, broke the much needed deal, people started to identify themselves
through this tagline and slowly but eventually these video streaming platform became the new defi-
nition of “ME TIME”. Following is just few glimpses from the success journey of Hotstar in just a
span of 5 years.
Hotstar started to break old records and set new records from just few weeks of its launch. Hotstar
tasted the success within few weeks of launch when they hit 1.5 million downloads, whereas even
big names such as Instagram took 2.5 months, even it took 10 months for Facebook to establish it-
self. Within just 40 days of launch they already had achieved 10 million application download.
It took 9 years for Netflix to attain the mark of 75 million subscriber where even in this department
Hotstar stole the show as it took them only one and half year to attain 72 million subscribers. As
Hotstar also streamed live sporting events, this feature gave them boost in the path of success. It
was seen that during Indian Premier League (IPL) in 2015, Hotstar had 4.1 million subscriber, when
IPL came in 2016, they had 100 million followers.
The most interesting feature that Hotstar has offered is their subscription model, they have the
freemium model, where they offer few of the shows and videos free of cost and for some of the
videos, TV shows and Movies have two subscription models, which are VIP and Premium model.
The best thing that people still can view shows at free of cost.
These OTT platforms are not only restricted to video content, some of them also provide various
live streaming of games as well as concerts of various artists. Along with this they also provide
content from various other countries into local languages as well. Many people who have access to
internet usually watch video contents on their laptops and watch short video clip on their smart-
phones.
The aim of this research is to understand do people believe that television content will be taken over
by OTT video content, what factors encourages them to opt for OTT content and what genre is
more intriguing to them on OTT platforms and along with this which OTT platform they prefer for
watching video content.

14
This was journey and success story of three different OTT video streaming platform, these journey
were different some started the concept of video streaming, some had the journey of different names
and some came in late but they achieved more. The stories might be different, their approach might
be different, but the only thing that was common in the stories of these three streaming platform
was that they in one way or the other, only contributed in the development and popularity of these
OTT Video Streaming Platforms. People engaged into these streaming platforms which has caused
revolution in the digital streaming world and has given a lot to thing to the TV or broadcasting
streaming industry.

15
 CHAPTER 2
LITERATURE REVIEW

16
2.1 INTRODUCTION:
When the world is so much invested into OTT and it is expected that the digital media will be a 118
billion USD industry by the year 2021. It becomes really important to understand what OTT means
and the reason why it has gained so much popularity and importance that individual media houses
are also building their own OTT platforms.
OTT stands for “Over The Top” which means streaming the content over internet. Unlike traditional
broadcast television, when it comes to OTT streaming platform, all you need is internet connection
and an electronic gadget and you are all set to watch all the content. Usually, the OTT platforms are
subscription based platform, it mainly includes free ad services and obviously the video. This
means that you need to pay a particular amount to have an access to their entire library. The amount
for subscriptions on OTT platform are usually cheaper as compared to Pay tv subscription.
Various factors such as digitalisation, reduced mobile data cost, high speed internet (thanks to 4G
and upcoming 5G) and multi screen penetration have also given the much needed boost to OTT in-
dustry. According to Kantar’s report, 42% of content consumption came from women. Netflix has
global penetration of 54% and Amazon prime video has global penetration of 30% . According to
Statista, India has become second largest market after China with over 460 million internet users.
Seeing this tremendous growth and boost in Indian market that even FaceBook, YouTube have de-
cided to increase their share of investment in the market. There are approximately 24 million OTT
platform users. the subscribers of these platforms never remain the same for instance during IPL
season , Hotstar Subscribers reach to 100 Million but on regular days its nearly about 5 million sub-
scribers.According to a report Deloitte 2015, 38% of people using OTT platform are within the age
bracket of 25-34 years, they are followed by the age group of 15-24 years as they total upto 37%
and lastly followed by age group of 35-44 years and they total up to 16%.
There is another very famous term that is becoming very famous specially when we talk about OTT
platform and that is “cord cutting”, which mainly symbolises that the user is cutting or getting rid of
its television or phone subscription just to focus on web based content. even though this cord cut-
ting is trending but still people prefer to have the best of both the worlds, which means they are
keeping their traditional cable or satellite subscription as well as they are subscribing and opting
OTT platform subscription.
The best thing that people feel or like about OTT platforms is that they can be accessible through
phones, smart Tv’s (Google tv, Lg smart Tv) ,Set top box (Apple TV, Fire TV, Roku) and gaming
consoles (Playstation4, Xbox One)

17
When we talk about OTT platform we not only talk about videos, OTT includes audio streaming,
messaging services or internet based voice calling solution and videos too.

2.2 OTT VIDEO STREAMING PLATFORM:

People usually consider that OTT platforms and video streaming platforms are same but in reality,
video streaming platform is subset of OTT platforms. If I have to define OTT video streaming plat-
forms then all I can say is, that when you can see videos or content irrespective of their language
through internet on any of your electronic gadget then those websites or app are known as OTT
video streaming platforms.
Indian audiences have more than 11 OTT video streaming platforms, such as Netflix, Amazon
Prime video, Disney+Hotstar, Voot, Viu, BigFlix, ZEE 5, AltBalaji, SonyLiv are few of the major
OTT video streaming platforms.
It is important to understand that there is no fixed definitions regarding video streaming platform,
there are various people involved such as delivery partners, advertisement partner and measurement
streams and they tend to define OTT video streaming platforms according to their understanding.
OTT mainly includes a) Over-the-top (OTT) video viewers b)Connected TV users and c) Linear
OTT video service users.
When we talk about Over The Top (OTT) video viewers these are those people or individuals who
watch the videos through any website or app which supports these streaming videos. Here we talk
about individuals or people who have subscribed themselves onto these platforms. For instance, a
person who has opted for subscription of Netflix or Amazon Prime Video or of any such platforms
are called as Over The Top video viewers.
When we talk about Connected Tv Users, these days there are smart tv’s by many manufacturers
such as LG smart tv or by Samsung, these television sets have in built internet facility which allows
the user to view these video streaming platforms either through Google Chromecast or through
Amazon Fire Stick. These smart television sets act as Connected Tv users. Some of these television
sets have in-built and pre installed video streaming platform, and the user has to just enter their id
and password and then they have access to that platform. Lastly, when we talk about linear OTT
video service user, we mainly talks about services which provide TV channels live with the help of
internet, this includes platforms such as YouTube TV.
When it comes to video streaming there are mainly four types of categories that every platform is
working upon. 1. Monetisation model 2. Originality is the real king 3.Intensifying competition 4.
Ensuring their interface to be mobile friendly
18
When we talk about monetisation model, we need to understand that even though the company is
giving the power of control in our hands but in return they do it to generate revenue and have a say
in the market. This can only be done by generating revenue and to generate revenues all these plat-
forms are working upon their subscription model, they want to ensure that their customers are re-
tained and as well they feel that the content is value to their money. There are mainly three type of
Video on demand: TVOD ( Transactional Video On Demand ), SVOD (Subscription Video On De-
mand) and AVOD ( Advertisement Video On Demand).
When we talk about Advertisement Video On Demand or AVOD Model the first platform that
comes in mind is or we can say the only platform that comes in mind is YouTube. People actually
wait for the advertisement to finish so that they can see their favourite video. Many platforms also
advertise themselves on YouTube, so that they can reach to larger audience.
Then comes Subscription Video On Demand (SVOD), many famous and known platforms are ex-
isting and functioning on this model. This is just like having buffet in the restaurant, where you pay
a certain amount and have access to their entire meal. Similarly, happens here, the user pays a cer-
tain amount according to the platform, they might pay for annual subscription or monthly subscrip-
tion and can get access to the entire library of that platform. Many of the OTT platforms such as
Netflix, Disney+Hotstar, Amazon Prime Video work on this model.
Last but not the least comes Transactional Video On Demand (TVOD), which is exactly opposite to
SVOD or Subscription Video On Demand, in here you get what you order, it’s like a-la-carte in the
restaurants. This means that you pay for the show that you want and then watch it for life-time. In
TVOD model you only need to pay for once your favourite download content and that content is
yours forever.
Now we move towards second trend: Originality is the real king, these OTT platforms somewhere
or the other wants to target the youth and the youth can only be attracted through providing original
and exclusive content. Every platform big or small or even if these platforms are of individual me-
dia house they are working on bringing exclusive content to their customers. Netflix one of the
largest video streaming with almost 140 million subscribers is ensuring that the content shown on
their platform is exclusive. The competition is at such great heights that if Amazon Prime Video is
showing a series such as family man and that series is doing well for them then the other platforms
will try to make content similar to the story of that series so that the same customers are attracted to
them.

19
As the original and exclusive content is making its mark this has led us to another trend, that is in-
tensifying competition. Many media houses have realised that this is the future and its going to have
huge impact on their business, that company such as Disney who use to earn 350 million USD from
Netflix for giving them the right to show Disney movies, have withdrawn their deal and have decid-
ed to have their own platform Disney+. They have now access not only to their content but have
control and access to the Hotstar content, they have recently launched as Disney+Hotstar. This has
made Netflix to ensure that the famous english series F.R.I.E.N.D.S is still available on their plat-
form. Even Amazon Prime Video has ensured that their collaboration with CBS remains unsheltered
so that they can stream web series such as Madam Secretary and other famous series of CBS Net-
work. This fight is to be at the top and the OTT video streaming platforms are not only working on
their original and exclusive content they are ensuring that the collaborations or their previous
agreements continue to remain same so that they don’t face loss in terms of customers.
Last but not the least trend that video streaming platforms are using is ensuring that their interface is
mobile friendly. The youth or the millennial are always on move either they travelling to their work
place or to their educational institution, and during this journey the only electronic gadget that they
carry is mobile phone, hence it comes quintessential that these platforms are mobile friendly. By
mobile friendly we mean that the video that the user wants to see must be available to them there
should be no loading and the user must not be tired and frustrated while using the application or the
website on their phones. It has been shown that the users consume more content on their mobile
phones rather than on any other electronic gadget. This can be projected by the data that is from
Netflix, which states that 50% of their login are from mobile phones, and 30% initial sign cup came
from the mobile phones. This is the only reason why Netflix started its new plan of 199 with a
tagline as Go Mobile. This is just an example of Netflix but many of the platforms have realised the
impact that mobile phones have on the user hence they are working on making themselves available
on mobile phones through application and the user have access to their library at any point of time
and at any place. A research showed that 44% of all the consumers prefer mobile over other gad-
gets when it comes to viewing the videos.

2.3 OTT AUDIO STREAMING PLATFORM:

As previously mentioned OTT is not limited to video streaming, Over The Top also provides audio
services. If people are moving towards fast and exclusive video content, then they should also have
an opportunity to have exclusive audio streaming where they need not wait for their favourite song
to be played by the radio stations. There was once a period where people use to listen their favourite
20
songs on tape castes, or they use to burn those audio files onto cd’s, but now it is considered as his-
tory of audio.
OTT audio streaming platform has given he power to the users to listen to their favourite music at
any time and at any place. These audio streaming platform has given the liberty to its users to
stream audio from any part of the world. They can stream rock music from the other end of the
world, they can listen to any album of any artist. The users have complete access to the entire li-
brary that a particular platform has to offer.
Various data have shown that on an average an individual spends 65 minutes per day on all OTT
music application and 13 million adults are active on any of the audio streaming platform. There is
a tie between two Indian cities; Delhi and Mumbai when it comes to largest OTT audio streaming
market. The research has also shown that Delhi and Mumbai both have emerged as largest OTT au-
dio streaming market by contributing 25% each, they are followed by Kolkatta which has con-
tributed 11%, then followed by Bengaluru which has contributed 10%, then followed by Hyderabad
by contributing only 8%.
With the help of audio streaming platform, not only having access to variety of music has become
easier, even having access to these platforms is also easy. Similar to OTT video streaming plat-
forms, even audio streaming platforms can be accessed through any of the electronic gadget, you
can access it through your mobile phones, laptops, desktop, and tablets. These audio streaming plat-
forms can be available free or on based on some subscription fee. One of the most important feature
of these subscribed platforms is that they not only allow access to their entire library as long as the
user is subscribed to their platform, they also allow the user to download any song, and have access
to the songs irrespective of the fact that they do have internet access or not.
When we look at the market share of all these audio streaming platform, India based audio stream-
ing platform Ganna has the largest market share which is of 30%, it is then followed by Jio Saavan
which has market share of 24%, followed by Wynk Music and Spotify which has a market share of
15% each.
Following table will display user name and library size.

OTT audio streaming plat- User Base (Million) Library Size (Million)
form
Ganna 100 30

Jio Saavan more than 100 45

Wynk Music 50 3
21
 OTT audio streaming plat- User Base (Million) Library Size (Million)
form
Spotify 207 40

Amazon Prime Music 100 40

Table 2.1 User base and library size of various audio streaming platform
When we talked about the trend and strategies regarding video streaming platform, we talked about
exclusive and original content, similarly when it comes to audio streaming platform the customer
urges for new and exclusive content. Even though having a larger library size and providing music
in various languages will definitely attract new users, but a platform can only retain its customer by
providing them something unique and new. In this new age, people specially the younger generation
also crave for something new and unique, keeping this in mind Gaana has decided to launch its ex-
clusive podcast only for the Indian audience, seeing this even Spotify has announced to launch pod
cast originals which are focused on only Indian audiences.

2.4 OTT MESSAGING SERVICES:

The last and the most important aspect of OTT platform is the messaging services. Till now when-
ever we talked or mentioned about OTT we were only focused upon their services which was only
focused upon their video as well as their audio streaming websites and application. There is another
aspect that people don’t know and that is all the currently existing messaging applications are very
much a part of OTT messaging services. This means that all the famous messaging application such
as Facebook messenger, WhatsApp are very much part of OTT messaging services.
In previous years, the only way through which C2C and B2C communications use to take place
through SMS services that every phone had. People use to believe that this SMSn services were like
mature application and they were already installed in all the phones. For a brief period of time SMS
services were not only used for C2C communication, many companies use to send their marketing
campaign messages through these SMS services. Many messages regarding offers are still commu-
nicated through SMS services such as messages from mobile operators, one time passwords, in-
formation regarding transaction, booking informations are still provided through these sms services.
Few years before, when these messaging applications started to float people, have slowly but even-
tually started to shift from these sms services towards OTT messaging services. People have started
to prefer these OTT messaging platforms over sms. In recent years, WhatsApp has gradually taken
over then C2C communication, but still when it comes to B2C communication sms services have
22
been able to hold their market share. Few of the top OTT messaging platforms are Facebook mes-
senger, WhatsApp, Viber, WeChat and Line, and after Facebook has acquired its major competitor
WhatsApp this has made the market share of OTT messaging platform more strong. But even if the
C2C communication is almost taken over by OTT messaging platforms, it is strange that 50% of the
WhatsApp user still believes that sms services will still continue to be quintessential mode off
communication. Statements like this gives a silver lining of hope to the future of sms service.
It’s strange to even imagine that some application has taken over sms services within few years.
There are few factors that has ensured success of various OTT messaging platform. The following
points will highlight the factors that made OTT messaging application so popular.
2.3.1 TALK TO ANYONE AND ANYWHERE:
These OTT platforms need not require any calling charges, all one require is proper internet connec-
tion, and then they are free to talk to anyone from one corner of the world to another. This was pos-
sible with sms services as well but that would require additional packages from mobile operators
that eventually increased the cost. When it comes to OTT messaging platform these issues aren’t
faced by their users.
2.3.2 NO ADDITIONAL CHARGES:
When it came to sms services sending a single message would cost some amount and sending mes-
sages in bulk required a package which was costly enough, but this is not the case when it comes to
OTT messaging platform, sending a single message or messages in bulk doesn’t require any charge,
its free of cost and so is downloading these application platforms.
2.3.3 MOBILE DATA IS NOT NECESSARY:
When it comes to messaging and having a conversation through OTT platforms you need not have
mobile data, all you need is connection to Wi-Fi and you are all set to use any OTT messaging plat-
form and communicate with anyone and everyone you want.
2.3.4 PERSONALISE EVERY MESSAGE:
The biggest advantage that one can think of after no additional cost is the ability to personalise each
and every message you send. You can personalise your message with the emojis and GIF that most
of the OTT messaging platform provide. The personal touch is one thing that sms messaging ser-
vices still misses wide.
2.3.5 FREE PHONE CALLS:
OTT messaging platforms are not only restricted to messaging they have provided calling services
as well. Now these messaging platforms have moved ahead from not only phone calls but they are

23
providing video calls to the users. This provides a complete package to its user from messaging ser-
vices to phone call and video calling services.
2.3.6 STICKERS:
The messaging services are not only restricted to GIFs and emojis, these platforms have taken a step
ahead in the direction of providing personalised services and that step is known as stickers. Now
instead of writing filmy dialogues you could just send a sticker, even stickers are available for
favourite cartoon characters and for favourite slangs too. This made messaging more fun and easy.
People find it much entertaining and easy to communicate, they find it simpler to send stickers
rather than typing and this also makes them feel light and entertained. This is something that sms
messaging still lacks.
2.3.7 ABILITY TO KNOW EVERYTHING:
This is one of the feature that the user like as well as hate. One of the feature that OTT messaging
platform provides is that the send can see whether its message has been delivered or not and recent-
ly this feature has been upgraded now the sender cannot only see whether the message has been
seen but it can also see whether the receiver has seen the message or not.
Above mentioned are few of the important reasons as to why OTT platforms have gained populari-
ty. Now, according to Statista, following is the table which depicts most popular global mobile mes-
senger application

Messaging Application Customers preferences in millions

Whatsapp 1600

Facebook Messenger 1300

WeChat 1133

QQ Mobile 808

Snapchat 314

Telegram 200

Table 2.2 Customer preferences of mobile messaging application.

These seven factors are crucial, this made and gave a boost to the overall growth of the messaging
industry. Even though Facebook Messenger and WhatsApp have a great control over the market
share and the market in general, but this doesn’t means that the old yet very matured sms services
24
will be just elope from the market, people still believe that sms services are very useful specially
when it comes to marketing.
The one thing that people usually don’t think that with the increase in the demand of data and a rev-
olution in mobile industry, the mobile operators have not only reduced the amount of package but
within the package they offer, they include calls, data package as well as free sms messaging. This
has given sms messaging a chance to stay in the market, though it is still believed that these OTT
messaging services will strongly held their grounds but this is not an excuse for the sms messaging
too not to evolve with time. There are few things that they can change within itself and come back
into the game of market control and good market share.
Even though in the literature review we have talked about each and every aspect possible regarding
OTT streaming platforms, but this research report will be focused on OTT video streaming plat-
forms and their impact over traditional satellite channels.

25
 CHAPTER 3
RESEARCH METHODOLOGY

26
When it comes to research, a researcher has to follow a particular path or a process which will en-
sure that the research is authentic and the results and finding of that research is authentic and the
results can be trusted. Research methodology helps the researcher to find the research problem and
it’s objective and present its result. If one has to define research methodology, then one can say that
it helps in identifying the path through which the researcher can conduct its research authentically.

3.1 RESEARCH DESIGN:

When it comes to research design, as the name suggest it talks about the way the researcher want its
research to be conducted. It mainly includes methods, various techniques that a researcher applies
during its research. Research design mainly gives the researcher a liberty to opt for those techniques
which would enhance the quality of research. Following can be considered as essential elements of
the research design:
• Clear problem statement
• Proper understanding of techniques that will be included during collecting and analysing the re-
sult
• Methods that will be applied during analysis of data that has been collected.
• Research methodology
• Objections that might arise during research
• Timeline
• Way the analysis will be measured.
Even though the research design gives the researcher the freedom to conduct the research, but even
with the almost no restriction atmosphere there are few parameters that a researcher must always
keep in mind so that people could find the research authentic and unbiased. There are four main
characteristics of a good research design which will be mentioned following :
• Neutrality: When a researcher starts to research they usually form some assumptions regarding
the data that they will collect, but even after having assumptions the researcher must ensure that
the design of their research must be neutral and not bias.
• Reliability: When a researcher forms assumptions, they tend to believe and expect similar results,
but the researcher must indicate how they will form questions regarding the research to maintain
the standard of results.

27
• Validity: After collecting the data it’s important to not to be lost in the world of various measuring
tools. Hence, it’s important for the researcher to find right tool for analysing the data.
• Generalisation: It’s important to understand that the result must apply to general population and
not to a particular segment of a population.

3.2 STATEMENT OF THE PROBLEM :

The main aim of my research project is to understand that A study of preference of customer regard-
ing OTT video streaming platform over traditional broadcast platform. This will give an idea what
people prefer, and what they think about OTT video streaming platforms and about their presence
on those platforms.
The research is descriptive in nature, where the data has been gathered, analysed and presented. this
research would give better understanding about the topic of research.

3.3 METHOD OF DATA COLLECTION:

To understand whether the OTT video streaming platform taken over the traditional broadcast plat-
form, it’s important to understand what people understand about OTT video streaming platform and
what do they prefer. To understand this, a proper questionnaire has been designed which would
cover various aspect of the study.

3.4 SAMPLING DESIGN:

• Sampling Units : Customers who are on OTT video streaming platform
• Sampling Size: The survey will be conducted for 116 respondents who are on any OTT video
streaming platform.
• Sampling Technique: Convenient sampling technique will be used for collecting information.

3.5 DATA COLLECTION PROCEDURE:

There are mainly two types through which collected data is classified; Primary data and Secondary
data. When the data collected is collected through surveys or one can say when data is collected on
first hand, that data is considered as a Primary data.
When the data from other sources is collected and you prove your results and findings on others
collected data. Then those data are considered asSecondary data.
In this research, priority is given to primary data collection, so that accurate results and findings can
be derived.
28
3.6 TOOLS AND TECHNIQUE:
For this research the data is collected through the survey. A questionnaire has been designed and the
data which will come from this questionnaire will be recorded, analysed and the findings will be
found on the basis of the data collected. Mostly the data collected will be primary data.

3.7 QUESTIONNAIRE DESIGN:

To collect data for the research, a questionnaire has been designed which will cover various aspects
of the main aim of this research which is Has OTT video streaming platform taken over the tradi-
tional broadcast platform in Faridabad city. Along with the main aim it will cover the objectives of
the research. The questionnaire contains 17 questions which would cover the objectives.
These 17 questions will cover their understanding the about OTT platform, their preference of OTT
platform over traditional broadcast platform and their reasons for their preference.

3.8 OBJECTIVE OF THE STUDY:

Has OTT video streaming platform taken over the traditional broadcast platform in Faridabad city

• What does people prefer OTT video streaming platform or broadcast platforms
• What factors play important role in selecting either of the options
• Which platform do they prefer most when it comes to OTT video streaming platform
• Which genre has more impact

3.9 SIGNIFICANCE OF THE STUDY:

This research study will give following outcome:
• One will get to know what people prefer OTT video streaming platform or broadcast platform
• One will also understand what are the reasons as to why people have chosen their preferences
• One will also understand the genre that people love to watch on their respective platform
• Along with this one may also understand which platform is earning more brownie points in the
eyes of the customer.

29
3.10 LIMITATION OF THE STUDY:
Following is the limitation that this study might face
• Response Errors :
These may arise when the respondents give inaccurate or incomplete answers.
For e.g. in our survey a respondent may not mention instead of selecting any one of why have they
chosen both the option.
• Open Ended Questions :
All the questions in the questionnaire were open-ended to avoid any kind of bias from the respon-
dent’s end.
But a drawback of this approach is that there was an incomplete capture of his responses, as the re-
spondent could not always come out with the purchase steps and the time taken in them.
The reasons for such inaccuracy could be because of unfamiliarity, fatigue, boredom, faulty recall
and the question.

30
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

31
4.1 INTRODUCTION:
Only collecting data won’t be sufficient, as collected data won’t give themselves, it is the responsi-
bility of the researcher to give meaning to the collected data. This is where the role of data analysis
and interpretation comes, in short one can say that data analysis and interpretation give meaning to
the data that has been collected. Data analysis and interpretation helps the researcher to find the im-
plication of the findings along with that it also helps in determining the conclusion and significance
of the findings.
In the process of research, data analysis and interpretation is only possible after data collection, the
collected data is initially in disorganised manner, hence to have unbiased and accurate data analysis
its important that the data is first organised, then the data has to be systematically analysed and fi-
nally the data has to be interpreted not only accurately but precisely.
Following will be the data analysis and interpretation of the findings of this research, this analysis
will be presented in the form of pie chart and bar graph, whereas the data collected will be present-
ed in the form of table. Along with these tables and pie chart and bar graphs, interpretation will also
be provided.

4.2 ANALYSIS AND INTERPRETATION:

4.2.1 Following is the data and diagrammatic representation related to age group of 116 respondent
The respondents were given options of 4 age groups which were
a) 15-24 years
b) 25-34 years
c) 35-44 years
d) 45 years and above

32
 Table 4.1 represents the age group of 116 respondents

Fig 4.1 Represents the pie chart of age group off respondents

Interpretation:
When we look at the table as well as the pie chart we can understand that major portion or the major
segment of the pie chart is being captured by the respondents of the age between 15-24 years. The
respondents of age between 15-24 years constitute of 73% of the pie chart which means 85 out of
116 respondents are within the age of 15-24 years.
The second major part of the pie chart constitutes of respondents with in the age of 25-34 years and
it constitutes 15% of the pie chart, which also means that out of 116 respondents 17 respondents are
of the age between 25-34 years.
The third major segment of the pie chart constitute of respondent with in the age of 45 years and
above, it constitutes off 9% of the pie chart. This also means that out of 116 respondents 10 respon-
dents are of the age of 45 years and above.
The last segment of the pie chart constitutes of respondents of age between 35-44 years and it con-
stitutes of 3% of the pie chart. This also means that out of 116 respondents 4 respondents are of age
between 35-44 years. Even though it constitutes very small segment of the pie chart but even their
thoughts are important as they have the money and power to change as well as influence the
thoughts and perspective of people around them.

33
4.2.2 Following is the data related to occupation of the respondents
The respondents where given 5 options and they have to choose any one amongst them, the follow-
ing will represent the same .
They were given following options
a) Student
b) Working professional
c) Business owner
d) Entrepreneur
e) Others

Table 4.2 Represents occupation of the respondents

34
Figure 4.2 Represents the occupation of the respondents.

Interpretation:
If we look at the table as well as it is quite clear that the majority of our respondent are student. If
we look at the table, 73 out of 116 respondents are students which is equivalent to 63% of the pie
chart.
Let’s focus on the second major occupation in the table and pie chart are working professional. If
we look at the table, 32 out of 116 respondents are working professional which is equivalent to 28%
of the pie chart.
It is then followed by Business Owner, if we look at the table out of 116 respondents 5 are business
owner which means it has 4% towards the pie chart. Entrepreneurs contribute 2% to the pie chart
and even the table depicts that 2 out of 116 respondents are entrepreneurs. Finally 3% of pie chart
contributes to others which include occupations such as home makers and retired.
4.2.3 Following is the data related to the monthly income of the respondents
The respondents where given 5 options and they have to choose any one amongst them, the follow-
ing will represent the same .
They were given following options
a) Below 30 k
b) 30k-50k
c) 50k-80k

35
d) 80k-110k
e) 110k and above

Table 4.3 Represents monthly income of the respondents.

Figure 4.3 The pie chart represents the monthly income of the respondents

36
Interpretation:
If we look at the table as well as it is quite clear that the majority of our respondents comes under
the bracket of below 30k . This implies that 69 out of 116 respondents is under the bracket of below
30k, which means 59% of the respondents are under the bracket of below 30k.
If we look at the another major part of the pie chart as well as the table it is quite clear that 14% of
the respondents are under the bracket of 80k-110k, which implies that 16 of the respondents are un-
der the bracket of 80k-110k.
It is then followed by the respondents within the bracket of 30k-50k , which represents 11% of the
respondents and this also means that 13 out of 116 respondents are under the bracket of 30k-50k
Lat but not the least 18% of the pie chart is contributed by the respondents which fall under the two
categories, 50k-80k and 110k and above respectively. Respondents under the category of 50k-80k
contribute upto 9% so does the respondents falling under the category on 110k and above. This in-
dicates that both these categories (50k-70k and 110k and above) have 9 respondents each.

4.2.4 Following is the data regarding their awareness about OTT video streaming platform
The respondents were given three options and they had to choose anyone amongst those three op-
tions. Those three options were
a) Yes
b) No
c) Maybe

Table 4.4 Represents their awareness regarding OTT platforms

37
Figure 4.4 The pie chart presents awareness regarding OTT platform

Interpretation:
If we look at the table as well as it is quite clear that the majority of our respondent are aware about
OTT streaming platform. If we look at the table, 95 out of 116 respondents are aware about OTT
streaming platform, which also means that 82% of the respondents are aware about OTT streaming
platform.
Now, if look at the other aspect we can easily identify that 15% of the respondents are not aware
about these OTT streaming platform, which means 17 of the respondents aren’t aware.
The last aspect is where 3% of the respondents weren’t able to make a decision regarding their
awareness about OTT video streaming platform.

4.2.5 Following is the data regarding the engagement of OTT video streaming platform.
The respondents were given two options and the respondent had to choose one. The options were as
follow
a) Yes
b) No

38
Table 4.5 Represents the engagement on OTT video streaming platform

Figure 4.5 The pie chart represents the engagement on OTT video streaming platform

Interpretation:
If the table as well as the pie chart is given a careful look one can clearly see that 95 respondents
out of 116 respondent say that they have used the OTT video streaming platform which contributes
to 82% of the pie chart of the respondent.
When the other part of the pie chart and the table shows that 21 out of 116 respondent, which means
18% of the respondent believe that they have never been on any OTT video streaming platforms.

4.2.6 Following data is regarding the preference of the respondents when they were given three op-
tions. Those three options were
a) OTT video streaming platforms
b) Broadcast platforms
c) Both

39
Table 4.6 Preferences between OTT platforms Broadcast platforms and Both

Figure 4.6 Pie chart presents preferences between OTT platforms Broadcast platforms and Both

Interpretation:
If we look at the table as well as on the pie chart, it is quite clear that 67 out of 116 respondents pre-
fer both and this in totality contribute to 58% of the pie chart. On the other hand if its taken a deep
look 40 out of 116 respondents prefer only OTT video streaming platform which contributes 34% of
the pie chart whereas, broadcast platforms alone count contribute to more than 85 which implies to
9 respondents out of 116 respondents.

4.2.7 Following data is regarding the reasons to prefer OTT video streaming platform. Respondents
were asked to choose any one option from the following 7 options. The options were as follows:
a) Original Content
b) Low Cost
c) Convenience
d) Mobility
e) Compatible with others
f) Opted for broadcast

40
g) Opted for both

Table 4.7 Table represents reason to prefer OTT video streaming platform

Fig 4.7 Pie chart represents the reason to prefer OTT video streaming platform

Interpretation:
If a closer look is taken at the table as well as on the pie chart, its easy to identify that 26% of the
people believe that original content is the main reason why they prefer OTT video streaming plat-

41
form and along with that convenience is considered as second most important reason to be on OTT
video streaming platform.

4.2.8 Following data is regarding the reasons to prefer broadcast platforms. The respondents were
given 5 options and they were asked to choose one. The options were as follows:
a) Bonding with family
b) Medium of information
c) Social, Civic, and cultural preference
d) Opted for OTT video streaming platform
e) Opted for both

Table 4.8 Represents the preference of choosing broadcast platform

42
Figure 4.8 Pie Chart represents the preference of choosing broadcast platform

Interpretation:
If both table and pie chart are given a serious look then it’s easy to understand that the main reason
to choose broadcast platform is the bonding with their family, 28% of the respondents believe the
same.
The other reason why people prefer broadcast platform is that 21% of people believe that they are
medium of social, civic, and cultural preference.

4.2.9 Following data is regarding whether the respondents are there on any OTT video streaming
platform or not. The respondents were given two options and they had to choose one option. The
options were
Yes
No

Table 4.9 Represents the respondents availability on OTT video streaming platform

43
Figure 4.9 Pie Chart represents the respondents availability on OTT video streaming platform

Interpretation:
The pie chart as well as the table clarify that 95 out of 116 respondents which means 82% of the
respondents are engaged on OTT video streaming platform. Whereas 21 out of 116 respondents
which means 18% of the respondents are not engaged on any OTT video streaming platform.

4.2.10 Following data represents the preferences of the respondents when it comes to choosing one
of the OTT video streaming platform. Respondents were given 7 options and the respondents were
asked to choose one of those options. The options were:
a) Netflix
b) Amazon Prime Video
c) Disney+Hotstar
d) Voot
e) ZEE 5
f) Others
g) Opted for No

Table 4.10 Represents the choice of OTT video streaming platform

44
Figure 4.10 Pie Chart represents the choice of OTT video streaming platform

Interpretation:
From the table and pie chart, one can clearly understand that there is a stiff competition between
Netflix and Amazon Prime Video as 39% respondents are engaged on Netflix whereas 34% respon-
dents are engaged on Amazon Prime Video. Where as when it comes to other platform Disney+Hot-
star, Voot, ZEE 5 and other platforms were able to engage only 5%, 2%, 3% and 3% respectively.
When it comes to others it includes platforms such as YouTube and Movies time.

4.2.11 The following data deals with reasons as to why respondents aren’t on any OTT platform.
The respondents were given 4 options and the respondents had to choose any one option. The op-
tions were as follows:
a) Content is not satisfying
b) Subscription charges are high
c) Others
d) Opted for Yes

45
Table 4.11 Represents reasons not to be on any OTT video streaming platform

Figure 4.11 The pie chart represents reasons not to be on any OTT video streaming platform

Interpretation:
If the table and graph is studied carefully then one can say that 14% of the respondent believes that
the subscription charges are higher whereas 9% of the respondents believe that the content available
on the OTT platform. Whereas 74% of the respondents are available on one of the OTT video
streaming platform.

4.2.12 The following data deals with the respondents availability on more than one platform. The
respondents were given two options and they had to choose one option . The options were
46
Yes
No

Table 4.12 Represents Engagement on more than one OTT platform

Fig 4.12 Pie chart represents Engagement on more than one OTT platform

Interpretation:
Interpreting this data won’t be difficult as the respondents were given only two options and 69% of
respondents are engaged on more than one OTT video streaming platform. Whereas 31% respon-
dents are engaged on one OTT video streaming platform.

47
4.2.13 The following data is regarding the preference of respondent when it comes to choosing an
OTT platform on the basis of content: The respondents were given 8 options to choose from. The
options were:
a) Netflix
b) Amazon Prime Video
c) Disney+Hotstar
d) ZEE 5
e) Viu
f) Voot
g) Others
h) None

Table 4.13 Represents preferences of the respondents when it comes to choosing platform on basis
of content

48
Fig 4.13 Pie chart represents preferences of the respondents when it comes to choosing platform on
basis of content

Interpretation:
If we look at the table as well as the pie chart one can clearly understand that 33% (92 out of 116
respondents) of the respondents preferred Netflix when it comes to content.
It’s clearly visible that Netflix hasn’t acquired the first position with larger margin as 30% (83 out
of 116 respondents) of the respondents clearly chooses Amazon Prime Video when it comes to con-
tent.
Third position is acquired by Disney+Hotstar, where 20% (57 out of 116 respondents) of the re-
spondents prefer Disney+Hotstar when it comes too content.
rest of the platforms went upto maximum of 6% which was acquired by ZEE 5 followed by VOOt
which acquired 5%, then followed by VIU which acquired 3%. 2% respondents choose none where
are 1% choose YouTube.

4.2.14 The following data is regarding the preference of respondent when it comes to choosing an
OTT platform on the basis of subscription charges. The respondents were given 8 options to choose
from. The options were:
a) Netflix
49
b) Amazon Prime Video
c) Disney+Hotstar
d) ZEE 5
e) Viu
f) Voot
g) Others
h) None

Table 4.14 Represents preferences of the respondents when it comes to choosing platform on basis
of subscription charges

50
Fig 4.14 Pie chart represents preferences of the respondents when it comes to choosing platform on
basis of subscription charges.

Interpretation:
When it comes to choosing platform on the basis of subscription charges, 39% (80 out of 116 re-
spondents) of the respondents preferred Amazon Prime Video, still Amazon Prime Video hasn’t ac-
quired by a large margin as 32% (65 out of 116 respondents) of the respondents preferred Netflix
when it comes on the basis of subscription charges.
Third position has been acquired by Disney+Hotstar where 18% (38 out of 116 respondents) of the
respondents has preferred Disney+Hotstar when it comes on the basis of subscription charges.

4.2.15 The following data is regarding the preference of respondent when it comes to choosing their
favourite genre. The respondents were given 12 responses. Options were as follows:
a) Action
b) Adventure
c) Crime
d) Comedy
e) Drama
f) Fantasy
g) Horror
h) Mystery
i) Romance
j) Rom Com
k) Thriller
l) Science Fiction

51
 Table 4.15 Represents respondents favourite genre

Figure 4.15 The pie chart represents respondents favourite genre

Interpretation:

52
If we take a look on table as well as pie chart it is easy to see that 13% (66 out of 116 respondents)
of the respondents prefer Comedy genre, followed by thriller which was preferred by 11% of the
respondents, followed by adventure which was preferred by 10% of the respondents, then followed
by drama which was preferred by 9%.
The least preferred genre is Rom Com which was chosen by 3% of the respondents.

4.2.16 The following data is regarding the preference of respondent when it comes to choosing the
device to watch OTT video streaming platform.
The respondents were given 4 options. Options were as follows:
a) Smartphones
b) Smart TV
c) Laptops
d) Tablets

Table 4.16 represents the devices that respondents prefer to watch on OTT video streaming platform

53
Figure 4.16 The pie chart represents the devices that respondents prefer to watch on OTT video
streaming platform.

Interpretation:
It can easily be understand from the pie chart as well as table that 51% (98 out of 116 respondents)
of the respondents prefer to watch OTT video streaming platform on their smart phones. Whereas
22% of the respondents prefer to watch OTT video streaming platform on their Smart Tv’s and Lap-
tops respectively and only 6% of the prefer to watch OTT video streaming platform on their
tablets.

54
SUMMARY OF FINDINGS:
Following is the findings that one may conclude from the research:
• Majority of the people are aware about the OTT video streaming platform.

• People aren’t just aware about OTT platforms, 95 out of 116 respondents were engaged on any-
one of the available OTT platforms

• When it came to choosing between OTT video streaming platform and broadcast platform, major-
ity of the respondents preferred to have best from of the world, which means that 67 out of 116
respondents preferred to have both means of media.

• Original Content and convenience are the two wheels on which the OTT platforms are riding.
Even though mobility and compatibility are essential reasons as well but original content and
convenience can be considered as top two reasons when it comes to engaging people on OTT
platform.

• Bonding with family is considered as the main reason as to why people still prefer broadcast
channel. People believe that they can spend some family time when they watch broadcast plat-
form.

• When people were asked the reason why they aren’t choosing OTT video streaming platform,
then the major reason that came out was the people believed that subscription charges are com-
paratively higher.

• 80 out of 116 respondents were engaged on more than one OTT platforms.

• When respondents were asked to choose a platform when it comes to content, it was found that
majority of respondents believed that the content on Netflix is better as compared to other plat-
forms.

55
• When respondents were asked to choose an OTT platform on the basis of subscription charges,
majority of the respondents believed that subscription charges of Amazon Prime Video are rea-
sonable.

• In both the above situations, Amazon Prime Video and Netflix were tough competitors.

• When respondents were asked to choose the genre they prefer to watch on OTT video streaming
platform, majority of the respondents preferred to watch comedy genre on these OTT video
streaming platform. Along with comedy people also prefer to watch thriller genre on OTT video
streaming platform.

• When respondents were asked to which gadget do they prefer to watch these OTT video stream-
ing platform, majority (98 out of 116 respondents) preferred to watch OTT platforms on their
smartphones, along with that people also felt that they were comfortable watching Ott platforms
on their Smart TV’s and laptops.

56
CONCLUSION:

If we had to conclude we can say that people are not only aware about OTT platforms, they are very
much engaged on those platforms. People are not only engaged, they are taking advantage of almost
every platform available. People haven’t given up on broadcast channel either, even though various
media channel have their own OTT platforms, still people watch broadcast channel. People aren’t
completely on one side they still want to have best of both the world. People believe that the content
on OTT platforms are fresh and somewhere they related to some of the content as well. The variety
that OTT platforms has to offer has also attracted people towards itself. Majority of the people find
that Netflix and Amazon prime video are two platforms which they prefer to watch when it comes
to content and subscription charges respectively. One can also conclude that whether mentioned or
not the major reason of attraction towards these platforms is their compatibility on mobile phones.
Irrespective of age people have mobile phones in their hand, many people usually travel and they
find it easy to watch content on mobile phones which why they prefer OTT video streaming plat-
forms.

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RECOMMENDATION:

• It is important for broadcast channels to upgrade their game because it is quite clear that they
haven’t been completely eloped from the market. Though they have their own OTT platforms but
still they need to bring some content on broadcast channels as well through which people can feel
the connection.

• Now the rise and popularity is witnessed by many people in the business, hence its important for
the OTT platforms to maintain their original content and ensure that these don’t lead to increase
in their subscription charges, as many feel that the subscription charges are quite high.

• Along with this OTT platforms must also make sure that their current partnership as well as their
contracts continue for a longer period of time, because people in the business have understood
that this is the present and near future, this might encourage them to have their own platforms
which will lead to removal of few content on your platform.

• It is also important that other OTT platforms should step up their game, because even though the
future is bright when it comes to overall OTT platform but currently it seems like people are not
very much engaged on other platforms, but they are very much engaged on three platforms name-
ly Netflix, Amazon prime Video and Disney+Hotstar. These three have build their name and it
looks like they are the ones who are attracting as well as ensuring that their customers don;’t drift
away. This is not good for the industry hence it’s important for everyone to step up their game.

• People prefer to watch more of comedy and thriller where as they are less interested in romantic
comedy, hence all the platforms must ensure that their variety of content must have more of
comedy and thriller and less of Romantic comedy.

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BIBLIOGRAPHY:

1. Research on the Relationship between the Growth of OTT Service Market and the Change in
the Structure of the Pay-TV Market
https://www.econstor.eu/bitstream/10419/205203/1/Park-Kwon.pdf
2. Television and OTT
https://www.pwc.in/industries/entertainment-and-media/television-and-ott.html
3. Maximum entertainment through OTT platforms tells the India mobile story
https://www.business-standard.com/article/companies/smaller-towns-driving-demand-for-re-
gional-content-ott-viewership-growth-120012601003_1.html
4. Research: OTT penetration hits 38%
https://advanced-television.com/2019/11/12/research-ott-penetration-hits-38/
5. UNDERSTANDING ADOPTION FACTORS OF OVER-THE-TOP VIDEO SERVICES
AMONG MILLENNIAL CONSUMERS
http://www.iaeme.com/MasterAdmin/UploadFolder/IJCET_10_01_008/IJCET_10_01_008.pdf
6. WHAT IS OTT? – UNDERSTANDING THE MODERN MEDIA STREAMING LAND-
SCAPE
https://www.tapjoy.com/resources/what-is-ott/
7. Top 10 OTT Platforms In India
https://vidooly.com/blog/top-10-ott-platforms-in-india/
8. OTT video increases market share in India
https://www.rapidtvnews.com/2019082857106/ott-video-increases-market-share-in-
india.html#axzz6Ja7VJEgK
9. yourstory.com
10. OTT Music
https://www.thefastmode.com/wiki-digital-services/6298-ott-music
11. https://infogram.com/final-ott-music-streaming-services-comparison-dl-1hnq41yl78oe43z
12. Gaana emerges as the top music streaming platform with 30% market share in OTT audio
streaming: Kantar Study
https://www.businessinsider.in/advertising/brands/article/gaana-emerges-as-the-top-music-
59
 streaming-platform-with-30-market-share-in-ott-audio-streaming-kantar-study/articleshow/
74300612.cms
13. OTT Music Streaming Services Comparison
https://infogram.com/final-ott-music-streaming-services-comparison-dl-1hnq41yl78oe43z
14. Mumbai and Delhi stream more music than any other Indian city
https://www.livemint.com/industry/media/most-of-india-s-audio-streaming-happens-in-mum-
bai-and-delhi-11582545577670.html
15. OTT Streaming Giant Gaana Claims Top Spot With 30% Market Share: Report
https://www.entrepreneur.com/article/346761
16. Top 4 OTT Video Streaming Trends that are Disrupting the Media and Entertainment Industry
https://www.kelltontech.com/kellton-tech-blog/ott-video-streaming-trends-platforms
17. The Fascinating History of Netflix
https://interestingengineering.com/the-fascinating-history-of-netflix
18. History of Netflix :TIMELINE AND FACTS
https://www.thestreet.com/technology/history-of-netflix-15091518
19. About Netflix
https://media.netflix.com/en/about-netflix
20. 2 Million Downloads In The First 10 Days – The Success Story Of Hotstar
https://lifebeyondnumbers.com/hotstar-success-story/
21. Research Design and Methodology
https://www.intechopen.com/online-first/research-design-and-methodology
22. Methodology
https://research-methodology.net/research-methodology/
23. RESEARCH DESIGN: DEFINITION, CHARACTERISTICS AND TYPES
https://www.questionpro.com/blog/research-design/
24. ANALYSES AND INTERPRETATION OF DATA
https://shodhganga.inflibnet.ac.in/bitstream/10603/8507/11/11_chapter%204.pdf

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APPENDIX:

Q1. Age:-
• 15-24
• 25-34
• 35-44
• 45 and above
Q2. Occupation:-
• Students
• Job
• Business Owner
• Entrepreneur
• Others
Q3. Monthly Income:-
• Below 30k
• 30k-50k
• 50k-80k
• 80k-110k
• 110k and above
Q4. Have you heard about OTT video streaming platform?
• Yes
• No
• Maybe
Q5 Have you used any OTT video streaming platform?
• Yes
• No
Q6 What would you prefer?
• OTT video streaming platform
• Broadcast television Channels
• Both
Q7 Reasons to prefer OTT video streaming Platform
• Original Content
• Lower Cost
61
• Convenience
• Mobility
• Compatible with other devices
• Opted for broadcast television channels
• Opted for both
Q8 Reasons to prefer broadcast television channel
• Medium of information
• bonding with family
• Social,Civic and cultural awareness
• Opted for OTT video streaming content
• Opted for both
Q9 Are you currently using any OTT platform
• Yes
• No
Q10 If yes, then which of the following are you currently using
• Netflix
• Amazon Prime Video
• Hotstar+Disney
• Voot
• ZEE5
• Viu
• None (Opted for no)
Q11 If no, then reason for not being on any OTT platform
• Content is not intreating
• Subscription charges are high
• Variety is not offered
• None (I opted for yes)
Q12 Do you have access to more than one OTT video streaming platform
• Yes
• No
Q13. When it comes to content, which OTT video streaming platform would you prefer?
• Netflix
• Amazon Prime Video
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• Disney+Hotstar
• Voot
• ZEE 5
• Viu
• None
• Other
Q14 When it comes to subscription charges, which OTT platform would you prefer
• Netflix
• Amazon Prime Video
• Disney+Hotstar
• Voot
• ZEE 5
• Viu
• None
• Other
Q15 Which genre do you prefer to watch on OTT video streaming platform?
• Action
• Adventure
• Crime
• Comedy
• Drama
• Fantasy
• Horror
• Mystery
• Romance
• Rom Com
• Thriller
• Science Fiction
Q16 On which device do you prefer to watch on OTT video streaming platform
• Smartphones
• Smart Tv’s
• Laptop
• Tablet
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