“COMPARATIVE STUDY OF ONLINE VIDEO STREAMING PORTALS IN

THE ENTERTAINMENT INDUSTRY”

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 ACKNOWLEDGEMENT

I express my sincere gratitude to my faculty guide Dr Ruchika Jaiswal, for her able guidance, continuous support and
cooperation throughout my project, without which the present work would not have been possible.

Name of the student – AYUSH MISHRA

Enrollment No. – A3923016001
Batch: 2016 - 2020

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 CHAPTER 1: EXECUTIVE SUMMARY

This report is about analyzing the customer’s perception about online video streaming and the
viewing pattern of customers of different demographics. The research design was mainly
qualitative. Qualitative data have been collected and analyzed to understand the customer’s
perception and viewing patterns for OTT video streaming services. The research was carried out
on the basis of designed questionnaire to gather data about the relevance.

found in research that because of the increased mobile and internet penetration, consumers these
days prefer online video streaming over traditional ways because online streaming provide
viewers freedom to choose what they want to watch, when they want to watch and where they
want to watch. It was also found that male customers and customers belonging to the age group
of 18-25 are more inclined towards online video streaming. Further it was found that currently,
performance wise all the major OTT service providers are moderate in nature.

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 CHAPTER 2: INTRODUCTION

The rising popularity of the Internet and smartphones has transformed consumer behaviour in
India. Be it e-commerce, banking or entertainment, there has been a dramatic change in the
mindset of consumers. Years ago audio-visual content was recorded on tapes, CDs and DVDs,
which consumers can either rent or purchase, but with emerging technologies audio-visual
product industry has shifted to Over-the-top (OTT) video streaming trade. this is often as a result
of the new digital ways for accessing and mistreatment audio-visual product need new modes of
action on the user’s half. We have a tendency to notice that, in most cases, shoppers don't
integrate these technological changes in their day-today use till they notice their utility, which
may vary from improved image quality, satisfaction that the advice system understands the
individual consumer’s tastes, or the chance of viewing content on demand.

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2.1 Relevance of the Study

The viewing pattern of consumers for audio-visual content has changed with time and with
OTT ., wherever they want on their devices. Now that the viewer will watch at their own pace,
the industry is turning into fragmented as a result. Personalization plays a job here too. Streaming
suppliers have become therefore sensible at predicting content the viewer can like.

The OTT video streaming industry is perhaps the foremost dynamic and fascinating sector at the
moment, with Associate in Nursing increasing variety of players getting into this business. The
highest video streaming aggregators up to now are proving that it pays off to own a vital mass of
content and customers. Some are even competitive sharply with exclusive and original content.
The boom in social media enabled the expansion of on-line streaming. The web streaming market
is here to remain and can be considerably infused with the current day client behaviour.
Providing users with best quality live coverage of sports may be a catching trend and with the
trend gaining more momentum, we tend to are about to witness a lot of broadcasters choosing
live streaming of sporting events.
 CHAPTER 3: OBJECTIVE OF STUDY

Purpose of the Study

The main aim of this research is to research customer’s perception regarding on-line video
streaming and therefore the viewing pattern of consumers of various demographics. beginning
with however OTT video streaming is dynamical the Indian show biz, and are the factors that are
enabling the shift of consumers from ancient ways in which of viewing to on-line streaming.

Objectives of the Study

• To understand the growth of OTT video streaming.

• To analyze and viewing patterns of consumers of different demographics for

different OTT video streaming portals.
 CHAPTER 4: LITERATURE REVIEW

Netflix Is Winning the Race

Author (Mathew Ingram- March ten, 2017) believes that Netflix, contemporaneously is ruling
extraordinary streaming-video suppliers, with a service that outstretches to quite eighty million
users in over one hundred fifty countries, and hit shows that drive legion those users to "binge-
watch" entire seasons during a short lapse. All this places Netflix on associate degree admirable
position and allows it with enough money to bid on desired motion-picture show and television
comes, and positions it within the vary of $60 billion range—like twenty first Century Fox and
Time Warner and alternative amusement large. There has been a hearsay that Apple would
possibly wish to accumulate Netflix but, everyone seems to be skeptical regarding lingering
ability of its leadership as a lot of and more competitors move in the streaming house,
particularly within the us.
According to investment management firm Netflix is that the clear winner because it has ability
to satisfy or exceed market expectations around future subscriber growth and margin growth.
The explanations for the skepticism includes competition from corporations like Amazon, that
recently enlarged its Prime Video providing to almost a hundred countries another on-line
merchandising large. Competition from Amazon et al. could lead on to Netflix having to pay
higher costs for the content it desires, that adversely affects the margins. The streaming large
has conjointly enlarged into new content areas.
Netflix has been gushing cash into all genres as well as comedy or unwritten content.

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 Faster Data Speed Cruising OTT Growth in India

Author (IANS- Sept twenty six, 2017) explained that the advance in average web speed in Asian
nation might cause a behavioural shift among Indian customers over the previous couple of
months in OTT (Over-The-Top) sphere. As per State of the web Report the common speed has
dramatically improved from a 3-odd Mbps to a six.5 Mbps within the last eighteen months.
“Vamshi Reddy” CEO and founding father of Apalya technologies suggests that the large upsurge
in 4G connections across new telcos and incumbents has battery-powered this outpouring plan,
mirrored in e 6X leap in information consumption at one.3 billion GB per month. On the opposite
hand Abhesh Verma, COO of nexGTV, believes that a affiliation speed of over two Mbps is
suitable to support on-line viewing and live-streaming.
According to the specialists, half-a-billion information customers within the country can bear
behavioural shifts thanks to incontrovertible fact that content creators are stressing on smartphone-
enabled content.
As told by Mr. Verma to IANS, Users demand content that's personalised and is definitely
accessible therefore smartphones and web offer monumental opportunities for OTT players.
Keeping the recent information breaches -- particularly involving the most recent "Game of
Thrones" (GoT) series in mind, Indian users searching for high-quality diversion content in
English are about to intercommunicate associatey of those foreign big as they need an desirable
assortment of content and subscribers.
Streaming Portals Like Amazing & Netsflix Are Going Brutal To Win
India’s Highly Competitive OTT Race

The article author (Karan Kashyap - Sept 11, 2017) has talked about the emergence of
revolutionary portals in Indian environment, it is evident that the Indian ott market is obtaining
competitive and engorged. Once Balaji’s introduced its angular position Balaji app into the
market, there are aggressive moves by players within the Indian ott market house to differentiate
themselves by that specialize in making niche content that may build a loyal client viewership.

Bollywood Films

Netflix has signed deals with monarch Rukh Khan's Red Chillies diversion and Aamir Khan,
Amazon Prime video has earmarked $313 million (Rs 2000 crore) investment for its video
streaming service. it's signed future deals with major film production homes.
Eros Group, primarily chargeable for content creation in India, is in talks with Apple INC to sell
its entire content library of films and music for around $1 billion. Its library of quite Indian films
together with film industry and regional hits that may offer an acquirer a transparent advantage
because the war over music and video streaming intensifies among digital OTT corporations.
Cricket

Over the last six months amidst intense competition among on-line video suppliers in India,
twenty first Century Fox-backed Star India has endowed around Rs one,233 large integer into its
digital content arm. Author briefs that Hotstar, being a part of star India may be a market leader
among India's video streaming services and has noninheritable the digital and tv rights for Indian
Premier League (IPL) cricket tournament for consequent 5 years with a staggering $2.55 billion
bid.
Over the past 3 years Star has with success run the digital rights of the IPL through Hotstar. Star
India, that was the sole one to submit a world bid, can ought to pay over $8 million per match,
creating IPL the most expensive cricket property within the world.

The Impact of Live Streaming On Influencer Marketing

Author (Steve Olenski – Sept twenty five, 2017) explains that Influencer selling could be a
common methodology for reaching extremely engaged on-line audiences. Live streaming offers a
contemporary and effective thanks to pull influencers into your several campaigns. Once well-
trusted influencers and compelling live streams collaborate it's nearly not possible for audiences
to seem away. Author any explains a number of the fascinating ways in which live streaming is
shaping the face of influencer selling campaigns as below:
1) build Influencers additional Accessible To Audiences: Author explains that there's a way of
simple thrill in obtaining a star or different in style influencer to reply to your tweet or comment.
once users get a live response to their queries or comments the sense of pleasure enhances. Live
streaming offers a face and voice to the content. during a live stream, you have got another sense
of ambiguity, anticipation and curiosity as a result of you're unsure regarding future happenings.

2) produce Content with Quantitative ROI: Author describes that the ROI of influencer selling
can not be measured with ease. Albeit, live streaming renders a measurable results providing
valuable data for crafting future campaigns. By the third quarter of 2015, year- over-year ad
views had accumulated 113 p.c for live video. in step with a survey live streaming business might
reach $70.05 billion by 2021. though live streaming could be a good thanks to reach the web
audience, it should seem to be another sort of amusement, however the chances go abundant
deeper. Videos on Facebook Live get viewed for 3 times as long as a pre-recorded video.
3) Build Trust with Viewers: Author explained live video comes with a generous transparency.
Viewers will interact with the merchandise or service and therefore the influencer in open spoken
language handled in real time. A live video could be a good spot to begin with queries and
comments from viewers and therefore, building trust with audience.
4) offer cost-efficient Access to Video Marketing: Author explains that professionally made
videos are often short high-priced. In live videos all one want could be a solid net association and
quality smartphone. in step with Tony Wang, co-founder of agora.io, mistreatment associate
influencer for live stream adds to the worth of a affordable endeavor. operating with associate
influencer can expand the reach while not investing the large expense of making a extremely
made video."
5) enable Influencers to Fine-Tune selling Strategies: good influencers get new opportunities
for with success promoting complete and driving conversions. they may answer queries, ease
considerations, or just use the viewers' comments to create snap selections regarding that
direction to require as they tour your facility or swank new product. once the influencer responds
to the viewers' interests whereas keeping company front and center, it's live media gold.
Author concludes that live video could be a powerful medium that may fix it spot in any on-line
selling campaign. participating associate influencer can solely build company’s posts additional
powerful. transfer a sure face associated name into an authentic live video can enable an
organization to achieve their audience within the most attractive method doable.
Hotstar

Hotstar by star India tops the list of video streaming under the category of monthly active

usage.When Hotstar was launched no one had actually imagined with speed will be bleak, there is

any room for an OTT player to succeeded. But Hotstar has hit its threshold with 3–4 million viewers

a day on its platform, making it a hot property.

Author further states that local content is a key to achieving both scale and volumes on the
internet in India. While Hotstar credited its lead to “technology” and “best stories,” although live
sports content, especially cricket, gave it the edge.

Netflix came in with its exclusive original content at the same price as in US for its basic,
intermediate and advanced packages. It got a phenomenal response in terms of paying subscribers
in spite the basic pack starting from not less than Rs. 500/mo

Hotstar started its premium content at Rs. 199/mo only with HD facility for all its
subscribers.subscribers of Netflix are those who are in the mega-cities accessible to ultra fast
internet speed so we can term that Netflix is for the exclusive premium audiences. It requires a
minimum of 256 kbps connection speed for the lowest video quality.

Hotstar on the other hand has its basic pack only at Rs.199/mo which works on the India’s
slowest internet speed i.e., 64 kbps. Netflix has differentiated on number of devices for one
account which isn’t the case with Hotstar. Hotstar Premium service is very cheap (RS. 200 a
month), as compared to Netflix’s basic plan (Start with Rs. 500 a month), which matters a lot in
India.

Hotstar recently made a deal with HBO Inc., which offers the premium subscribers a lot of
ongoing superhit shows like Game Of Thrones, Silicon Valley, Its Always Sunny In Philadelphia,
Girls and many more On the other hand Netflix also have a lot of good shows like Narcos, House
Of Cards but lacks ongoing shows.

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Amazon Prime launched its video services a fortnight before the end of the year, Amazon thinks
about customers first and are humbled by the tremendous response they receive from our
customers.

Apart from these aforementioned video streaming apps few names on the list include TVF Play,
by the popular content creator.

Domestic content to drive growth for ott Clientship

Social turnover in its article dated Dec twenty eight, 2017 revealed the voice communication it
had with Abhesh Verma, COO, nexGTv to know the trends within the OTT market in Asian
country. Verma shares insights on the OTT market in Asian country – this challenges, the
consequences of demonetisation & GST in conjunction with growth patterns witnessed in
2017. He additional briefs concerning the investment concerned in making an internet content.
Excerpts of the voice communication are mentioned below
He was asked “As additional and more players enter the OTT market, what types of trends were
seen within the on-line content consumption space?”
Explained that over the past year, the web is influencing the distribution and consumption of
content across numerous channels. Improved networks, higher web access, & increasing
smartphone possession, raised digital media consumption in Asian country exponentially.
moreover, with the OTT system moving on the far side metros and tier-1 cities, watch-times of
regional content has fully grown by over four to 4.5 times the expansion rate of Hindi-language
content. As additional content is formed in regional languages, the amount of distinctive guests
on leading OTT platforms has been growing steady. As a result, the regional language OTT
market continues to grow at concerning 60-65 % monthly, whereas regional content includes
nearly forty five % of India’s overall on-line video content consumption.
Furthermore, the entry of OTT players, each domestic and international, has distended the
alternatives on the market to customers for overwhelming content and brought a big shift within
the user’s perspective.

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When asked “Has the viewership hyperbolic as compared to 2016?”

Explained there are presently 176 million OTT viewers within the country, as compared to sixty
three million in 2016, driving revenues in way over $500 million. With the amount of
smartphone users foreseen to cross 702 million by the year 2020, active monthly OTT video
viewers in Asian country are expected to grow at a CAGR of forty three % to exceed a hundred
million distinctive monthly viewers by the tip of 2020.
When asked “What reasonably impact did GST and demonetisation wear this segment? Was
viewership impacted?”
Explained that the positive impact of demonetisation on digital payments was a key growth driver
for the OTT VOD section over the past year. As additional customers across the country gain
larger familiarity with digital payments, this trend can continue within the close to future. GST
has conjointly coincided with the diversion of advertising spends from tv to the digital video
section.
When asked “In terms of investment, what proportion is that the approximate value per episode
of original content created by platforms? conjointly, what's the common value of nonheritable
content?”
Told that the assembly value of a web-series is more or less Rs. 7-8 100000 per episode. once
asked “How abundant growth did the OTT market see in 2017?”
Told that the OTT video market was calculable to be value nearly USD 210 million in 2016,
driven preponderantly by advertising. The OTT video trade in Asian country in 2017 achieved
fantastic growth of one hundred sixty %, because the prime sixteen OTT platforms saw their user
bases grow from sixty three million to 164 million between August 2016 and August 2017.
Advertising spends for OTT video content are expected to rise from $10 billion in 2015 to
$40 billion by 2020. the improved native engagement offered by leading OTT platforms is
additionally creating in-app advertising a awfully profitable space of chance for digital marketers.
In the finish once asked “What are the trends you foresee for 2018?”

Explained that one among the trends from 2017, which will continue in 2018 still, is that the
collaboration between medium operators and OTT platforms to supply streaming services to
customers. Moreover, given the speed at that its demand is growing, regional content may be

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expected to drive a minimum of 35-40 % growth for OTT viewership and comprise 20-25
percent of the general consumption over future year and on the far side.
In future is anticipated that additional players can supply HD and 4K streaming to reinforce the
viewing expertise. we are able to expect additional content producers, distributors, and OTT
platforms to develop
higher quality video content, facilitating subscription for on-demand amusement offerings.

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GROWTH OF OTT SERVICE PROVIDER

hotstar

Hotstar is associate degree Indian digital and mobile diversion platform launched in Gregorian
calendar month 2015 by Star India. It provides streaming media and video-on-demand on-line.
when the beta version of hotstar.com went sleep in Gregorian calendar month 2015, Star India
formally launched Hotstar in Gregorian calendar month 2015, right before the 2015 Cricket
tourney. At the start, it absolutely was supposed to function a mobile application that will support
streaming of the Cricket tourney with some diversion content. However, hotstar distended its
providing with thirty five,000 hours of content, unfold across eight languages from the diversion,
film and sports channels closely-held by Star India.
The app garnered 340 million views for all forty nine matches throughout the Interstate
Commerce Commission Cricket tourney 2015 and over two hundred million views during the
Indian Premier League Season eight. With over fifty million downloads, Hotstar has over a
hundred advertisers on the platform. Hotstar contents are provided either freed from value or on a
subscription basis. Premium contents are offered solely to premium membership holders. Bulk of
their revenue generation is thru advertisements.

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The TV streaming space is getting quite competitive. The Star India-owned streaming service
Hotstar has announced another subscription plan ahead of the start of the new subscription plan is
called Hotstar VIP, and this is priced at Rs 365 per year. This comes just ahead of the IPL 2019 T20
cricket extravaganza, which will be streamed exclusively on Hotstar.

Hotstar VIP subscription will include live sports streaming on the platform, as well as access to
all Hotstar Specials, the platform’s original content such as the Roar of The Lion featuring MS
Dhoni and all of Star India’s local language content. The sports streaming includes all cricket
matches that Hotstar has the rights to stream, including IPL 2019, as well as the English Premier
League and Formula 1. The Star India content will include programs from channels including
Star Plus, Life OK, Star Bharat, and Star Utsav.

What’s not included in the Hotstar VIP subscription is the international content, such as the
shows from HBO original programming. Rs 999 if one wish to pay in one go for a year.
At Rs 365 for an entire year, the Hotstar VIP subscription plan the most inexpensive annual
subscription plan among all streaming services in India. For instance, that also includes Amazon
Video. Netflix subscription options start at Rs 500 per month and there is no annual subscription
option.

However, there is the fine difference of the content—just the price tag doesn’t betray the whole

picture. At Rs 999 per year, Amazon Prime for instance gives access to all the content on the

platform, irrespective of genre, language or categorization

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 AMAZON PRIME VIDEO

Amazon Video is a web video on demand service that's developed, owned, and operated by
Amazon. It offers tv shows and films for rent or purchase and Prime Video, a variety of Amazon
Studios original content and authorised acquisitions enclosed within the Amazon's Prime
subscription.
Launched on Gregorian calendar month seven, 2006 as Amazon unpack within the us, the service
grew with its increasing library, and extra the Prime Video membership with the event of Prime.
The service was antecedently obtainable in Scandinavian country, Denmark and Sweden in 2012,
however was out of print in 2013. On Apr eighteen, 2016, Amazon split Prime Video from
Amazon Prime within the America for $8.99 per month. The service also hosts Amazon Original
content aboard titles on Video similarly.
On Dec fourteen, 2016, Amazon Video launched worldwide (except for PRC, Iran, Asian
country, Syria) increasing its reach on the far side America, UK, Germany, Austria, and Japan.
Among the new territories, the service was enclosed with Prime in Belgium, Canada, France,
India, Italy, and Kingdom of Spain whereas for all different countries it had been created
obtainable for a monthly promotional worth of
$/€2.99 per month for the primary six months and $/€5.99 per month thenceforth.

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NETSFLIX

Netflix is Associate in Nursing yankee amusement company based by Reed Hastings and brandy
Randolph on August twenty nine, 1997, in Scotts depression, California. In 2013, Netflix
expanded into film and tv production further as on-line distribution. it's headquartered in Los
Gatos, California.
Netflix's initial business model enclosed video-on-demand on-line and DVD by mail. In 2007,
Netflix expanded its business with the introduction of streaming media, whereas holding the
DVD and Blu-ray rental service. Netflix entered the content-production business in 2013,
debuting its initial series, House of Cards. it's greatly expanded the assembly of each film and tv
series since then, giving "Netflix Original" content through its on-line library of films and tv.
Netflix free Associate in Nursing calculable 126 original series or films in 2016, over the other
network or cable channel.
As of October 2017, Netflix had 109.25 million subscribers worldwide, together with fifty two.77
million within the us. Their efforts to supply new content, secure the rights for extra content, and
diversify through a hundred ninety countries have resulted within the company wrenching up
billions in debt:
$21.9 billion as of Sep 2017, up from $16.8 billion from an equivalent time the previous year.

JIOTV

JioTV, a live TV app specifically obtainable to customers of Mukesh Ambani’s public-service

corporation upstart Reliance Jio, launched on Aug. 15, 2018, has been providing over 600 free
live TV channels. JioTV as been ready to penetrate such a lot of the market as a result of it comes
pre-bundled with Jio’s devices and SIMs.It’s (JioTV’s) maybe an even bigger threat to Hotstar
than Associate in Nursing Amazon or Netflix as a result of its distribution network is incredibly
sturdy,” Kumar same, adding that the conglomerate go past India’s richest man will afford to
splurge on client acquisition because it can cross-subsidize the value of 1 customer across several
of its different merchandise. JioTV has been therefore optimistic at driving client adoption that it
really captures a bigger share in tier three cities, wherever smartphone penetration is thin and
network inconsistent.
 CHAPTER 5: RESEARCH METHODOLOGY OF THE STUDY

This chapter highlights the research approach and methods undertaken during the project. The aim

of the project was to understand the customer's perception about OTT video streaming services and

the importance it holds in consumer’s life. The research included primary research.

Universe of the study

In this fast moving world, OTT video streaming has grown globally in past few years. Netflix,
amazon prime video were the earlier entrants in this sector and the credit for shaping this
sector goes to them. Netflix is currently the global market leader for OTT video streaming, to
more than 80 million users.However researchers are skeptical that Netflix would be able
maintain this position because of the increasing competition from players like amazon prime
video who are also expanding their services to more than 150 countries.

Currently U.S. is the biggest market for OTT video streaming providers.. However, with booming
technology and internet penetration, Asia is the highly potential video streaming market.
 5.2 Locale of the study

This project is limited to study of OTT video streaming services in India. India has a total
population of more than 1.35 billion with mobile penetration and internet penetration of 80% and
35% respectively. This indicates that there is a OTT service providers can grab in Indian market.
With the entry of various OTT service providers in the last couple of years, India market,
customers are curious child,they want everything easily.

This study is conducted only for 4 major players in Indian market namely Hotstar, Amazon
prime video, and Netflix.
 1. Research Design

The research design was mainly quantitative. The following study is descriptive in nature. Data
has been collected and analyzed to understand the customer’s perception and viewing patterns
for OTT video streaming services. The research was carried out on the basis of designed
questionnaire for OTT video streaming portals. OTT video streaming portals such as Hotstar,
Amazon prime video, Netflix have been an integral part of everyone's life to watch their favorite
movies and shows according to their convenience in their busy schedules. The research involved
trying to gather data about the relevance of these portals in the current market scenario.

2. Data Collection

Data collection for the research was primary in nature and the method used was online survey .
The data collection was mainly focused on age group 18-40, to get the better insights about the
OTT video streaming. Responses were collected from the customers on the basis of designed
questionnaire to find out the viewing patterns, importance factors related to OTT video
streaming portals and importance of marketing on these portals.

3. Sample size of the study

The sampling methods that were used during the research were convenience sampling and

cluster sampling. The total sample size was 60 The respondents were of different age groups

and gender.

8 responds were inappropriate hence they had to be removed so only 52 responses were taken to measure the

data.
 CHAPTER 6: DATA ANALYSIS

The data collected by customer surveys were merely raw data and to draw any results and
conclusion from these, analysis was required to be done. Data was analyzed to get answers to the
objectives framed earlier.

Based on the responses collected through designed questionnaire (Annexure-1) and the
objectives that were framed earlier, the following analysis has been done.

Interpretation: 84.7% of respondents were of age 18-25 , 11.9% of respondents were of age

25-30, while only 1 respondents were of age 30-40 and 40+.

 !

Interpretation: Out of 58 respondents 43 respondents were male which makes it to 74.1% of

respondents , on the other hand 15 were female respondents making it to 25.9% of female

respondents.
 !

Interpretation: when asked about the preferred way of watching favourite movies and shows,

84.7% responded that they preferred online streaming, 15.3% respondents believe in watching

movies and shows on tv’s.

 !

Interpretation: 28 out of 59 respondents watch online video streaming portals daily, 16

respondents watch 2-3times in a week , 10 watch very often, 4 watch 4-5 times in a month , while

only 1 respondent never watch online streaming portal.

 !

Interpretation: when asked about the benefits of online streaming portals, 30.5% preferred ease of

access, 23.7% responded no time constraint, 30.5% responded numerous choice/big libraries,

6.8% responded in one go, 5.1% responded content in different genre, 1.7% in content in

different language , 1.7% responded in trending content.

 !

!
Interpretation: Out of 59 responses, 19 responded that the video catalogue is good , 19 responded

that video playback quality of hotstar is poor, on the other hand 20 respondents liked the user

interface of hotsar, 18 out of 59 respondents liked the offline viewing options of hotstar, what

they didn’t like is the pricing policy of hotstar.

 !

Interpretation : 18 respondents liked Amazon prime video’s video catalogue , while 22

respondents responded that the video playback quality is good, 19 responded that amazon prime’s

user interface is friendly , 16 responded that the liked the offline viewing options of amazon

prime’s, 19 responded that they like the pricing policy of amazon prime’s
Interpretation: 17 respondents responded that they liked the video catalogue quality of Netflix, 20

responded that the video playback quality of Netflix is good , 20 liked the user interface, 18

responded Netflix has good offline viewing options, while 20 liked the pricing policy of Netflix

.
!
 !

Interpretation: Out of 59 responses 17 responded that the video catalogue of jio tv is good, 17

responded that they like the video playback quality of jio tv’s, 20 responded that the user

interface quality is good, 18 said that the jio has good offline viewing options, while 15

responded that pricing policy of jio tv’s is good.

 !

Interpretation: 61% responded Netflix as their favourite online video streaming portal, 11.9%

responded jio tv, 10.2% responded hotstar, 16.9% responded amazon prime video.
 !

Interpretation: out of 57 responses 26.3% responded user interface, 15.8% responded offline

viewing options, 40.4% responded content as the reason,12.7% reasoned video playback quality,

1.8% responded deep content, 1.8% responded the content quality, 1.8% reasoned anytime any

show.
 !

Interpretation: 69.5% responded mobile phones as a preferred device for accessing online video

streaming portals, 23.7% chose laptops, 3.4% tablets/i pads, 1.7% smart tv’s, 1.7% fire stick tv.
 !

Interpretation: 71.7% responded that they have taken subscription of online video streaming

portal,28.% responded that they have not taken any online subscription .
 !

Interpretation: when asked about the reason behind the purchase , 24.6% responded that access to

paid content,17.5% as no advertisements,15.8% pricing offers,10.5% video playback and user

interface, 7% as offline viewing options.

 !

Interpretation: 36.2% responded less than Rs300 , 25.9% Rs 300-500, 32.8% Rs 500-1000, 5.2%

more than 1000.

 CHAPTER 7: CONCLUSION & SUGGESTIONS

In the era of digitization and technology, OTT video streaming services have become an integral
part of everyone’s life.

1. Findings of the Study

• Customers belonging to the age group of 18-25 are more frequently involved in online video

streaming because they are more inclined toward technology and digitization.

• 84% respondents preferred online video streaming over traditional ways, and this also
majorly comprised of males and respondents of the age group 18-25, who believed that the
major benefits of online video streaming over traditional ways are no time constraint and ease
of access.

• More than 75% respondents frequently access online video streaming portals i.e. daily or 2-3
times in a week, which also comprised of customers of age group 18-25 and male customers.
• Phones are the most preferred device according to the respondents, followed by respondents
laptops.
• The variations in the ratings of different online video streaming portals for various factors on
the scale of 1-5 were not large. Customers of all the age group have given moderate ratings
for all the factors to all the portals. So this shows that performance wise all the portals are
moderate in nature, so they have to improve that to provide better experience.
• 71.2% respondents purchased the subscriptions because of the various benefits such as access
to paid content, video playback quality & user interface etc. and 62.1% respondents were
willing to pay between Rs. 300 – Rs. 1000 for the subscription of their favorite online video
streaming portal.

2. Suggestions of the Study

• As 84% respondents preferred online video streaming, so this shows that this sector has the
great potential in Indian market and over the top service providers can leverage this opportunity by
formulating proper marketing strategies and improving their performance.
• Over the top service providers should try to retain those customers who access online video
portals more frequently by enhancing their experience and try to convert the other customers into
this category, to increase the average time spent by a user.
• The main reason behind Netflix and Amazon prime video having the largest market share, is
their video catalogue and video playback quality. Both of these providers have huge libraries of
Hollywood movies and series, whereas Hotstar lack that, so to compete and sustain in the market,
Hotstar needs to improve their video catalogue. Further, Netflix also needs to improve their local
content, to compete and sustain in Indian market.
• As phones are the most preferred device, so over the top service providers should work on the
performance of their mobile app and mobile website to enhance the user experience.
• As video playback quality and video catalogue are the most important factors according to
respondents, and none of the online video streaming portals were rated high on these two factors,
so they should try to improve their service.
• For improving video playback quality service providers can Whereas improving video
catalogue, OTT service providers should focus on local, international content as well as original
content.
• Pricing of the subscription should also be nominal. Currently amazon prime video charges
Rs. 999 for yearly subscription, which is in the range that customers are willing to pay. However,
Hotstar is priced at Rs. 199 per month and Netflix price range from Rs. 500 – Rs. 800 per month
which is way beyond what an average customer is willing to pay for the subscription. So, service
providers should offer their subscription within the range that customers are willing to pay, to
increase their number of subscriptions.

CHAPTER 8 LIMITATIONS OF STUDY

The study was mainly limited to Delhi, as most of the respondents belonged to Delhi or are
currently living in Delhi. So report reflects the viewing pattern mainly for Delhi or other
metropolitan cities.
• As most of the respondents were of the age group 18-40, so their perception and viewing
pattern for OTT video streaming portals may vary with other age groups.
• The research did not included respondents from tier 2 and tier 3 cities or rural India, so the
viewing pattern may vary in those areas.
• Most of the respondents were highly educated, and preferred English content over Hindi or
regional content.
 CHAPTER 10: ANNEXURE-1

Questionnaire

Comparative Study of Online Video Streaming Portals

Online video streaming portals Netflix have been an integral part of everyone's life to watch our
favorite movies and shows according to our convenience in our busy schedules. This survey is for
understanding the customer's perception about these services and the importance it holds in our
life.
* Required

1. Name (optional)

2. What is your Age *

Less than 18
18-25
25-30
30-40
40+

3. What is your Gender *

Male
Female
Other:

4. Preferred way of watching your favorite movies and shows? Mark only one oval.
Traditional ways (such as: TV commercials, print ads etc)
Online Streaming
5. How often do you watch anything on online video streaming portals?
Daily
Rarely
often
Very often

6. According to you, what are the benefits of online streaming over traditional ways?
* Check all that apply. Ease of access No time constraint
Numerous choices/ Big libraries Watch in a go
Content of different genre Content in different languages Trending content Other:

7. How will you rate factors?

Very poor Good Very excellent
Video catalogue
Video playback
quality
User Interface
Offline Viewing
options
Pricing

How do you rate these online video streaming portals on the following factors? (rate on the scale
of 1-5)

8. Hotstar *
Video catalogue Video playback quality User Interface
Offline Viewing options Pricing
9. Amazon Prime Video *

Video catalogue Video playback quality User Interface

Offline Viewing options Pricing

10 Netflix *
Video catalogue Video playback quality User Interface
Offline Viewing options Pricing
11. Jio TV *
Video catalogue Video playback quality User Interface
Offline Viewing options Pricing

12. Which is your favorite online video streaming portal? *

Hotstar
Amazon prime video Netflix
Jio TV

13. Why this is your favorite video streaming portal? (based on the answer to above question) *
Mark only one oval.
Video catalogue Video Playback User Interface
Offline Viewing options Other:

14. What is your preferred device for accessing an online video streaming portal? Phones
Tablets Laptops Other:
15. Have you ever taken subscription of online video streaming portal? Yes
No

16. What was the reason/encouragement behind your purchase? * Check all that apply. Access to
paid Content
Video playback and user interface Pricing/discounts/offers
No advertisements Offline viewing options Other: