A STUDY ON CONSUMERS’ PERCEPTION

TOWARDS OVER THE TOP (OTT)

PLATFORMS IN GUWAHATI CITY
{The project submitted to Royal School of Commerce, The Assam Royal Global University,
Guwahati, in partial fulfillment of the requirement of degree of B.COM (H)}

Presented By:
Jay Chopdar
B.Com 5th Semester
Roll No – 182041026
Registration No.- 1180223

Supervisor:
Dr. Tanima Tarafdar
(Assistant Professor)

ROYAL SCHOOL OF COMMERCE

THE ASSAM ROYAL GLOBAL UNIVERSITY
 DECLARATION

I, Jay Chopdar, hereby declare that the project, “A Study on Consumers’ perception towards
Over The Top (OTT) Platforms in Guwahati City” is an outcome of my own efforts under the
guidance of Dr. Tanima Tarafdar, Assistance Professor, Royal School of Commerce. This project
is submitted to the Royal Global University, Guwahati. For the partial fulfilment of the
B.Com(H), 2020-2021.

I also declare that this project report has not been previously submitted to any other university.

Date: Jay Chopdar

B.Com (H), 5th semester
Place: Guwahati Roll No.- 182041026
Registration No.- 1180223
Royal School of Commerce
The Assam Royal School of Commerce
Guwahati, Assam

I
 Certificate of Supervisor

This is to certify that Jay Chopdar, a student of B.Com (H) 5th Semester from Royal School of
Commerce, has completed his project titled “A Study on Consumers’ perception towards Over
The Top (OTT) Platforms in Guwahati City” under my supervision. He consumed the relevant
sources; materials and he has done himself the field work to collect data for this project.

It is hereby recommended that Jay Chopdar maybe be allowed to submit the project to

The Assam Royal Global University for the examination.

Dr. Tanima Tarafdar

Date: (Assistant Professor)
Royal School of Commerce
The Assam Royal Global University
Guwahati, Assam

II
 ACKNOWLEDGEMENT
On the very outset of this report, I would like to extend my sincere and heartfelt obligation
towards all the personages who have helped me in this endeavor. Without their active guidelines,
help, co-ordination and encouragement, I would not have made halfway in this project.

I am deeply thankful to our Deputy Dean in-charge, Dr. Sudip Chakraborty and Mr. Srawan
Goenka, co-ordinator of Royal School of Commerce, for allowing me to work in this project and
supporting me in every step.

I am ineffably indebted to Dr. Tanima Tarafdar, Assistant Professor of Royal Global University,
my guide, for her conscientious guidance and encouragement throughout the course which
helped me to complete this project.

At last, but not the least, my gratitude goes to all my family members and friends who directly or
indirectly helped me to complete this project report.

Any omission in this brief acknowledgement does not mean lack of gratitude.

Thank you,
Jay Chopdar
Roll No.- 182041026
Registration No.- 1180223
B.Com (H), 5th semester
III
 CONTENTS

Sl. No. Title Page No.

1. Declaration I
2. Certificate of supervision II
3. Acknowledgement III
4. List of tables IV
5. List of Figures V
6. Chapter 1- Introduction of the study 1-18
1.1 Introduction to Over The Top (OTT) Platforms 1-13
1.2 Objectives of the Study 14
1.3 Methodology of the Study 15
1.4 Chapter Plan 16-17
1.5 Limitations of the Study 18
7. Chapter 2- Company Profile 19-29
2.1 Netflix 19-20
2.2 Amazon Prime Video 21-22
2.3 Disney+ Hotstar 23-24
2.4 SonyLIV 25
2.5 VOOT 26
2.6 Zee5 27
2.7 Market Overview 28-29

8. Chapter 3- Data Analysis and Interpretation 30-47

3.1 Data Analysis and Interpretation of Objective 1 35
3.2 Data Analysis and Interpretation of Objective 2 46
3.3 Data Analysis and Interpretation of Objective 3 47
9. Chapter 4- Findings, Suggestions and Conclusion 48-51
4.1 Findings 48-49
4.2 Suggestions 50
4.3 Conclusion 51
10. Bibliography 52-55
11. Annexure 56-60
 LISTS OF TABLES

TABLE NO. TITLE PAGE NO.

1.1 Differences 9
1.2 Advantages and Disadvantages 10
3.1 Age of the Respondents 30
3.2 Gender of the Respondents 31
3.3 Education Qualification of the Respondents 32
3.4 Occupation of the Respondents 33
3.5 Income of the Respondents 34
3.6 Preference of the Respondents 35
3.7 Awareness of the Respondents 36
3.8 Joining Year of the Respondents 37
3.9 OTT Platforms 38
3.10 Device 39
3.11 Time Spend on OTT Platforms 40
3.12 Factors of OTT Platforms 41
3.13 Respondents’ Decision 42
3.14 Subscription Plans 43
3.15 Contents of OTT Platforms 44
3.16 Choice of the Respondents 45
3.17 Satisfaction of the Respondents 46
3.18 Source of entertainment 47

IV
 LISTS OF FIGURES

FIGURES NO. TITLE PAGE NO.

1.1 COVID Impact 5
3.1 Age of the Respondents 30
3.2 Gender of the Respondents 31
3.3 Education Qualification of the Respondents 32
3.4 Occupation of the Respondents 33
3.5 Income of the Respondents 34
3.6 Preference of the Respondents 35
3.7 Awareness of the Respondents 36
3.8 Joining Year of the Respondents 37
3.9 OTT Platforms 38
3.10 Device 39
3.11 Time Spend on OTT Platforms 40
3.12 Factors of OTT Platforms 41
3.13 Respondents’ Decision 42
3.14 Subscription Plans 43
3.15 Contents of OTT Platforms 44
3.16 Choice of the Respondents 45
3.17 Satisfaction of the Respondents 46
3.18 Source of entertainment 47

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 CHAPTER – 1

INTRODUCTION OF THE STUDY

1.1 Introduction to Over The Top (OTT) Platforms

The world has scene drastic changes in the way it consumes content over the past few decades.
One of the more recent shifts in the way we are consuming content is the shift from television to
OTT platforms. Over the Top platforms (OTT) like Netflix, Amazon Prime, Disney+ Hotstar, etc.,
are becoming more popular by each passing day and increasing its subscriber base. An OTT
platform has a large repository of movies and TV serials from across the globe which can be
accessed through different devices like phones, laptops, etc. These platforms are even producing
their original shows and giving their own users a completely different experience. It is basically a
media streaming service which is available for the users through the internet.

With the increasing penetration levels of the internet and cheaper data rates, OTT platforms
have become more accessible to most Indians. Even though most of the viewers are still dependent
on television, we can see a shift towards OTT platforms in the past few years. These platforms are
becoming more and more customers oriented and have been consistent innovations to the delight
of the user. One of the major innovations that OTT platforms have brought about is a feature where
movies and TV shows are suggested to the user based on the content that they have watched
previously with the help of analytics. They provide content of various languages and provide
English subtitles for the same. Users have the facility to pause and view content at any time they
please.

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1.1.1 Meaning of OTT platforms

Over the top (OTT) refers to film and television content provided via a high-speed Internet
connection rather than a cable or satellite provider. Viewers who dislike paying for bundled content
are often referred to as cord cutters. OTT does not mean free, as the term encompasses services
such as Netflix, Amazon, iTunes and HBO Now.

Over the top (OTT) viewing became popular with Netflix's sharp growth as it segued from
simply showing old movies and television shows to developing original content and distributing
licensed content more quickly. Its fast-growing profitability and popularity, especially with
younger audiences, has spurred wide-ranging competition. OTT content can be accessed directly
on a computer, but it is often watched on a Web-enabled television or through an Internet-enabled
device, such as a Roku or Apple TV, connected to a conventional television.

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1.1.2 Origin of Over The Top Platforms in India

In India, BigFlix was the first OTT platform which was launched by Reliance Entertainment in
2008. The market kept evolving with the entry of players like Sony LIV, DittoTV, etc. As of 2019,
Hotstar has the largest subscriber base in India with around 150 million active users and more than
350 million downloads. Apart from the movies and TV shows, Hotstar is a platform which also
streams live sports tournaments which include all BCCI matches, Indian Premier League, English
Premier League, etc. With the increasing popularity of the OTT platforms, Hotstar had approved
120 crores rupees to produce original content to provide strong competition to its rivals.

After the acquisition of its parent company by Disney, plans have been made to integrate
the international streaming brand Disney+ with Hotstar. Two of the largest competitors for Hotstar
in India are the international streaming services Prime Video and Netflix. Prime Video, the
streaming service which is owned by Amazon launched in India in 2016. Apart from offering a
wide range of international and regional content, Prime users get special facilities like faster
deliveries and discount offers while using Amazon’s shopping portal. Netflix is one of the largest
international streaming services and launched its streaming services in India in 2016. While most
of the content Netflix provides is international, they have been also trying to cater to the taste
of the Indian subcontinent by producing original contents like Sacred Games, Lust Stories, etc.,
were a few of the Indian originals that went on to be a great hit among the Indian audiences.

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1.1.3 Market scenario of Over The Top platforms in India

OTT Platform services which offer direct streaming services to viewers, have been gaining
popularity worldwide. Some of the frontrunners of such services are Netflix and Amazon Prime,
which remain popular worldwide. However, the scenario is quite different when it comes to the
Indian OTT industry. The popularity of OTT platforms is slowly rising with the increase of local
OTT platforms like ALTBalaji, Voot and SonyLIV, which are giving direct competition to foreign
platforms like Prime Video and Netflix.

The video OTT revenue in India was Rs. 2,019 crores in 2017. It is expected to reach Rs.
5,955 crores by 2022. With 500 million internet users, another number which is growing steadily
at the rate of 8 percent, India has become the number one market for media and entertainment
sector. It is also reported that the Indian OTT market is set to outperform the global OTT market
and will likely be ranked among the top 10 by 2022.

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1.1.4 Covid-19 Impact and Future Trends

The online content consumption in India grew 35% in April 2020 compared to January 2020. It
further stated that short-form video content consumption recorded the most significant jump during
the lockdown.

Source: Secondary Data

https://inc42.com/buzz/binge-on-datalabs-indias-ott-market-landscape-report-2020/
Figure No. 1.1 – COVID Impact

With people being homebound, consumption of media and entertainment – and digital
entertainment has seen tremendous growth. TV, online gaming, music streaming, podcasts and
video streaming platforms are becoming the top choices for at-home consumers to kill their time.

The OTT landscape looks promising with a lot of players, both local as well as international
companies trying to come up with innovative ways to attract new users and retain existing users
on the platform, and are creating an immersive experience with the integration of AR/VR
technology; new business models; new content strategy, where influencers are turning into OTT
content creators and more.

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1.1.5 Meaning of Direct-To-Home (DTH) Platform

The DTH technology enables a broadcasting company to directly beam the signal to your TV set
through a receiver that is installed in the house. There is no need for a separate cable connection.

In India, direct-to-home (DTH) Broadcasting Service refers to the distribution of multi-

channel TV programmers in Ku Band by using a satellite system by providing TV signals direct
to subscribers’ premises. For DTH connection the broadcasting company provides a set that
comprises the dish and a receiving set. The company beams an encrypted signal that only the set
installed in your household can receive and enable viewing.

DTH has many advantages like one can do away with the cable operator who will give you
channels of his choice and there is no assurance of quality. The quality of signals in this case is
expected to be superior since the signal is not split through a cable. By choosing just the signals
that one needs, there is a possibility of reducing your monthly cable bill.

Among disadvantages, the biggest one is the capital cost that must be borne initially. Since
this involves setting up of a receiving apparatus at the subscribers’ end, the cost can be
prohibitively high.

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1.1.6 Origin of Direct-to-Home Platforms in India
Direct-to-Home (DTH) television is a method of receiving satellite television by means of signals
transmitted from direct-broadcast satellites. The Government of India (GoI) permitted the
reception and distribution of satellite television signals in November 2000. The first DTH service
in the country was launched by Dish TV on 2 October 2003. DD Free Dish, the first free DTH
service in India, was launched by public broadcaster Prasar Bharati in December 2004.
India is the largest DTH market in the world by number of subscribers. As on 31 December 2019,
there were 69.98 million active pay DTH subscribers in the country. These figures do not include
subscribers of free DTH services. The Indian market is serviced by 4 paid DTH providers and one
free DTH provider as of 31 March 2020.

DTH services were first proposed in India in 1996. The proposal was not approved due to
concerns over national security and negative cultural influence. In 1997, the Government of
India banned DTH services when Rupert Murdoch-owned Indian Sky Broadcasting (ISkyB) was
about to launch its DTH services in the country. After deliberations among groups of ministers,
DTH services were permitted by the NDA government in November 2000. The ministers made
four key recommendations to governing DTH services: no single entity, either private or state-
owned, should be permitted a monopoly in DTH services; the vertical integration of DTH
and cable television services should be monitored in order to prevent the formation of a monopoly
in television distribution; the vertical integration of DTH operators and television channels should
be avoided in order to ensure fair competition among TV channels.

The new policy announced in November 2000 required all DTH operators to set up earth
stations in India within 12 months of receiving a license. DTH licenses were priced at $2.14 million
with a validity of 10 years. The limit for foreign direct investment in the DTH sector was capped
at 49%, and a company operating the services was required to be headed by an Indian citizen.

7
1.1.7 Market scenario of Direct-to-Home platform Nationally
The total number of total active subscribers with pay DTH operators (Tata Sky, Airtel, Dish TV,
Sun Direct) in India in the quarter ending September 2019 was 69.30 million. In terms of market
share, Tata Sky led the DTH sector with the highest 31.61 per cent share.

The total number of total active subscribers with pay DTH operators (Tata Sky, Airtel, Dish
TV, Sun Direct) in India in the quarter ending September 2019 was 69.30 million, which is an
increase from 68.92 million in the quarter ending June. According to ‘The Indian Telecom
Services Performance Indicator Report July – September 2019‘published by the Telecom
Regulatory Authority of India (TRAI).

In terms of market share, Tata Sky led the DTH sector with the highest 31.61 per cent share
followed by Dish TV at a close 31.23 per cent. Airtel took the third spot with 23.39 per cent market
share, while Sun Direct had a total of 13.78 per cent share respectively. Even though pay DTH
active subscriber base increased from June, the highest (72.44 million) was recorded in the quarter
ending March 2019.

When it comes to the Cable TV sector, Siti Networks had the highest 9.1 million active
subscriber bases as on September 30, 2019. GTPL Hathway and Hathway Digital recorded 5.34
million and 5.31 million subscriber bases respectively. Den Networks had 4.3 million subscribers.

8
 1.1.8 Difference Between Over The Top platforms and Direct-to-Home
platforms

Basis Over The Top platforms Direct-to-Home platforms

1. Meaning An Over The Top (OTT) media The DTH technology enables a
service is a streaming media service broadcasting company to directly beam
offered directly to viewers via the the signal to your TV set through a
Internet. receiver that is installed in the house.
There is no need for a separate cable
connection.
2. Cost The cost of an OTT services is very low. The cost of a DTH services is
Premium subscription of Amazon Prime comparatively high than OTT services.
Video starts from a price of Rs 999/year. Tata Sky’s HD Digital set-top boxes are
expensive starting at Rs 1,699 depending
on the consumer’s preference.

3. Control The control of choice stays in the The control of choice stays in the hand of
consumer’s hand. The consumer can the service providers.
choose between different contents.

4. Versatility OTT platforms can be watched in DTH platforms can only be watched in
different devices such as Televisions, Televisions.
Mobile phones, Tablets and Laptops.

5. Examples Examples of OTT platforms are Amazon Examples of DTH platforms are TATA
Prime Video, Netflix, Disney+ Hotstar Sky, Dish TV, Airtel digital TV etc.
etc.
Source: Self compiled

Table No. 1.1 – Differences 9

1.1.9 Advantages and Disadvantages of Over The Top platforms
Advantages of OTT platforms Disadvantages of OTT platforms

1. Connectivity- OTT platforms are easy 1. Connectivity- OTT platforms only

to use. An OTT platform requires only require a stable internal connection. If
minimal things to access. It requires there is a weak internet connection the
only a stable internet connection and a quality of the service will degrade.
device like Mobile Phone or Laptop
etc.

2. Cost Friendly- OTT platforms are Cost 2. OTT Rights- OTT providers
Friendly in compare to the Traditional sometimes they don’t acquire OTT
TV connection. The content you can rights of certain shows, which are
get on TV cable for a premium costly strictly made for cable only.
package is accessible on OTT for
minimal prices.

3. Convenience- OTT platforms allow

3. Data Consumption- OTT platforms
you to access your favorite media
consume a lot of data will providing
content whenever, wherever and as
their services.
often as you want.
4. Variety content- Users can access
4. No Age Limit- There is no age limit on
hundreds and thousands of movies and
OTT platforms. Underage kids can
shows. Also including, news, sports,
access to contents which is Abusive,
kid’s content and many more.
Dark, and Violent in nature.

Source: Self complied

Table No. 1.2 – Advantages and Disadvantages 10

1.1.10 Prospects of Over The Top platform

The emergence of OTT has disrupted the entertainment sector. It has made movie-watching
convenient, accessible and affordable across a wider segment of the users. Anybody with a mobile
phone and internet connection can be catch-up with a movie sitting anywhere in the world.

The average time spent by each Indian subscriber has gone up from around 20 to 50 minutes
to at least one hour during recent times. With over 40 OTT platforms to choose from, the Indian
consumers can watch their favorite TV show or catch the latest movie on their mobile phones as
long as they have an internet connection.

With the extended lockdowns and the current state of the economy, OTT seems to be the
next normal for the world of entertainment. For weeks now, films have been bearing the brunt of
cinema complex/hall closures. Coupled with the numerous ongoing and new projects on hold, the
film industry might be looking at losses around INR 30 billion.

As the lights are going out on live events, shoots and movie premiers, the only silver lining
amidst all this is the rise of the popularity of OTT. The halting of productions may have dried up
the content line, but streaming hasn’t stopped via the OTT platforms across the country. At the
same time, ad-spends have gone down significantly due to a knock-on effect of the recessionary
impact on financial services, e-commerce and automotive industries.

Initially, there might be discomfort among the big players of the film industry regarding the
new normalcy, but research shows that, even in a post-COVID19 world, OTT services will
continue to dominate. Therefore, the need of the hour is for the key investors to think about the
integration of technologies. OTT can help content reach millions of potential consumers at the
fraction of the cost of a formal release and traditional ad promotions. The launch of a new movie
on DTH and OTT simultaneously can garner over billions of viewers across the globe. The
production house could potentially make millions within the first weekend of release by
monetizing their online ads. While cinemas can still see multi-million-dollar releases, they can
minimize the monetary risk by taking out a minimum guarantee deal for covering their production
cost.

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Release via OTT channels can eliminate the threat of piracy production houses currently face in
India. In fact, the mass availability of content can eliminate the necessity of piracy altogether. The
production houses will soon realize that OTT is not the adversary, but a dedicated ally. Only by
integrating with new technology can the film industry survive and thrive in the upcoming new
normal, where everyone with a mobile phone, iPad, laptops, desktop or smart TV will want to
watch the latest movies or binge-watch TV shows at their will.

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1.1.11 Related Terminologies to the study

CONSUMER PERCEPTION

Customer perception is a process in marketing which explains how a customer perceives a brand
in one's mind. Customer perception refers to the process by which a customer selects, organizes,
and interprets information/stimuli inputs to create a meaningful picture of the brand or the product.
Customer perception is also referred to as consumer perception.

In simpler terms, it is how a customer see's a brand with whatever he or she has been
able to understand by watching the products, its promotions, feedback etc. It is the image of that
brand in the mind of the customer.

Customer Perception is very important for marketeers as it tells them how their potential
customers think about them. It is very important because if the customer form a negative perception
then no amount of work on brand or product will improve sales. The companies always need to
know how customer perceive them to tweak the positioning or offers to make sure that the brand
image and identity are in sync.

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1.2 Objectives of the Study

The Objectives of the study are as follows –

1. To identity the factors influencing consumer preference towards OTT platforms in

Guwahati City.
2. To measure the satisfaction level of the consumers towards OTT platforms in Guwahati
City.
3. To make a comparison between Consumer Preference towards OTT and DTH operators.

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1.3 Methodology of the Study

• Area of study - Guwahati City

• Nature of the Data- Primary and Secondary Data

Primary Data means that the data is collected by a researcher from firsthand sources.
Questionnaires were used for collection of primary data in this study.

Secondary Data is referred to those data which is collected by someone other than the person using
it. Websites, Journals, Articles and Books were used for the collection of secondary data in this
study.

• Sample Technique- Judgment Sampling

Judgment sampling technique is used for conducting the study. A Judgment sampling is a type of
non-probability sampling method which relies on the judgment of the researcher when choosing
who to ask to participate. Researchers may implicitly thus choose a “representative” sample to suit
their needs, or specifically approach individuals with certain characteristics.

• Sample Size- The sample size for this study is 100.

• Data Collection Technique- A structured Questionnaire was used in this study.

• Tools of Data Analysis- Charts, Tables, Diagrams and Percentage Analysis etc.

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1.4 Chapter Plan
Chapter 1- Introduction of the study

1.1 Introduction of the study

1.1.1 Meaning of Over The Top (OTT) platforms
1.1.2 Origin of Over The Top platforms in India
1.1.3 Market scenario of Over The Top platforms Nationally
1.1.4 Covid-19 Impact and Future Trends
1.1.5 Meaning of Direct-to-Home (DTH) platforms
1.1.6 Origin of Direct-to-Home platforms in India
1.1.7 Market scenario of Direct-to-Home platforms Nationally
1.1.8 Difference Between Over The Top platforms and Direct-to-Home platforms
1.1.9 Advantages and Disadvantages of Over The Top platforms
1.1.10 Prospects of Over The Top platforms
1.1.11 Related Terminologies to the study

1.2 Objectives of the Study

1.3 Methodology of the Study
1.4 Chapter Plan
1.5 Limitations of the Study

Chapter 2- Company Profile of Select OTT Platforms

2.1. Netflix
2.2 Amazon Prime Video
2.3 Disney+ Hotstar
2.4 SonyLIV
2.5 VOOT
2.6 Zee5
2.7 Market Overview of Top OTT Platforms in India 16
Chapter 3- Data Analysis and Interpretation
3.1 Data Analysis and Interpretation of Objective 1
3.2 Data Analysis and Interpretation of Objective 2
3.3 Data Analysis and Interpretation of Objective 3

Chapter 4- Findings, Suggestions and Conclusions

4.1 Findings of the study
4.2 Suggestions
4.3 Conclusion

BIBLIOGRAPHY

ANNEXURE

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1.5 Limitations of the Study
The limitations of the study are:

1. Time constraint has also been hurdling in carrying on of the project work.
2. Regular follow up of the forms from the respondents due to online distribution of Google
Forms.
3. The sample size of the respondents is limited as my study is confined to 100 respondents
only.
4. This survey is inadequate as the sample size covers Guwahati City only.
5. Many respondents do not give their exact opinion.
6. Due to the pandemic, much of the information is relied on the secondary information.

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 CHAPTER – 2

COMPANY PROFILE
2.1 Netflix

Netflix, media-streaming and video-rental company founded in 1997 by

American entrepreneurs Reed Hastings and Marc Randolph. It is also involved in the creation of
original programming. Corporate headquarters are in Los Gatos, California.

In 1999, Netflix began offering an online subscription service through the Internet.
Subscribers chose movie and television titles from Netflix’s Web site; the shows were then mailed
to customers in the form of DVDs, along with prepaid return envelopes, from one of more than
100 distribution centers. Although customers typically rented for a flat monthly fee as many
movies per month as they wished, the number of DVDs in their possession at any one time was
limited according to their subscription plans. Netflix had tens of thousands of movie titles in its
catalog.

In 2007, Netflix began offering subscribers the option to stream some of its movies and
television shows directly to their homes through the Internet. For most subscription plans,
the streaming service was unlimited. Netflix subsequently partnered with manufacturers of various
consumer electronics products, including video game consoles and Blu-ray Disc players, in order
to enable its videos to be streamed over an Internet connection to those devices. In 2010 Netflix
introduced a streaming-only plan that offered unlimited streaming service but no DVDs.

Netflix provides TV shows and movies from all over the world is there for consumers to
choose from at any time. Netflix tapped on email marketing techniques as a part of their digital
marketing strategy and as a key component of customer onboarding and nurturing. 19
New Netflix customers receive a series of emails that make content recommendations and
encourage new users to explore the platform. Netflix makes use of search engine optimization
services for the sake of improving organic research and establishing their brand presence. They
optimized their content with potential keywords that show up high in search results. Social media
platforms have become an integral part of the digital marketing strategy.

By 2016 its streaming service was available in more than 190 countries and territories. While
its streaming services became the biggest revenue generator—with more than 130 million
subscribers in 2018—the rental division remained profitable.

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2.2 Amazon Prime Video

Amazon Prime Video is an American subscription video on-demand over-the-

top streaming service of Amazon.com, Inc., offered as a standalone service or as part of
Amazon's Prime subscription. The service primarily distributes films and television series
produced by Amazon Studios or licensed to Amazon, as Amazon Originals or Exclusives, with the
service also hosting content from other providers.

Launched on September 7, 2006 as Amazon Unbox in the United States, the service grew
with an expanding library, and added the Prime Video membership upon the development of the
Prime subscription. It was then renamed as Amazon Instant Video on Demand.

After acquiring the UK-based streaming and DVD-by-mail service Love Film in 2011,
Prime Video was added to the Prime subscription in the United Kingdom, Germany and Austria in
2014, available on a monthly subscription, continuing the plan of Love Film Instant. The service
was previously available in Norway, Denmark, and Sweden in 2012, but was discontinued in
2013. On April 18, 2016, Amazon split Prime Video from Amazon Prime in the US for $8.99 per
month.

On December 14, 2016, Prime Video launched expanding its reach beyond the United
States, United Kingdom, Germany, Austria, and Japan. Among the new territories, the service was
included with Prime in Belgium, Canada, France, India, Ireland, Italy, Spain, Poland, and Brazil,
while for all other countries, it was made available for a monthly promotional price of $2.99 per
month for the first six months and $5.99 per month thereafter.

21
Amazon Prime Video provides latest contents of Web-series as well as new Bollywood movies in
India. Amazon Prime Video is free for all Amazons’ Prime consumers. Amazon Prime Video uses
email marketing techniques to recommend the new contents which is launched in the platform.
Amazon Prime Video makes use of search engine optimization services for the sake of improving
organic research and establishing their brand presence. They use these techniques to promote their
original contents which are exclusively available on their platform. They also use social media
marketing to promote themselves and interact with their consumers. Amazon Prime Video has
gained 14 million followers on Facebook, 1.6 million followers on Instagram and 1.7 million
followers on Twitter. Amazon Prime Video has successfully entered in the Indian market with
smart branding and promotion strategies.

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2.3 Disney+ Hotstar

Disney Plus Hotstar is a collaboration between Disney and Star India’s existing Hotstar streaming
service. In 2018, the Walt Disney Company bought out 21st Century Fox in a $71 billion
acquisition. This made Star India – owners of Hotstar – a part of the Walt Disney group.

Disney Plus became official in the year 2018. It was only natural that it takes advantage of
Hotstar’s existing infrastructure in India to promote the library of Disney content.In March, the
erstwhile Hotstar’s black and neon logo was switched to a royal blue Disney Plus Hotstar emblem.
Disney later added all its content to Hotstar in April, marking the official debut of the new
streaming service in India.

The platform now includes access to Disney Plus original content and legacy Disney titles,
along with hundreds of other movies and series, including shows from HBO, Fox and Showtime.
It also includes live sports coverage, including live professional cricket matches. In India, it has
all Disney movies and shows available in local Indian languages including Hindi, Tamil, and
Telugu.

Disney+ Hotstar provides latest Movies and Web-series along with Live Television. To
attract consumers, Disney+ Hotstar has introduced Live Television which included Live Soap
Operas and Live matches. It uses differentiating targeting strategy in order to increase its customers
through Hotstar’s membership program. 23
It provides different contents to different consumers depending upon the membership plan they
choose. In order to remain competitive in the market, the company has a content partnership with
some of the renowned studios of the world such as Disney, HBO and FOX. During the COVID-
19 Pandemic, Disney+ Hotstar was the Host of many new launched movies as well as it was the
official host of the Dream11 IPL also.

24
2.4 SonyLIV

SonyLIV is a video-on-demand service that has a presence across 167 countries and a reach of 700
million viewers in India. The network owns 31 channels including Sony Entertainment Television
(SET), one of India’s most popular Hindi entertainment channels. The other entertainment
channels it owns include Sony PIX, Sony MAX, AXN and Sony SAB. It has a particularly strong
sports channel portfolio, comprising of 11 channels, such as Sony SIX, Sony ESPN, Sony TEN1,
Sony TEN2 and Sony TEN3.

SonyLIV was launched in India in January 2013 and it has access to 18 years of content
from channels that comprise part of the Sony Entertainment Network. That translates to more than
700 movies and 40,000+ hours of television show coverage in Hindi, English and Tamil. It is
available as a freemium service, with free content which viewers can watch without signing up,
and also a premium service which is available at a lower cost in comparison to international
services, such as Netflix and Amazon Prime. In particular, SonyLIV specialises in streaming
popular sports such as cricket (series involving the Indian men’s cricket team) and football
(exclusive coverage of the 2018 FIFA World Cup). It offers original series made exclusively for
the web, such as #LoveBytes2, Married Women Diaries and Maid in India.

25
2.5 VOOT

Voot, Viacom 18’s advertising-led video-on-demand platform, has been around since 2016,
offering thousands of hours of content for all types of consumers. The service covers popular TV
channels Colors, Nickelodeon and MTV, among others, but also hosts a wide variety of
blockbuster movies, original productions and kids’ shows. The great thing about Voot is that it can
act like an entertaining hub for the entire family, thanks to the wide variety of content available.
At the same time, you can watch in multiple languages, including Hundi, Kannada, Telugu,
Bengali and Tamil, which is always a plus. And while India’s digital consumers are spoilt for
choice when it comes to streaming services, Voot remains completely free, making it an accessible
choice for consumers regardless of budget.

Voot offers original productions is several languages, with popular titles including It’s Not
That Simple, Untag, Chinese Bhasad, Shaadi Boys and more. You can also keep up with TV
content from Colors, MTV, Nickelodeon or Vice, with popular shows including Roadies, Love
School, Khatron Ke Khiladi, Big Boss and Naagin. In the movies department, users can enjoy
plenty of titles in multiple languages, with another section for kids in here as well. You can browse
by language or check out the Recommend section for popular titles. Unfortunately, there is no
English content available.

26
2.6 Zee5

ZEE5 is an Indian video on demand service run by Essel Group via its subsidiary Zee
Entertainment Enterprises. It was launched in India on 14 February 2018 with content in 12
languages. ZEE5 is one of the most preferred OTT platforms today for streaming shows and
movies. From Bollywood to regional cinema, find everything here in one click. At ZEE5, we
genuinely believe that for entertainment to come alive, you need to feel it.

ZEE5 brings in the advantage of the language of your comfort! With Zee5 you get 12
navigational as well as featured content language selection to watch your favorite content across
Zee5 Originals, lifestyle shows, Catch up TV, Live TV, Zee5 Exclusives short series, Kids
entertainment programs, and acclaimed plays. It’s unlimited entertainment in your choice of
language that sounds like home. ZEE5 offers an exhaustive array of content; with 90+ live TV
channels and 1.25 lac+ hours of viewing across languages, making it a complete video destination
for an enthusiastic cinema maven. ZEE5 offers a comfortable and friendly user experience with
a highly evolved video streaming technology at an amazing speed and crystal-clear sounds.
Language Navigation, Seamless Video playback, Smart Content Search & recommendation,
option to choose video quality and much more create a video experience like no other.

27
2.7 Market Overview

With over 40 over the top media services (OTT) in India, more and more people are opting to
watch content online. In the fiscal year 2018, the OTT market in India was worth ₹21.5 billion and
in 2019 its value grew up to ₹35 billion. India’s video streaming industry is set to be valued by ₹
11.9k billion by 2023. This growth is directly connected to the surge in the number of internet
users which are expected to cross 735 million by 2021 with more than 73% of them consuming
content in Indian regional languages. The top contenders in the Indian OTT market are:

1. Disney+ Hotstar

Disney+ Hotstar takes the lead in the Indian market with over 400 million monthly Active users.
Also, the platform earlier revealed that they have over 8 million paid subscribers in India – making
it the highest subscribed per OTT platform in India. Major credit for this goes to its live sports
programming and exclusive access to global super hit shows such as Game of Thrones. One of the
biggest USP for Disney Backed platform is the Indian Premier League (IPL). The platform also
offers content that can be accessed without having its subscription services.

2. Amazon prime video

Amazon prime had 4.4 million per members in India, though not all subscribing for Amazon video
benefits. The platform has deals with telecom providers for offering a subscription to the
customers. Amazon prime video offers the cheapest subscription rate in India as compare to its
global prices.

3. SonyLIV

SonyLIV covers both entertainment and sports, along with international and local content.
SonyLIV has claimed to have over 70 to 80 million monthly active users, with 20 to 25% paid
subscribers, which means around 14 to 20 million paid subscribers. But there is no word on how
many of these are directly paid.

28
 4. Netflix

Netflix does not disclose the data regarding the subscriber base in India. According to the
Hollywood reporter sitting an estimate from Media Partners Asia, The Company is thought to have
1.2 million subscribers in 2018, which increased to 2 million in 2019. When Netflix last revealed
numbers, the world ‘s biggest streaming services – which had over 167 million paid subscribers
worldwide – had over 16 million paid subscribers in Asia Pacific.

5. Voot

Boot is Disney+ Hotstar closest competitor by monthly active users. It crossed a monthly 100
million monthly active users. The platform has also launched its subscription offering would select.
With good original content coming up, this platform has done well in the competition. The
competition is up to the neck in the market of digital platform with many more like Zee5,
ALTBalaji, MX player etc.

29
 CHAPTER – 3

DATA INTERPRETATION AND

ANALYSIS
DEMOGRAPHIC INFORMATION OF THE RESPONDENTS

1. AGE OF THE RESPONDENTS

AGE NO. OF RESPONDENTS PERCENTAGE (100%)

BELOW 18 6 6
BETWEEN 18- 25 80 80
BETWEEN 26- 32 10 10
ABOVE 32 4 4
TOTAL 100 100
Table No.3.1: Age of the Respondents

Figure No.3.1: Age of the Respondents

Source: Primary Data

INTERPRETATION

The above table shows that majority of the respondents i.e., 80% belong to the age group of 18 –
25 years, whereas minority of the respondents i.e., 4% belong to the age group of Above 32
years. 30
2. GENDER OF THE RESPONDENTS

GENDER NO. OF RESPONDENTS PERCENTAGE (100%)

MALE 41 41
FEMALE 59 59
OTHERS 0 0
TOTAL 100 100
Table No.3.2: Gender of the Respondents

Figure No.3.2: Gender of the Respondents

Source: Primary Data

INTERPRETATION

The above table shows that 41% of the respondents are Males and the remaining 59% are Females.

31
3. EDUCATION QUALIFICATION OF THE RESPONDENTS

EDUCATION NO. OF RESPONDENTS PERCENTAGE (100%)

QUALIFICATION
CLASS 10 5 5
CLASS 12 27 27
GRADUATE 54 54
POST GRADUATE 12 12
OTHERS 2 2
TOTAL 100 100
Table No.3.3: Education Qualification of the Respondents

Figure No.3.3: Education Qualification of the Respondents

Source: Primary Data

INTERPRETATION

As regards to the qualification of the respondents, 5% of the respondents are in Class 10, 27% of
the respondents are in Class 12, 54% of the respondents are Graduate, 12% of the respondents are
Post Graduate and 2% of the respondents are Others as shown in the table. 32
4. OCCUPATION OF THE RESPONDENTS

OCCUPATION NO. OF RESPONDENTS PERCENTAGE (100%)

STUDENT 81 81
SERVICE 7 7
BUSINESS 8 8
OTHERS 4 4
TOTAL 100 100
Table No.3.4: Occupation of the Respondents

Figure No.3.4: Occupation of the Respondents

Source: Primary Data

INTERPRETATION

The above table shows that 81% of the respondents are Student, 7% of the respondents are from
Service sector, 8% of the respondents are from Business sector and 4% are others.

33
5. INCOME OF THE RESPONDENTS

INCOME NO. OF RESPONDENTS PERCENTAGE (100%)

BELOW 10,000 62 62
10,001 – 20,000 17 17
20,001 – 30,000 4 4
30,001 – 40,000 4 4
ABOVE 40,000 13 13
TOTAL 100 100
Table No.3.5: Income of the Respondents

Figure No.3.5: Income of the Respondents

Source: Primary Data

INTERPRETATION

As regards to the Income of the respondents, 62% of the respondent’s income is Below 10,000,
17% of the respondent’s income is Between 10,001 – 20,000, 4% of the respondent’s income is
Between 20,001 – 30,000, 4% of the respondent’s income is Between 30,001 – 40,000 and the
remaining 13% income is Above 40,000 as shown in the table. 34
 ANALYSIS OF THE OBJECTIVES
3.1: ANALYSIS OF OBJECTIVE 1: FACTORS INFLUENCING CONSUMER
PREFERENCE TOWARDS OTT PLATFORMS

6. Which option will you prefer to watch T.V. shows, Movies, sports?

PREFERENCE NO. OF RESPONDENTS PERCENTAGE (100%)

OTT PLATFORM 42 42
DTH PLATFORM 8 8
BOTH 50 50
TOTAL 100 100
Table No.3.6: Preference of the Respondents

Figure No.3.6: Preference of the Respondents

Source: Primary Data

INTERPRETATION

Regarding the preference of the respondents, 42% of the respondents choose OTT Platforms over
DTH Platforms, 8% of the respondents choose DTH Platforms over OTT Platforms and 50% of
the respondents choose both OTT Platforms as well as DTH Platforms. 35
7. How did you first came to know about OTT Platforms?

AWARNESS NO. OF RESPONDENTS PERCENTAGE (100%)

THROUGH SOCIAL 47 47
MEDIA
THROUGH TELEVISION 10 10
THROUGH OFFLINE 6 6
ADVERTISEMENT
THROUGH FRIENDS AND 37 37
FAMILY
TOTAL 100 100
Table No.3.7: Awareness of the Respondents

Figure No.3.7: Awareness of the Respondents

Source: Primary Data

INTERPRETATION

Regarding the awareness about OTT Platforms, 47% respondents came to know through social
media, 10% of the respondents came to know through television, 6% of the respondents came to
know through offline advertisement and 37% of the respondents came to know through friends
and family. 36
8. Which year did you start watching contents on OTT Platforms?

JOINING YEAR NO. OF RESPONDENTS PERCENTAGE (100%)

BEFORE 2017 45 45
2018 35 35
2019 17 17
2020 3 3
TOTAL 100 100
Table No.3.8: Joining Year of the Respondents

JOINING YEAR
50

40

30

20

10

0
BEFORE 2017 2018 2019 2020

Figure No.3.8: Joining Year of the Respondents

Source: Primary Data

INTERPRETATION

Regarding joining the OTT Platforms, 45% of the respondents have joined OTT platforms before
2017, 35% of the respondents have joined OTT platforms in the year 2018, 17% of the respondents
have joined OTT platforms in the year 2019 and 3% of the respondents have joined OTT platforms
in the year 2020. 37
9. Which OTT Platforms you prefer the most to watch T.V. shows, Movies, Sports?

OTT PLATFORMS NO. OF RESPONDENTS PERCENTAGE (100%)

NETFLIX 38 38
AMAZON PRIME VIDEO 11 11
DISNEY+ HOTSTAR 5 5
SONYLIV 0 0
VOOT 0 0
ZEE5 0 0
ALL OF THE ABOVE 46 46
TOTAL 100 100
Table No.3.9: OTT Platforms

OTT PLATFORMS
50

40

30

20

10

0
NETFLIX AMAZON DISNEY+ SONYLIV VOOT ZEE5 ALL OF THE
PRIME HOTSTAR ABOVE
VIDEO

Figure No.3.9: OTT Platforms

Source: Primary Data

INTERPRETATION

Regarding the OTT Platforms, 38% of the respondents watch on Netflix, 11% of the respondents
watch on Amazon Prime Video, 5% of the respondents watch on Disney+ Hotstar and remaining
46% of the respondents watch in all of the above-mentioned platforms. 38
10. Which Platforms do you prefer most to watch Netflix, Amazon Prime Video, Disney+
Hotstar etc.?

DEVICE NO. OF RESPONDENTS PERCENTAGE (100%)

TELEVISION 18 18
LAPTOP 22 22
TABLET 3 3
MOBILE PHONES 57 57
TOTAL 100 100
Table No.3.10: Device

Figure No.3.10: Device

Source: Primary Data

INTERPRETATION

Regarding the device the respondents use for watching OTT Platforms, 18% of the respondents
use Television, 22% of the respondents use Laptop, 3% of the respondents use Tablet and the
remaining 57% of the respondents use Mobile Phones. 39
11. How much time do you spend watching shows on OTT Platforms?

TIME NO. OF RESPONDENTS PERCENTAGE (100%)

LESS THAN 2 HOURS 34 34
2 – 4 HOURS 39 39
4 – 6 HOURS 18 18
MORE THAN 6 HOURS 9 9
TOTAL 100 100
Table No.3.11: Time Spend on OTT Platforms

Figure No.3.11: Time Spend on OTT Platforms

Source: Primary Data

INTERPRETATION

Regarding the time, 34% of the respondents watch contents over OTT Platforms less than 2 hours,
39% of the respondents watch contents over OTT Platforms between 2 to 4 hours, 18% of the
respondents watch contents over OTT Platforms between 4 to 6 hours and the remaining 9% of
the respondents watch contents more the 6 hours a day. 40
12. Which one of the following factors influences your choice on OTT Platforms?

FACTORS NO. OF RESPONDENTS PERCENTAGE (100%)

LATEST AND QUALITY 51 51
CONTENTS
UNLIMITED VARIETY OF CHOICE 34 34
CHEAPER THAN REGULAR T.V. 2 2
CATCHING UP ON SHOWS THAT 3 3
ONE MISSED ON REGULAR T.V.
WATCH OLDER SHOWS THAT 1 1
ARE NOT AVAILABLE ON T.V.
PORTABILITY 9 9
TOTAL 100 100

Table No.3.12: Factors of OTT Platforms

Figure No.3.12: Factors of OTT Platforms

Source: Primary Data

INTERPRETATION

Regarding to the factors, 51% of the respondents are influenced by the latest and quality contents,
34% of the respondents are influenced by the unlimited variety of choice, 2% of the respondents
are influenced because OTT Platforms are cheaper than T.V., 3% of the respondents are influenced
by the feature of catching up shows that they missed on the regular T.V., 1% of the respondents
are influenced to watch older shows that are not available on T.V. anymore, 9% of the respondents
are influenced because of portability. 41
13. Did this pandemic situation influence your decision about OTT Platforms?

DECISION NO. OF RESPONDENTS PERCENTAGE (100%)

YES 76 76
NO 24 24
TOTAL 100 100
Table No.3.13: Respondents’ Decision

DECISION
80
70
60
50
40
30
20
10
0
YES NO

Figure No.3.13: Respondents’ Decision

Source: Primary Data

INTERPRETATION

Regarding the decisions, 76% of the respondents’ decisions have been influenced in this pandemic
situation and 24% of the respondents’ decision has not been influenced in this pandemic situation.

42
14. Which type of premium subscription plan would you prefer to watch shows on OTT
Platforms?

PLAN NO. OF RESPONDENTS PERCENTAGE (100%)

MONTHLY 34 34
QUARTERLY 18 18
YEARLY 48 48
TOTAL 100 100
Table No.3.14: Subscription Plans

Figure No.3.14: Subscription Plans

Source: Primary Data

INTERPRETATION

Regarding the subscription plan, 34% of the respondents choose monthly plan, 18% of the
respondents choose quarterly plan and the remaining 48% of the respondents choose yearly plan.

43
15. What do you watch the most on an OTT Platforms?

CONTENTS NO. OF RESPONDENTS PERCENTAGE (100%)

ORIGINAL CONTENTS 70 70
MOVIES 27 27
SOAP OPERAS 0 0
SPORTS 1 1
OTHERS 2 2
TOTAL 100 100
Table No.3.15: Contents of OTT Platforms

Figure No.3.15: Contents of OTT Platforms

Source: Primary Data

INTERPRETATION

Regarding the contents available, 70% of the respondents watch Original Contents like Web-
series, short films etc., 27% of the respondents watch Movies, 1% of the respondents watch Sports
and the remaining 2% of the respondents watch other contents. 44
16. Does Advertisement influence your choice on OTT Platforms?

CHOICE NO. OF RESPONDENTS PERCENTAGE (100%)

YES 62 62
NO 38 38
TOTAL 100 100
Table No.3.16: Choice of the Respondents

Figure No.3.16: Choice of the Respondents

Source: Primary Data

INTERPRETATION

Regarding the choice, 62% respondents’ choice has been influenced by advertisements and
remaining 38% respondents’ choice has not been influenced.

45
3.2: ANALYSIS OF OBJECTIVE 2: CONSUMERS’ SATISFACTION

17. Are you satisfied with the services that are available by OTT Platforms in your region on a
scale of 1 – 5?

SATISFACTION NO. OF RESPONDENTS PERCENTAGE (100%)

1. HIGHLY DISSATISFIED 0 0
2. DISSATISFIED 0 0
3. NEUTRAL 27 27
4. SATISFIED 58 58
5. HIGHLY SATISFIED 15 15
TOTAL 100 100
Table No.3.17: Satisfaction of the Respondents

SATISFACTION
70
60
50
40
30 Series 1
20
10
0
HIGHLY DISSATISFIED NEUTRAL SATISFIED HIGHLY
DISSATISFIED SATISFIED

Figure No.3.17: Satisfaction of the Respondents

Source: Primary Data

INTERPRETATION

Regarding the satisfaction level, 27% of the respondents are neither dissatisfied nor satisfied, 58%
of the respondents are satisfied and the remaining 15% of the respondents are highly satisfied with
the services provided by the OTT Platforms. 46
3.3: ANALYSIS OF OBJECTIVE 3: COMPARISION BETWEEN OTT PLATFORMS
AND DTH PLATFORMS

18. What will you choose as your primary source of entertainment?

SOURCE NO. OF RESPONDENTS PERCENTAGE (100%)

OTT PLATFORMS 87 87
DTH PLATFORMS 13 13
TOTAL 100 100
Table No.3.18: Source of entertainment

Figure No.3.18: Source of entertainment

Source: Primary Data

INTERPRETATION

Regarding the source of primary entertainment, 87% of the respondents have chosen OTT
Platforms over DTH Platforms and the remaining 13% of the respondents have chosen DTH
Platforms over OTT Platforms. 47
 CHAPTER – 4

FINDINGS, SUGGESTIONS AND

CONCLUSIONS
4.1 FINDINGS OF THE STUDY
DEMOGRAPHIC PROFILE OF THE RESPONDENTS

The data collected through 100 questionnaires is analyzed. Out of 100 respondents, dominant
portion of the respondents lies in the age group of 18-25 years. Looking at the gender distribution
of the respondents almost 80% of the respondents are Females and majority of the respondents are
Graduates in the qualification status. In the occupation status, majority of the respondents are
Students and the income level of majority of the respondents are below 10,000 per month.

1. 50% of the respondents have chosen OTT platforms over DTH platforms. This shows that the
OTT platforms have taken over the DTH platforms.

2. 47% of the respondents have come to know about OTT platforms through Social Media.

3. 45% of the respondents joined and started watching contents on OTT platforms before the year
2017.

4. Regarding the OTT providers, 38% of the respondents choose Netflix over other OTT providers
to watch different contents such as television shows, movies, sports etc.

5. 57% of the respondents use Mobile Phones to watch Netflix, Amazon prime video, Disney+
Hotstar etc.

6. 39% of the respondents spend 2 to 4 hours of their daily time to watch contents on OTT
platforms.

7. 51% of the respondents watch OTT platforms because of the factor that it provides latest and
quality contents.

8. 76% of the respondents’ decision of watching contents on OTT platforms has been influenced
by this ongoing pandemic situation.

48
9. Regarding the subscription plan, 48% of the respondents prefer subscribing in yearly plans.

10. 70% of the respondents watch original contents such as web series and short films on OTT
platforms.

11. Advertising influenced 62% of the respondents’ choice on watching contents on OTT
platforms.

12. When it comes about satisfaction level, 58% of the respondents are satisfied with services that
are provided by the OTT providers in Guwahati Region.

13. 87% of the respondents have chosen OTT platforms as their primary source of entertainment.

49
4.2: SUGGESTIONS
Some of the suggestions of the study are –

1. The OTT providers should reduce their subscription fees. This will increase their subscribers in
their platform as poor section of the society will be able to avail their services.

2. The OTT providers should show film certificate provided by The Indian Censor Board (1952)
before showing any type of contents. This will give knowledge about the content to the consumers
and will help in avoiding conflicts among the consumers.

3. The OTT providers should include every type of sports. Sports such as Wrestling, Tennis and
Basketball should also be included with sport like Cricket.

4. Quality contents should be released frequently to stay ahead of its competitors.

5. Features such as cloud storing, live streaming through multiple devices should be added for the
consumers.

50
4.3: CONCLUSION
Over The Top platforms is widely being used by the young peoples followed by the working class
of peoples. The liberty of choosing the content that they want to watch is the biggest factor why
people choose OTT platforms over DTH platforms. As OTT platforms are budget friendly, most
of its viewers are students. The many reasons why OTT platforms gained millions of consumers
in a span of 5 years is because of its influential social media campaigns and quality contents. An
average consumer spends about 2 to 4 hours of his daily time on OTT platforms. As the digital
media market expands, OTT platforms have and will gain more consumers with time. COVID-19
has been beneficial for the OTT platforms. Many consumers have subscribed to OTT platforms to
spend their time during the lockdown period. OTT platforms have benefited the
telecommunications industry as the consumers were spending most of their internet data on these
platforms. The Movie Industry has been benefited as they can release their movies online on these
platforms and they can earn revenue in this crisis period. OTT platforms have ultimately made
contributions in the Indian economy as the revenue they have earned are generated in India as well
as spent in India. Over The Top platforms grew rapidly in India during the COVID-19 induced
lockdown period, when there was a closer of theatres. This led several production houses to release
their films directly on OTT platforms. With the OTT market getting bigger and bigger with time,
the Ministry of Information and Broadcasting has taken the control of OTT platforms from the
Ministry of Information and Technology. With the Ministry coming in power, the OTT operators
now have to apply for certification and approval for the contents they wish to release on their
platforms. Over The Top platforms is the primary choice of the consumers who wants to watch
their favorite contents such as movies, web series etc. It has emerged as a tough competition for
the Dth Operators and is slowly taking down the Theatre Industry as most of the movies are now
launched online. In coming years, OTT platforms will get more competitive and it might take over
the Dth platforms completely.

51
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55
ANNEXURE
 QUESTIONNAIRE

Dear Respondent,

I, Jay Chopdar of Royal Global University, am conducting a research project on the topic “A Study
on Consumers’ perception towards Over The Top (OTT) Platforms in Guwahati City”. In part
fulfillment of my research work a questionnaire has been framed with a view to study the consumer
perception towards Over The Top platforms. Please fill the following questionnaire as per the
instructions given below. This questionnaire is meant for research purpose only and all the data
will be kept confidential and be used for the same.

Thank You,

Jay Chopdar
Royal Global University

Demographic Profile

1. Name:
2. Address:
3. Email Id:
4. Contact Number:
5. Age (in years):
o Below 18
o Between 18 – 25
o Between 26 – 32
o Above 32
56
 6. Gender:
o Male
o Female
o Other

7. Education Qualification:
o Class 10
o Class 12
o Graduate
o Post Graduate
o Others

8. Occupation:
o Student
o Service
o Business
o Others

9. Income (Monthly)
o Below 10,000
o Between 10,001 – 20,000
o Between 20,001 – 30,000
o Between 30,001 – 40,000
o Above 40,000

Q1. Which option will you prefer to watch T.V. shows, Movies, sports?
o OTT Platforms
o DTH Platforms
o Both

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Q2. How you did first come to know about OTT Platforms?
o Through Social Media
o Through Television
o Through Offline Advertisement
o Through Friends and Family

Q3. Which year did you start watching contents on OTT Platforms?
o Before 2017
o 2018
o 2019
o 2020

Q4. Which OTT Platforms you prefer the most to watch T.V. shows, Movies, sports?
o Netflix
o Amazon Prime Video
o Disney+ Hotstar
o SonyLIV
o Voot
o ZEE5
o All of the above

Q5. Which Platforms do you prefer most to watch Netflix, Amazon Prime Video, Disney+
Hotstar etc.?
o Television
o Laptop
o Tablet
o Mobile Phone

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Q6. How much time do you spend watching shows on OTT Platforms?
o Less than 2 hours
o 2 – 4 hours
o 4 – 6 hours
o More than 6 hours

Q7. Which one of the following factors influences your choice on OTT Platforms?
o Latest and Quality Contents
o Unlimited Variety of Choice
o Cheaper than regular T.V.
o Catching up on shows that one missed on regular T.V.
o Watch older shows that are not available on T.V
o Portability

Q8. Did this pandemic situation influence your decision about OTT Platforms?
o YES
o NO

Q9. Which type of premium subscription plan would you prefer to watch shows on OTT
Platforms?
o Monthly
o Quarterly
o Yearly

Q10. What do you watch the most on an OTT Platforms?

o Original Content (Web series/Short Films)
o Movies
o Soap Opera
o Sports
o Others
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Q11. Does Advertisement influence your choice on OTT Platforms?
o YES
o NO

Q12. Are you satisfied with the services that are available by OTT Platforms in your region on a
scale of 1 – 5?
o 1 – Highly Dissatisfied
o 2 – Dissatisfied
o 3 – Neutral
o 4 – Satisfied
o 5 – Highly Satisfied

Q13. What will choose as your primary source of entertainment?

o OTT Platforms
o DTH Platforms

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