Final Project Report

On
Youth Behavior Towards OTT Platforms

Submitted in the partial fulfillment of requirements for the award of

Post Graduation Diploma in Management
(2021-2023)

Submitted

to: Submitted by:

Dr. Seema Girdhar Bakhsheesh Singh
(Associate Professor) Roll No.: 8021

GURU NANAK INSTITUTE OF MANAGEMENT

Affiliated to Guru Gobind Singh Indraprastha University,
Delhi
Punjabi Bagh, New Delhi – 110026
(APPROVED BY AICTE-MINISTRY OF HRD, GOVT. OF INDIA)

PREFACE
The advent of Over-the-Top (OTT) platforms has revolutionized the way we consume
media and entertainment. With the rise of streaming services like Netflix, Amazon
Prime Video, Hulu, and others, youth behavior towards OTT platforms has undergone
a significant transformation. This preface seeks to provide an overview of the
changing patterns and preferences observed among young individuals in their
interaction with OTT platforms.

The youth, often referred to as digital natives, have grown up in an era of rapid
technological advancements and ubiquitous internet access. They have become
increasingly accustomed to on-demand content, personalized recommendations, and
the freedom to choose what, when, and where to watch. As a result, their behavior
towards traditional television and cinema has shifted, with OTT platforms emerging
as their preferred choice for entertainment.

One prominent characteristic of youth behavior towards OTT platforms is the

concept of binge-watching. Enabled by the availability of entire seasons or series at
once, young viewers engage in marathon sessions of watching multiple episodes or
even entire seasons in one sitting. This behavior is fueled by the desire to immerse
themselves in compelling narratives and the ability to consume content at their own
pace, without being restricted by scheduled programming.

Furthermore, the youth's behavior towards OTT platforms is shaped by their desire
for content diversity and niche offerings. These platforms cater to a wide range of
interests, including but not limited to, movies, TV shows, documentaries, and stand-
up comedy. The abundance of content from various genres and languages allows
young viewers to explore and discover content that aligns with their preferences and
passions, fostering a sense of individuality and inclusivity.

Another aspect that influences youth behavior is the social and interactive elements
integrated into many OTT platforms. Features like user reviews, ratings, comments,
and the ability to share recommendations with friends and social networks contribute
to a sense of community and engagement. Youth often participate in discussions and
debates surrounding their favorite shows, forming online communities that enhance
their viewing experience and deepen their connection with the content.

Accessibility and affordability also play a significant role in youth behavior towards
OTT platforms. With the proliferation of smartphones, tablets, and smart TVs,
coupled with the availability of affordable data plans, accessing OTT platforms has
become easier and more affordable than ever before. This accessibility empowers
young individuals to watch content on the go, at their convenience, and across
various devices, further cementing their preference for OTT platforms.

However, it is important to note that youth behavior towards OTT platforms is not
without its challenges. Excessive screen time, the potential for addiction, and the
blurring of lines between virtual and real-life interactions are concerns that need to
be addressed. Additionally, issues related to privacy, data security, and content
regulation require ongoing attention to ensure the well-being and protection of
young viewers.

In conclusion, the youth's behavior towards OTT platforms reflects a fundamental

shift in the way they consume media and entertainment. Their preference for binge-
watching, diverse content options, social engagement, and convenience underscores
the impact of OTT platforms on shaping their entertainment choices. Understanding
these behaviors is crucial for content creators, providers, and policymakers to adapt
and cater to the evolving needs and preferences of the younger generation in the
dynamic landscape of digital entertainment.

ACKNOWLEDGEMENT
I deem it a great privilege to thank all those who helped me to complete this project
work. I express my sincere thanks to the Faculty and Management of the Guru Nanak
Institute of Management and the Head of the department for giving me this
opportunity to undertake the project work.

I am deeply obliged to my project guide, without whose guidance and

encouragement at all levels, the study wouldn’t have been completed

I express my profound thanks to Dr. Seema Girdhar, Associate Professor for

giving me valuable advice, guidance and sparing valuable time in clarifying
various points raised by me.

Dr. Seema Girdhar Bakhsheesh Singh

(Associate Professor) Enrolment No 8021
 DECLARATION
I, Baksheesh Singh, hereby declare that the project report entitled “ Youth Behavior
Towards OTT Platforms” is an original and bonafide work done by me during the
academic year 2021-23. This is being submitted in partial fulfillment of the
requirements for the award of Post Graduate Diploma in Management. The matter
embodied in this report has not been submitted for the award of any other degree or
diploma.

Bakhsheesh Singh
Enrollment No.: 8021

EXECUTIVE SUMMARY
 Introduction: This executive summary aims to provide an overview of youth behavior
towards over-the-top (OTT) platforms. OTT platforms have gained immense
popularity among the youth, offering a wide range of digital content, including
movies, TV shows, and original programming, delivered directly to users via the
internet. Understanding youth behavior towards OTT platforms is crucial for
businesses, marketers, and content creators to effectively engage and cater to this
demographic.

1. Growing Usage and Adoption: The youth demographic represents a significant

portion of the user base on OTT platforms. Their usage and adoption of these
platforms have seen a remarkable increase over the past few years. The convenience
of accessing diverse content anytime and anywhere, combined with affordable
subscription plans, has contributed to the widespread popularity among young
users.
2. Shift from Traditional TV Viewing: Traditional TV viewing habits are undergoing a
significant transformation among youth, with many opting for OTT platforms as their
primary source of entertainment. The ability to stream content on-demand,
personalized recommendations, and ad-free viewing experiences have attracted
youth away from traditional television, resulting in a decline in cable and satellite
subscriptions.
3. Mobile-First Approach: Youth engagement with OTT platforms is predominantly
through mobile devices. Smartphones and tablets provide convenient access to
streaming services, enabling youth to consume content while on the go. This mobile-
first approach has influenced content creators and platforms to optimize their
offerings for smaller screens and develop user-friendly mobile applications.
4. Preference for Original and Exclusive Content: Original and exclusive content has
become a driving force behind youth engagement with OTT platforms. The youth
demographic seeks fresh, innovative, and culturally relevant content that resonates
with their interests and values. The success of platforms like Netflix, Amazon Prime
Video, and Disney+ can be attributed, in part, to their investment in high-quality
original programming that appeals to youth sensibilities.
5. Social Media Influence: The impact of social media on youth behavior towards OTT
platforms cannot be overstated. Social media platforms serve as avenues for
discussion, recommendations, and word-of-mouth promotion of shows and movies
available on OTT platforms. Peer influence, online communities, and viral trends
heavily influence the content choices and preferences of youth.
6. Engagement and Interaction: Youth behavior towards OTT platforms is characterized
by active engagement and interaction. Interactive features, such as user reviews,
ratings, and personalized recommendations, allow youth to actively participate and
contribute to the platform's ecosystem.

Conclusion: Youth behavior towards OTT platforms showcases a shift in

entertainment consumption patterns, with a preference for personalized, on-demand
content accessible through mobile devices. Businesses and content creators should
recognize the influence of social media, invest in original and exclusive
programming, and prioritize seamless user engagement to effectively cater to the
evolving needs and preferences of the youth demographic.

TABLE OF CONTENT
S. No TOPIC Page No.
1. Title Page
Preface
Acknowledgement
Declaration
Executive Summary
2. Chapter 1.0 Introduction
 Overview of the industry as a whole
 Profile of the organization
 Problems of the organization
 Competition information
 SWOT analysis

3. Chapter 2.0 Objective & Methodology

 Significance
 Managerial usefulness of the study
 Objectives
 Scope of the study
 Methodology
4. Chapter 3.0 Conceptual Discussion
 Theoretical backdrop
 Literature review

5. Chapter 4.0 Data analysis

 Data Analysis and Interpretation

6. Chapter 5.0 Findings and Recommendation

 Annexures
 Bibliography

Chapter 1.0 INTRODUCTION

 OVERVIEW OF INDUSTRY AS A WHOLE

OTT (Over-the-Top) platforms refer to digital streaming services that

deliver media content directly to users over the internet, bypassing
traditional cable, satellite, or broadcast channels. These platforms have
gained immense popularity in recent years, revolutionizing the way
people consume entertainment. Here's an overview of OTT platforms:

1. Video-on-Demand (VOD) Platforms: VOD platforms offer a vast library of

movies, TV shows, documentaries, and original series that users can
stream on-demand. Some popular VOD platforms include:
a. Netflix: A leading global streaming service known for its extensive
collection of movies, TV shows, and original content.
b. Amazon Prime Video: Part of Amazon Prime membership, this
platform provides a wide range of movies, TV shows, and original
programming.
c. Hulu: Offers a combination of on-demand content and live TV
streaming, including a variety of TV shows from different networks.
d. Disney+: Focuses on family-friendly content from Disney, Pixar,
Marvel, Star Wars, and National Geographic.
e. HBO Max: Features content from HBO, Warner Bros., and other
networks, including movies, TV shows, and exclusive originals.
2. Live Streaming Platforms: These platforms enable users to stream live
events, broadcasts, gaming sessions, and more in real-time. They often
provide interactive features such as live chat and comments. Popular live
streaming platforms include:
a. YouTube Live: Allows users to broadcast live videos, interact with
viewers, and watch live streams from various content creators.
b. Twitch: Primarily focused on gaming, Twitch offers live streaming of
gameplay, esports events, and creative content.
c. Facebook Live: Allows users to live stream videos on their Facebook
profiles, pages, or groups, engaging with their friends or followers.

3. Music Streaming Platforms: These platforms offer on-demand access to

a vast library of songs, albums, playlists, and podcasts. Popular music
streaming platforms include:
 a. Spotify: A leading music streaming service known for its extensive
music library, personalized playlists, and podcast offerings.
b. Apple Music: Provides a vast collection of songs, curated playlists, and
access to exclusive releases, compatible with Apple devices.
c. Amazon Music: Offers a wide selection of music, including
personalized playlists and integration with Amazon Alexa devices.
4. Podcast Platforms: Podcasting platforms specialize in hosting and
distributing audio content, including interviews, storytelling, educational
content, and more. Some popular podcast platforms include:
a. Spotify: In addition to music, Spotify also offers a vast collection of
podcasts, including exclusive shows and original content.
b. Apple Podcasts: Integrated into Apple's ecosystem, it provides access
to a wide range of podcasts across various genres.
c. Google Podcasts: Available on Android devices, it allows users to
discover and listen to podcasts from different creators.

OTT platforms have gained significant traction due to their convenience,

personalized content recommendations, and diverse range of offerings.
They have transformed the way people consume media, providing
flexibility and choice in selecting and accessing entertainment content.

Youth behavior towards OTT (Over-the-Top) platforms, which deliver

digital media content directly over the internet, reflects a significant shift
in entertainment consumption patterns. Here's an overview of youth
behavior towards OTT platforms:

1. Preference for Digital Streaming: The youth demographic, typically

comprising individuals in their teens and twenties, shows a strong
preference for digital streaming over traditional media channels. They
are more likely to consume content through OTT platforms rather than
traditional TV or radio broadcasts.
2. On-Demand Viewing: OTT platforms provide the convenience of on-
demand viewing, allowing users to watch their preferred shows, movies,
or videos at any time and on multiple devices. Youth appreciate the
flexibility to choose what they want to watch and when they want to
watch it, aligning with their desire for personalized experiences.
3. Cord-Cutting Trend: Youth are at the forefront of the cord-cutting
movement, abandoning traditional cable or satellite TV subscriptions in
favor of OTT platforms. They seek alternatives that provide more control,
cost-effectiveness, and a wider variety of content options.
4. Embracing Original Content: OTT platforms have invested heavily in
producing original content, including TV series, movies, and
documentaries. The youth demographic shows a keen interest in these
exclusive productions, appreciating the creative storytelling, fresh
perspectives, and diverse narratives offered by these platforms.
5. Multi-Device Access: Youth are highly tech-savvy and often own multiple
devices such as smartphones, tablets, laptops, and smart TVs. OTT
platforms cater to this behavior by providing cross-platform
compatibility, allowing seamless access to content across different
devices. This flexibility aligns with the youth's preference for consuming
content on the go.
6. Social Interaction and Engagement: Many OTT platforms incorporate
social features that enable users to share their viewing experiences,
discuss shows or movies, and connect with fellow viewers. Youth engage
in online discussions, participate in fandoms, and share
recommendations on social media, creating a sense of community and
shared experiences around the content they consume.
7. Content Discovery and Recommendation Algorithms: OTT platforms
employ sophisticated recommendation algorithms that analyze user
preferences and viewing habits to suggest relevant content. Youth
appreciate the personalized recommendations, which help them discover
new shows, movies, or music that align with their interests.
8. Cost and Affordability: Youth, often on limited budgets, appreciate the
cost-effectiveness of OTT platforms. Compared to traditional cable or
satellite TV subscriptions, these platforms offer more affordable options,
including lower-priced subscription plans or free ad-supported content.
9. Niche and Independent Content: OTT platforms have opened up
opportunities for niche and independent content creators to showcase
their work. Youth are drawn to the diversity of content available on these
platforms, including genres, languages, and cultural perspectives that
may not receive mainstream attention.
In summary, youth behavior towards OTT platforms reflects a preference
for personalized, on-demand, and multi-device viewing experiences.
They appreciate the flexibility, affordability, diverse content options, and
the social aspects that come with these platforms. OTT platforms have
become an integral part of their entertainment consumption habits,
shaping the future of media consumption.

PROFILE OF THE OTT PLATFORMS

 OTT (Over-the-Top) platforms are digital streaming services that deliver
media content directly to users over the internet, bypassing traditional
distribution channels like cable or satellite TV providers. Here's a profile
of OTT platforms:

1. Types of OTT Platforms: a. Video-on-Demand (VOD) Platforms: These

platforms offer a vast library of movies, TV shows, documentaries, and
original series that users can stream on-demand. Examples include
Netflix, Amazon Prime Video, Hulu, Disney+, and HBO Max.
b. Live Streaming Platforms: These platforms enable users to stream live
events, gaming sessions, concerts, and more in real-time. Popular live
streaming platforms include YouTube Live, Twitch, and Facebook Live.
c. Music Streaming Platforms: These platforms provide access to a vast
collection of songs, albums, playlists, and podcasts for on-demand music
streaming. Well-known music streaming platforms include Spotify, Apple
Music, and Amazon Music.
d. Podcast Platforms: Podcasting platforms specialize in hosting and
distributing audio content, including interviews, storytelling, educational
content, and more. Examples include Spotify, Apple Podcasts, and
Google Podcasts.
2. Content Libraries: OTT platforms offer extensive content libraries,
ranging from popular movies and TV shows to original productions and
exclusive content. They provide a wide range of genres and cater to
diverse audience preferences, including mainstream and niche content.
3. Original Content: Many OTT platforms invest heavily in producing
original content to attract and retain subscribers. These platforms create
exclusive TV shows, movies, documentaries, and series, often featuring
renowned actors, directors, and producers. Original content has become
a significant draw for subscribers, with platforms like Netflix, Amazon
Prime Video, and Disney+ gaining recognition for their compelling
productions.
4. Personalization and Recommendation: OTT platforms utilize algorithms
and user data to personalize content recommendations. They analyze
user preferences, viewing habits, and interactions to suggest relevant
content, enhancing the user experience and discovery of new shows or
movies.
5. Cross-Platform Compatibility: OTT platforms are accessible on various
devices, including smartphones, tablets, computers, smart TVs, and
streaming media players. They often provide synchronized viewing
across devices, allowing users to start watching on one device and
continue on another seamlessly.
6. Subscription Models: OTT platforms generally operate on subscription-
based models, offering different subscription plans with varying features
and pricing. Subscription plans may include ad-free viewing,
simultaneous streaming on multiple devices, and access to premium
content.
7. Ad-Supported Models: Some OTT platforms offer free content supported
by advertising. These platforms monetize their services through targeted
ads that are displayed during content playback, allowing users to access
a limited selection of content without a subscription fee.
8. International Availability: Many OTT platforms have expanded their
services globally, making their content available to users in multiple
countries. This has contributed to the globalization of media
consumption and the accessibility of diverse content from different
regions.
9. Integration with Smart Devices: OTT platforms often integrate with smart
devices and voice assistants, such as Amazon Alexa or Google Assistant.
Users can control content playback, search for specific shows or movies,
and manage their viewing experience using voice commands.
10. Social Features: Some OTT platforms incorporate social features,
allowing users to share their viewing experiences, create watch parties,
and engage in discussions with friends and other viewers. Social
elements enhance the community aspect of content consumption.

OTT platforms have significantly disrupted the traditional media

landscape, offering users greater choice, convenience, and
personalization in their entertainment consumption. They have become a
popular alternative for viewers seeking on-demand access to a wide
range of content.

PROBLEMS OF THE OTT PLATFORMS

1. Content Fragmentation: With the rise of multiple OTT platforms, content
is fragmented across different services. This can lead to subscription
fatigue and increased costs for users who need to subscribe to multiple
platforms to access their desired content. It can also make content
discovery more challenging, as users have to navigate through various
platforms to find what they want to watch.
2. Licensing and Content Availability: Content licensing agreements can be
complex and limited, resulting in certain shows or movies being available
on specific platforms or regions. Users may face restrictions in accessing
desired content due to regional licensing rights or delayed availability,
leading to frustration and a lack of uniformity in content catalogs across
different regions.
3. Quality and Bandwidth Issues: Streaming high-quality video content
requires a stable internet connection and sufficient bandwidth. Users
with slower internet speeds or limited data caps may experience
buffering, low video quality, or interruptions in their streaming
experience. This can be particularly challenging in areas with poor
internet infrastructure.
4. Data Privacy and Security: OTT platforms collect user data to personalize
recommendations and enhance the user experience. However, this can
raise concerns about data privacy and security. Users may worry about
the collection, use, and potential mishandling of their personal
information by these platforms.
5. Subscription Costs: While OTT platforms are often considered more
affordable than traditional cable or satellite TV subscriptions, the
cumulative cost of subscribing to multiple platforms can add up. Users
may find it challenging to manage their subscriptions and might face
financial strain when trying to access all the desired content.
6. Content Censorship and Filtering: Depending on regional regulations
and content guidelines, some OTT platforms may need to censor or filter
certain content, limiting the freedom of expression and creative choices
of content creators. This can lead to conflicts between platforms,
creators, and viewers who desire unrestricted access to diverse content.

7. Piracy and Unauthorized Sharing: OTT platforms face challenges with

piracy and unauthorized sharing of their content. Some users may resort
 to illegal streaming or sharing of account credentials, leading to revenue
loss for both the platforms and content creators.
8. User Interface and User Experience: The user interface and experience of
different OTT platforms can vary significantly. Some platforms may have
complex navigation, confusing layouts, or lack user-friendly features,
making it challenging for users to discover and navigate through the
available content.
9. Ad Overload: While some OTT platforms offer ad-supported content,
excessive and intrusive ads can detract from the viewing experience.
Users may find frequent interruptions and repetitive ads annoying,
impacting their overall satisfaction with the platform.
10. Reliance on Internet Connectivity: OTT platforms heavily rely on a
stable internet connection. Users in areas with limited or unreliable
internet access may face difficulties in accessing and streaming content
smoothly, limiting their enjoyment of OTT services.

It's important to note that not all users encounter these problems, and
some issues may vary depending on the specific platform and user's
location. OTT platforms continuously strive to address these challenges
and improve the overall user experience.

PROBLEMS THAT YOUTH FACE TOWARDS OTT PLATFORMS

1. Excessive Screen Time: The ease of access and vast content libraries on
OTT platforms can lead to excessive screen time among youth. Spending
long hours streaming shows, movies, or playing video games can
negatively impact their physical health, sleep patterns, and overall well-
being.
2. Addiction and Overconsumption: The addictive nature of OTT platforms,
with their continuous autoplay features and personalized
recommendations, can contribute to excessive consumption habits.
Youth may find it challenging to control their streaming habits, leading
to neglect of other responsibilities such as studies, physical activity, or
social interactions.
3. Inappropriate or Mature Content: OTT platforms offer a wide range of
content, including mature or explicit material. Youth may inadvertently
 access or be exposed to content that is not suitable for their age group.
This can pose challenges for parents and guardians in monitoring and
filtering content to ensure age-appropriate viewing.
4. Cybersecurity Risks: Engaging with OTT platforms involves sharing
personal information and creating user profiles. Youth may be
susceptible to online privacy breaches, hacking, or phishing attempts.
Lack of awareness about cybersecurity best practices can make them
vulnerable to identity theft or online threats.
5. Financial Burden: While OTT platforms are generally more affordable
than traditional cable subscriptions, youth may find it challenging to
manage their subscription costs. They may feel pressured to subscribe to
multiple platforms to access desired content, leading to financial strain,
especially if they have limited financial resources or rely on parental
support.
6. Impact on Social Interactions: Excessive use of OTT platforms can hinder
face-to-face social interactions among youth. Spending excessive time
streaming content may reduce opportunities for in-person socializing,
leading to feelings of isolation or disconnection from peers.

It's important for youth and their parents or guardians to be mindful of

these potential issues and adopt healthy habits and moderation in the
use of OTT platforms. Setting screen time limits, promoting a balanced
lifestyle, and encouraging open discussions about responsible digital
consumption can help mitigate these problems.

COMPETITION TOWARDS OTT PLATFORMS

 The OTT (Over-the-Top) platform market is highly competitive, with
various platforms vying for audience attention and subscription revenue.
Here are some key aspects of the competition among OTT platforms:

1. Content Library: OTT platforms compete to secure a robust and diverse

content library. This includes licensing popular TV shows, movies,
documentaries, and sporting events, as well as investing in original
content production. Exclusive content offerings and a wide range of
genres help platforms differentiate themselves and attract subscribers.
2. Original Content: Original content has become a significant battleground
for OTT platforms. Platforms invest heavily in creating high-quality
original shows, movies, and series to attract and retain subscribers.
Acquiring talented actors, directors, and producers, as well as fostering
creative partnerships, helps platforms build a strong content portfolio.
3. Pricing and Subscription Models: OTT platforms compete on pricing and
subscription options to appeal to different segments of the audience.
This includes offering different subscription tiers with varying features,
discounts for long-term commitments, or introducing ad-supported free
tiers. Platforms constantly assess their pricing strategies to balance
affordability and profitability.
4. User Experience and Interface: The user experience and interface play a
crucial role in attracting and retaining subscribers. Platforms compete to
provide intuitive interfaces, seamless navigation, personalized
recommendations, and user-friendly features. Regular updates and
improvements help enhance the overall user experience.
5. Global Expansion: Many OTT platforms strive to expand their services
globally, reaching audiences in multiple countries. This expansion
involves localization efforts, including offering content in different
languages and adapting to regional preferences and cultural nuances.
Platforms compete to secure rights for international distribution and
establish a strong presence in various markets.
6. Technology and Innovation: Platforms compete on technological
advancements to deliver an optimal streaming experience. This includes
investing in adaptive streaming technologies, improving video quality,
optimizing bandwidth usage, and supporting various devices and
platforms. Innovation in areas such as virtual reality (VR), augmented
reality (AR), and interactive experiences can provide a competitive edge.
7. Partnerships and Integration: OTT platforms often seek strategic
partnerships and integrations to expand their reach and enhance their
value proposition. This includes collaborations with device
manufacturers, telecom companies, content creators, and media
networks. Integration with smart TVs, gaming consoles, and other
connected devices helps platforms extend their user base.
8. Marketing and Branding: Competition in the OTT market necessitates
effective marketing and branding efforts. Platforms invest in advertising
campaigns, social media engagement, influencer partnerships, and
public relations to create awareness, generate buzz, and differentiate
themselves from competitors. Building a strong brand identity helps
attract and retain subscribers.
9. Data Analytics and Personalization: OTT platforms leverage data analytics
to understand user preferences, viewing habits, and engagement
patterns. Platforms compete to refine their recommendation algorithms,
personalize the user experience, and deliver tailored content
suggestions. Platforms that effectively utilize data to provide
personalized recommendations gain an advantage.
10. Customer Retention and Churn Management: Retaining existing
subscribers is crucial for OTT platforms. Platforms employ strategies to
manage customer churn by offering loyalty rewards, exclusive content,
promotional offers, and proactive customer support. Maintaining a loyal
subscriber base helps sustain revenue and fend off competition.

Overall, the OTT platform market is characterized by intense competition

driven by content offerings, pricing strategies, user experience,
technological advancements, and global expansion efforts. Platforms
continuously innovate and adapt to stay ahead in this highly dynamic
and competitive landscape.

SWOT ANALYSIS OF OTT PLATFORMS

 SWOT analysis is a framework used to evaluate the strengths,
weaknesses, opportunities, and threats of a business or industry. Here's a
SWOT analysis of OTT (Over-the-Top) platforms:

Strengths:

1. Extensive Content Libraries: OTT platforms offer a vast array of content,

including movies, TV shows, documentaries, and original productions.
Their extensive content libraries attract subscribers and cater to diverse
audience preferences.
2. Original Content Production: Many OTT platforms invest in creating
high-quality original content, attracting renowned actors, directors, and
producers. Original productions help platforms differentiate themselves
and generate subscriber loyalty.
3. Flexibility and Convenience: OTT platforms provide on-demand access to
content, allowing users to watch anytime and anywhere on various
devices. The convenience and flexibility of streaming platforms have
significantly disrupted traditional media consumption patterns.
4. Personalization and Recommendation Algorithms: OTT platforms
leverage data analytics to personalize content recommendations based
on user preferences and viewing history. This enhances the user
experience and helps users discover new content.
5. Global Reach: OTT platforms can expand their services globally, reaching
audiences in multiple countries. This global reach allows platforms to tap
into new markets and cater to diverse cultural preferences.

Weaknesses:

1. Content Fragmentation: The proliferation of multiple OTT platforms has

led to content fragmentation, requiring users to subscribe to multiple
platforms to access desired content. This can result in subscription
fatigue and increased costs for users.
2. Licensing Limitations: Content licensing agreements can restrict the
availability of certain shows or movies on specific platforms or regions.
Users may face limitations in accessing desired content due to regional
licensing rights or delayed availability.
3. Reliance on Internet Connectivity: OTT platforms heavily depend on a
stable internet connection. Users with poor internet infrastructure or
 limited access may experience buffering, low video quality, or
interrupted streaming experiences.
4. Subscription Costs: While individual OTT platforms may be affordable,
subscribing to multiple platforms can increase costs for users. Managing
multiple subscriptions and associated costs can be challenging,
particularly for users with limited financial resources.

Opportunities:

1. Growing Market: The OTT market continues to expand as more

consumers shift towards streaming services. There is an opportunity for
platforms to attract new subscribers and increase market penetration.
2. Global Expansion: OTT platforms have the opportunity to expand their
services globally and tap into new markets. Localizing content and
catering to regional preferences can help platforms gain a competitive
advantage.
3. Technological Advancements: Advancements in technology, such as 5G
networks and improved streaming capabilities, present opportunities for
enhanced video quality, seamless streaming experiences, and the
integration of new features like virtual reality (VR) and augmented reality
(AR).
4. Partnerships and Integration: OTT platforms can explore strategic
partnerships with device manufacturers, telecom companies, and content
creators to expand their reach, improve user experience, and access new
customer segments.

Threats:

1. Intense Competition: The OTT market is highly competitive, with

numerous platforms vying for audience attention. Increased competition
can lead to challenges in acquiring and retaining subscribers.
2. Traditional Media Providers: Traditional media providers, such as cable
and satellite TV companies, are adapting to the changing landscape and
offering their own streaming services. They pose a threat to OTT
platforms by leveraging their existing infrastructure, content
partnerships, and customer base.
3. Piracy and Unauthorized Sharing: OTT platforms face threats from piracy
and unauthorized sharing of their content. Users may resort to illegal
 streaming or sharing of account credentials, leading to revenue loss for
both the platforms and content creators.
4. Regulatory Challenges: OTT platforms face regulatory challenges related
to content censorship, data privacy, and compliance with regional
regulations. Adhering to diverse regulatory frameworks across different
countries can pose operational challenges and legal risks.

It's important to note that the strengths, weaknesses, opportunities, and

threats can vary for different OTT platforms based on their specific strategies,
market positioning, and regional dynamics.

Chapter 2.0 OBJECTIVE & METHODOLOGY

 SIGNIFICANCE OF OTT PLATFORMS

OTT (Over-the-Top) platforms have significant importance and impact in

the media and entertainment industry. Here are some key aspects
highlighting the significance of OTT platforms:

1. Disruption of Traditional Media Distribution: OTT platforms have

disrupted traditional media distribution channels, such as cable and
satellite TV, by offering on-demand access to a wide range of content.
They have challenged the dominance of traditional broadcasters and
provided consumers with more choice, flexibility, and control over their
viewing preferences.
2. Shift in Consumer Viewing Habits: OTT platforms have facilitated a shift
in consumer viewing habits. They have empowered viewers to consume
content at their convenience, enabling binge-watching, personalized
recommendations, and multi-device access. Users are no longer limited
to scheduled programming, allowing them to tailor their entertainment
experience to their preferences.
3. Access to Diverse Content: OTT platforms offer an extensive catalog of
content, including movies, TV shows, documentaries, and original
productions. They provide access to a diverse range of genres,
languages, and regional content that may not have been readily
available through traditional media channels. This has fostered cultural
exchange and expanded content options for viewers globally.
4. Platform for Original Content: OTT platforms have become a platform for
the production and distribution of original content. They invest in high-
quality shows, movies, and series, attracting renowned talent and
enabling innovative storytelling. This has opened up opportunities for
content creators to showcase their work and reach a wider audience.
5. Global Reach and Localization: OTT platforms have the ability to reach
global audiences, transcending geographical boundaries. They can
distribute content to viewers in different countries, catering to diverse
cultural preferences. Localization efforts, including language options and
regional content, enhance the accessibility and relevance of content for
viewers worldwide.
6. Democratization of Content Distribution: OTT platforms have
democratized content distribution by providing a platform for
 independent content creators and smaller production houses. They offer
a level playing field for creators to showcase their work, reach a global
audience, and gain recognition without the need for traditional media
gatekeepers.
7. Data-Driven Personalization: OTT platforms leverage data analytics to
understand user preferences, viewing habits, and engagement patterns.
This data-driven approach enables personalized content
recommendations and enhances the user experience. It allows platforms
to curate content that aligns with individual tastes and preferences,
leading to increased viewer satisfaction.
8. Monetization Opportunities: OTT platforms present monetization
opportunities for content creators, production studios, and even
traditional media companies. They generate revenue through
subscription fees, advertising, and partnerships. This revenue model has
allowed for the creation of diverse content and supported the growth of
the entertainment industry.
9. Innovative Viewing Experiences: OTT platforms have embraced
technological advancements to deliver innovative viewing experiences.
They have adopted features such as 4K and HDR video quality, surround
sound, interactive elements, and virtual reality (VR) experiences. This
enhances viewer immersion and engagement, pushing the boundaries of
traditional media consumption.
10. Cultural and Social Impact: OTT platforms have had a cultural and
social impact by providing platforms for underrepresented voices,
diverse narratives, and niche content. They have given a voice to
marginalized communities and provided a space for storytelling that
resonates with a wider audience. This has contributed to the cultural
enrichment and inclusivity of media content.

The significance of OTT platforms lies in their ability to disrupt traditional

media distribution, provide diverse content options, offer personalized
experiences, and democratize content creation and distribution. They
have transformed the way people consume media and have opened up
new opportunities for content creators and consumers alike.

MANAGERIAL USEFULNESS OF THE OTT PLATFORMS

 OTT (Over-the-Top) platforms provide several managerial benefits for
businesses operating in the media and entertainment industry. Here are
some key managerial usefulness of OTT platforms:

1. Direct-to-Consumer Distribution: OTT platforms enable businesses to

establish a direct relationship with their audience. This direct-to-
consumer distribution model eliminates the need for intermediaries,
such as broadcasters or distributors, allowing companies to have more
control over the content, pricing, and customer experience.
2. Content Monetization: OTT platforms provide businesses with
monetization opportunities through various revenue streams. These
include subscription fees, pay-per-view models, advertising, and
partnerships. OTT platforms allow businesses to generate revenue
directly from their content and reach a global audience, potentially
increasing profitability.
3. Data-driven Insights: OTT platforms provide valuable data and analytics
about user behavior, preferences, and engagement patterns. This data
can be leveraged to gain insights into audience demographics, content
performance, and viewing habits. These insights help businesses make
data-driven decisions, refine their content strategies, and personalize the
user experience.
4. Targeted Advertising: OTT platforms allow businesses to target specific
audiences with personalized and targeted advertisements. With access to
user data and analytics, businesses can deliver relevant ads to the right
audience segments, increasing the effectiveness of their advertising
campaigns and maximizing ad revenue.
5. Content Performance Evaluation: OTT platforms provide metrics and
analytics to measure the performance of content. Businesses can analyze
viewership numbers, engagement metrics, and audience feedback to
evaluate the success of their content. This information helps in content
planning, investment decisions, and understanding audience
preferences.
6. Audience Engagement and Interaction: OTT platforms enable businesses
to engage directly with their audience through interactive features,
comments, ratings, and social media integration. This direct engagement
helps build a community around the content and fosters a sense of
 loyalty among viewers. Businesses can gather feedback, respond to user
comments, and create a more engaging user experience.
7. Content Distribution Control: OTT platforms give businesses control over
the distribution of their content. They can decide which regions to target,
manage release schedules, and adapt content for specific markets. This
control allows businesses to align their distribution strategies with their
overall business objectives and target specific audience segments.
8. Flexibility and Agility: OTT platforms offer flexibility in terms of content
updates, modifications, and catalog management. Businesses can quickly
respond to market trends, audience demands, and competitor actions by
adjusting their content offerings in real-time. This flexibility allows for
agility and the ability to adapt to changing market dynamics.
9. Brand Building and Recognition: OTT platforms provide businesses with
a platform to showcase their content and build brand recognition. By
delivering high-quality content, investing in original productions, and
engaging with the audience, businesses can strengthen their brand
identity and establish themselves as leaders in the industry.
10. Strategic Partnerships and Collaborations: OTT platforms create
opportunities for strategic partnerships and collaborations. Businesses
can collaborate with other content creators, production houses, or
influencers to enhance their content offerings, cross-promote content,
and reach new audiences. Such collaborations can lead to mutual growth
and expanded market reach.

Overall, OTT platforms offer significant managerial benefits by enabling

direct distribution, providing monetization opportunities, offering data-
driven insights, facilitating audience engagement, and allowing
businesses to have greater control over their content and brand. These
advantages help businesses make informed decisions, optimize their
content strategies, and maximize their revenue potential in the dynamic
media and entertainment landscape.

OBJECTIVES OF OTT PLATFORMS

 The objectives of OTT (Over-the-Top) platforms can vary depending on
the specific business model and strategies of the platform. However,
here are some common objectives pursued by OTT platforms:

1. Content Distribution: The primary objective of OTT platforms is to

distribute and deliver content directly to consumers over the internet.
They aim to provide a seamless and convenient viewing experience,
allowing users to access a wide range of content anytime and anywhere.
2. Audience Acquisition and Retention: OTT platforms strive to acquire and
retain a large user base. They aim to attract new subscribers by offering
compelling content, personalized recommendations, and user-friendly
interfaces. Retaining existing subscribers through engagement,
satisfaction, and loyalty programs is also a crucial objective.
3. Monetization: OTT platforms aim to generate revenue through various
monetization models, such as subscription fees, advertising, pay-per-
view, or a combination of these. The objective is to establish a
sustainable business model that supports content production, platform
maintenance, and growth.
4. Content Curation and Discovery: OTT platforms focus on curating and
organizing content in a way that enhances discoverability for users. They
aim to provide personalized recommendations, search functionalities,
and content categorization to help users easily find the content they
enjoy and discover new content based on their interests.
5. Original Content Production: Many OTT platforms invest in producing
original content as a strategic objective. Creating high-quality, exclusive,
and unique content helps platforms differentiate themselves from
competitors, attract subscribers, and foster customer loyalty.
6. Global Expansion: OTT platforms often seek to expand their services
beyond their home market and reach audiences worldwide. They aim to
enter new markets, localize content, and adapt to regional preferences to
expand their user base and increase revenue opportunities.
7. Data Utilization and Personalization: OTT platforms leverage user data
and analytics to gain insights into user preferences, viewing habits, and
engagement patterns. The objective is to utilize this data to personalize
the user experience, deliver targeted advertising, improve content
recommendations, and make data-driven decisions for content
acquisition and creation.
8. Technology and Innovation: OTT platforms focus on adopting and
leveraging technological advancements to enhance the streaming
experience. They aim to provide high-quality video streaming, support
multiple devices and platforms, explore new technologies like virtual
reality (VR) and augmented reality (AR), and innovate in areas such as
interactive content and social features.
9. Partnerships and Integration: OTT platforms seek partnerships and
integrations with content creators, production houses, device
manufacturers, telecom companies, and other industry stakeholders. The
objective is to enhance content offerings, extend market reach, improve
user experience, and access new customer segments through strategic
collaborations.
10. Brand Building and Positioning: OTT platforms aim to build strong
brand identities and establish themselves as leaders in the industry. They
focus on creating a positive brand image, fostering customer loyalty, and
gaining recognition for their content quality, innovation, user experience,
and value proposition.

These objectives may vary based on the specific goals and strategies of
each OTT platform. However, they collectively drive the growth, success,
and competitiveness of OTT platforms in the rapidly evolving media and
entertainment landscape.

SCOPE OF THE STUDY OF OTT PLATFORMS

 The scope of studying OTT (Over-the-Top) platforms encompasses
various aspects related to their business models, technological
advancements, user behavior, industry trends, and regulatory landscape.
Here are some key areas within the scope of studying OTT platforms:

1. Business Models: Exploring the different business models adopted by

OTT platforms, such as subscription-based, ad-supported, or hybrid
models. Analyzing revenue generation strategies, pricing models,
content acquisition, and distribution strategies.
2. Content Distribution and Licensing: Investigating the distribution
mechanisms, content licensing agreements, and the impact of regional
licensing restrictions on the availability of content across different OTT
platforms and regions.
3. User Behavior and Engagement: Studying user behavior, preferences,
and engagement patterns on OTT platforms. Analyzing factors that
influence user subscriptions, content consumption patterns, binge-
watching behaviors, and the role of personalized recommendations.
4. Content Creation and Production: Examining the trends and strategies in
original content production by OTT platforms. Analyzing the impact of
investing in original productions on audience acquisition, subscriber
retention, and platform differentiation.
5. Technological Advancements: Investigating the technological aspects of
OTT platforms, including streaming technologies, video quality, device
compatibility, user interfaces, interactive features, and emerging
technologies like virtual reality (VR) and augmented reality (AR)
integration.
6. Market Analysis and Competition: Assessing the competitive landscape
of the OTT market, including the major players, market share, growth
projections, and market trends. Analyzing the impact of new entrants,
mergers and acquisitions, and market consolidation.
7. Regulatory Environment: Exploring the regulatory challenges and
frameworks affecting OTT platforms, such as content censorship, data
privacy, net neutrality, and compliance with regional regulations.
Analyzing the implications of regulatory changes on platform operations
and content distribution.
8. Global Expansion and Localization: Investigating the strategies and
challenges faced by OTT platforms in expanding their services to
 international markets. Analyzing the localization efforts, language
options, and content customization to cater to regional preferences.
9. Social and Cultural Impact: Assessing the social and cultural impact of
OTT platforms, including the representation of diverse voices,
underrepresented communities, and cultural exchange facilitated by
global content distribution. Exploring the implications of OTT platforms
on traditional media and cultural consumption patterns.
10. Economic and Industry Implications: Analyzing the economic
implications of the rise of OTT platforms on traditional media,
advertising industry, and content creators. Studying the market
dynamics, revenue models, and the economic sustainability of OTT
platforms.

The scope of studying OTT platforms is interdisciplinary, encompassing

business, technology, media studies, cultural studies, economics, and
regulatory aspects. It involves analyzing the evolving nature of media
consumption, the impact of digital transformation, and the changing
dynamics of the media and entertainment industry.

METHODOLOGY OF OTT PLATFORMS

 The methodology employed by OTT (Over-the-Top) platforms involves a
combination of technology, business strategies, and operational
processes to deliver content to users. While specific methodologies can
vary among platforms, here are some common elements:

1. Content Acquisition and Licensing: OTT platforms acquire content

through licensing agreements with content creators, production studios,
and distribution companies. They negotiate rights for streaming or
distributing content on their platform, ensuring a diverse and engaging
content library.
2. Content Encoding and Transcoding: Once content is acquired, OTT
platforms employ encoding and transcoding techniques to optimize the
content for streaming across various devices and network conditions.
This involves converting content into different formats and bitrates
suitable for different devices and connection speeds.
3. Content Delivery Network (CDN): OTT platforms utilize CDN
infrastructure to efficiently deliver content to users. CDNs consist of a
network of servers strategically located across different regions, allowing
for faster and reliable content delivery by caching and serving content
from the server closest to the user.
4. User Authentication and Authorization: OTT platforms implement user
authentication and authorization systems to ensure that only authorized
users can access the content. This involves user registration, login
mechanisms, and account management to authenticate users and grant
appropriate access permissions based on subscription plans or content
restrictions.
5. Content Recommendation Algorithms: OTT platforms leverage data
analytics and machine learning algorithms to provide personalized
content recommendations to users. These algorithms analyze user
preferences, viewing history, and engagement patterns to suggest
relevant content, enhancing user satisfaction and content discovery.
6. Advertising Integration: Many OTT platforms incorporate advertising as a
revenue stream. They integrate advertising technologies and platforms
to deliver targeted advertisements to users. This involves ad insertion, ad
targeting, and reporting mechanisms to optimize ad revenue and user
experience.
7. Monetization Models: OTT platforms employ various monetization
models, such as subscription-based, freemium, pay-per-view, or ad-
supported models. They design pricing plans, payment gateways, and
revenue sharing mechanisms to generate revenue from content
consumption.
8. User Interface and Experience: OTT platforms focus on user-friendly
interfaces and intuitive navigation to enhance the user experience. They
design visually appealing layouts, interactive features, and user feedback
mechanisms to ensure easy content discovery, seamless playback, and
engagement.
9. Data Analytics and Insights: OTT platforms collect and analyze data on
user behavior, content performance, and market trends. They utilize data
analytics tools to gain insights into user preferences, viewing patterns,
and content effectiveness. This helps in content curation, decision-
making, and improving the platform's performance.
10. Platform Maintenance and Upgrades: OTT platforms continuously
monitor and maintain their infrastructure, ensuring smooth operation,
uptime, and security. They invest in system upgrades, security measures,
and scalability to handle increasing user demand and evolving
technological requirements.

The methodology of OTT platforms encompasses a range of technical,

business, and user-oriented processes to deliver high-quality content,
enhance user experience, drive engagement, and generate revenue. The
specific implementation and strategies may vary based on the platform's
objectives, target audience, and market dynamics.

Chapter 3.0 CONCEPTUAL DISCUSSION

 THEORETICAL BACKDROP

The theoretical backdrop of OTT (Over-the-Top) platforms encompasses

several key concepts and frameworks from different fields. Here's a brief
overview of the theoretical foundations relevant to OTT platforms:

1. Technological Determinism: This perspective suggests that technological

advancements drive social and economic change. In the context of OTT
platforms, technological determinism highlights the transformative
impact of digital technologies, internet connectivity, and streaming
capabilities on the media and entertainment industry.
2. Digital Disruption: OTT platforms are often seen as disruptors in the
traditional media landscape. The theory of digital disruption emphasizes
how new digital technologies and business models can disrupt existing
industries and challenge established players. OTT platforms have
transformed content distribution and consumption patterns, challenging
traditional broadcasters and cable TV providers.
3. Economics of Information: This framework explores how information and
content are produced, distributed, and consumed in the digital era. OTT
platforms play a significant role in the economics of information by
offering alternative distribution channels, monetization models, and
personalized content recommendations.
4. Media Convergence: OTT platforms exemplify the concept of media
convergence, which refers to the merging of different media forms,
technologies, and platforms. OTT platforms integrate video streaming,
internet connectivity, and user interaction to provide a converged media
experience.
5. User-Centric Approaches: The rise of OTT platforms has emphasized the
importance of user-centric approaches in content delivery and
personalization. Theoretical frameworks such as user-centered design,
user experience (UX) design, and user engagement theories inform the
development of intuitive interfaces, content recommendations, and
interactive features to cater to user preferences and enhance
engagement.
6. Long Tail Theory: Coined by Chris Anderson, the long tail theory
suggests that niche products or content can be economically viable
when digital distribution removes traditional physical constraints. OTT
 platforms enable the availability of a vast and diverse catalog of content,
catering to niche interests and expanding the range of content choices
beyond mainstream offerings.
7. Network Effects: Network effects theory highlights how the value of a
platform increases as the number of users or participants grows. OTT
platforms benefit from network effects, where a larger user base attracts
more content creators, advertisers, and subscribers, creating a positive
feedback loop that strengthens the platform's value proposition.
8. Cultural Studies: The field of cultural studies offers insights into the
social, cultural, and political dimensions of media consumption. It helps
analyze the impact of OTT platforms on cultural production,
representation, and audience engagement. Cultural studies theories
provide a framework for examining issues of identity, representation, and
power dynamics within the content available on OTT platforms.

These theoretical backdrops provide a foundation for understanding the

transformative nature of OTT platforms, their impact on traditional media
industries, user behavior, content distribution, and the broader socio-
cultural implications. By drawing upon these theoretical frameworks,
researchers and practitioners can critically analyze and explore the
multifaceted aspects of OTT platforms and their influence on media
consumption patterns.

THEORETICAL BACKDROP OF YOUTH BEHAVIOR TOWARDS OTT PLATFORMS

Understanding youth behavior towards OTT (Over-the-Top) platforms

involves drawing from various theoretical perspectives that shed light on
their media consumption habits, engagement patterns, and preferences.
Here are some theoretical backdrops relevant to studying youth
behavior towards OTT platforms:

1. Uses and Gratifications Theory: This theory explores why individuals

choose particular media and what gratifications they seek from it. In the
context of OTT platforms, it helps understand the motivations of youth in
consuming content, such as entertainment, escapism, social connection,
information, or personal identity expression.
2. Cultivation Theory: Cultivation theory suggests that long-term exposure
to media shapes individuals' perceptions and beliefs about the world.
When examining youth behavior on OTT platforms, this theory can help
analyze how repeated exposure to certain types of content influences
their attitudes, values, and worldview.
3. Social Learning Theory: Social learning theory proposes that individuals
acquire behaviors and attitudes through observation and imitation of
others. In the context of OTT platforms, youth behavior can be
influenced by the social interactions, recommendations, and trends they
observe within their peer groups or online communities.
4. Digital Natives and Digital Immigrants: The concept of digital natives
refers to individuals who grew up in the digital age and are more
comfortable with digital technologies. Understanding youth behavior on
OTT platforms requires recognizing their familiarity with digital platforms
and their ability to navigate and adapt to new technologies more easily
than older generations, often referred to as digital immigrants.
5. Identity Formation and Self-Presentation: Youth behavior on OTT
platforms can be influenced by the need for identity exploration and
self-presentation.
6. Social Identity Theory: Social identity theory focuses on how individuals'
self-concepts and behavior are shaped by group membership and social
identity. In the context of OTT platforms, youth behavior can be
influenced by their identification with specific fandoms, communities, or
subcultures related to the content they consume.
7. Media Literacy and Critical Thinking: Theoretical frameworks related to
media literacy and critical thinking help understand how youth engage
with and critically evaluate the content they encounter on OTT platforms.
These theories explore the development of media literacy skills, including
the ability to critically analyze media messages, understand media
effects, and make informed decisions about content consumption.
8. Diffusion of Innovation Theory: This theory focuses on the adoption and
diffusion of new technologies and innovations within a population. It
helps understand the factors influencing youth adoption of OTT
platforms, such as peer influence, perceived usefulness, and ease of use.

LITERATURE REVIEW
key feature of OTT is that
the content's administrative
control is not with the
user. the provider of
services Initially, over-the-
top media services were
only allowed
to supply limited content.
solely video and audio cont
key feature of OTT is that
the content's administrative
control is not with the
user. the provider of
services Initially, over-the-
top media services were
only allowed
to supply limited content.
solely video and audio cont
key feature of OTT is that
the content's administrative
control is not with the
user. the provider of
services Initially, over-the-
top media services were
only allowed
to supply limited content.
solely video and audio cont
key feature of OTT is that
the content's administrative
control is not with the
user. the provider of
services Initially, over-the-
top media services were
only allowed
to supply limited content.
solely video and audio cont
According to EU telecommunications framework the definition of
“electronic communications services,” “which consists wholly or mainly in
the conveyance of signals on electronic communications networks.” As a
result of this relatively physical definition, it is not clear whether over the
top services can be regulated by the current rule or not. But from our
understanding the ultimate question is whether over the top services
should be under any regulation. The most convincing argument for
regulating OTTs is that these services are substituting conventional
services, and so there is a solid possibility of consumer harm if the key
interests are not protected. At first over the top services may have been
considered as a fresh addition to conventional telecommunication
services, but over the time OTTs services are now showing proficiencies
of substituting traditional services, which poses us with new threat. For
example, Apple’s iMessage service, once a user is signed in, messages
are sent via Apple’s own messaging service. In this way a consumer is not
only using OTT services, but might not even have any clues that this is
the case. While a consumer can rely on the existing policy and
regulations to protect them from unlawful interference by their providers
of traditional services, no such protections exist in over the top services,
but the damage is more severe as users unknowingly route their
communications via over the top services, and, as such, are not making
informed decisions about risk. as Neil Brown (2013) has said that this
damage is not only related to the issues of privacy. For example, it is a
general scenario in the Traditional services that the users are enable to
terminate calls on other providers’ networks (liberalisation), where new
entrants would not have the same capabilities as incumbent providers,
but also to avoid a user being tied to a particular provider. But while
interconnection obligations apply to traditional services, over the top
service providers do not share such obligation to each other, a Skype
user cannot terminate a call with a FaceTime user. So regulators can put
OTTs under more general competition law, operate as discrete services.
Since OTT services are gradually becoming feasible substitutes for
traditional ones, the authority is regulated this latter class of services will
result in an unfair playing field. unless the difference between them
makes the regulatory burden equivalent; where services are
substitutable, it is doubtful that there is an enough difference.

RESEARCH DESIGN

The study was exploratory in nature with survey method being used to
complete the study. The research is divided into two parts. The first part
helps us to understand the consumer’s satisfaction, service quality,
problems faced and the investor’s motive of investment, the second part
deals with extracting important findings from this information and
analyzing the measures required to correct problems if any.
SAMPLE DESIGN

Population includes every age of individual all around the world. Most of
the sample will be generated by personal contact as the research
requires those samples who are investing in OTT Platforms. List of all the
contacts was formed from them all the possible prospects were chosen
out who are most favoured one. In next step these prospects were
approached they were briefed about the questions and their responses
were recorded.

SAMPLE SIZE

Sample size is taken as 150 respondents

TOOL USED FOR DATA COLLECTION

Self designed questionnaire was used for the evaluation of factors

affecting customer’s satisfaction towards OTT Platforms. In the
questionnaire the responses of the customer’s are recorded on the basis
of four point scale i.e if the customer’s are highly satisfied it would be
rated as excellent & for highly dissatisfied it is bad.

TYPES OF DATA COLLECTION

PRIMARY DATA

Primary data collected by OTT (Over-the-Top) platforms includes user

viewing habits, content preferences, watch history, ratings and reviews,
search queries, geographical information, device usage, user profiles,
engagement metrics, and subscriber data. This data helps platforms
personalize recommendations, improve user experience, and make
content-related decisions while adhering to privacy regulations and user
preferences.

Secondary data

Secondary data in the context of OTT (Over-the-Top) platforms refers to

information gathered from external sources or third parties. This data
supplements the platform's primary data and includes demographic
insights, market trends, social media sentiment, competitor analysis, and
viewer statistics. OTT platforms use secondary data to refine their
content strategy, enhance marketing efforts, and make informed
business decisions.

Chapter 4.0 DATA ANALYSIS

DATA ANALYSIS & INTERPRETATION

Q1. Gender Distribution

Out of 150 respondents following are the Gender Distribution.

1 Female 94
2 Male 56
3 Total 150
INTERPRETATION

The above pic chart depicts that the total number of females which were
watching were 63%. Whereas, only 37% of males were only watching. It
shows that females are more active in watching movies and web series
while staying at home.

Q2. Age

1 18-25 60
2 26-35 69
3 36-45 15
4 46 & above 06
5 Total 150
 Sales

1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

INTERPRETATION

From the above graph this can be concluded that people in the age
group of 26 to 35 are more interested in watching web series. There can
be various reason behind it like staying at home, travelling etc. People at
this age shows more interest in watching comedy and suspense web
series which is source of entertainment.

Q3. Occupation

1 Job/Business 28
2 House wifes 88
3 Student 10
4 Other 24
5 Total 150
 Sales

1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

INTERPRETATION

The above chart depicts that maximum percentage of respondents (58%)

who are working professional prefer watching OTT Platforms, whereas
business class and students prefer to watch only in 19% and 7% of the
cases respectively. People with other occupation who like to watch OTT
Platfroms are 16%.

Q4. For how long are you looking to buy subscription for OTT Platforms?

1 0-5 74
2 5 years plus 25
3 Open term: I always 51
need access to my
money
4 Total 150
 0-5 years
open term
5 years plus

INTERPRETATION

The above pie charts depicts that 49% of the respondents prefer to keep
their subscription duration ranging for 0 to 5 years. Whereas 17% and
34% of the respondents prefer to buy subscription more than 5 years of
duration and for open term respectively.

Q5. How much money you will spend to buy subscriptions of OTT
Platforms?

1 Less than 1000 73

2 1000-2000 51
3 2000-4000 21
4 4000 plus 5
5 Total 150
 less than 10000
10000-50000
50000-100000
100000 plus

INTERPRETATION

The above pie chart depicts that 49% of the respondents prefer to buy
subscription less then 1,000, 34% were prefer to buy subscription
between 1,000 to 2,000, 14% were prefer to buy subscription between
2,000 to 4,00,000 and 3% of the respondents prefer to buy more than
4,000.

Chapter 5.0 FINDINGS AND RECOMMENDATION

Findings-

 150 Respondents

 Male: Female= 3:5

 People of age 18-35 prefer to buy subscription

  They are long to buy subscription within 0-5 years

 Most of the people have personal subscription

 Security is the main reason that people personal

subscription

 90% people feel protected when they have personal

subscription pack

RECOMMENDATION

If you're looking for recommendations for OTT (Over-the-Top) platforms

to explore and possibly subscribe to, here are some popular options as
of my last knowledge update in September 2021. Please note that the
availability of these platforms and their content may vary by region and
over time. I recommend checking the latest information to ensure their
current status.
1. Netflix: One of the pioneers in the OTT space, Netflix offers a wide range
of TV shows, movies, documentaries, and original content across various
genres.
2. Amazon Prime Video: This platform provides a mix of popular movies,
original series, and exclusive content, along with benefits like Amazon
Prime shipping.
3. Disney+: Known for its extensive library of Disney movies and shows,
this platform also includes content from Pixar, Marvel, Star Wars, and
National Geographic.
4. Hulu: Offering a combination of current TV episodes, classic shows, and
original content, Hulu is a great option for those who want access to
recent episodes shortly after they air.
5. HBO Max: With a focus on premium content, HBO Max features a range
of original series, movies, and popular HBO shows like "Game of
Thrones."
6. Apple TV+: Apple's streaming service features original content in
various genres, created by acclaimed directors, writers, and actors.
7. Peacock: From NBCUniversal, Peacock provides a mix of classic TV
shows, movies, news, sports, and original programming.
8. YouTube Premium: In addition to ad-free access to regular YouTube
content, YouTube Premium offers exclusive original shows and movies.

Remember that the content libraries, pricing, and availability of these

platforms can change over time. It's a good idea to explore their
offerings, read reviews, and consider your viewing preferences before
subscribing to any OTT platform.

ANNEXURE

QUESTIONNAIRE ON CUSTOMER DECISION MAKING IN INVESTMENT

1) Gender: - Male: Female:

2) Age: - 18-25 26- 35 36- 45 50 above

1) What is your occupation?

 Business/Job
 House wifes
 student
 Other

2) What is your annual salary?

 2 lakhs
 5 lakhs
 7 lakhs
 Above 7 lakhs

3) For how long are you looking to buy subscription for OTT Platforms?

 0-5 years
 5 years plus
 Open term: always need access to my money

4) How much money you will spend to buy subscriptions of OTT Platforms?

 1,000-2,000
 2,000-4,000
 4,000 plus

5) How do you feel about this statement-?

I would enjoy exploring watching OTT Platforms

 I strongly agree with this statement

 I tend to agree with this statement
 In between
 I tend to disagree with this statement
  I strongly disagree with this statement

7) I would go for the best content from which I will get entertainment.

 Always
 Usually
 Sometimes
 Rarely
 Never

10) What amount of entertainment you want to take from your last OTT
subscription ?

 Very large
 Large
 Medium
 Small
 Very small