CHAPTER 1

INTRODUCTION

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1.1 INTRODUCTION OF THE STUDY

Customer satisfaction is related to the human activity directed at satisfying human wants
through the exchange of goods or services. Customer satisfaction plays a crucial and critical
role as it deals with customer and their needs. Satisfaction is a person’s feelings of pleasure or
disappointment resulting from a comparing perceived performance in relation to his or her
expectation. If the performance Falls short of expectation, the consumer is dissatisfied. If the
performance matches the expectations, the consumer is satisfied. If the performance exceed
expectation the customer is highly satisfied or delighted.

Satisfaction is the state felt by a person who has experienced a performance croute come that
has fulfilled his or her expectation. Satisfaction is thus a function of relative level of expectation
and perceived performance. Expectations are formed on the basis of past experiences with the
same or similar situations, statement made by friends and other associates and statements made
by the supplying organisation satisfaction is the customer is fulfilment response. It is a
judgement that a product of service feature, or the product of service itself, provided a
pleasurable level of consumption related fulfilment, including level of under or over fulfilment.
Satisfaction or dissatisfaction is more than a reaction to the actual performance quality of a
product or services. It is influenced by prior expectation regarding the level of quality according
the expectancy disconfirmation model, consumers often from beliefs about the product
performance based upon prior performance experience with the product and for upon
Communicators about the product that imply a certain level of quality when something
performs the way we thought it would we make we may not think much about it. It on other
hand something fails to live up to expectations, a negative affect may result. And if performance
happened to exceed our expectations, we are satisfied and pleased.

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1.2 STATEMENT OF THE PROBLEM
The project topic is "A study on customer satisfaction of OTT platforms with the special
reference to Mananthavady municipality ". The research would also aid in concentrating on the
factors that may have affected the utilisation of OTT platforms. The level of satisfaction with
these platforms is also measured.

1.3 OBJECTIVES OF THE STUDY

• To know the level of satisfaction of OTT platforms
• To measure the pattern of use of OTT platforms
• To determine the factors influencing the use of OTT platforms

1.4 SCOPE OF THE STUDY

So many studies conducted on customer satisfaction in general. But nobody has conducted a
study on customer satisfaction of OTT platform in Mananthavady municipality . There for this
study was mainly conducted among the users of OTT platforms in Mananthavady municipality
in Wayanad district .This study was conducted to know the satisfaction level of customers and
to know the pattern of use of OTT platforms and to determine the factors influence the use of
OTT platforms. These findings and conclusion of the study based on the response of the people
who are using OTT platforms in the municipality.

1.5 SIGNIFICANCE OF STUDY

According to the analysts, India has the world's highest and fastest- growing OTT demand.
These platforms have made OTT more widely accepted due to their convenience of offering
international entertainment. So many studies conducted on customer satisfaction in general.
But nobody has conducted a study on customer satisfaction of OTT platforms in Mananthavady
municipality.

1.6 RESEARCH METHODOLOGY

In common words research means to search for knowledge. One can also define research as a
Scientific and systematic search for information on a specific topic. In fact, research is an art
of Scientific investigation. Research methodology is a way to systematically solve research

3
Problems. It describes the procedure which has been used in the research. The present study is
Titled “Study on customer satisfaction of OTT platforms with special reference to
Mananthavady municipality ”. It is an analytical and Descriptive study. It is based on a sample
survey method both primary and secondary data were Used for the smooth conduct of the study.

1.6.1 PERIOD OF STUDY

The study was conducted from December 2023 – March 2024

1.6.2 AREA OF STUDY

This study is conducted in Mananathavady municipality.

1.6.3 SOURCES OF DATA

A. Primary data: Primary data means data that we collected directly. The primary data has
been collected through random sampling, from the Sample respondents through the schedule
with the help of a questionnaire which was Distributed online.
B. Secondary data: Secondary data we collected from various books journals, websites, etc.
Here we mainly use the website for obtaining related information.

1.6.4 SAMPLE SIZE

The sample size used for the study includes 100peoples of Mananthavady municipality of
different gender ,age group and occupation.

1.6.5 SAMPLING METHOD

The convenient sample is used for selecting sample.The data collected from 100 samples.

1.6.6 TOOLS FOR DATA COLLECTION

Primary data was collected through a survey method using questionnaire.

1.6.7 DATAPROCESSINGANDANALYSIS
• Tabulation and classification of data:The data was collected through a questionnaire and
tabulation. The data has been classified on the basis of age, education, occupation, monthly
income and marital status of respondents. Cross tabulation has been done according to different

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variables. The statistical tools used for data analysis were percentage analysis, Likert scale
technique and ranking method.

•Percentage method:The present study used a percentage analysis method. Percentage

analysis is the method to present raw streams of data as a percentage for better understanding.
A simple percentage method has been used for the analysis of the primary data collected.

• Likert scale Technique: A Likert scale is a psychometric scale commonly involved in

research that employs questionnaire. It is the most widely used approach to scaling responses
in survey Research. Likert scale consist of a number of statements which express either a
Favourable or unfavourable attitude towards the given object to which the respondent Is asked
to react. The respondent indicates his favourable or unfavourable attitude with Each statement
in the investment. Each response is given a numerical some and the Scores are totalled to
measure the respondent’s attitude. The overall score respondent’s Position on the continuum of
favourable unfavourableness towards an issue.
In this project 3point scale is used. The highest score (say 3) is given to the most favourable
attribute and the least score (say 1) is given to the most unfavourable attribute .The Likert scale
is used is balanced on both sides of neutral option.

1.7 LIMITATIONS OF THE STUDY

1. The research area is restricted to the Mananthavady municipality.

2. The study is based on response of 100 people only
3. As this study is based on primary data collected through filling questionnaire,
any wrong or biased information by the respondents affect the result of the
study.
4. Incomplete information provided by respondents in some case become other
obstacles in the way of proper analysis of the data.
5. It was difficult to form questions which convey the exact same meaning to each
respondent as the researcher meant.
6.In some cases, unwillingness and inability of respondents to provide information is a major
obstacle in collection of data.

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 CHAPTER 2

REVIEW OF LITERATURE

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Gregory Gimpel (2015) :The expansion of the telecom business in terms of content
consumption is the subject of this article. He concludes that OTT platforms “create original
content and work on licensed agreements” based on platform theory and data collected from
22 senior executives. He also suggests that production businesses vary their media portfolios
in order to diversify their revenue streams. He also distinguishes between OTT businesses and
MSOS (Multiple System Operators) in terms of consumer preference, and delves deeper into
the theoretical and practical issues that the industry’s marketing techniques face. (Gimpel,
2015)

Dasgupta & Grover (2019): Researchers identified four significant elements that
influence customer adaption to various platforms in the study “Undertaking Adoption Factors
of Over-The-Top Video services among Millennial Consumers.” Convenience, Mobility,
Content, and Cost are the four factors. (Dasgupta, 2019)

Meghan McAdams (2019): “Understanding the Modern Media Streaming Landscape

What is OTT.” According to the findings, OTT apps undoubtedly represent India’s future. The
main finding of her research was the 50 percent of OTT customers are felling ‘subscription
fatigue” as a result of engaging with so many channels. It was also noted that the rise of large-
scale platforms such as Disney plus would have impact on the possibilities for similar specialty
offerings. (McAdams,2019)

Brett Hutchins (2019): Live streaming services will disrupt the market for coverage rights
and the expansion of media sort websites, he said in Over-The –Top Sport. Tensest, Amazon
Prime Video, and DAZN are creating new norms for how media sport is available and curated,
signifying a fundamental shift in the global market for sport broadcast rights and the media
systems that transmit live content. (Hutchins, 2019)

P Singh (2019): P Singh’s study, “New Media as a Change Agent of Indian Television and
Film: A Study of Over-the-Top Platforms are affecting Indian television and cinema, as well as
how the youth are using these new digital platforms to watch video material. Young people
enjoy watching OTT web series and movies, according to research. The average viewer spends
2 hours watching OTT, with night time viewing being the most popular. Because of the service,
the availability of international content, young people prefer OTT to television. (Singh, 2019)

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Sharma (2020): The multiplexes have been forced to the ongoing COVID-19 crisis. As a
result, production houses are now directly disturbing content on OTT channels. The users may
ship the standard windowing pattern, which has become a source of worry among multiplexes.
INDOX and PVR both released statements in response to the situation. According to experts,
this is a short-term solution for the film industry’s need. It’s a win-win situation for OTT players
with new content and filmmakers who have completed work but are unable to release it. In the
long run, however, once things return to normal, this will not be a paradigm change. In
comparison to OTT platforms, the cinema earns greater money for production houses. Because
this is such an important factor, the market is free of the COVID-19 crisis. In fact, it’s possible
that a boom in multiplex services will occur for a few days after things have returned to normal.
(Sharma. K, 2020)

Menon (2020): States that the restrictions imposed in the aftermath of the COVID-19
outbreak had a substantial impact on media and entertainment Consumption patterns. As people
were prevented from going outside for Recreation or employment due to lockdowns, public
activities shifted to online Platforms. Web-based social networking allowed people to stay in
touch with Their families, friends, partners, neighbours, and others. Due to the government’s
Request to shut down external channels of entertainment (outside of home-based
Entertainment), home-based entertainment modes have shown steady growth and
Development. (G, 2020)

Deloitte, Digital Media (2020): According to a Deloitte report titled “Digital Media: Rise
on-demand Content,” the proliferation of internet-enabled digital Devices capable of
supporting digitalised information has led to an increase in the Consumption of digital content
worldwide. This trend can be seen in India on a Variety of channels, including audio, video,
news and music. (Deloitte (n.d), 2020)

Manoj Kumar Patel (2020): According to the findings, OTT platforms are Evolving and
have a significant advantage over traditional entertainment Channels. The study claims that the
rise of OTT will undoubtedly increase in India due to its cost effectiveness and continual
development of content richness, based on an online survey with 95 percent of the primary
stakeholders aged 20 to 40 years. Finally, the author believes that the rapid rise of streaming

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media in India is due to the freedom it offers customers to access information at any time,
regardless of location. (Patel, 2020)

Prof. Ripal Madhani and Dr. Vidya Nakhate (2020): The study compares viewing
behaviour across traditional television channels and over-the-top video platforms in
Maharashtra. The article examines the behavioural characteristics of traditional and OTT
viewers for a total of 110 persons utilising a structured questionnaire. In conclusion, the survey
find that consumers prefer OTT platforms to traditional television channels because they offer
greater convenience in terms of time and location, lower data costs, and instant access to high-
quality content. (Prof. Ripal Mandhani, 2020)

Raj Priya and D Pias Mondel : This research paper explores the relationship between
Over the Top (OTT), Social gratification, and customer engagement towards OTT platform,
and Subscription intention. To examine whether different factors such as gender, Education,
Age affects Intention to use the OTT platform. The data was collected through primary source.
It was found that the high-price segment hotels often use customisation, whereas various
industries usually implement value on the intention to use OTT platform with clients. This
study helps to understand whether customer engagement in Intention to use OTT platform in
the industry in match to the international experience. The authors focused on the OTT, customer
engagement, Knowledge, and chronic use. The findings contributed have practical implications
for research into OTT. The findings suggested the consumers are more involved with OTT
platforms that defines who they are. Therefore, marketers seeking to engage consumers with
OTT campaigns are suggested to foster a culture of Intention to use the OTT platform
reinforced through dialogue and continual consumer participation in value chain activities.

Suman Ghalawat: With the rapid advancement in technology, penetration of smart phones
and increase in levels of affordable internet facilities resulted in the rise of OTT media services.
OTT platforms gives freedom to their users to watch T.V. series, movies, etc.at their own
convenience. The study was conducted to find out the factors influencing consumer’s choice
of streaming OTT platforms. Convenience sampling technique was used for the study and
response from 200 respondents (students, working people/ staff, homemakers and
entrepreneurs), was collected in Hisar city, through semi-structured questionnaire. The
variations in the factors (Growth, Benefits of OTT, Integrated marketing and communication)

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were 41.321, 6.621, 5.977, and 5.378 per cent, respectively. As per factor analysis, all four
factors were most important that influenced consumers’ choice of streaming OTT services, and
the Cronbach alpha values were 0.844, 0.812, 0.798 and 0.629, respectively.

.A Pushpa: India’s OTT streaming market has made a remarkable growth and prominence,
positioning it as one of the largest and fastest-growing in the world. With a diverse range of
popular streaming platforms such as Voot, Alt Balaji, Zee5, MX Player, Amazon Prime,
Disney + Hotstar, Netflix, Sony Liv, Aha, and numerous others. The main objective is to
Synthesise factors impacting the usage of OTT platforms. The study adopted a cross-sectional
descriptive approach. Three hundred and eighty responses were collected using convenience
sampling method. Six factors, i.e., content, convenience, features, price & quality, satisfaction
and willingness to continue usage of OTT platforms were considered. The effect of these five
factors along with willingness to continue usage is tested on subscription decisions using
correlation and regression analysis. Given the highly diverse nature of the Indian OTT service
market, this descriptive study offers valuable insights into streaming service providers
operating in this fiercely competitive landscape. The findings can assist OTT service providers
in making informed decisions and devising effective strategies to cater to the specific needs
and preferences of Indian consumers.

AR Nair: OTT or over the top platforms has seen a likely boom in recent years with hordes
of new content and original shows. It has engulfed the entire world of digital content. The
primary focus of this research paper is to fathom this tidal wave of new mode of entertainment
and how it has impacted the viewers and how people are flocking towards this new generation
of digital entertainment. The data on the research was acquired through a questionnaire which
was floated among the people through google forms. And the data revealed the change in the
behaviour, cost, convenience, and demand of original and new contents for the new generation.
Particularly the original and new content and convenience playing a major role. This research
paper sheds light into the changing behaviour of the consumers and how OTT has a major role
in that change.

Aditya Srivastava: Digital Streaming Platforms, also known as Over The Top platforms,
are internet streaming media services that have gained a lot of popularity in recent years.

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NETFLIX, AMAZON PRIME VIDEO, DISNEY + HOTSTAR are just a few of the OTT
channels available in India. According to projections, the Indian OTT sector would have $5
billion customers by 2023. The purpose of this study is to examine customer perceptions of
purchasing subscriptions of OTT platforms. The study also aims to determine the elements that
influence consumers' decision to use OTT platforms as well as their happiness with those
services. The several reasons why OTT platforms garnered millions of users in just five years.
It has been successful for years due to its effective social media advertising and high-quality
content. The average customer spends between 2 and 4 hours each day on OTT services.

Navajith Singh: OTT as a research theme has gained wider acceptance recently. However,
there is a scarcity of studies on the subject. The authors discovered that previous studies in the
field had focused on technological aspects of the domain thus leaving a plethora of
opportunities for future researchers to explore. In this regard, the findings enlisted few
unexplored domains specific to OTT that require immediate attention of the researchers and
stakeholders. It was suggested to investigate the field from marketing, behavioural, regulatory,
social and quality aspects so as to broaden its scope.

Rohit Sharma:. The findings of sentiment analysis showed that Netflix and
Disney+Disney+Hotstar had a considerable number of positive sentiments among viewers
when compared to Amazon Prime Video. Eventually, the paper also showed negative sentiment
towards Amazon Prime Video regarding streaming content, ad pop-ups, interface issue, shows,
etc. Our findings help OTT platforms to determine which factors are driving this dramatic shift
in viewer behaviour so that better strategies for attracting and retaining subscribers can be
developed. Despite the rise in OTT platform popularity, this is the first study to investigate the
content consumption pattern of OTT viewers comprehensively.

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 CHAPTER 3

THEORETICAL FRAMEWORK

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3.1 OVER THE TOP PLATFORM (OTT PLATFORM)
OTT (Over-the-Top) platform is a type of streaming service that delivers video content over
the internet. It allows viewers to stream movies, TV shows, and other video content directly to
their devices, such as smartphones, tablets, smart TVs, and streaming devices like Roku or
Amazon Fire TV Stick, through an internet connection. OTT platforms can be either
subscription-based or free and ad supported. Subscription-based OTT platforms require users
to pay a monthly fee to access their content library, while free and ad-supported OTT platforms
are supported by advertising and do not require a fee.

Users can join up for OTT platforms and access their offers through the internet in the current
day. Because OTT is such a young phenomenon, there is a lot of room for development. Many
firms are joining the OTT industry, giving consumers a wider range of alternatives and boosting
the amount of ad inventory available to advertisers. OTT platforms are the companies that
supply these services. Popular examples of subscription-based OTT platforms include Netflix,
Amazon Prime Video, Disney+ Hotstar, Zee5, SonyLIV, HBO Max, and Hulu. These platforms
offer a wide range of content, including original programming, movies, and TV shows from
various networks and studios.

Free and ad-supported OTT platforms include YouTube, Pluto TV, and Tuba. These platforms
offer a mix of user-generated and licensed content, and are supported by advertising. OTT
platforms have become increasingly popular in recent years due to their convenience,
affordability, and access to a wide range of content. Users can watch their favourite shows and
movies on demand, pause, rewind or fast-forward, and access content on multiple devices,
making it a convenient and cost-effective alternative to traditional TV providers. Most OTT
platforms generally offer some content for free and charge a monthly subscription fee for
premium content which is generally unavailable elsewhere. Anyone with a paid subscription
can register themselves and get unlimited access to the media and entertainment sources
available on the various platforms. This service is synonymous with video-on-demand services
and digital content at international level can be accessed. OTT also refers to a new generation
of modern television network that, like conventional satellite or cable TV providers, offer live
stream of linear specialty channels over the public internet rather than a closed, private network
of proprietary equipment like set-top boxes. Over-the-top or OTT media services are online
content providers which offer streaming media as a unique product or service. The term is

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usually used for video on-demand platforms, but it also includes messaging services, audio
services or voice calling solutions based on internet. Over- the-top services get around media
distribution channels those are traditional like cable television providers or telecommunication
networks. If you have access to internet, either it be a broadband connection or mobile network,
you have the complete access to the platform and the content in that. OTT media services are
usually monetised through paid subscriptions, but there are some OTT platforms which are
exceptions in which they offer in-app purchases or even sometime advertising. The OTT offers
their service in infrastructures like smartphones, smart TV, computers and even in gaming
consoles. The main factor of the OTT is that the administrative control of the content is not
with the service provider.

3.2 POPULAR OTT PLATFORMS

3.2.1 NETFLIX

Netflix is a subscription-based OTT platform that provides streaming services to viewers

worldwide. It was founded in 1997 and initially started as a DVD-by-mail rental service.
However, in 2007, Netflix shifted its focus to streaming and has since become one of the most
popular OTT platforms in the world, with over 200 million subscribers in more than 190
countries. Netflix offers a wide range of content, including movies, TV shows, documentaries,

14
and original programming. The platform's library of content is constantly updated, with new
titles added every month. The company has also invested heavily in producing its own original
programming, such as the critically acclaimed shows "Stranger Things," "The Crown," and
"Ozark." Netflix's subscription plans vary depending on the country, with users having the
option to choose between basic, standard, and premium plans. The basic plan provides access
to standard definition streaming on one device, while the standard plan offers high-definition
streaming on two devices simultaneously. The premium plan includes ultra-high- definition
streaming on up to four devices simultaneously. Netflix has become popular among viewers
due to its convenience and affordability. Users can access the platform's content on multiple
devices, including smartphones, tablets, smart TVs, and streaming devices like Roku or
Amazon Fire TV Stick. Additionally, the platform's ad-free viewing experience and
personalised recommendations based on users' viewing history and preferences have made it a
popular choice for viewers around the world.

3.2.2 DISNEY + HOTSTAR

Disney+ Hotstar is a popular OTT streaming platform that is available in India, Indonesia,
Malaysia, Thailand, and other Southeast Asian countries. It is a collaboration between The Walt
Disney Company and Star India, and was launched in April 2020 after the success of Disney+
in other parts of the world.

Disney+ Hotstar offers a wide range of content, including movies, TV shows, live sports, and
news. The platform's library of content includes popular titles from Disney, Pixar, Marvel, Star
Wars, National Geographic, and other content creators. In addition, the platform offers regional

15
language content, making it popular among viewers in India and other Southeast Asian
countries.

One of the most popular features of Disney+ Hotstar is its live sports streaming. The platform
offers live streaming of popular sporting events, including cricket, football, tennis, and other
sports. This has made the platform popular among sports fans in India and other countries
where it is available.

Disney+ Hot star offers different subscription plans, including VIP and Premium plans. The
VIP plan provides access to live sports events, Indian TV shows, and movies in Hindi, Tamil,
and Telugu. The Premium plan provides access to all content available on the platform,
including English language movies and TV shows.
Disney+ Hotstar is available on multiple devices, including smartphones, tablets, smart TVs,
and streaming devices like Roku or Amazon Fire TV Stick. The platform also offers a
personalised viewing experience, with recommendations based on users' viewing history and
preferences.

3.2.3 AMAZON PRIME

Amazon Prime is a subscription-based OTT (Over-the-Top) platform that provides streaming

services to viewers worldwide. It is owned and operated by Amazon, one of the world's largest
e-commerce companies. Amazon Prime was launched in 2005, initially as a membership
program offering free two-day shipping on eligible items

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In addition to free shipping, Amazon Prime provides access to a wide range of content,
including movies, TV shows, documentaries, and original programming. The platform's library
of content is constantly updated, with new titles added every month. Amazon Prime also offers
a variety of other benefits to its members, including exclusive deals, early access to select
Lightning Deals, and access to Amazon Music and Kindle e- books.

Amazon Prime's original programming has received critical acclaim, with shows like "The
Marvellous Mrs. Maisel," "The Man in the High Castle," and "Transparent" winning multiple
Emmy awards. The platform has also invested heavily in producing its own original movies,
such as "Manchester by the Sea," which won multiple awards at the 2017 Academy Awards.
Amazon Prime's subscription plans vary depending on the country, with users having the option
to choose between monthly or yearly plans. The platform offers a 30-day free trial for new
users. Additionally, Amazon Prime Video can be accessed through a standalone subscription,
without the need for a full Amazon Prime membership. Amazon Prime Video can be accessed
on multiple devices, including smartphones, tablets, smart TVs, and streaming devices like
Roku or Amazon Fire TV Stick. The platform also offers a personalised viewing experience,
with recommendations based on users' viewing history and preferences.

3.2.4 SONY LIV

SonyLIV is an Indian OTT platform that provides viewers with a wide range of content,
including TV shows, movies, live sports, and original programming. It is owned and operated
by Sony Pictures Networks India, a subsidiary of Sony Pictures Entertainment.
SonyLIV offers a vast library of content, including popular TV shows, movies, and live sports
events from various sports leagues such as cricket, football, tennis, and others. The platform's

17
library also includes a range of regional content, making it popular among viewers in different
parts of India. SonyLIV's original programming, including web series and short films, has also
gained popularity in recent years. SonyLIV offers various subscription plans, including
monthly, quarterly, and yearly plans, with different pricing options for each plan. The platform
also offers a free ad- supported plan that provides access to limited content. Users can also
access SonyLIV’s premium content by subscribing to other OTT platforms like Amazon Prime
or Airtel TV.

SonyLIV can be accessed on multiple devices, including smartphones, tablets, smart TVs, and
streaming devices like Roku or Amazon Fire TV Stick. The platform also offers a personalised
viewing experience, with recommendations based on users' viewing history and preferences.

In conclusion, SonyLIV is a popular OTT platform in India, offering a wide range of content,
including live sports events, regional language content, and original programming. With its
parent company's reputation in the entertainment industry and its focus on providing quality
content, SonyLIV is likely to continue to be a major player in the Indian OTT market for years
to come.

3.2.5 ZEE 5

ZEE5 offers a vast library of content, including popular TV shows, movies, and web series
from various languages such as Hindi, Tamil, Telugu, Bengali, and others. The platform's
library also includes a range of regional content, making it popular among viewers in different
parts of India. ZEE5's original programming, including web series and short films, has also
gained popularity in recent years.

18
ZEE5 offers various subscription plans, including monthly, quarterly, and yearly plans, with
different pricing options for each plan. The platform also offers a free ad-supported plan that
provides access to limited content. Users can also access ZEE5's premium content by
subscribing to other OTT platforms like Amazon Prime or Airtel TV.

ZEE5 can be accessed on multiple devices, including smartphones, tablets, smart TVs, and
streaming devices like Roku or Amazon Fire TV Stick. The platform also offers a personalised
viewing experience, with recommendations based on users' viewing history and preferences.

In conclusion, ZEE5 is a popular OTT platform in India, offering a wide range of content,
including regional language content, original programming, and live TV. With its parent
company's reputation in the entertainment industry and its focus on providing quality content,
ZEE5 is likely to continue to be a major player in the Indian OTT market for years to come.

3.3 EVOLUTION OF OTT PLATFORMS

• BIGFlix, launched by Reliance Entertainment in 2008, was the first organized Indian
OTT platform.
• In 2010, Digivive introduced nexG TV, India's first OTT mobile app, and it was the first
app to live stream Indian Premier League matches on smart phones, which it did in
2013 and 2014.
• Around 2013, the preface of Ditto TV and Sony LIV sparked additional interest.
• Eros Now was created by Eros International in 2012 and quickly became popular.
• Netflix, an American streaming service, launched in India in January 2016. It
also started commissioning material after forming a Limited Liability
Partnership
• In 2016, Amazon Prime Video was introduced. In February 2018, AmazonIndia
announced Amazon Prime Music.
• After fifteen months of preparation, Star India debuted Hotstar on February 11,
2015, just in time for the 2015 Indian Premier League.
• Hotstar announced a subscription league in April 2016 that was mostly focused
on international content and the ability to reward sports material.
• Voot was launched in March 2016 by Viacom 18’s digital division. Hoichoi is

19
 India's first dedicated indigenous language OTT service.
• It debuted in 2017 with 30 new episodes and 12 original Bengali films, and it has now
acquired over 200 Bengali films as well as dubbed content from English,
• Hindi, and Arabic. Sun TV Network launched its Sun NXT native OTT
service in Telugu, Tamil, Malayalam, Bengali, and Kannada in June 2017.
(Mukherjee, 2021)

3.4 ADVANTAGES OF OTT PLATFORMS

1. Flexibility and convenience: One of the biggest advantages of OTT platforms is
that they offer viewers the flexibility to watch their favourite shows and movies on their
own schedule. Viewers can watch their favourite shows anytime, anywhere, on any
device, including smartphones, tablets, and smart TVs.

2. Wide variety of content: OTT platforms offer a vast array of content, including
movies, TV shows, documentaries, and original programming. This makes it easy for
viewers to find and watch content that appeals to their specific interests.

3. Cost-effective: OTT platforms are often less expensive than traditional cable and
satellite TV providers. Viewers can choose to subscribe to only the channels or services
they want, and they don't have to pay for channels they don't watch.

4. Ad-free viewing: Most OTT platforms offer ad-free viewing, which means viewers
can watch their favourite shows and movies without being interrupted by ads.

5. High-quality content: OTT platforms are known for their high-quality content,
including original shows and movies that are produced exclusively for the platform.
This means that viewers can watch content that they can't find anywhere else.

6. Global accessibility: OTT platforms can be accessed from anywhere in the world,
as long as there is an internet connection. This allows viewers to watch content from
different countries and cultures, providing a global perspective on entertainment.

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7. Original content: Many OTT platforms produce their own original content, which
is not available on traditional TV networks. This provides viewers with a fresh and
unique viewing experience.

8. Personalisation: OTT platforms use algorithms to personalise the viewing

experience for each viewer. This means that viewers are shown content that is tailored
to their interests, making it easier to discover new shows and movies that they will
enjoy.

3.5 DISADVANTAGES OF OTT PLATFORMS

1. Internet Connectivity: One of the main disadvantages of OTT platforms is that they
require a high-speed internet connection. If the internet speed is slow, the streaming
quality can suffer, leading to buffering or even interruption of the content.

2. Piracy: With the rise of OTT platforms, piracy has also become a concern. Many
users’ resort to illegal methods to access content for free, leading to loss of revenue for
the content creators.

3. Technical Issues: While rare, technical issues can arise with OTT platforms, such as
login issues, streaming problems, or software bugs. These issues can be frustrating for
users who want to watch their content seamlessly.

4. Subscription Cost: While many OTT platforms offer free content, most of the
popular content is available only through paid subscription plans. This can be expensive
for users who want access to multiple platforms.

5. Content Censorship: OTT platforms often face content censorship issues from
governments and regulatory bodies. This may result in certain shows and movies being
taken down, which can disappoint subscribers who were interested in watching them.

6. Lack of Control: Unlike traditional television, OTT platforms do not allow users to
control when and how content is aired. They may have to wait for new content to be

21
released, and they may not be able to watch shows or movies at the same time as
everyone else.

7. Limited Accessibility: OTT platforms are not available everywhere in the world due
to licensing issues, and some countries may block access to certain platforms altogether.
8. Privacy Concerns: Many OTT platforms collect user data so some users who are
worried about privacy and data

3.6 FACTORS AFFECTING CUSTOMER SATISFACTION OF

OTT PLATFORMS
1. User experience: The ease of use, navigation, and overall Usability of the platform
can significantly impact customer satisfaction. Customers want a seamless and intuitive
user experience that allows Them to quickly find and access the content they want.

2. Streaming quality: The streaming quality of the content is also essential. Users
expect high-quality streaming without buffering or other Interruptions.

3. Personalisation: Users expect personalised recommendations based on Their

viewing history, preferences, and ratings.

4. Availability: The availability of the platform on multiple devices, including

Smartphones, tablets, and smart TVs, is also important for customer Satisfaction.

5. Customer service: The quality of customer service provided by the Platform can
also impact customer satisfaction. Users want to feel that Their concerns are being
addressed promptly and efficiently.
6. Content Quality: The quality and variety of the content available on the OTT
platform is one of the most important factors in determining customer satisfaction .

7. Pricing: The price of the OTT platform subscription is also an important Factor for
customers. Customers expect a reasonable price for the Content and services offered,
and they want to feel that they are getting good value for their money.

22
8. Content selection: The variety, quality and relevance of the content Available on the
OTT platform is a major factor affecting customer satisfaction. Customers expect a
wide selection of movies, TV shows and other video content that caters to their interests
and preferences.

3.7 CUSTOMER SATISFACTION

Customer satisfaction is defined as a measurement that determines how happy
customers are with a company's products, services, and capabilities. Customer
satisfaction information, including surveys and ratings, can help a company determine
how to best improve or changes its products and services. . It is the most important
factor that creates repeated customers. Some people know it but do not realise its
importance. If a customer of yours is satisfied with one of your products or services,
chances are this customer will purchase more of your products or services, which will
increase your revenue. Therefore, in order to have your new or existing customers buy
more from you, you will have to follow techniques that work. Customer satisfaction
takes a very important place in Marketing. As much as you think that your marketing
strategies should help you generate sales, think about how the same marketing strategies
could help you achieve Customer satisfaction. There are a lot of elements involved with
Customer satisfaction. Know the problems of your customers and what they are looking
for, then offer them the right products and outline the benefits to them. Most of the time,
customers do not care about your product or its features. They care about what your
product does for them. Therefore, do not just list the features of what you offer, but
rather add the benefits of your products or anything you offer to your targeted audience
(your customers or visitors). This is a very effective element for Customer satisfaction.
Customer service is probably the most valuable intangible product that a company may
sell. It may create both satisfaction and dissatisfaction.

23
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

24
 TABLE 4.1 AGE GROUP

AGE NUMBER OF PERCENTAGE

GROUP RESPONDENTS
Below 18 12 12
18-30 81 81
30-45 2 2
Above 45 5 5
TOTAL 100 100
(Source :Primary data)

FIGURE 4.1 AGE GROUP

INTERPRETATION: Table 4.1 represents the age group of respondents. Here 81% of the
total respondents belongs to the age group of 18-30,12% belongs to the age
group of below 18, 5% belongs to age group above 45, and remaining 2% belongs to the age
of 30-45. From this data it is clear that majority of the respondents belong to the age group of
18-30.

25
 TABLE 4.2 GENDER

GENDER NUMBER OF PERCENTAGE

RESPONDENTS
Male 60 60
Female 40 40
TOTAL 100 100
(Source:Primary Data)

FIGURE 4.2 GENDER

INTERPRETATION: Table 4.2 represents gender of the respondents. Here 60% of the
respondents are male and 40% are female. From this data we can understand that majority of
the respondents are male.

26
 TABLE 4.3 OCCUPATIONAL STATUS

OCCUPATION NUMBER OF PERCENTAGE

RESPONDENTS
Student 75 75
Employed 14 14
Unemployed 9 9
Self employed 2 2
TOTAL 100 100
(Source:Primary Data)

FIGURE 4.3 OCCUPATIONAL STATUS

INTERPRETATION: Table 4.3 shows that 75% of the total respondent are students,14%
are employed,9% are unemployed and remaining 2% are self-employed. From this data it is
clear that majority of the respondents are students.

27
 TABLE 4.4 USERS OF OTT PLATFORMS

USER / NOT USER NUMBER OF PERCENTAGE

RESPONDENTS
YES 100 100
NO 0 0
TOTAL 100 100
(Source:Primary Data)

FIGURE 4.4 USERS OF OTT PLATFORMS

INTERPRETATION: Table 4.4 represents the users of OTT platforms. From the table it
is clear that 100 % respondents are using OTT platforms.

28
 TABLE 4.5 OTT SUBSCRIBERS

SUBSCRIPTION NUMBER OF PERCENTAGE

STATUS RESPONDENTS
YES 100 100
NO 0 0
TOTAL 100 100
(Source:Primary Data)

FIGURE 4.5 OTT SUBSCRIBERS

INTERPRETATION: Table 4.5 represents the subscribers of OTT Platforms . From the
table it is clear that 100 % respondents are using OTT platforms.

29
 TABLE 4.6

NUMBER OF OTT CHANNELS SUBSCRIBED

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
1 64 64
2 26 26
3 5 5
More than 3 5 5
TOTAL 100 100
(Source:Primary Data)

FIGURE 4.6

NUMBER OF OTT CHANNELS SUBSCRIBED

INTERPRETATION: Table 4.6 contains the data which represents the number of OTT
channels subscribed by the respondents. Here 64% of the total respondents have subscribe one
OTT channels ,26% subscribed 2 OTT channels,5% subscribed 3 OTT channels subscribed
more than 3 OTT channels.

30
 TABLE 4.7 PREFERENCE TOWARDS OTT PLATFORMS

OTT PLATFORMS NUMBER OF PERCENTAGE

RESPONDENTS
Netflix 40 40
Disney + Hotstar 20 20
Amazon Prime 10 10
Sony Liv 10 10
Zee 5 0 0
Others 20 20
TOTAL 100 100
(Source:Primary Data)

FIGURE 4.7 PREFERENCE TOWARDS OTT PLATFORMS

INTERPRETATION: Table 4.7 represents the respondent’s preference of OTT

platforms. From this table out of 100 respondents 40% of the respondents prefer Netflix ,20%
prefer Disney+Hotstar,,10 % prefer Amazon prime ,10%prefer Sony liv ,no one prefer Zee 5,
20 %other OTT platforms. From this data we can understand that majority of the respondents
prefer Netflix.

31
 TABLE 4.8 USAGE PATTERN OF OTT PLATFORMS

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
Daily 14 14
Weekly 37 37
Monthly 14 14
Occasionally 35 35
TOTAL 100 100
(Source:Primary Data)

FIGURE 4.8 USAGE PATTERN OF PLATFORMS

INTERPRETATION: Table 4.7 indicates respondents use of OTT platforms. Here 14% use
OTT platform daily,37% use it weekly,14% use it monthly and 35% use it occasionally. From
this data it is clear that the majority of the respondents use OTT platforms weekly.

32
 TABLE 4.9 MOST WATCHED CONTENTS ON OTT PLATFORM

CONTENTS NUMBER OF PERCENTAGE

RESPONDENTS
Movies 59 59
Web series 28 28
Web shows 1 1
News 2 2
Sports 10 10
TOTAL 100 100
(Source:Primary Data)

FIGURE 4.9 MOST WATCHED CONTENTS ON OTT PLATFORMS

INTERPRETATION: Table 4.8 represents the most watched contents on OTT platforms.
From this table, out of 100 respondents 59% of the respondents watch

33
movies,28% watch web series,1% watch web shows ,2% watch news and 10% watch sports.
From this data we can understand that majority of the respondent watch movies on OTT
platforms.
TABLE 4.10 PERIOD OF USING OTT PLATFORMS

TIME PERIOD NUMBER OF PERCENTAGE

RESPONDENTS
Below 1 year 34 34
1-2 years 38 38
2-3 years 15 15
More than 3 years 13 13
TOTAL 100 100
(Source:Primary Data)

FIGURE 4.10 PERIOD OF USING OTT PLATFORMS

INTERPRETATION: Table 4.10 represents the time period of using OTT platforms. Here,
out of 100 respondents 34% of the respondents using OTT platforms less than 1 year, 38% of

34
respondents using OTT platforms 1-2 years,15% use OTT platforms 2-3 years and 13% are
using OTT platforms more than 3 years. From this data it is clear that majority of the
respondents using OTT platforms 1-2 years.
TABLE 4.11 CHOICE OF DEVICES TO WATCH OTT CONTENTS

RESPONSE NUMBER OF PERCENTAGE

RESPONDENTS
Television 20 20
Mobile Phone 50 50
Laptop 20 20
Tablet 0 0
Computer 10 10
TOTAL 100 100
(Source:Primary Data)

FIGURE 4.11 CHOICE OF DEVICES TO WATCH OTT CONTENTS

35
INTERPRETATION: Table 4.11 shows the choice contents. Here 20% respondents are
prefer television ,50% prefer Mobile phone,20% prefer laptop,10% prefer computer and
nobody prefer tablet to watch OTT contents.

TABLE 4.12 FACTORS INFLUENCED FOR THE USE OF OTT

PLATFORMS
FACTORS NUMBER OF PERCENTAGE
RESPONDENTS
Peer influence 10 10
Social media 60 60
Advertisement 20 20
Others 10 10
TOTAL 100 100
(Source:Primary Data)

FIGURE 4.12 FACTORS INFLUENCED FOR THE USE OF OTT

PLATFORMS

INTERPRETATION: Table 4.12 shows the choice factors influenced for the use of OTT
platforms.Here 10% respondents are influenced by peer influence ,60%influenced bySocial
media,20%influenced by advertisements, and 10% are influenced by other factors for using
OTT platforms.

36
 TABLE 4.13 SATISFACTION LEVEL OF OTT PLATFORMS

TABLE 4.13.1 PROVIDE CUSTOMISED SERVICE

RESPONSE NUMBER OF SCORE

RESPONDENTS
Satisfied 58 174
Neutral 32 64
Dissatisfied 10 10
TOTAL 100 248
Mean Value 2.48
(Source:Primary Data)

INTERPRETATION: The table 4.13.1 shows the response to Likert scale. While
considering the response of 100 respondents together, respondents are satisfied with
customised service provided by the OTT platforms. Because we get the mean value 2.48 which
is greater than 2, the mid value on scale.

TABLE 4.13.2 PROVIDE UNLIMITED VARIETY OF CHOICES

RESPONSE NUMBER OF SCORE

RESPONDENTS
Satisfied 51 153
Neutral 35 70
Dissatisfied 14 14
TOTAL 100 237
Mean Value 2.37
(Source:Primary Data)

37
INTERPRETATION: Table 4.13.2 shows the response to Likert scale. while considering
the response of 100 respondents together, respondents are satisfied with unlimited variety of
choice provide by the OTT platforms, because we get the mean value 2.37 which is greater
than 2, the mid value on scale.

TABLE 4.13.3 SATISFACTION LEVEL ON RATE OF OTT PLATFORMS

RESPONSE NUMBER OF SCORE

RESPONDENTS
Satisfied 20 60
Neutral 60 120
Dissatisfied 20 20
TOTAL 100 200
Mean Value 2.00
(Source:Primary Data)

INTERPRETATION: Table 4.13.3 shows the response to Likert scale. While considering the
response of 100 respondents together, respondents are neither satisfied nor dissatisfied with
rate of subscription for OTT channels. Because we get the mean value 2.00 which is equal to
2, the mid value on scale.

38
 TABLE 4.13.4 ANY TIME ACCESS

RESPONSE NUMBER OF SCORE

RESPONDENTS
Satisfied 64 192
Neutral 23 46
Dissatisfied 13 13
TOTAL 100 251
Mean Value 2.51
(Source:Primary Data)

INTERPRETATION:Table 4.13.4 shows the response to Likert scale. While considering the
response of 100 respondents together, respondents are satisfied with any time access of OTT
channels. Because we get the mean value 2.51 which is greater than 2, the mid value on scale.

TABLE 4.13.5 PROVIDE FREELY AVAILABLE CONTENT

RESPONSE NUMBER OF SCORE

RESPONDENTS
Satisfied 34 102
Neutral 50 100
Dissatisfied 16 16
TOTAL 100 218
Mean Value 2.18
(Source:Primary Data)

INTERPRETATION: Table 4.13.5shows the response to Likert scale. While considering the
response of 100 respondents together, respondents are satisfied with freely available content
provided by OTT platforms ,because we get the mean value 2.18 which is greater than 2, the
mid value on scale.

39
 TABLE 4.13.6 USER FRIENDLY SERVICE

RESPONSE NUMBER OF SCORE

RESPONDENTS
Satisfied 54 162
Neutral 33 66
Dissatisfied 13 13
TOTAL 100 241
Mean Value 2.41
(Source:Primary Data)

INTERPRETATION: Table 4.13.6 shows the response to Likert scale. While considering the
response of 100 respondents together, respondents are satisfied with user friendly service
provided by OTT platforms. because we get the mean value 2.41 which is greater than 2, the
mid value on scale.

TABLE 4.14 RECOMMENDATIONS OF OTT PLATFORMS

RESPONSE NUMBER OF PERCENTAGE

RESPONDENTS
YES 88 88
NO 12 12
TOTAL 100 100
(Source:Primary Data)

40
 FIGURE 4.14 RECOMMENDATIONS OF OTT PLATFORMS

INTERPRETATION: Table 4.14 indicates the recommendation of OTT platforms, out of

100 respondents 88% of respondent will suggest others to use the OTT platforms 12% are not
.
TABLE 4.15 PREFERENCE OF OTT PLATFORMS OTHER THAN
THEATRE

PREFERENCE NUMBER OF PERCENTAGE

RESPONDENTS
Always 20 20
Mostly 28 28
Rarely 38 38
Never 14 14
TOTAL 100 100
(Source:Primary Data)

41
FIGURE 4.15 PREFERENCE OF OTT PLATFORMS OTHER THAN
THEATRE

INTERPRETATION: Table 4.15 represents the respondent’s preference of OTT platform

other than in theatre. out of 100 respondent 20% of the respondents prefer watching movies
on OTT platforms,28% are prefer mostly,38% prefer rarely,14% of the respondents prefer
theatre. From this it is clear that majority of respondents rarely prefer OTT platforms.
TABLE 4.16 OPINION ABOUT RELEASING MOVIES THROUGH OTT
PLATFORMS

RESPONSE NUMBER OF SCORE

RESPONDENTS
Satisfied 43 129
Neutral 52 104
Dissatisfied 5 5
TOTAL 100 238
Mean Value 2.38
(Source:Primary Data)

INTERPRETATION: Table 4.16 shows the response to Likert scale. While considering the
response of 100 respondents together, respondents are satisfied with releasing movie
through OTT platforms. because we get the mean value 2.38 which is greater than 2, the mid
value on scale.

42
 TABLE 4.17 RATING OF OTT PLATFORMS

RESPONSE NUMBER OF PERCENTAGE

RESPONDENTS
Excellent 12 12
Very good 40 40
Good 46 46
Bad 1 1
Very bad 1 1
TOTAL 100 100
(Source:Primary Data)

TABLE 4.17 RATING OF OTT PLATFORMS

INTERPRETATION: Table 4.17 reveals the experience of respondents while using OTT
platforms. Out of 100 respondents, 46% of the respondents have good experience while
using OTT platform, 40% have very good experience ,12% have excellent experience,1% have
bad experience and 1% respondents have very bad experience.

43
 TABLE 4.18 PREFERRED TIME OF USAGE OF OTT PLATFORMS

TIME NUMBER OF PERCENTAGE

RESPONDENTS
Morning 6 6
Afternoon 9 9
Evening 20 20
Night 65 65
TOTAL 100 100
(Source:Primary Data)

FIGURE 4.18 PREFERRED TIME OF USAGE OF OTT PLATFORMS

INTERPRETATION: Table 4.18 indicates respondent’s time preference for the consumption
of OTT platforms. from the table, out of 100 respondents ,6% of the respondents prefer morning
for usage of OTT platforms,9% prefer afternoon ,20% prefer evening and 65% prefer night for
usage of OTT platforms. From this data it is clear that majority of the respondents prefer night
for usage of OTT platforms

44
 TABLE 4.19 OPINION ABOUT REDUCING THE NUMBER
OF PEOPLE VISITING CINEMA THEATRE AFTER INTRODUCTION
OF OTT PLATFORMS

OPINION NUMBER OF SCORE

RESPONDENTS
Agree 30 90
Neutral 50 100
Disagree 20 20
TOTAL 100 210
Mean Value 2.10
(Source:Primary Data)
INTERPRETATION: Table 4.19shows the response to Likert scale. While considering the
response of 100 respondents together, respondents are agreed that there reduction in the
number of people visiting cinema theatre after the introduction of OTT platform. because we
get the mean value 2.1 which is greater than 2, the mid value on scale.

TABLE 4.20 LANGUAGE PREFERENCE FOR WATCHING OTT

CONTENTS
LANGUAGE NUMBER OF PERCENTAGE
RESPONDENTS
Malayalam 47 47
English 44 44
Hindi 7 7
Tamil 0 0
Others 2 2
TOTAL 100 100
(Source:Primary Data)

45
FIGURE 4.20 LANGUAGE PREFERENCE FOR WATCHING OTT
CONTENTS

INTERPRETATION: Table 4.20 shows that the language preference of respondents for
watching contents on OTT platforms. From the table 47% of the respondents prefer Malayalam
language for watch contents on OTT platforms ,44% prefer English,7% prefer Hindi, no one
prefer Tamil and 2% prefer other languages. From this data it is clear that most of the
respondents prefer Malayalam language to watch contents on OTT platforms.

46
TABLE 4.21 OPNION ABOUT OTT PROVIDERS ARE REASONABLY
PRICED

RESPONSE NUMBER OF PERCENTAGE

RESPONDENTS
YES 59 59
NO 41 41
TOTAL 100 100
(Source:Primary Data)

FIGURE 4.21 OPNION ABOUT OTT PROVIDERS ARE REASONABLY

PRICED

INTERPRETATION: Table 4.21represents the respondent’s opinion about OTT providers

are reasonably priced or not. Table shows that out of 100 respondents 59% of the
respondent’s opinion is OTT providers are reasonably priced and 41% of the respondents says
OTT providers are not reasonably priced.

47
 TABLE 4.22 VARIOUS PROBLEM FACED WHILE USING OTT
PLATFORMS

PROBLEMS NUMBER OF PERCENTAGE

RESPONDENTS
Technical issues 29 29
Lack of personal security 13 13
Limit big screen experience 38 38
Content in OTT platforms has lack of 0 0
censorship
Others 20 20
TOTAL 100 100
(Source:Primary Data)

48
FIGURE 4.22 VARIOUS PROBLEM FACED WHILE USING OTT
PLATFORMS

INTERPRETATION: Table 4.22 represents various problem faced while using OTT
platforms. table shows that out of 100 respondents 29% of the respondents face
technical issues while streaming on OTT platforms ,13% are faced lack of personal security
and privacy ,38% are face limit big screen experience and 20% of the respondents faced other
problems. From this data it is clear that majority of the respondents feel streaming on the OTT
platforms limit big screen experience.

49
 CHAPTER 5

FINDINGS, SUGGESTIONS AND CONCLUSION

50
5.1 FINDINGS

1. The study reveals that out of 100 respondents 81% of the respondents are belongs to the age
group of 18-30 years
2. The majority of the respondents are male
3. Most of the respondents are students
4. From the study, it is clear that majority of the respondents are OTT subscribers
5. Majority of the respondents have subscribed one OTT channel
6. From the study, we can understand that most of the respondents are prefer Netflix
7. Majority of the respondents are use OTT platforms weekly
8. Movies are the most watched content by respondents on OTT platforms.
9. From the study, it is clear that majority of the respondents choose television to
watch OTT contents
10. The satisfaction level provided by OTT platforms are satisfactory. Customers are
satisfied with customised service, unlimited variety of choices, any time access,
freely available contents and user-friendly services provided by OTT platforms.
11. The study reveals that any time access is the important factor affecting customers
preference to OTT platforms
12.Most of the respondents are satisfied with releasing movie through OTT platforms
13.The study reveals that 65% of the total respondents are prefer night for usage of
OTT platforms
14 Through this study we can understand that limit of big screen experience is the
major problem faced by OTT subscribers while using OTT platforms.

51
5.4 SUGGESTIONS

1. OTT platforms package can be divided further like a children package and adult only
package to reduce existing cost.
2. It should focus on improving their quality of content, this will attract more customers toward
it.
3.OTT should include shows and movies in regional languages as well, this helps them target
greater customer base.
4.OTT platform content should be advertised and promoted more on social media, as it is one
of the most influential factors in youth consumption.
5. Through wide variety of contents OTT platforms can easily attract more people.

5.3 CONCLUSION

This study focused on customer satisfaction of OTT platforms with special reference to
Mananathavady municipality.. The study also gave significant focus to know the level of
satisfaction of OTT platforms, to measure pattern of use of OTT platforms and to determine
the factors influencing the use of OTT platforms. The study concluded that the majority of the
consumers of OTT content were satisfied with almost all the key attributes of OTT platforms
accessible across the Mananathavady municipality and those attributes were the reason for the
increasing popularity of OTT platforms. So, we suggest that both OTT platforms and theatres
should continue with the positive attributes to keep satisfying the consumers and generate more
revenue and contribute to the economic development of the state and the nation as well.
Netflix, Amazon Prime Video, and Disney +Hot Star, Sony liv are the most popular OTT
platforms, since they provide high-quality material and addictive features to their users. . The
researcher analysed that majority of the respondents belongs to the age group of 18-30. And
Netflix is the most preferred OTT platform. Majority of the respondents choose television for
watching OTT contents. Customers are satisfied with customised service, unlimited variety of
choices, any time access, freely available contents and user-friendly services provided by OTT
platforms.

52
BIBLIOGRAPHY

53
REFERENCES

1..Gimpel M, G. (2015). The Future of Video Platforms: Key Questions Shaping the TV and
Video Industry. International JOurnal on Media Management, 17(1), 25-26
2. Grover, D. S. (2019). UNDERSTANDING ADOPTION FACTORS OF OVER-THE-TOP
VIDEO SERVICES AMONG MILLENNIAL CONSMERS. International Journal of
Computer Engineering&Technology,10(1), 6171.Retreivedfrom:
http://www.jaeme.com/MasterAdmin/Upload Folder/IJCET1001008/1JCET1001008.pdf.9.
3. Mcdams", (2019). "What is OTT Undertanding the modern Media Streaming
Landscape"KPMG's annual cable & OTT report
4. Hutchins, B. (2019). "Over The Top sport: live streaming services, chaning coverage rights
markets and the growth of media sport portals' Media, culture and society. SAGE JOURNALS,
41(7), 975-994
5. Singh, P. (2019). New Media as a change Agent of Indian television and Cinema: A study of
over-the-top Platforms. ResearchGate, 131-13
6. Sharma.K. (2020, May 19). Benefits of Video demand traditional-tv
7. Menon, G. (2020). Media and Entertainment Post Covid-19. Retrieved from Media and
entertainment-post-covid-19-the-best-oftimes-the-worst-f-
times.html
8. Delotte (n.d). (2020, April 15). Digital Media: Rise of On-demndContent.
9. Patel, M. K. (2020). A Study: OTT viewership in "Lockdown" and Viewer's Dynamic
Watching. International Journal on Transformations of Media, Jounalism & Mass
communication, Vol.5(Issue 2)
10. Prof. Ripal Mandhani, D. V. (2020). Comparative study of Viewers behaviour over
Traditional Channels and Over Out Video platforms in Maharashtra. International Journal of
Advanced Science and Technology. Report, E. &. (2016 July 30). Future of Digital content
consumption in India.S, M. (n.d.). The Netflix Effect; Teens, Binge Watching, and On-Demand
Digital Media Trends. Jeunesse: Young People. Texts. Cultures

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WEBSITES

https://en.wikipedia.org/wiki/Over-the-top_media_service
https://www.netflix.com/in/
https://www.adjust.com/glossary/ott-over-the-top
https://www.hotstar.com/in
https://www.pwc.in/industries/entertainment-and-media/television-and-ott.html
https://survicate.com/customer-satisfaction/importants -customer-satisfaction/

55
APPENDIX

56
QUESTIONNAIRE

A STUDY ON CUSTOMER SATISFACTION OF OTT PLATFORMS

WITH SPECIAL REFERENCE TO MANANTHAVADY
MUNICIPALITY

Dear Sir/Madam,
I am Shalbin Shaji BCOM student of Government College Madappally, Calicut University
doing a project work as a part of our academic study, titled as “A STUDY ON CUSTOMER
SATISFACTION OF OTT PLATFORMS WITH SPECIAL REFERENCE TO
MANANTHAVADY MUNICIPALITY ”. I hereby assure that the information collected will
kept confidential and will be used only for academic purpose.

Name _____

1.Age
a)Below 18
b)18-30
c)30-45
d)Above 45
2.Gender
a)Male
b)Female
3.Occupational status
a)Student
b) Employed
c)Unemployed
d)Self employed
4.Are you an user of OTT platform?

57
 a)Yes
b)No
5.Are you a subscriber of OTT platform?
a)Yes
b)No
6.How many channels have you currently subscribed to?
a)1
b)2
c)3
d)More than 3
7.Which platform do you usually use?
a)Netflix
b)Disney + Hotstar
c)Amazon Prime
d)Sony LIV
e)Zee 5
f)Others
8.How often do you use these platforms?
a)Daily
b)Weekly
c)Monthly
d)Occasionally
9.Which of these do you usually watch OTT platforms?
a)Movies
b)Web Series
c)Web shows
d)News
e)Sports
10.How long have you been using OTT platforms?
a)Below 1 year
b)1-2 years
c) 2-3 years
d)More than 3 years

58
11.Choices of devices to watch OTT contents
a)Television
b)Mobile phone
c)Laptop
d)Tablet
e)Computer
12.Factor influenced for the use of OTT platforms
a)Peer influence
b)Social Media
c)Advertisement
d)Others
13. State the level of satisfaction towards OTT platforms
Satisfied Neutral Dissatisfied
Provide
customised
service
Provide
unlimited
variety of
contents
Satisfaction
level on rate
OTT platforms
Anytime access
Provide freely
available
content
User friendly
service

59
14.Would you recommend it to others?
a)Yes
b)No
15.Preference of OTT platforms other than theatre
a)Always
b)Mostly
c) Rarely
d)Never
16.Opinion about releasing movie through OTT platforms
a)Satisfied
b)Neutral
c)Dissatisfied
17.Rating of OTT platforms
a)Excellent
b)Very Good
c)Good
d)Bad
e)Very Bad
18.Preferred time of usage of OTT platforms
a)Morning
b)Afternoon
c)Evening
d)Night
19. Opinion about reducing number of people visiting cinema theatre after introduction of OTT
platforms
a)Agree
b)Neutral
c)Disagree
20.Language preference to watch OTT contents
a)Malayalam
b)English
c)Hindi

60
 d)Tamil
e)Others
21.Opinion about OTT providers are reasonably priced
a)Yes
b)No
22.Problem faced while using OTT platforms
a)Technical issues
b)Lack of security and privacy
c)Limit big screen experience
d)Contents in OTT platforms has lack of censorship
e)Others

61
62