Survey on Preference for Ott Platforms

Submitted for the partial fulfilment of the award of the degree of

BACHELOR OF MANAGEMENT STUDIES
2021-24

RAM LAL ANAND COLLEGE

UNIVERSITY OF DELHI

Submitted by:
Dhruv Vats 6593
Supervised by: Hritvik Verma 6543
Dr Kirti Punia Pratyush Modi 6596
Ms Riyanka Jain Shubham Singh 6549
Subham Kumar 6597
ACKNOWLEDGEMENT
This research report has been made possible through the direct and indirect support of various
people to whom we express our appreciation and gratitude. First and foremost, we place on
record, my sincere thank you to our project mentor, Dr Kirti Punia for her continuous
encouragement. Without her assistance and dedicated involvement in every step of the
process, this paper would have never seen the light of day. He raised many crucial points in
our discussions, and we hope that we have managed to address several of them here. I would
like to thank you very much for your unceasing encouragement, attention and understanding.
INTRODUCTION
In today’s era, OTT (over-the-top video) has become a big buzzword when we talk about
digital media and the availability of the latest video content among consumers, especially the
Generation Y category. Since 2013 OTT platforms have witnessed significant growth and it
is estimated that this video streaming content shall exceed $332 billion by 2025. Due to 5G
technology and advancement in the IT sector, the future of OTT platforms will be bright
because upcoming generations will have a greater capacity to cope with highly advanced
systems like delivering users the experience of virtual reality in high-definition video quality.
Hence the users will enjoy better services in this industry. Moreover, the availability of
content, easy access to a variety of shows, user-friendly nature and continuity in shows
compels the users to subscribe to OTT video streaming. It has grown to be a convenient and
easy option for people. It casts quality content with a variety of options and without any
advertisement. The biggest audience for OTT businesses will be the millennial consumers
who are grown up as digital natives and do not have the patience to wait for movies, TV
shows etc to air on television.
OTT stands for over-the-top because the OTT devices go over the cable box unlike traditional
TV to give access to video content to end-users. In OTT platforms content is delivered via an
internet connection instead of through a traditional cable or broadcast/provider. Many people
often get confused between video and the content shown on OTT platforms. OTT is a
different channel where video content is delivered to end users. To subscribe and watch
videos on demand on OTT platforms users are required to pay a certain amount for its
subscription every month. Many OTT platforms provide consumers with a 30-day free trial,
for example, Netflix. OTT has become one of the biggest opportunists in video content
delivery and the entertainment industry. The major players in this segment are Netflix,
Amazon Prime, Hotstar etc. Due to the increasing demand for subscriptions to OTT
platforms, big media companies like Disney, Marvel, and Pixar, are joining the streaming
marketplace to deliver their content to consumers. This increasing trend to watch video on
demand on OTT platforms has provided users cinematic experience in their lives. The growth
of OTT services has also generated revenue for other businesses, especially the
manufacturing of smartphones. The upcoming smartphones will have the latest 5G
technology with unlimited data and powerful processors. Therefore, consumers will enjoy
watching video on demand on OTT platforms due to better networks, speedy download of
content, minimum latency, better video quality, etc. This small survey is conducted to
understand the factors that influence a user’s choice to prefer a particular OTT platform. With
this, an analysis of cost factors is also conducted to know if price plays any significant role in
choosing an OTT platform for users apart from other abstract factors.
OBJECTIVES
1) To study the various features that influence the users’ choice to select a particular
OTT platform.
2) To Analyse the factor of cost element on user subscription for OTT.

DATA COLLECTION
● The research methodology adopted in this research will be a survey conducted
through a questionnaire.
● The questionnaire will examine various factors leading to the adoption of OTT
services among millennial consumers in India.
● In this research the data will be collected from 100 responses. These responses will
come under the category of millennials.
● The primary reason for choosing this kind of methodology is to achieve high
representativeness and convenient data gathering.
● The questionnaire is designed in a simple language which includes a majority of
scale-based questions and other short answer questions.
● Total number of questions in the questionnaire is 13. The questionnaire is prepared
with the help of an online tool known as Google Forms.
● The data collected is primary data.

DATA ANALYSIS AND INTERPRETATION

Finding 1: Most popular OTT platform is Netflix. 38% of the respondents preferred Netflix
over other OTT platforms. Hotstar is preferred by 29% of the respondents while Prime Video
is preferred by 33%.

OTT Preference

29%
38%

33%

Netflix Hotstar Prime Video

 Finding 2: From the data collected from 101 respondents, 42.6% of the people disagreed
with the fact that they chose their preferred OTT because their friends have the same OTT
subscription. Only 12.5% of the respondents strongly agreed with this fact while all others
remained neutral.

Friend's Influence

24%
34%

42%

YES NO CAN'T SAY

Analysis: Social Factor

It is clear from the above finding that peer pressure does not influence people to select their
preferred OTT platform. The majority of people will not take a particular OTT subscription
just because their friends have taken the same.

Finding 3: It is observed that a majority of respondents, that is, 52.4% have agreed to the fact
that Price plays a significant role in choosing their preferred OTT platform while only 15.8%
have disagreed with the fact.

52.40%

31.70%

15.80%

Insignificant Neutral Significant

Finding 4: A majority of 50.5% of respondents have agreed that the lower subscription rate
of their OTT compels them to choose the OTT.

25.70%
24.80%

17.80%
16.80%
14.90%

Strongly Disagree Disagree Indifferent Agree Strongly agree

Finding 5: A majority of people (31.7%) have remained neutral to the fact that their platform
is cheaper than other available OTTs while an equal number of respondents have both agreed
and disagreed with this fact.

31.70%

20.80%
19.80%

14.90%
12.90%

Strongly Disagree Disagree Neutral Agree Strongly agree

Analysis: Cost Factor
From findings 3,4 and 5, the majority of people prefer a particular OTT because of the low
price. The lower price of these OTT platforms compels a large number of people to take an
OTT subscription. Therefore, we conclude that the lower price or cost is a strong factor
influencing people’s decision to take an OTT subscription.

Finding 6: From the survey, we can observe that 44.6% of people have strongly agreed and
28.7% have agreed to the fact that they choose their OTT platform because of the rich content
that it provides.

44.60%

28.70%

11.90%
7.90% 6.90%

Strongly Disagree Disagree Indifferent Agree Strongly agree

Finding 7: It is also observed that 31.7% of people have strongly agreed while 23.8% of
people have just agreed that they prefer their OTT because of the great user interface it
provides.

31.70%

26.70%
23.80%

8.90%
6.90%

Strongly Disagree Disagree Indifferent Agree Strongly agree

 Finding 8: It is noticed that 54.5% of the respondents have agreed to the fact that they will
take a new OTT subscription when a new movie or web series is released in the market.

32.70%

22.80% 21.80%

11.90% 10.90%

Strongly Disagree Disagree Indifferent Agree Strongly agree

Analysis: EASE OF ACCESS

From findings 6, 7 and 8, ease of access to use the OTT platform is a major factor for people to
choose their preferred OTT platform. It is also clear that the diversity of content is a major
factor influencing people to choose their preferred OTT platform.

CONCLUSION
This short survey concludes that Netflix is users’ most popular and preferred OTT. The
various factors that influence users to prefer this OTT are the lower monthly cost of
subscription and the ease of access that it provides. However, there is no influence of friends
(peer pressure) on the user for selecting an OTT platform.
APPENDIX
Questionnaire

1. Email ID

2. Age:
 Below 18
 18 – 24
 25 – 29
 30 – 39
 40 – 49
 50 and above

3. Gender:
 Male
 Female
 Prefer not to say

4. Occupation:
 Student
 Working
 Other: ________

5. Which OTT Platforms do you use?

 Netflix
 Prime Video
 Hotstar
 Other: ________

6. How much is your monthly subscription cost?

 0 – 199
 200 – 499
 500 – 999

7. Price is a significant factor for me while choosing an OTT platform. (Likert Scale)
 1 – Strongly Disagree
 5 – Strongly Agree

8. I feel that a lower subscription rate compels me to choose that OTT platform. (Likert
Scale)
 1 – Strongly Disagree
 5 – Strongly Agree
9. I prefer that OTT because my friends are subscribed to it. (Likert Scale)
 1 – Strongly Disagree
 5 – Strongly Agree

10. I prefer that OTT because of the rich content it provides. (Likert Scale)
 1 – Strongly Disagree
 5 – Strongly Agree

11. A new, popular release (movie or web series) on a platform will motivate me to
purchase its subscription. (Likert Scale)
 1 – Strongly Disagree
 5 – Strongly Agree

12. I feel that my platform is cheaper than the other available OTTs. (Likert Scale)
 1 – Strongly Disagree
 5 – Strongly Agree

13. I prefer this OTT because of its great user interface. (Likert Scale)
 1 – Strongly Disagree
 5 – Strongly Agree