Management Research Method

Topic: A study on factors leading to the adoption of

OTT services

:
Submitted to Dr.P. Madhan Kumar
Team members: K Aathira
Kanamarlapudi Akhil
Mona Nisha Ekka
Jaswanth G M
Kishore J
 INTRODUCTION
OTT platforms stand for Over the Top platforms. With the diverse taste and
preferences of people, OTT platforms have become popular these days. Those
days are gone when people would rely on the television to broadcast their
favorite shows. People nowadays subscribe to OTT platforms. Users select the
genre they like and start watching the content of their choice. The covid-19
pandemic and lockdown have forced people to stay at home. With colleges,
offices, and theatres shut down; people rely completely on OTT platforms for
entertainment
The news media and general entertainment sector in the country has evolved
dynamically over the past 10 years and more after the internet boom OTT
content market in India is pegged to reach $5 billion in size by 2023. There are
multiple factors that have fuelled this rapid growth and the unfortunate health
pandemic COVID-19 has proved beneficial for OTT players in the past six
months. Some additional factors which have contributed to this growth include
rising household income, growing exposure to international trends, increased
incidence of travel for leisure and business, and internet adoption in tier II and
III markets, This research paper aims to understand the current trends of the
OTT space in India and evaluate its possible impact on various consumer
segments.
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 kind of different channel where
video content is delivered to end users. In order to subscribe and watch videos
on demand on OTT platforms users are required to pay a certain amount for
their subscription on a monthly basis. Many OTT platforms provide consumers
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, Voot, Zee Cinema,
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. Disney + Hotstar has become
a one-stop destination where consumers can watch all their favorite shows of
popular Disney characters such as Mickey Mouse, Donald Duck, goofy, etc.
Apart from this many OTT platforms have segmented their business models like
VOOT Kids and VOOT Select and also they have introduced some special
schemes like Hotstar VIP and Hotstar premium. 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
Smartphone will have the latest 5G technology with unlimited data and a
powerful processor. Therefore consumers will eventually enjoy watching video
on demand on OTT platforms due to better networks, speedy download of
content, minimum latency, better video quality, etc. So it can be said without
any doubt that OTT platforms clearly represent the future of media and
everyone should become part of this.
Objective
1) To study the key trends around OTT adoption trigged by COVID-19 in
India
2) To study and evaluate comparative audience preferences and trends
around OTT v/s TV viewing
3) The prime objective to conduct this research is to understand various
factors which encourage to watch videos on demand on various OTT
platforms such as Netflix, Hotstar, Amazon Prime, Voot, etc.
4) To assimilate and study the consumer opinion regarding ‘likes and
dislikes of OTT as a platform’
5) The research will also talk about what various benefits which
millenniums enjoy watching movies, series, biography etc across various
OTT channels
6) To understand the psychology of millennials to binge-watch content
available on OTT platforms.

LITERATURE MATRIX

Title Author Factors

A study on the  Tripti kumari (department of Affordable internet
growth of over-the- business studies, Chandigarh connection,
top (ott) video university, Mohali, India) Cost
services in India Ease of use
Convenience
User customization
Understanding adoption
factors of over-the-top
video services among
millennial consumers
 Dr. Sabyasachi Dasgupta Video content
(assistant professor & executive Platforms are convenience
director (CFBAR), o.p. jindal global Mobility
university, India tulip grand, b1-106, Content
opp. O.p. jindal global university, Subscription strategies
Sonipat, Delhi-NCR, haryana131001,
India)

 Dr. Priya Grover

(academician & freelance writer, head-
research & development, brand mavs
(formerly known as brand mavericks llp) p-
54, forest county, opp. Eon it Park, kharadi,
Pune)
Adoption and  Rabinarayan patnaik User behavior
challenges underlying (faculty of management sciences siksha 'o' Technological flexibility
ott platform in India Anusandhan (soa) University) Customer-centric content
during a pandemic: a
critical study of socio-  Soumendra Patra
economic and (institute of management and information
technological issues science)

The impact of e-wom  Shanu Gupta Video content

on users’ attitudes Subscription intention
toward over-the-top Word-of-mouth and electronic
(ott) streaming video word-of-mouth information
content and its influencing
subscription intention. – Users' attitudes towards content
young Indian Subscription intention
perspective User's interaction with the
content of OTT platforms
A study on factors  Sant Singh Content availability
leading to the adoption Innovation in content
of ott services among Audio and video quality
millennial consumers in Number of ads insertion
India Pricing and overall experience.
Role of covid as a  Garima Sharma Rising household income
catalyst in increasing (nijhawan PhD scholar, manav rachna Growing exposure to
adoption of OTT in institute of international research and international trends Increased
India: a study of guestlist. Professor at delhi school of incidence of travel for leisure
evolving consumer journalism, Delhi university) and business
consumption patterns Internet adoption in tier II and
and future business  Prof. (dr.) Surbhi III markets Acceptance of
scope (dahiya professor and course director, content
department of English journalism Indian Acceptance of new technology
institute of mass communication, new delhi) by customers and correlate it
with the price-sensitive Indian
market
METHODOLOGY

A strategic planning method called importance-performance analysis (IPA) tries

to express consumer views of the "importance" and "performance" of some
important traits in a clear and easily interpretable manner.
We should give an agreed-upon list of the critical features that will be evaluated
in order to create this matrix. In most cases, literature research and interviews
were used to compile this list.
Respondents are given questionnaires that have been created using this list.
Finally, the qualities' relative relevance and performance are shown. Figure 1
depicts the I-P framework.

Figure 1

In the first quadrant, characteristics are highly valued and perform well. It
implies that the company needs to continue its excellent work.
Quadrant 2: Although the organization perceives the attributes in this area to be
highly significant, their performance levels are only moderate. It implies that
the company has to focus on this.
Quadrant 3: In this quadrant, qualities are of low relevance and performance. It
suggests that this area should receive a restricted amount of funding.
Quadrant 4: This region includes qualities that are both low in relevance and
high in performance. Although respondents are happy with the performance
 PER

managers should think twice before exerting excessive effort on this cell's
characteristics (Zhang & Chow, 2004).

ANALYSIS AND INTERPRETATION

VARIABLES IMPORTANCE PERFORMANCE

1. How satisfied are you with the variety of content
available on OTT platforms? 1.787878 1.940298
2. How would you rate the audio and video quality
of OTT platforms? 1.850746 1.8059701
3.How would you rate the overall experience of
watching content on OTT platforms? 1.895522 1.507462
4. Do you feel that watching movies and series are
budget friendly on OTT platforms? 1.9253731 2.02985
5. How satisfied are you with the overall quality of
the content on OTT platforms? (like writings,
originality, etc) 1.970149 2.3134328
6. How do you feel ad-free experience in the OTT
platform? 2.194029 2.014477
8. how is the Apparent Enjoyment after OTT
adoption?
1.850746 1.985074
9. How is the Apparent Usefulness after adopting
the OTT Platform?
2.0597014 2.059701
10. How important is customization to you when
choosing an OTT platform? 2.059701 2.61194
11. How do you rate the User Interface from your
experience? 2.208955 1.970149
12. Does social media have an influence on your
decision to watch content on OTT platforms? 2.41791 1.9701492
13. Does implementing personalization help in
OTT platforms? 1.895522 1.98507
14. How important is it to you to be able to watch
content offline?
2.04477 1.925373
15. How would you rate the overall brand image of
OTT platforms? 1.985074 2.074626
16. How would you rate the customer care services
of OTT platforms? 2.02985 2.1044776
17. How do you measure OTT Platforms over
Television? 1.940298 2.268656
18. Do you think the bundled offerings of OTT
platforms are a good value? 2.256731 2.0298507
19. Did advertisements help you in opting for OTT
Platforms? 1.895522 2.134324
20. How satisfied are you with the geographic
availability and regional language of OTT
platforms? 2.238805 2.0447761
21. Do you experience technical glitches very
often? 2.194029 1.955223
22. How well do you feel "Marketing and
promotion" influence choosing content? 2.1194029 2.328582
23. How do you measure the Flexibility of your
Viewing on multiple devices? 2.522388 2.044776
24. Do you feel local content creator partnerships
are creating a positive impact on society? 2.0149253 2.02985
25. Does the free trial helps to increase the
customer base for the OTT platform? 2.597014 2.02985

IPA Matrix
3

2.5

2
IMPORTANCE

1.5

0.5

0
0 0.5 1 1.5 2 2.5 3
PERFORMANCE
Indications:
 Quadrant 1: High Importance; Low Satisfaction
 Quadrant 2: High Importance; High Satisfaction
 Quadrant 3: Low Importance; Low Satisfaction
 Quadrant 4: Low Importance; High Satisfaction

Quadrant 2 :
If we observe quadrant 2, all the factors are falling under quadrant 2. It is highly
important and high performance. All the factors such as a variety of content,
audio and video quality, overall experience, budget, etc. Falls under this
quadrant. The ott platform has a good impression. It is high-performing and
people also find it easy to adopt the ott app.
All the factors are high performing. So, the ott Companies are doing good. If
they keep up their work as they are doing. The adoption to ott platform will
increase gradually. And in the ott segment, new competitors are very hard to
survive. There are ott apps like Aha which was a flop in ott services because of
big players in the ott segment. If the ott platform companies focus more on
research and development. And if they develop new features and it will attract
more consumers. The companies should start to work on R&D.

CONCLUSION

By and large, India is witnessing growth in consumption of OTT services. OTT

video services that were once considered a luxury have turned into a
commodity. The number of paid subscribers is increasing with Netflix, Amazon
Prime, and Hotstar emerging as the most popular OTT platform. The majority of
respondents agreed to the fact that the emergence of OTT services has impacted
their television and movie-watching habits. Maximum users use it daily as a
means of entertainment during nighttime. Customers are generally satisfied with
the various offerings of OTT services. Cost, customization, quality of service,
ease of use, convenience, customer care service, and content were the
parameters taken to study the satisfaction of customers while using OTT
services. Among content web series have attracted the majority of customers
due to their originality. The adoption of any new technology demands
improvement over previous technology. There was no change in the content of
television from the past two decades and because of this freshness in content
appealed to the maximum number of customers to adopt OTT services.
The implications are significant for marketers in this paper. Marketers need to
communicate to the consumers that OTT platforms are a part of their
convenience need which has become part and parcel of everyday life. On top of
that, consumers are free to watch any content anytime and anywhere. However,
special care has to be taken not only to stream content but to create and innovate
content. In today’s world, content procurement is easily available and hence
newer content needs a lot more creativity and engagement visuals. Finally, the
subscription cost is another hindrance to the free flow of this platform and most
people prefer free videos to paid videos. The marketer needs to communicate
that their brand provides maximum convenience, is portable and movable
anywhere, extremely contemporary, interactive, and useful in terms of content,
and finally, the consumer is paying. This awareness will lead to higher levels of
equity in the OTT platform with the consumer. However, as a fallout of more
adoption of OTT platforms, television may lose a bit of customer base as OTT
platforms are more related to the lifestyle of the millennial. Television may
redefine another target audience as a niche leaving millennial consumers to the
instant on-the-go medium like OTT. In conclusion, there is a huge need to
streamline the entire process of the OTT market in India. Content makers and
technology providers need to specifically focus on creating a platform that can
cut through the clutter and make all of the available videos in an integrated
fashion. On the other hand, users and subscribers also need to understand that it
may not always be possible for the OTT platforms to end up providing an
integrated video content platform for free and that it is for providing a better
viewing experience than the OTT platforms function the way they do in its
current fashion.