A STUDY ON USERS PERCEPTION TOWARDS OTT PLATFORMS

WITH SPECIAL REFERENCE TOWARDS COIMBATORE CITY

INFANTA EMILIYA.W*
ASSITANT PROFESSOR
DEPARTMENT OF B.COM PROFESSIONAL ACCOUNTING
SRI RAMAKRISHNA COLLEGE OF ARTS AND SCIENCE
COIMBATORE-641006

THARANIDHARAN.M**
DEPARTMENT OF B.COM PROFESSIONAL ACCOUNTING
SRI RAMAKRISHNA COLLEGE OF ARTS AND SCIENCE
COIMBATORE-641006

1.1 INTRODUCTION

Over-the-top (OTT) platforms are video and audio streaming and viewing sites. They started
off as content streaming services but swiftly moved on to producing and distributing web
series, short films, and other types of media. Like traditional television, this live content is
planned, but it also has features like built-in DVR that allow it to be viewed later on a VOD
basis or as part of a content library. The mantra of OTT platforms is "anytime, anywhere,
everyone." OTT recommends their customers' preferred content based on their relevant
searches. The production of domestically created material expressly for a platform for its
intended use has become more common during the past few years. The majority of platforms
(including Netflix, Amazon, and Hotstar) offer product promotion for internally created
content, licensed goods, and theatrical releases. Live content is an emerging trend on OTT.
OTT platforms offer a variety of material and make content recommendations to users using
artificial intelligence (AI).

1.2 OBJECTIVE

● To know about the levels of satisfaction with various OTT platforms.

● To identify the factors that influence users' choice of OTT streaming platforms.
● To ascertain the impact of OTT platforms among users.
● To examine the level of OTT platform usage among users.

1.3 STATEMENT OF THE PROBLEM

The availability of online streaming services like Disney Hotstar, Amazon Prime Video, and
others enables subscribers to access a variety of content because these services do not have
any restrictions and are not overseen by any authorities. The purpose of the study is to assess
the various OTT platforms that are available for usage, the extent to which they are utilized
by observers, as well as their viewpoints and experiences with these platforms. The research

1
would also help in focusing on the many variables that might have influenced the use of these
platforms. Along with further ideas and peer use, these platforms' level of pleasure is also
evaluated. Additionally, following the COVID-19 pandemic, more and more popular movie
makers in India are choosing to release their movies straight on OTT platforms rather than in
cinemas. Additionally, it has been noted that the younger population in our nation favors
OTTs over conventional ways. Users can access the video content on these services as they
see fit without having it filtered. Additionally, users must make sure that only safe contents
are accessible to the kids in their home.

1.4 NEED OF STUDY

The global adoption of electronic gadgets has been impacted by advances in modern
technology. When televisions first became commonplace, groups of people would gather to
watch them together. Today's population, however, carries a smartphone that allows them to
access their content wherever they are and at any time. OTT platforms and services are
developed as a result. The satisfaction level and impact of OTT on various OTT platforms
will be examined in this project. Furthermore, the criteria used to choose that specific OTT
platform what makes India's OTT platform one of the most popular and successful.

1.5 SCOPE OF STUDY

The user's perception of OTT platforms is the main topic of this study. Understanding the
extent of OTT platforms is beneficial. Following the pandemic situation, they were primarily
used by the populace. Knowing how the entertainment industry is developing is useful. In the
media industry, over-the-top platforms are expanding in the digital age to offer their content
to viewers using applications. It is economically sound and has recently experienced
sustained growth.

1.6 RESEARCH METHOLOGY

The descriptive research approach is used in this study's research design. Respondent
information from the questionnaire includes things like age, gender, education, etc., and the
study's consumer satisfaction rate.

1.6.1 SOURCES OF DATA

Primary data: Primary data consists of a well-framed questionnaire created for data
collection.
Secondary data: Secondary data consists of published sources like books, magazines,
journals, the internet, etc.

1.6.2 SAMPLING TECHNIQUE

Data in the study are classified into various categories using a simple random technique that
selects random data.

1.7 LIMITATION

● The data set only has 100 responses.

2
 ● Accurate data cannot be arranged because the data was collected on-site.
● Since this study is being conducted in Coimbatore City, data may differ.

1.8 REVIEW OF THE LITERATURE

Gangwar 2020,"The OTT platform user preference in India. The study's major goal is to
determine what factors influence Indian users' adoption of OTT platforms. In this
investigation, basic random approaches were employed. To determine the percentage of
users, straightforward percentage analysis tools were utilized. An analysis of percentages
underlies the study. More than 150 samples of data are included. According to the study's
findings, the availability of new material and high-quality video features lured millions of
users to OTT platforms.

Menon 2020,"The rise of the COVID-19 pandemic significantly changed the usage of media
and entertainment." The goal outlines the improvements in technology since the pandemic.
This kind of research employs geographic methodology. Simple ranking analysis tools are
utilized to determine each user's ranking. Lockdowns forced individuals inside their homes;
thus, business or public events migrated online. An objective for the study is to examine the
changes in the media during the pandemic. There are more than 100 samples in this
investigation. The study's findings suggest that OTT platform growth will be aided in the
future by home entertainment options.

Mann 2015, in "Digital Video & the Connected Consumer," informed that 63% or more of
Smartphone users between the ages of 18 and 26 had subscribed to OTT platforms. These
platforms target teenagers and younger generations. The goal of this study was to determine
what factors connect customers in the era of digital video. In this study, random sample
methods and analytical tools like percentages and ranking systems were applied. 120 samples
were taken, with the majority coming from teenagers and young children. The study's result
predicts that digital media will increase significantly in the ensuing era.

Deloitte 2017, "Digital media's emergent on-demand content" The study provides insight into
how digital media is evolving towards on-demand content and video for digital pleasure at
the user's discretion, according to a study on the demand and availability for digital
entertainment video. Its goal is to analyze how users interact with media. The ANOVAs and
percentage approaches were used in the study. It contains roughly 150 samples that bring the
study's conclusion—that entertainment plays a significant role in the online world—to a
close.

Icfai 2019,"Translation of consumer attitudes towards the video streaming industry and an
analysis of Netflix and Amazon Prime," In-demand streaming services like Disney Hotstar,
Netflix, and others have grown in popularity, and this study reports on how their material has
risen to the top of these services. Its goal is to analyze the various users' perspectives on the
steaming sector. This study made use of a number of methods, including percentage analysis,
rank correlation, and chi-square. About 200 samples were used in the research. As a result of
its many different sorts of content and flexible pricing options, Disney Hotstar was shown to
be a more popular application among users.

1.9 SIGNIFICANCE OF THE STUDY

3
 1.9.1 SIMPLE PERCENTAGE ANALYSIS

Particulars Variables Respondents N Percentage

Male 66 66
Female 34 34
Gender
Total 100 100
Less Than 15 5 5
15-30 54 54
Age 31-45 24 24
Above 45 17 17
Total 100 100
School 12 12
Diploma 26 26
Educational
Under Graduate 53 53
Qualification
Post Graduate 9 9
Total 100 100
Joined Family 20 20
Type Of Family Nuclear Family 80 80
Total 100 100
2 15 15
3 28 28
No Of Members In A
4 32 32
Family
More Than 4 25 25
Total 100 100
Less Than 25000 19 19
25000-50000 42 42
Monthly Family
50001-75000 24 24
Income
More Than 75000 15 15
Total 100 100
Yes 84 84
Aware Of OTT
No 16 16
Platform
Total 100 100
IMBI 14 14
Way Of Knowing Reference 30 30
OTT Platform Advertisement 56 56
Total 100 100
40
Yes 40
Any Subscription 0n
No 60 60
OTT Platform
100
Total 100

Type Of Platform Amazon

24 24
Subscribed
Disney Hotstar 43 43

4
 Netflix 15 15
Zees 5 8 8
Voot 10 10
Total 100 100
Less than 1 52 52
Time spend on 2-4 39 39
watching the OTT 4-6 7 7
platform More than 6 2 2
Total 100 100
Mobile 52 52
Type of device used
Tablet 13 13
to watch OTT
Television 18 18
platform by the
Laptop/computer 17 17
people
Total 100 100
Movies 44 44
Type of genre liked
Reality shows 14 14
by the people
Sports 22 22
Web series 13 13
Comedy exclusive 7 7
Total 100 100
Amazon 28 28
Platform mostly Disney Hotstar 48 48
watched by the Netflix 13 13
people Zees 5 7 7
Total 100 100
Amazon 31 31
Disney Hotstar 43 43
Netflix 13 13
Platform most
Zees 5 8 8
preferred by people
Voot 5 5

Total 100 100

INTERPRETATION

● The majority of respondents (66%) are male.

● 54 % of respondents are primarily in the 15–30 age range.
● 53% primarily have less than a bachelor's degree and prefer to use an OTT platform.
● 80% of respondents are from nuclear families.
● The majority (32% of respondents) have four family members.

5
 ● A majority of respondents (42%), receive a monthly salary between RS 25,000 and
RS 50,000.
● 84% of respondents said they were familiar with OTT platforms.
● 56% of respondents in the majority knew about OTT platforms for advertising.
● The majority of the 60% of respondents don't have an OTT platform subscription.
● 43% of respondents in the majority have Disney Hotstar subscriptions.
● A majority of 52% used to watch content on OTT platforms for fewer than one hour
each day.
● A majority of respondents (52%) used OTT platforms on their mobile devices.
● The majority of respondents (44%), used to use OTT platforms to watch movies.
● Disney Hotstar was a favorite of 48% of respondents.
● Among respondents, 43% chose Disney Hotstar in the majority.

1.9.2 RANK CORRELATION

FACTOR SATISFIES TO WATCH OTT PLATFORM

.
Rank 1 2 3 4 5 Total Rank Rank
Factor score
Score 5 4 3 2 1

No. of. 36 12 7 19 26 100

Non theater Respondents
Release Score 180 48 21 38 26 313 3.13 3

No. of. 10 33 23 27 7 100

Content Respondents
Score 50 132 69 54 7 312 3.12 4

No. of. 13 21 49 6 11 100

Entertainment Respondents
Score 65 84 147 12 11 319 3.19 2

No. of. 27 27 6 31 9 100

Web series Respondents
Score 135 108 18 62 9 332 3.32 1

No. of. 14 7 15 17 47 100

Flexibility Respondents
Score 70 28 45 34 47 224 2.24 5

1.10 INTERPRETATION

6
 ● Web series have a rank score of 3.32% and are ranked first.
● Entertainment has a rank score of 3.19% with a second rank.
● Non-theater release has a rank score of 3.13% and is ranked third.
● Content has a rank score of 3.12% with a fourth rank.
● Flexibility has a rank score of 2.24% with a fifth rank.

1.11 CONCLUSION

OTT has become a daily part of our lives. In the modern world, it is a necessary tool. On
OTT services, consumption is primarily adult. Since people began using the platform
throughout the lockout and because of the platform's content and cost options, viewership
increased after the shutdown. The OTT platform's future era will be at its height, with
increased consumption driven by its content and by people using it for leisure. Different OTT
platforms with different features, costs, and contents were expected to appear in the future.
People were accustomed to watching web series, which aided OTT platforms in obtaining
more views by leveraging their technique. Some OTT services, like Netflix and Amazon, had
subscribers for new web series and movies. By restricting their content, OTT serves as a
feature of kids' mode that makes it easier to watch them. Numerous features, including age,
gender, and language verification, make it easy for users to view their films. Overall, OTT
platforms will be a fierce competitor to other operators such as DTH operators, theaters, and
so on. The role of DTH will be fully replaced by OTT in the future.

REFERENCE

● Sujith.T.S 2021 USER PERCEPTION TOWARDS OTT VIDEO STREAMING

PLATEFORMS IN KERALA. Analytical commerce and economic. (ISSN: 2582 –
7936) www.triprimegroup.com

● Kumari, T. (2020). A study on growth of over the top (OTT) video services in India.
International Journal of Latest Research in Humanities and Social Science
(IJLRHSS), 3(9), 68-73.

● Moochhala, Q. (2018). The future of online OTT entertainment services in India.

● Chatterjee, M., & Pal, S. (2020). Globalization propelled technology often ends up in
its micro localization: Cinema viewing in the time of OTT. Global Media Journal:
Indian Edition, 12(1).

● https://duexpress.in/the-big-fight-ottplatforms-vs-theatres.

● Mishra, S., Rout, D., Kantha, R. K., & Jha, M.(2021). A CASE STUDY ON
PERCEPTION OF PEOPLE OF BHUBANESWAR CITY TOWARDS OTT
APPLICATIONS.

7
● https://yourstory.com/2021/01/streamingsuccess-future-ott-viewing-india

● https://www.theweek.in/news/biz-tech/2019/06/20/how-ott-content-is-consumed-
acrossindia.com