Course Code: MGN832 Course Title: Research methodology

Course Instructor: Sushant Gupta Sir

Academic Task No.: CA3 Academic Task Title: Live Project-2
Date of Allotment: Date of submission: 30 April 2020
Student’s Roll no: B41, B45, B52, A26 Student’s Reg. No: 11910540, 11909287,
11906871, 11915300

Declaration:

We declare that this Assignment is our work. We have not copied it from any other students
work or from any other source except where due acknowledgement is made explicitly in the
text, nor has any part been written for me by any other person.

Learning Outcomes: We have learnt a lot from this project through various research papers on the topic
preference of youth regarding online video streaming app, which is done by different experience authors.

Student’s Signature: Jyoti Pathak, Laiphrakpam Bijeta Devi, Simran Wadhwa, Kirti Bansal

Evaluator’s comments (For Instructor’s use only)

………………………………………………………………………………………………………………
…

………………………………………………………………………………………………………………
…
Evaluator’s Signature and Date:

Marks Obtained: - ................................................. Max. Mark :- ……………………………

 PEER RATING

ROLL NO NAME PEER RATING

B41 Jyoti pathak 10

B45 Laiphrakpam Bijeta Devi 10

B52 Simran Wadhwa 10

A26 Kirti Bansal 07

 TITLE

A Study on Preference of Youth Regarding Online Video

Streaming Apps
 Chapter 1
INTRODUCTION

1.1 Definition: Online Streaming

Streaming is a technology used to deliver content to computers and mobile devices
over the internet. Streaming transmits data usually audio and video, but increasingly other
kinds as well as a continuous flow, which allows the recipients to begin to watch or listen
almost immediately.

1.2 History
During the late 1990s and mid-2000s, clients had expanded access to PC systems,
particularly the Internet. During the mid-2000s, clients approached expanded system
transmission capacity, particularly in the "last mile". These mechanical upgrades
encouraged the spilling of sound and video substance to PC clients in their homes and
work environments. There was additionally an expanding utilization of standard
conventions and configurations, for example, TCP/IP, HTTP, HTML as the Internet turned
out to be progressively marketed, which prompted an implantation of venture into the part.
The band Severe Tire Damage was the primary gathering to perform live on the
Internet. On June 24, 1993, the band was playing a gig at Xerox PARC while somewhere
else in the structure, researchers were talking about new innovation for broadcasting on the
Internet utilizing multicasting. As evidence of PARC's innovation, the band's presentation
was communicated and could be seen live in Australia and somewhere else. In a March
2017 meeting, band part Russ Haines expressed that the band had utilized around "half of
the all-out data transfer capacity of the web" to stream the presentation, which was a 152-
by-76-pixel video, refreshed eight to twelve times each second, with sound quality that
was, "best case scenario, an awful phone association.

1.3 Online Streaming Popularity and Scope in India

As indicated by the counseling firm EY, India had 160 million advanced video
watchers toward the finish of 2016. With developing broadband infiltration and less
 expensive portable information designs, this number is quickly developing. By and by,
OTT(Over the Top) shapes only 16 percent contrasted with customary TV channels and
other media, yet a Boston Consulting Group study discharged on November 2018 says
OTT stage in India by and by is worth Rs 3,500 crore however can grow ten times to an
incredible Rs 35,000 crore in the following five years. Another study, this time by Ernst
and Young, says OTT clients in the nation will arrive at 500 million by 2020, making India
the second greatest market after the US

1.4 Players in India:

Much the same as the Smartphone section, the video spilling space (OTT) in the
nation is seeing a wild battle among indigenous and worldwide players with the last
increasing a more grounded decent footing in the residential market. As indicated by the
most recent information, Netflix and Amazon Prime Video, two of the predominant players
comprehensively, have relentlessly developed their piece of the pie in the nation this year
to the detriment of nearby firms, for example, showcase pioneer Hotstar, Jio TV and Jio
Cinema.

1.5 Customer Perception:

The study concentrated on video gushing administrations viewed on a TV, for
example, Netflix, Hulu, YouTube, or Watch ESPN. Respondents showed that they viewed
in any event 1 hour of spilling video every month. As this review illustrates, most
purchasers will surrender gushing video when quality endures. Improving spilling video
quality is a significant obstacle that must be crossed as TV moves on the web. Clients
exceptionally esteem the unwavering quality and nature of their video gushing experience,
however that general they consider there to be huge opportunity to get better in the zones
of burden times, picture quality, re-buffering and playback blunders.

MARKET SHARE OF ACTIVE USERS

Amazon Prime 1.43

Alt Balaji 0.21
Jio TV 17.60
Netflix 2.08
SonyLIV 3.17
Voot 11.76
 Hotstar 40.18

Chapter 2
REVIEW OF LITERATURE

1.6 Video Streaming in Online Learning

Thompson et al. (2012) has conducted a research as to reveal the developing patterns in
postsecondary training that stress the significance of on the web and innovation empowered
learning. This examination expects to research whether the utilization of virtual, intuitive,
constant, teacher drove web based learning can convey a similar understudy act and commitment
results as an up close and personal course. The information comprise of 698 members educated
in eight areas, more than two semesters, with two unique educators. An examination of change
was utilized to think about the distinctions for both understudy execution and commitment
results. The discoveries of this research demonstrate that a synchronous course conveyed
utilizing classroom innovation has a similar dimension of understudy execution results as
learning. This investigation proposes that innovation is a successful synchronous learning
condition.
The researcher named Thompson, klass, fulk finished research in the how the students can
develop their skills with the help of the online class like video conference or any other media of
communication with the help of internet on higher education and it helps the students on
empower their learning with innovative methods. Derived the significance of virtual learning.
The research had conducted on the 698 members who are educated in the eight different areas of
studies and for more than two semesters with two unique educators. The end of the research
discovered that classroom innovation learning has some results in the dimension of understudy
execution results learning. Finally, this concluded that innovation is learning is equally important
and gives the same results in the development of skills and learning.

Maxfield et al. (2013) has conducted a research to the role of video in pre-service teacher
first day of school observations: peer review on learning of teaching concepts and future
application. This investigation centers around the job of video in pre-administration educator
perceptions of the main day of school and the effect of friend exploring the recordings on
learning of new showing ideas and the future utilization of scholarly ideas. Postsecondary
separately videoed their perceptions from the principal day of school. In class they shared and
examined the recordings. A cross-sectional self-revealing on the web study was utilized to
inspect postsecondary view of video innovations amid perception on their learning and effect on
future instructing rehearses. The outcomes of this study demonstrate that when postsecondary
audit recordings made by their companions as a component of their perceptions, they are bound
to become familiar with extra showing ideas and are eager to apply them later on. This is the
main period of the examination. In future stages, understudy reflections will be dissected for
topics.
In 2012 maxfield and romano conducted research on video pre-service in teaches first of school
and asked administrate them self and with the peer regarding the teaching concept and future
application. Later after inspection of once videos found out the changes need to made and those
take away helps for the future utilization of videos and postsecondary period examined videos
are being shared with the respective individuals after self-reveling once videos the implementing
new ideas can be encouraged and the outcome of this study demonstrate that the concepts and
characteristics are need to be added. Later after self-canalization. Once the reviewing is done the
are very happy about their learning from others and waiting for the next recording. They are with
some alterations and new ideas came into their mind for next step and there are eager to apply
them in the next assignment.

Reboli et al. (2008) has conducted a study to know whether the introducing video
streaming technology to meet the needs of all learners: pre-professional and graduate student
experiences. It is a strategy utilized by (potential) teachers to consolidate video clips
straightforwardly from the web into lessons. Griffin (2005) composed that the utilization of
video is a way to improve accomplishment dimensions of understudies in k-12 classrooms. As
understudies turn out to be all the more innovatively advanced so does the requirement for larger
amounts of video streaming. As our understudies look to meet orders to achieve all youngsters, it
gives approaches to address the issues of understudies who are watching and playing videos.
This research studies the need to build their capacities to join recordings into lessons. Video
streaming gives an expansive gathering to undergrad and graduate understudies to utilize video
clips in a less demanding configuration than different methods for coordinated video. Surveys
were directed with undergraduate and graduate understudies to decide their insight into video
streaming and their availability to consolidate it into their instructing.
 Researcher named Reboil and Amstrong has conducted study on the online streaming
whether the videos area able to satisfy the needs of all learners like pre-professional and graduate
student etc. These video are made by potential teachers which delivers the content in to the
videos. These type of teaching innovatively advance demand for these kind of teaching will be
increasing drastically in the future. After introduction of the advancement we can address the
issues of the understudies. Apart from this videos can serve the purpose of larger gathering. This
video clips have reliability and compare to the other methods and feedback will be taken from
the undergraduate and graduate understudies and for some insightful for making advancement
for the making videos.

Hartsell et al. (2006) has conducted a study which has considered the utilization gushing
video in the online instructive condition and examines the different arrangements of spilling
media. The different equipment and programming programs used to make gushing video is
additionally analyzed alongside the favorable circumstances and disadvantages of utilizing
spilling video in online guidance. At long last, a discourse of how gushing video can be utilized
in online guidance and its curricular applications are tended to. The research concluded that this
type of innovation brings courses alive by enabling on the web students to utilize their visual and
sound-related faculties to learn complex ideas and troublesome strategies.
The study conducted on the by considering the gushing video for online instructive condition and
asses the arrangements of spilling media. The different types of programming programs are used
to make gushing videos for the adjustable conditions and providing the guidelines for
overcoming the disadvantages of spilling video and part from this the research concluded how
students con utilize the visual and sound related problems and some of the ideas for trouble
shooting for some simple problems.

Maxfield (2006) has conducted a study to examined the time and daily schedules in
online teaching. Through this study they came to know that there is new significance and
indistinct standards to the idea of web based instructing because of the timetables and measure of
time online instructors look after every day. Online educators spend a lot of their planned
available time (in-hours) finishing phone calls, voice messages, messages, teaching, making
educational programs and reviewing. This does not show up boundlessly not the same as the
obligations of a classroom instructor in an eye to eye condition. Nonetheless, it has turned out to
be evident through this subjective research contemplate that online educators have an incredible
number of understudies running from 400 to 1,100 and need to invest individual energy (out-
hours) reviewing and messaging to take care of every individual understudy.

Wang (2019) published a review to learn about consumer interactions in live video
streaming: an overview of netnography. The purpose for this paper is to guide a top-to-bottom
analysis of the unique environment and client experiences with live video gushing and to provide
a bit of information about the elucidation of the contextualization experiences on show. The
analysis used the netnography, electronic meetings and physical transport of researchers to the
region for public information and impressions. The mix of netnography and online meetings
joined the web and disconnected investigations in order to achieve greater consistency in the
collection of information, the examination and the various procedures. The results of the inquiry
can be clustered into a three-pronged situational environment strategy, implemented as
recommendations. In the long term, the pieces of information in contextualization experiences
come up. This research has contributed to the development of a concrete theory that offers
insight into the deciphering of contextualization experiences. The theory was generated on the
basis of raw knowledge in order to give it the ability to explain the wonders about the
comparative cases of live video gushing.

Chassiakos et al. (2016) published work with a view to identifying youth interest in new
media. Current children and young people are inundated with both traditional and modern forms
of computerized media. Study on customary media, for example, TV, has differentiated health
issues and unfavourable outcomes that correlate with the duration and content of survey. In the
past decade, the usage of computerized technology, like smart and internet-based existence, has
grown and, looking at the facts, suggests that such more up-to-date technologies provide both
benefits and threats to the soundness of children and adolescents. Proof-based benefits derived
from the usage of computerized and electronic life include early development, creative thought
and development, increased open doors for social interaction and encouragement, and additional
possibilities for well-being enhancement through communications and results. The dangers of
these media involve adverse effects of well-being for relaxation, care and learning; higher levels
of heaviness and sorrow; exposure of chemicals and interactions that are not appropriate, wrong
or hazardous; and exchange in protection and privacy. This comprehensive research analyses the
writing of young people from birth to maturity with respect to these chances and risks, in the
sense of clinical inquiries. In order to advance the well-being and wellbeing of young people and
teenagers, it is essential to maintain adequate physical movement, good sleep, a high level of rest
and social well-being. A strong family media usage program that is individualized for a
particular form of tyke, a young adult or a family may discern a suitable balance between screen
time / online time and various activities, establish restrictions for exposure to material, monitor
presentations of individual data, encourage age-specific simple logic and computerized
instruction, and promote free family communication and execution of reliable standards about
media use.

Leung (2004) carried out an analysis to examine how mobile generation is based on the
Internet Conceived sometime between 1977 and 1997, the mobile age is the original to rise,
encompassed by home PCs, video games and the Internet. As the descendants of the baby
boomers, the Internet is the tool of choice for the future of the world. In the context of the
hypothesis that net-age has fascinating characteristics, this review analysed: (1) how net-
generation based on the Internet compares with non-dependent, and (2) how these characteristics,
along with the desirable characteristics of the Internet, are associated with internet enslavement.
Knowledge was obtained from a 699 net-generation chance check between the ages of 16 and 24.
Results indicate that Internet-dependent net generation would typically be under-studied young
females. Being genuinely open to the Internet and an enormous client of ICQ were most effective
in anticipating the dangerous usage of the Internet by the mobile community. Depending on the
net age, there is also a clear link to the joy of getting the capacity to monitor the recreated
universe by internet diversions. The discovery underpins previous work that "on the outside"
spends much of their resources in synchronous communication, taking part in intuitive web-
based amusements, talk rooms, and ICQ to enjoy pursuing or fleeing, whereas "on the outside"
using data-gathering capacities that are accessible on the phone. In comparison, internet users
may usually sit even fewer in front of the TV, illustrating a changing effect on traditional
television use for the net period.

Mansy et al. (2014) published a report that characterizes the client actions of commercial
smartphone video sharing services. HTTP Interactive Broadcasting dominates the overwhelming
majority of internet traffic today and a significant portion is powered by video use on mobile
phones and portable devices. Customer product usage from numerous popular company
administrations settles on different criteria and institutional decisions arising from heterogeneous
apis and device containments. Consequently, given the close management, they show very
distinct behaviours with very specific traffic usage attributes.

Matrix (2014) this paper discusses the three notable gushing administrations – Netflix,
YouTube and Hulu, over the two relatively flexible levels – iOS and android, in order to explain
the impact of such systemic decisions. We extract definitive session behavior based on the
latently obtained parcel follows a comprehensive arrangement of inquiries on vendors and device
forms. We consider changing steps of "excess" traffic in the form of data storage capability
change across the government, which adversely affects money. In addition, we discover that such
systemic decisions contribute to embarrassment in the usage of transmitting resources on
common networks through various levels. Specifically, we're finding that the Android Netflix
player will take a greater portion of mutual data sharing when struggling with the ios execution.

Lane (2004) has Conducted a research to realize in the case of utilizing streaming video
improve educational program or do separate have any effect. The research uncovers that "joined
spilling" is a video download and spouting system that rapidly passes on in excess of 2,000
enlightening fundamental subjects propelled accounts and 20,000 catches. By essentially
glancing through the database, customers can without a lot of a stretch discover evaluation and
subject express substance, and view the accounts on their PCs. This should be conceivable by
downloading it onto their work regions or a close by server, or by live spilling. Each video has
been recorded, which gives the decision of overview the entire program or watching a short
catch. The expansive library of genuine to life media was arranged unequivocally for use in the
k-12 homeroom. Undertakings line up with national and state-level standards and join assistant
materials for teachers and understudies. The ventures are expected to bring any primary subjects
subject alive in any educational condition. Activities are given from respect winning creators
including joined learning, weston woods, TV ontario, natural media, rainbow instructive media,
and others.

Zhang et al. (2006) has conducted a study which says Instinctive video in an e-learning
structure empowers proactive and discretionary access to video content. Our observational
examination reviewed the effect of wise video on learning result and understudy satisfaction in e-
learning conditions. Four unmistakable settings were thought about: three were e-learning
conditions—with intelligent video, with non-instinctive video, and without video. The fourth was
customary classroom condition. Delayed consequences of the test showed that the estimation of
video for learning suitability was needy upon the game plan of instinct. Understudies in the e-
learning condition that gave wise video achieved out and out better learning execution and a
more raised measure of understudy satisfaction than those in various settings. In any case,
understudies who used the e-learning condition that gave non-instinctive video didn't improve
either. The revelations recommend that it may be basic to join smart instructional video into e

Raveendran et al. (2019) has conducted a research for analyzing user behavior in online
streaming mobile applications. Online live streaming empowers individuals to speak with
mainstream influencers from around the globe. These days, web-based social networking is a
necessary piece of our lives, and this requests a careful examination of such stages. These live
gushing applications have huge client bases, and learning the client conduct in such situations
can be keen. Here, there is an incredible need to total the individual inclinations of the clients
into a solitary gathering inclination. Social decision hypothesis finds an extensive application
here, being a system for cooperative choice creation. In this paper, we look at the traits of online
live gushing applications using the ideas of the social decision model. We perform investigation
of a constant dataset got from a live gushing stage and further approve the outcomes utilizing a
whole number straight programming model. The examination results plainly exhibit the viability
of social decision in speaking to the client conduct in online live streaming applications.

Francescucci et al. (2019) has conducted a study to explore the effect on understudy
execution and commitment results of internet spilling applications. Instructional substance was
displayed contrastingly in two beginning custom educational program course territories. In a
very close (f2f) region, the instructor met with understudies on regularly arranged days and times
and francescucci, anthony, and lailarohani. "exclusively synchronous on the web learning: the
impact on understudy execution and responsibility results acquainted substance face with face. In
the other territory, content was displayed using overhauled computerized communicates,
involving the instructor depicting while powerpoint slides and diverse visuals were showed up
streak films that understudies could download from the web at days and times dependent on their
own inclination. Each and every other piece of these two class sections were the equal. Despite
the way that data related with understudy achievement and understudy satisfaction were possibly
progressively useful for the fragment, the mistakes may have been related to measurement
differentiates in the understudy masses of the two portions. Extents of understudy duty were
imperceptibly higher for the online zone. Consequences of revelations are analyzed in
association with training and learning in courses with broad enrollments that are revolved
fundamentally around making data based aptitudes.

Zhang et al. (2019) has directed an examination to know the effect of live video gushing
on online buy goal , E-retailers are getting a handle on new progressed elevating strategies to
give logically solid information to their customers. This assessment takes a gander at the impact
of live video spilling, portrayed as conveys logically to a gathering of individuals over the web
for business-to-client and business-to-business correspondence. Regardless of the way that lvs
has been gotten as a publicizing framework by e-retailers, its effect on customers' online
purchase desire remains cloud. Drawing on understanding level speculation, this examination
tentatively glances at the impact of lvs on customers' online purchase desire pondering mental
partition and saw helplessness. We test the investigation structure with the guide of a semi take a
stab at using helper data accumulated from taobao.com the greatest electronic trading stage in
china, and two preliminary plans. The displayed results show that the lvs method can improve
customers' online purchase objective by reducing mental partition and saw weakness. In addition,
thing type coordinates the impact of lvs on observed powerlessness. This paper finally gives a
part of the useful and managerial consequences of our revelations.

Kannan (2013) has conducted a research on the designing and pricing digital content
products and services, and analyzed the rapid propagation of digital technology for generating
and publishing content in diverse forms, i.e. written, music, videos, both firms and
consumers have a number of substitute technology and formats available for producing and
consuming content. While this has led to more value for customers, the firms have had
mixed results. Some organizations have seen their value wear away through the acceptance
of newer formats as related to the older ones (e.g., streamed music format vs. Cd format),
and other firms have been generally unwilling to embrace newer technology and
arrangements for the similar reasons. Design, methodology and method, in this chapter, we
review the research issues in planning and pricing such digital content and setups and the
various strategies that firms can accept in ensuring that both firms and customers benefit
through the use of newer formats. The research is conducted in this field and identify
research issues for future research.
 Gilbert et al. (2019) has conducted a research to know the strengthening of social media
marketing with live streaming videos. Within excess of 3 billion clients around the world, web
based life has changed advertising. It offers people the capacity to adequately and moderately
draw in, convert, and change buyers. There are in excess of 5 million interesting portable clients
worldwide with about 2.8 million individuals getting to web based life with cell phones and 80%
of overall web clients owning something like one cell phone. Versatile video is an especially
encouraging stage to impart to shoppers; 80% of internet traffic was with videos by 2019 and
74% of buyers are bound to purchase an item or administration in the wake of watching a
marked video. In any case, recorded video is expensive and awkward to deliver, but live
streaming videos reduces costs while expanding client commitment and has more impact.
Considering that live streaming video can fortify internet based life promoting methodologies,
this paper audits the ascent of web-based social networking and also clarifies the job of live
spilling video, reviews live spilling video stages, proposes live streaming video techniques,
shares live video, overview results and assess the effect of live streaming video.

Shaikh et al. (2019) has conducted a study to investigate the spending on digital-video
advertising: a longitudinal analysis across digital and television. Organizations have been
expanding their interests in computerized video publicizing to the detriment of TV promoting.
This examination looks at the viability of such speculations with a media productivity and
immersion investigation on longitudinal datasets from a national eatery network and a national
nourishment and refreshment brand. The creators found that computerized video publicizing was
better than TV promoting, so the move was genuine. These distinctions in effectiveness, in any
case, diminished quickly as venture levels behind computerized video promoting was expanded.
The effect of advanced video publicizing soaks early, and organizations need to represent such
consistent losses in their media procedure.

Joa et al. (2018) has conducted a study to investigate the elements that may impact the
viewership of online in-stream video publicizing on Youtube, in light of review setting, seeing
gadget, promoting offers, video qualities and client experience as a "prosumer" content maker.
Albeit online watchers observed more required full-length promoting than skippable publicizing,
the thing that matters is extremely little, however factually critical. Among the different online
video seeing gadgets, the cell phone was the main gadget that encouraged online video
promoting viewership. We found that the stimulation benefit of publicizing in general be more
grounded than individual pertinence in foreseeing promoting viewership. Furthermore,
promoting was bound to be seen by popular Youtube identities and "prosumers" who effectively
produce and expand content via web-based networking media than by onlookers who watch
recordings, however, they never made content on Youtube. The outcomes offer rules to sponsors
on the most proficient method to increase the value of their pre-roll online video promotions (i.e.,
publicizing before the video starts) and clarify publicizing viewership dependent on the
commercial itself and the survey setting.

Ham et al. (2017) has conducted a study to investigate how buyers adapt to a PC
innovation driven influence strategy called online conduct publicizing (oba). By following
shopper’s online practices, oba conveys very custom-made publicizing messages to singular
purchasers, offering ascend to genuine protection worries because of their incognito nature.
Incorporating the influence learning model and the security inspiration hypothesis, we utilized a
study technique to inspect how purchasers adapt to oba dependent on their influence information,
intellectual examination and psychological handling factors. The outcomes uncover that
influence learning was by implication related with adapting conduct of promotion evasion all
through psychological evaluation process (saw dangers; saw benefits; self-adequacy).
 Chapter 3
RESEARCH GAP

In summary, much research has been completed on many variables reaching far and wide
within the streaming services. In each of these studies, certain variables are chosen, but
many more are ignored. Ease of use has been focused on by one study. The motivations
of video content are discussed and determined in another.Most of the studies only look at
the services in general, and lack insight and details on streamers’ perceptions towards its
different features.

However, after a thorough review of past studies, it became clear that there is no single
study examining a comprehensive set of life factors that influence consumer behavior of
online streaming service subscription.

The research of Internet audiences to understand if viewing Internet TV is among

television viewers’ media priorities. Therefore, this research project attempts to fill this
gap in the literature with an up-to-date study of why consumers choose online streaming
versus cable television services.
 Chapter 4
PROBLEM STATEMENT

The problems to be resolved and circumstances to be changed vary based on

geographical boundaries after discovery across both boundaries. Jio TV, a free add-on to the
telecommunications subscription, has a major share of online streaming in the country like India.
The channel is not creative, but it has as much streaming as possible, because its perception is
free of charge. But, if the exposure to the artistic material is taken on a wide scale (ground the
world) further.

1. Content producers: more creative content.

2. Publishers quality content to be picked.

3. Consumers demand greater quality.

4. Faster downloader speeds and new platforms.

 Chapter 5
RESEARCH OBJECTIVES

The objective of study to identify the preference of youth regarding online video streaming
and our aim to check which streaming app is mostly preferred by youth. Our objective of study
is:

 To study about the most preferred online streaming apps amongst the youth.

 To identify what genre of content youth preferred to watch.

 Perception of youth related to online streaming apps.

 Chapter 6
RESEARCH MODEL
SOME LIFE

INFLUENCING POSSIBLE

FACTORS RESULT

CONTENT

SATISFACTION

QUALITY

MOST PREFERED APP

ONLINE
STREAMING
APPS
DOWNLOADING
SPEED

OUTMOST
PREFERENCE

COST

From the above Research Model diagram, one is some life factors that are influencing the use of
online streaming apps and other is the possible result. There are multiple factors that influence
the behaviour and attitude of the youth, some of which are shown in above diagram which we
have taken from review of literature which is affecting the preference of online streaming apps
and there are possible result which we have analyse from the review of literature that can be seen
on the right side of the diagram.
 Chapter 7
RESEARCH HYPOTHESES

In the modern digital age, the technology continues to be evolving and its difficulties are
developed, especially for older generations that did not use a large number of such latest
streaming choices. Many believe that many consumers do not try new streaming options for
online media today if it is too hard to learn. In order to close the divide, several businesses will
use very simplified goods to attract a larger market.
Keogh et al. (2001) also identified a significant link between embracing emerging
innovations, digital video services in particular, and finding them convenient to use. In other
terms, customers are more inclined than hard to follow a new product. When accessibility is
open, customers would be more likely to react to a new streaming service.

H1a: There is a positive relationship between ease of use and the adoption of online streaming.
H1b: There is a positive relationship between ease of use and the adoption of Cable TV

Many companies use their product as a portal for other shopping. In certain instances, we
remember that customers continue to incorporate additional items for ease if they regularly
access a platform. This is shown through the introduction of new items to their current portfolios,
in cable TV and web storming. Work has identified statistically relevant links between digital
transactions and supplementary transactions and between media buying and continuing
purchases (Lee et al., 2016).

H2a: Additional purchases are positively related to using online streaming subscriptions.
H2b: Additional purchases are positively related to using cable television providers.

Channel selection plays a key role in choosing a media provider and channel choices are a key
component. A big factor is live sports which hold a huge presence among consumers and it is
known that a lot of streaming options don't provide service to live sports action. A study by
Hibberd (2004) aimed to determine what channels are deemed most important to customers, as
well as how much they may be willing to pay on a monthly basis per channel in order to retain
viewing rights (Hibberd, 2004).
H3a: Media options available positively relate with use of online streaming.
H3b: Media options available positively relate with use of cable TV
Research by Bondad-Brown et al. (2012) produced a statistically significant relationship between
social trends of the current age and the factors of adoption. The data showed significant
correlations between social trends and how the adoption of online media occurs. The social
aspects of digital technology, mobile apps and social media are shown to impact this loss of
viewership. (Bondad-Brown et al., 2012).
H4a: Social trends have a positive relationship with the adoption of online streaming.
H4b: Social trends have a positive relationship with the adoption of cable TV.

The number of cable and streaming options available to any individual today can be almost
overwhelming. However, most consumers do not have the option of paying for all of them so
they must choose which services they are willing to pay for, which in turn directly impacts the
channels/shows they are able to view. An interesting finding of Taneja and colleagues’ research
is that consumers do not divide their time consuming all of the media available to them but
instead create subsets of options and consume media from those smaller subsets (Taneja et al.,
2012).
H5a: There is a positive relationship between available options and choice of online streaming.
H5b: There is a positive relationship between available options and choice of cable TV
Based on the above literature, the hypothesis for the current study are as follows

Hypothesis 1: For users, Personalized recommendation system is one of its most valuable
features.
Hypothesis 2: Before choosing new content to watch, consumers usually check the personalized
recommendation list.

Hypothesis 3: The recommendation system is a valuable feature for streaming users’ overall
Netflix experience.
 Chapter 8
RESEARCH METHODOLOGY

Research methodology is a means of addressing a research problem systematically.

The structure or outline of research is a research design that guides the research process
from formulating research questions and assumptions to reporting research findings.
Research methodology describes the study techniques employed in scientific experiments
and discusses whether a certain approach or procedure is used to determine findings either
by the researcher or by others.

1.7 Scaling

Scaling technique tells us which type of scale we should use according to our research. Our
research include Single item scales technique. In our questionnaire we have first used Ratio
Scale. For age variable, ratio scale is suitable, thus, for age ratio scale has been used. In the rest
of the questionnaire, Likert Scale has been used. The reason behind using likert scale is that it is
considered best for surveys. It also helps in keeping all the questions in focused with the topic
and this scale gives more accurate results.

1.8 Statistical tools

Statistical tool is used to analyse the collected data through software. There are many
software that help the researchers to analyse the data like R, SPSS, PYTHON and many more.
To analyze by using various statistical technique like meant T-test and Z-test of the collected
data of this particular research, we have decided to use the software SPSS that is “The Statistical
Package for the Social Sciences”. The reason behind choosing this software are as follows:

i. Reliable
ii. Provide fast answers
iii. Suitable for tables and graphs
iv. Has the facility of large number of statistical tests

With the help of this software we will able to do hypothesis testing which is an act in
statistics whereby an analyst tests an assumption regarding a population parameter and
accordingly we can accept and reject the hypothesis.
1.9 Sampling planning
The current research will be conducted on sample of 150 students of Lovely Professional
University including male and female which are randomly picked. Probability (random)
sampling techniques will be used for sampling. Under probability sampling we will use
convenience sampling. We have selected this particular sample size because the sample size will
be diversified and with the help of which we can get the diversified idea about preference of
online streaming apps of different states. Further, it is very benefial to know the opinion of youth
about the online videos streaming apps because they are the future of these companies and we
can get the idea about what they think and what can be done to increase the scope in future.
 VARIABLES IDENTIFIED

For the current study, the survey instrument was developed using the variables of interest, and
their standard scales as noted in the literature.

Name of Variables Author (Year)

Keough et al. (2001), McCreery and Krugman (2015), Bautista et al.

Ease of Use
(2016)

Cost Snyder (2016), Rainie (2017)

Satisfaction McCreery and Krugman (2015), Tse and Wilton (2016)

Utilization of Hartsell & Yuen (2006)

streaming apps

Time and daily Maxfield et al. (2013)

schedule

Internet on higher Thompson, Klass, Fulk, (2019)

education

Teaching concept Maxfield & Romano, (2012)

and future
 application

Effect on education
of online streaming LaneC, (2004)
apps
Zhou, Briggs, & Nunamaker (2006)
E- learning is
affecting the
learning or not
Raveendran & Bain, (2019)
User behavior

Francescucci, Anthony And Lailarohani, (2019)

Execution and
results

Chapter 10
QUESTIONNAIRE

RQ1. Indicate your age group?

RQ2. Which of the following online video streaming application do you currently have an
account with?

RQ3. In a typical week, how likely are you to use online video streaming applications?
RQ4. How much do you currently pay per month for access to online video streaming
applications?
RQ5. What features are most important to you when choosing an online video streaming
application?
RQ6. What type of content is most important for you?
RQ7. Do you feel different language of content effects the choice of viewer?
RQ8. With whom you would like to share your vibe of “Netflix and chill” more?
RQ9. Does online streaming or online video platforms affect your daily routine?
RQ10. Which time of the day you like to spend on online streaming apps?
RQ11. What do you think does these apps effects the one health as well?
RQ12. What kind of person you are when it comes to watch a series over Online Streaming
app?
RQ13. What kind of Genre you like watching the most?
RQ14. In which posture you spend your time watching most?
RQ15. Do you think online video streaming apps help you to enhance your analytical skills?
RQ16. How much would you want to spent on OTT subscription per month?
RQ17. Do you think viewing online streaming videos would affect your relationships with
your love one’s?
RQ18. Do you think viewing online streaming videos would affect your academics?
RQ19. In which device do you stream your videos?
RQ20. Do you think online video streaming apps influence your shopping behavior?
RQ21. Online video streaming apps can affect your social responsibility?
RQ22. Do you specifically watch the shows/movies which were suggested by your friends?
RQ23. Which language do you prefer to watch?
RQ24. Does watching online streaming videos influenced your daily life style in general?
RQ25. Do you think online streaming apps are the new-generation entertainment place?
RQ26. Can you see your career in the field of online streaming application companies in any
manner?
RQ27. Do you think subtitles can improve your reading skills?
RQ28. Do you prefer watching movies of different language?
RQ29. Should premium videos be encouraged?
RQ30. Are online streaming videos, time waste or time pass, addiction or enjoyment?
 Chapter 11
REFERENCES

Bondadet et al. (2012) Influences on TV viewing and online user-shared video use:
Demographics, generations, contextual age, media use, motivations, and audience activity.
Journal of Broadcasting & Electronic Media, 56(4), 471-493.

Taneja, H., Webster, J. G., & Malthouse, E. C. (2012). Media consumption across platforms:
Identifying user- defined repertoires. New Media & Society, 14(6), 952-968.

Kannan, P. K. (2013). Designing and pricing digital content products and services: A research
review. In Review of Marketing Research (Vol. 10). Emerald Group Publishing Limited.
https://doi.org/10.1108/S1548-6435(2013)0000010008
Joa, C. Y., Kim, K., & Ha, L. (2018). What Makes People Watch Online In-Stream Video
Advertisements? Journal of Interactive Advertising, 18(1), 1–14.
https://doi.org/10.1080/15252019.2018.1437853

Shaikh, N. I., Hada, M., & Shrestha, N. (2019). Allocating spending on digital-video advertising:
A longitudinal analysis across digital and television. Journal of Advertising Research, 59(1), 14–
26. https://doi.org/10.2501/JAR-2018-038

Ham, C. D. (2017). Exploring how consumers cope with online behavioral advertising.
International Journal of Advertising, 36(4), 632–658.
https://doi.org/10.1080/02650487.2016.1239878

Gilbert, M. A. (2019). Strengthening Your Social Media Marketing with Live Streaming Video.
In Smart Technologies and Innovation for a Sustainable Future (pp. 333–338). Springer
International Publishing. https://doi.org/10.1007/978-3-030-01659-3

Thompson, J. R., Klass, P. H., & Fulk, B. M. (2012). Comparing Online and Face-to-Face
Presentation of Course Content in an Introductory Special Education Course. Teacher Education
and Special Education: The Journal of the Teacher Education Division of the Council for
Exceptional Children, 35(3), 228–242. https://doi.org/10.1177/0888406412441627

Reboli, D., & Armstrong, J. (2008). Introducing Video streaming Technology to Meet the Needs
of All Learners:Pre-professional And Graduate Student Experiences - Learning &
Technology Library (LearnTechLib). Society for Information Technology & Teacher
Education International Conference, 2198–2202.
https://www.learntechlib.com/primary/p/27534/

Maxfield, M. (2006). The Online Teacher: Examining the Time and Daily Schedules - Learning
& Technology Library (LearnTechLib). ED-MEDIA 2006--World Conference on
Educational Multimedia, Hypermedia & Telecommunications, 1416–1422.
https://www.learntechlib.org/primary/p/23188/

Hartsell, T., & Yuen, S. C.-Y. (2006). Video Streaming in Online Learning. AACE Journal,
14(January 2006), 31–43. http://ezproxy.usherbrooke.ca/login?
url=http://search.ebscohost.com/login.aspx?
direct=true&db=eric&AN=EJ809000&site=ehost-live
%5Cnhttp://www.editlib.org/index.cfm?
CFID=7451585&CFTOKEN=52156053&fuseaction=Reader.ViewAbstract&paper_id=615
2
Maxfield, M. B., & Romano, D. (2013). Videos with mobile technologies: Pre-service teacher
observations during the first day of school. In Pedagogical Applications and Social Effects
of Mobile Technology Integration (pp. 133–155). IGI Global. https://doi.org/10.4018/978-1-
4666-2985-1.ch008