Consumers are spending more time on online platforms making the internet an essential part

of their lives. When it comes to what exactly the users are consuming online, the “content is
king” phrase aptly comes to mind. Forecasts regarding global video consumption expect it to
command 82% of the entire internet traffic by the year 2022 up from 75% in 2017. To
harness such massive growth potential in online video consumption, many content providers
such as YouTube, Netflix, Hulu, Amazon, etc. have come up with the alternative model of
subscription-based video on demand services (SVoD). These lean and nimble over-the-top
(OTT) applications, enabled by technological advances such as smartphones, super-fast IP
networks, open source platforms, innovative services, cutting edge functionalities and shift in
consumer preferences towards their “freemium” based business models are seeing ever-
increasing adoption rate. With the expected revenue growth (CAGR) of 5% and expected
user penetration rate of 10% by 2022, the current average revenue per user (ARPU) of
these OTT service segment stands at 44 USD marking its enormous success worldwide.
This robust growth in OTT on-demand video consumption is accompanied by a global
decline in offline consumption in terms of TV viewership and data operators’ subscriptions.
However, this global consumption dynamic seems to lose its track in India where despite the
considerable growth and potential in digital media consumption and entry of global and local
OTT applications such as Netflix, Amazon Prime, Hotstar etc., TV viewership rate has not
only registered a steady growth rate of 12% over the past two years but has revamped itself.
The major drivers cited for such exceptional growth of TV are family viewing habits, rural
consumers, preference of local and regional content, etc. Nevertheless, in a diverse and
young country like India which is the second largest online market in the world (next only to
China), simultaneous digital consumption is on the rise and is bound to grow in the coming
future. This growth is backed up by the rise in the accessibility and affordability of high speed
and high-quality digital infrastructure over recent years in the country that has transitioned
the media consumption from traditional platforms (TV, Radio, and Print) to new media or
online platforms (YouTube, Facebook, etc.). Age Z is a key buyer fragment — they
represented a consolidated 46% of the worldwide populace in 2019, as per review
information referred to in an ongoing digital recording by Euro monitor International named
"Twenty to thirty-year-olds and Generation Z in the Age of Coronavirus. The worldwide
COVID-19 pandemic will affect these youthful purchasers at a critical time when they are
arriving at key achievements in their lives. The study will give insights on the media
consumption and expenditure by Gen Z.
Consumers are spending more time on online platforms, making it an integral part of their
daily lives. When it comes to what users consume on the internet, the expression "content is
king" comes to mind. According to projections, global video consumption will account for 82
percent of all internet traffic by 2022, up from 75 percent in 2017. Many content producers,
including as YouTube, Netflix, Hulu, Amazon, and others, have developed subscription-
based video on demand services to capitalise on the tremendous growth potential in online
video consumption (SVoD). These lean and nimble over-the-top (OTT) applications are
seeing an ever-increasing adoption rate, thanks to technological advances such as
smartphones, super-fast IP networks, open-source platforms, innovative services, cutting-
edge functionalities, and a shift in consumer preferences towards "freemium" based
business models. The present average revenue per user (ARPU) of these OTT service
segments stands at 44 USD, indicating their huge success worldwide, with a 5-percent
predicted revenue increase (CAGR) and a 10-percent expected user penetration rate by
2022. This rapid increase in OTT on-demand video consumption is being paralleled by a
global fall in offline consumption, as measured by TV viewership and data operator
subscriptions. However, despite the significant growth and potential in digital media
consumption and the entry of global and local OTT applications such as Netflix, Amazon
Prime, Hotstar, and others, India's TV viewership rate has not only maintained a steady
growth rate of 12 percent over the past two years, but has also revamped itself. Family
viewing patterns, rural consumers, a predilection for local and regional content, and other
factors have been recognised as important factors in TV's exceptional growth. Nonetheless,
in a varied and young country like India, which is the world's second largest online market
(behind China), simultaneous digital consumption is on the increase and will only continue to
grow in the future. This expansion is fuelled by recent improvements in the accessibility and
affordability of high-speed, high-quality digital infrastructure in the country, which has shifted
media consumption from traditional platforms (TV, radio, and print) to new media or online
platforms (YouTube, Facebook, etc.). According to review data cited in a continuing digital
recording by Euro surveillance International titled "Twenty to thirty-year-olds and Generation
Z in the Age of Coronavirus," Age Z is an important buyer segment, accounting for a
combined 46 percent of the global population in 2019. The global COVID-19 pandemic will
hit these young buyers at a vital juncture in their life, when they are approaching major
milestones. The study will give insights on the factors influencing the consumption and
expenditure by Gen Z on OTT Platforms.