RESEARCH PROJECT REPORT

On

“A STUDY OF VIEWERS SATISFACTION

TOWARDS OTT PATFORMS IN LUCKNOW CITY”

Towards partial fulfillment of

Bachelor of Business Administration (BBA) School of
Management, Babu Banarasi Das University, Lucknow

Guided by- Submitted by

Dr.Hoori Nadir SHREYAS KUMAR
Assistant Professor Roll. No. 1200671400

Session 2022-2023

School of Management
BABU BANARSI DAS UNIVESITY
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India

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2
 DECLARATION

I do hereby declare that the research report titled “A STUDY OF VIEWERS

SATISFACTION TOWARDS OTT PLATFORMS IN LUCKNOW CITY” submitted

by me in partial fulfilment of the requirement of Bachelor Of Business Administration

(BBA) exclusively prepared and conceptualized by me.

SHREYAS KUMAR

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 ACKNOWLEDGMENT

Achievement is finding out what you would be then doing, what you have to do. The higher
the summit, the harder is the climb. The goal was fixed and we began with a determined
resolved and put in ceaseless sustained hard work. Greater challenge, greater was our effort
to overcome it.

This project work, which is my first step in the field of professionalization, has been
successfully accomplished only because of my timely support of industry guide. I would like
to pay my sincere regards and thanks to those, who directed me at every step in my project
work.

I take this opportunity to extend my sincere gratitude and profound obligation towards my
Project report guide Dr. Hoori Nadir, (Assistant Professor, SOM, BBDU) for giving me
valuable suggestions and guidance rendered to me throughout the Research Report without
their encouragement and continuing support, this Research Report would not have been
possible.

I am highly thankful to other faculty members whose able guidance in this project makes my
way simple and easy.

SHREYAS KUMAR

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 TABLE OF CONTENTS

SL.NO. CONTENT PAGE NO.

CHAPTER
NO.

1 LIST OF TABLES 6

2 LIST OF CHARTS 7

3 CHAPTER 1 INTRODUCTION 8-12

4 CHAPTER 2 13-19
REVIEW OF LITERATURE &
THEORETICAL FRAMEWORK

5 CHAPTER 3 COMPANY PROFILE 20-27

6 CHAPTER 4 DATA ANALYSIS & 28-44

INTERPRETATION

7 CHAPTER 5 45-49
FINDINGS, SUGGESTIONS &
CONCLUSIONS

8 BIBLIOGRAPHY 50-51

9 QUESTIONNAIRE 52-55

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 LIST OF CHARTS

PAGE
CHART NO. CONTENT
NO.

4.1 classification of respondents on basis of gender 29

4.2 classification of respondents on basis of age 30

4.3 classification of respondents on basis of occupational status 31

4.4 classification of respondents of preferred OTT platforms 32

4.5 classification of respondents as per content preference 33

4.6 classification of respondents as per pattern of usage 34

4.7 classification of respondents regard to commencement of 35

usage

4.8 classification of respondents with factors influenced to use 36

OTT platforms

4.9 classification of respondents with the benefits derived from 37

OTT platforms

4.10 classification of respondents as per no. of OTT platforms 38

used regularly

4.11 classification of respondents with preference of watching 39

movies on OTT than in theatres

4.12 classification of respondents with change in OTT usage 40

after COVID-19 pandemic

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4.13 classification of respondents with regard to opinion on 41
imposition of censorship on OTT platforms

4.14 classification of respondents as per experience rating 42

4.15 classification of respondents with suggesting of OTT to 43

others

4.16 classification of respondents on future usage of OTT 44

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CHAPTER 1

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 INTRODUCTION
The OTT(Over-The-Top) media platform is a digital media service delivered directly to
audiences over the Internet. The companies that historically serve as a controller or
distributor of such content, such as cable, radio, and satellite television channels, are
bypassed by OTT. It's also been extended to no-carrier cellphones, which bill all
communications as data, preventing monopolistic competition.OTT also refers to a new
generation of modern television networks that, like conventional satellite or cable TV
providers, offer live streams of linear specialty channels over the public Internet rather than
a closed, private network of proprietary equipment like set-top boxes.

\In this paper a study is conducted on the consumption of this OTT platforms among youth.
Analysis of the consumption include determination of the OTT platforms used, time spent
on them and their experience. Consumers can watch OTT content on phones (including
Android, iOS, and Windows-type mobile devices), smart TVs (like Google TV and LG
Electronics' Channel Plus), set-top boxes (like Apple TV, Nvidia Shield, Fire TV, and Roku),
gaming consoles (like the PlayStation 4, Wii U, and Xbox One), tablets, and desktop and
laptop computers.

The growing popularity and increased usage of the OTT platforms are aided with various
benefits like ;

(i) Connectivity - OTT platforms are easy to use. OTT platforms requires only minimal
things to access. It requires only a stable internet connection and a device like Mobile Phone
or PC.

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(ii) Cost friendly - OTT platforms are Cost Friendly in compare to the Traditional TV
connection. The content you can get on TV cable for a premium costly package is accessible
on OTT for minimal prices.

(iii) Convenience - OTT platforms allows you to access your favourite media content
whenever, wherever and as often as you want.Also, considering physical requirements for
cable TV based on location, OTT allows freedom over geographic location.
(iv) Variety content - Through VOD service, one can access hundreds and thousands of
movies and shows. Also including, news, sports, kids content and many more. Thanks to
OTT, users can watch and enjoy most content from other countries.

Statement of research problem

The topic of the project is "a study on the consumption of OTT platforms among youth". The
study aims at analysing various OTT platforms that are available to use, which are prominent
and measuring the degree of use by the youth and their experiences and views on these
platforms. The study also would help to focus on the various factors that may have influenced
to the use of these platforms. The degree of satisfaction by using these platforms are also
measured and further suggestions and use of peers are also analysed.

Objectives of the study

(i) To measure the pattern of use of OTT platforms among youth.
(ii) To determine the factors influencing the use of OTT platforms.
(iii) To recognise popular OTT platforms & content preference of youth in OTT platforms.
(iv) To understand the use of OTT platforms with reference to the change in pre & post
of COVID-19 pandemic.

(v) To understand the experience of using OTT platforms.

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 Research methodology
The study is conducted among youth aging between 18-24 which are mostly students to infer
their consumption of different OTT platforms. The study is conducted through distribution
of questionnaires online and a total of 100 responses were collected.

The study has used both primary data and secondary data.
Primary data : 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.

Secondary data : the secondary data has been collected from standard reference book and
various websites.

Tools used for analysis : the tools for data analysis are tables, graphs and pie charts.

Significance of the study

The spread of the COVID-19 pandemic has significantly affected almost all industries in
many ways. The OTT platforms have themselves undergone and moved to the next stage
during these times. Not only youth, but all age groups have increased the use of OTT
platforms during these times. The researchers have graded India as the highest and rapidly
growing OTT market in the world. The ease of availing worldwide entertainment is been
satisfied through these platforms which made the OTT wider acceptance.

Scope of the study

This study focuses on the current degree of consumption of different OTT platforms and also
the future estimated consumption. This would thus help in providing statistical analysis of

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the preference of different customers. The study would also help to infer the experiences of
different users of OTT platforms and their views

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 CHAPTER 2

LITERATURE REVIEW &

THEORETICAL FRAMEWORK

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 REVIEW OF LITERATURE
The literature review is a written overview of major writings and other sources on a selected
topic. Sources covered in the review may include scholarly journal articles, books,
government reports, Web sites, etc. The literature review provides a description, summary
and evaluation of each source. It is usually presented as a distinct section of a graduate thesis
or dissertation.

'Digital Media: Rise of on-demand Content' a report by Deloitte - it is noted that the rise
of internet- enabled digital devices capable of supporting digitized content has led to an
increase in the use of digital content globally. In India, this trend is observed across diverse
platforms such as audio, visual, news, music etc. It mentions that an Indian youth, on an
average spends 14% of their time and nearly 17% of their monthly expenditures on
entertainment. An internet content consumer in India consumes an average of 6.2 hours of
content on an everyday basis out of which 21% of the time is spent on audio-visual
entertainment. A shift in consumer attitude with regard to a favoritism for OTT content and
easy access to vast libraries at any time and place over content ownership is notable.

'Understanding adoption factors of over-the-top video services among millennial

consumers' a study by Dr. Sabyasachi Dasgupta and Dr. Priya Grover - takes note that
Indian audiences have swayedtowards OTT content and are willing to spend for easy and
unlimited access tocontent without a place and time limitation. It again notes the inverse
impact of pricing strategy of OTT on its popularity. Data consumption is another attribute
that makes it a tough choice for Indian viewers and so are habits and preferences for TV as
a medium.

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A study by Sidneyeve Matrix on 'Netflix' - observes that viewers especially youth are
becoming active curators of content than couch potatoes taking in 'whatever producers feed
them'. Supporting this paradigm shift in consumers is the need to share, stay connected and
discuss the content on social media forums. In the process of these social media
transactions, the viewers are setting new standards of expectations from producers thereby
becoming an active catalyst in the production process too.

'New media as a change agent of Indian television and cinema' a study by

Dr.Paramveer Singh - finds that Netflix, Hotstar and Jio are most popular among Indian
youth. The youth is skewed towards free trials available on these platforms, are nocturnal
viewers and prefer web series format over films. The respondents affirm that over-the-top
applications are changing media consumption patterns in India. The shift can be attributed
to convenience of service, personalized experience and availability of global content etc.The
study finds the future of OTT in india to be promising due to increasing smartphone
penetration, economic convergence of media companies at national or international level,
and quality of reception of digital content. Also instrumental is the competitive internet data
plans offered by telecom service providers in India.

'The burgeoning digital media consumption: a challenge for traditional television and
advertising industries - an analysis' a study by Ritu Bhavsar - mentions that digital media
has become an indispensable part of everyday lives and is a prominent medium used for
gathering and disseminating information, socialization, entertainment and marketing. An
ever-increasing consumption of content via digital media effects a change in the consumer

preferences and attitudes and this transformations trend can be associated with better internet
connectivity, advanced digital devices, competitive data prices in India and the accessible,
on-the-go nature of internet media.

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The reports of PwC India - has similar observations that slated a huge opportunity for OTT
platforms in India. The report however states that pricing of content can be a hindrance to
the growth and suggests a revised policy to foster the OTT market in India.

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It can therefore be conclud d from the literature review that the popularity of OTT is on the
rise owing to increasing smartphone penetration, competitive internet data plans offered by
Indian telecom service providers, the abundance and quality of content on these platforms
and the global media industry dynamics that have a sizable impact on the economic and
policy matters of OTT service providers. To add to this is the personalized nature of
smartphone media and the availability of content from around the globe. Also instrumental
is the preference of youth for free and unlimited access to content as opposed to complete
content ownership in a limited manner. Thus the consumption of the OTT platforms are thus
in huge rise especially among the youth.

THEORETICAL FRAMEWORK

Understanding OTT
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. The providers of these contents are referred to
as OTT platforms. Common examples of OTT platforms popular in India are Netflix,
Amazon prime, Disney+hotstar, HBO now, Sonyliv, Zee5, Voot, Hulu, ErosNow etc.

Evolution of OTT platforms

● The first structured Indian OTT platform was BIGFlix, released by Reliance
Entertainment in 2008.

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 ● In 2010, Digivive released India's first OTT cellular app referred to as nexGTv and it
was the first app to live stream Indian Premier League matches on smart telephones
and did so through 2013 and 2014.

● It gained more momentum by the introduction of DittoTV and Sonyliv around 2013.
● ErosNow was launch d in 2012 by Eros International which became much popular.
● American streaming service Netflix entered India in January 2016. It further
registered a Limited Liability Partnership (LLP) and started commissioning content.

● Amazon Prime Video was launched in 2016. Amazon India launched Amazon
Prime Music in February 2018.
● Star India officially launched Hotstar on 11 February 2015 after fifteen months of
development, coinciding with the upcoming 2015 Indian Premier League. In April
2016, Hotstar launched a subscription tier primarily oriented towards international
content and the possibility of premium sports content.

● Voot was launched in march 2016, from the digital arms of Viacom 18.
● Hoichoi is the first dedicated regional–language OTT service in India. It has launched
in 2017 with 30 new shows and 12 original films in Bengali and has acquired about
200 Bengali films and dubbed content from English, Hindi and

Arabic.
● In June 2017, Sun TV Network launched their Sun NXT regional OTT service in
Telugu, Tamil, Malayalam, Bengali and Kannada.

Reasons for growth of OTT platforms

● OTT bypasses cable, broadcast, satellite television and other platforms that generally
act as a controller or distributor and enables disintermediation. The sole gateway to

18
 consumers, in the age of traditional media, was through film distributors, theatre
runners,television networks or Multiple System Operators (MSOs). With OTT, the
content creators can interact with their audience directly through a web page or
Smartphone app. This offers the comfort of viewing movies and other entertainment
at one’s convenient time and place.

● The OTT platforms are easily accessible through the respective OTT apps
available.The OTT apps have become the most downloaded app category ahead of
social networking apps like Facebook, messaging apps like WhatsApp and

e-commerce apps lik Amazon and Flipkart.The streaming market will collectively
account for 46% of the overall growth in the Indian entertainment and media industry
from 2017 to 2022.

● Another significant factor driving the rise of OTT platforms are rising Internet &
broadband penetration and declining data charges, the proliferation of internet enabled
mobile phones, personalization of content and pricing. At the end of 2019, India had
451 million monthly active Internet users, which is projected at 666.4 million by 2023
and currently has the 2nd largest population of internet users.

● Consumption of OTT platforms heavily relied on the availability of devices that are
compatible with online video viewing. The Smartphone is the preferred video
streaming device in India. In February 2019, nearly 144 million people spent a total
of 362 million hours on an OTT platform as per the reports of Gevers, 2019.

● The next important factor for higher popularity of OTT platforms is the availability
of personalized content. Research by IHS Markit reported that 76% of those surveyed
gave their opinion that availability localized content, and 74% opted for the quality of
dubbing and subtitles of international content as the critical decision-making factors.

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Impact of COVID-19 pandemic on OTT platforms
The COVID-19 pandemic has played a major role in the increase in viewership of OTT
platforms, as people working from home are also using OTT platforms more.The satisfaction
level of customers have also risen due to space to watch with family, time to use OTT
platforms, the quality of content on OTT platforms and preference of OTT platform over
television.

As a result of these factors, according to a report by Media Partners Asia, streaming services
are estimated to have spent more than Rs 5,100 crore ($700 million) in India during last year
2020.

The suspension of major sports leagues around the globe was a massive blow since sports
advertisements accounted for a significant share of the revenue for these OTT platforms.

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However, sitting in October, most major leagues have returned as a relief to both the sports
fans as well as the OTT service providers.

As per various reports of 'research dive' the Compound annual growth rate(CAGR) for OTT
industry before the pandemic was around 16% and the CAGR post-pandemic is expected to
be over 19%. The OTT platforms have filled the void caused by people stopping going to
malls and theatres.

Trends such as customized content delivery and personalization that encourages user
participation are expected to further fuel the growth and expansion of this segment.

With over 300 streaming service providers to choose from on an average, users have been
spoiled to expect TV-like, and near-flawless experience while watching the streaming
content. More people are subscribing to the OTT platforms during this lockdown.

Not only this, but governments of many countries are encouraging investments into the
supporting infrastructure. The OTT is seen as a channel to push educational content,
communicate government policies as well as give a boost to local service providers and
product companies that use the OTT platform to connect with their consumers.

21
CHAPTER 3 COMPANY

PROFILE

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 NETFLIX

Netflix entered India in January 2016. Their Unique Selling Proposition is the abundance of
original movies and television shows it offers. As they initially lacked many India-oriented
or localized content, Netflix has made its highest investment ever in India to produce more
original content. Netflix comes with three different subscription plans with various benefits.
The Basic subscription starts at Rs. 500 and does not support HD streaming. The Standard
subscription costs Rs. 650 per month and supports HD streaming. The Premium subscription
costs Rs. 800 per month and supports ultra-HD streaming and allows up to four devices to
stream simultaneously. Netflix is a lot costlier than all of its competitors. So additionally,
they launched a low-cost, mobile-only version of its service exclusively in India. The plan
costs Rs. 199, and it is aiming to bring a unique personalized experience to the Smartphone
users in India.

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It is an American over-the-top content platform and production company headquartered in
Los Gatos, California. Netflix was founded in 1997. The company's primary business is a
subscription-based streaming service offering online streaming from a library of films and
television series. In January 2021, Netflix reached 203.7 million subscribers.

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25
26
27
28
 INDUSTRY PROFILE
With enhanced networks, stronger internet connectivity and multimedia service-capable
mobiles, the presence of Indian subscribers on over-the-top (OTT) platforms is increasing
day by day. This boost in the OTT consumption in India can be attributed to the addition of
new subscribers emerging from Tier I and from Tier II cities; is also drawing attention of all
media and entertainment houses.With the rising demand, many media and entertainment
channels have launched their own platforms or are trying to collaborate with other platforms
to stream their content. In the next five years, the OTT industry is expected to escalate in
India.

In India, at present the OTT user-base is dominated by Disney+ Hotstar, Amazon Prime
Video and Netflix. However, there are several production house-backed local OTT players,
such as SonyLIV, Voot, Zee5, ErosNow and ALTBalaji, which are competing with these
global players and trying to make a mark in the industry.

The COVID-19 pandemic and the resulting lockdown has caused people to stay at home,
which has led to this rise in subscribers for these OTT platforms. In addition, as the
coronavirus-led lockdown impeded the theatrical experience, filmmakers are taking new
releases to OTT platforms.

The booming industry

The OTT sector in India witnessed a 30% rise in the number of paid subscribers, from 22.2
million to 29.0 million between March and July 2020.As per a recent study, most Indian
viewers prefer watching regional language content, especially in Hindi, on the OTT
platforms. Hindi language content accounted for >50% of the overall streaming in April–
July 2020.Overall, the top five metro cities accounted for 46% of the total OTT video
platform users. Another study revealed that ~90% consumers prefer watching video content
in regional languages, and that only 7% of the total time spent on OTT platforms in

29
India is on English content. As the coronavirus-led lockdown affected the consumer theatre

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31
 CHAPTER 4

DATA ANALYSIS & INTERPRETATION

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 4.1 GENDER OF RESPONDENTS

GENDER No. of respondents % of respondents

Female 49 46%

Male 51 54%

Total 100 100%

Table 4.1

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 Chart 4.1

INTERPRETATION

● The primary data is collected from a total of 50 respondents

● 46% of the respondents are female
● 54% of the respondents are male

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 4.2. AGE GROUP OF RESPONDENTS

AGE GROUPS No. of respondents % of respondents

Under 18 6 6%

18-20 52 52%

21-23 36 36%

24 & above 6 6%

Total 100 100%

Table 4.2

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 Chart 4.2

INTERPRETATION

● 52% of the respondents are in age group of 18-20 years

● 36% of the respondents are in age group of 21-23 years
● 6% of the respondents are aged below 18 years
● 6% of the respondents are aged 24 years & above

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 4.3 OCCUPATIONAL STATUS OF RESPONDENTS

OCCUPATIONAL No. of respondents % of respondents

STATUS

Student 78 78%

Employed 18 18%

Unemployed 4 4%

Total 100 100%

Table 4.3

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 Chart 4.3

INTERPRETATION

● The majority of the respondents are students which consists of 78%

● 18% of the respondents are employed
● A small margin of 4% of respondents are unemployed
4.4 OTT PLATFORM PREFERENCE

OTT PLATFORMS USUALLY USED No. of responses

Netflix 24

Amazon prime video 22

Disney + hotstar 20

Sonyliv 15

Zee5 10

Others 9

Total 100

Netflix
24
Amazon Prime Video
22
Disney+Hotstar
20
SonyLiv
15
Zee5
10
Others
9
0 5 10 15 20 25 30
Table 4.4

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Note : There are multiple responses from various respondents regarding the OTT platforms
usually used by them.

Chart 4.4
INTERPRETATION

Out of the 100 respondents, Netflix is the most popular OTT platform being used followed
by Amazon Prime Video. Disney+hotstar is used by 20% of the respondents. Sonyliv and
zee5 are each used by 15% and 10% of respondents. The other OTT platforms used include
Voot, Neestream, ErosNow, SunNXT etc.

4.5 CONTENT PREFERENCE

CONTENTS No. of responses

Movies 45

Web series 35

Web shows 10

News 6

Others 4

Total 100

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 Table 4.5
Note : There are multiple responses from various respondents regarding the content
preference they wish to watch on OTT platforms

Movies
45

Web series
35

Web shows
10

News
6

Others
4

0 5 10 15 20 25 30 35 40 45 50

40
 Chart 4.5
INTERPRETATION

Out of the 50 respondents, majority of them are using OTT platforms to see movies and web
series with 31 & 29 responses respectively. 16% of respondents watch web shows on these
platforms and 8% of total respondents watch news on these platforms. There are also other
contents watched on OTT platforms like sports, interviews etc.

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 4.6 Pattern Of Usage
USAGE PATTERNS No. of Respondents % Of Respondents
Daily 12 12
Weekly 34 34
Occasionally 36 36
Rarely 16 16
Other 2 2
Total 100 100

TABLE 4.6

2%
12%
16%

34%

36%

Daily Weekly Occasionally Rarely Other

Table 4.6
INTERPRETATION
36% of respondents use OTT platforms occasionally as per their wish. 34% of the
respondents consume OTT platforms weekly. 16% of respondents use OTT platforms
rarely. There is a group of 12% respondents who have a daily usage of OTT platforms.
Also one of the respondents use OTT platforms in other patterns.

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 4.7 COMMENCEMENT OF USAGE

COMMENCEMENT OF No. of respondents % of respondents

USAGE

Below 1 year (after pandemic) 52 52%

1-2 years 26 26%

2-3 years 10 10%

More than 3 years 12 12%

Total 100 100%

Table 4.7

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 Chart 4.7

INTERPRETATION

More than half, 52% of the respondents have started using OTT platforms in & below 1
year which means after the arrival of pandemic. 26% of the respondents have been using
since 1-2 years and 10% of respondents have been using OTT platforms since 2-3 years.

There are 12% of respondents who have been using the OTT for above 3 years.

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 4.8 FACTORS THAT INFLUENCED

INFLUENCED FACTORS NO. OF RESPONSES

Peer Influence 34

Social Media 48

Advertisements 12

Others 6

Total 100

Table 4.8

Peer influence
34

Social Media
48

Advertisements
12

Others
6

45
 Chart 4.8
INTERPRETATION

The factor that influenced 48 respondents to use OTT platforms is social media
which includes Facebook, WhatsApp, Instagram etc. Peer influence is the next
important factor that influenced 34 respondents. Advertisements have
influenced 12 respondents to use OTT platforms. The other factors include
various benefits of OTT platforms, newspapers, magazines etc.

46
 4.9 BENEFITS OF USING SOCIAL MEDIA
BENEFIT/ PROS No. of response
Flexible usage 25
Less costly 18
User friendly 47
Worldwide entertainment 10
Total 100

Table 4.9

Flexible usage
25

Less costly
18

User friendly
47

Worldwide entertainment
10

Chart 4.9

INTERPRETATION

The user friendliness of the OTT platforms is the main attraction & benefit
majority of the respondents have. 25 of the respondents loved the benefit of
having flexibility in the usage of OTT platforms. 10 of the respondents are
attracted with the availability of worldwide entertainment via these platforms
and 18 of total respondents likes the less costly entertainment provided via
these OTT platforms.

47
4.10 No. OF OTT PLATFORMS USED REGULARLY

No. of OTT platforms No. of respondents % of respondents

Only 1 48 48%
2 38 38%
3 12 12%
4 2 2%
More than 4 Nil Nil
Total 100 100%
Table 4.10

2%

12%

48%

38%

Only 1 2 3 4

Chart 4.10

INTERPRETATION

48% of the respondents use only 1 OTT platform regularly. 38% of

the respondents use 2 OTT platforms regularly. 3 OTT platforms are
regularly used by 12% of the respondents. Only 2 of the respondents
is using 4 OTT platforms regularly and none of the respondents are
using more than 4 OTT platforms.

48
4.11 PREFERENCE OF WATCHING MOVIES ON OTT THAN
IN THEATRES

Preference(on OTT) No. of respondents % of respondents

Always 8 8%
Never 22 22%
Mostly 40 40%
Rarely 30 30%
Total 100 100%

Table 4.11

Always Never Mostly Rarely

8%

30%
22%

40%

Chart 4.11

INTERPRETATION

40% of the respondents mostly wish to watch movies on OTT than in theatres.
30% of the respondents watch movies on OTT rarely. 22% of the respondents
never wish to watch movies on OTT than in comparison with theatres. A portion
of 8% of respondents always wish to watch movies on OTT than in theatres.

49
 4.12 CHANGE IN USAGE OF OTT AFTER PANDEMIC

CHANGE IN No. of respondents % of respondents

CONSUMPTION

Highly increased 28 28%

Increased 58 58%

Neutral 14 14%

Decreased Nil Nil

Highly decreased Nil Nil

Total 100 100%

Table 4.12

Highly Increased Increased Neutral Decreased Highly Decreased

14%

28%

58%

50
 Chart 4.12

INTERPRETATION

86%, majority of the respondents has increased their consumption of OTT

platforms after the arrival of pandemic. 28% of the respondents have highly
increased their usage after COVID-19 pandemic. 14% of the respondents have
been staying neutral on their OTT platforms usage. The most important fact is
that none of the respondents have decreased their OTT consumption after arrival
of the COVID-19 pandemic

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 4.13 OPINION ON IMPOSING CENSORSHIP OF OTT PLATFORMS

OPINIONS No. of respondents % of respondents

Strongly agree Nil Nil
Agree 24 24%
Neutral 46 46%
Disagree 16 16%
Strongly Disagree 14 14%
Total 100 100

Table 4.13
Sales
Strongly agree Agree Neutral Disagree Strongly disagree

0%

14%
24%

16%

46%

Chart 4.13

INTERPRETATION

46% of the respondents have responded neutral to imposing censorship of OTT platforms.
24% of respondents agree with the imposition of censorship. 30% of the respondents are
against the imposition of censorship in which 14% of respondents strongly disagree with
the government regulations which may restrict the freedom of filming original content.

52
 4.14 OTT EXPERIENCE RATING

RATING (1-5) No. of respondents % of respondents

1 Nil Nil
2 6 6
3 16 16
4 46 46
5 32 32
Total 100 100
Table 4.14
50
46
45

40

35 32
30

25

20
16
15

10
6
5
0
0
1 2 3 4 5

Chart 4.14

INTERPRETATION

46% of the respondents have given a rating of 4 out of 5 as their OTT experience. 32% of
the respondents were fully satisfied with their experience and they gave a 5 star rating.
16% of the respondents gave a 3 star rating and 6% of respondents weren't happy with the
experience & they gave 2 star ratings.

53
 4.15 SUGGESTING OF OTT PLATFORMS TO
OTHERS

SUGGESTING
No. of respondents % of respondents
OTHERS
Yes 46 46%

No Nil Nil

Maybe 54 54%

Total 100 100%

Table 4.15

54
 Chart 4.15

INTERPRETATION

54% of the respondents are of unspecific opinion regarding suggesting OTT platforms to
others and may depend on personal matters. Whereas other 46% of the respondents are sure
of the opinion that they would
Suggest OTT platforms to others. None of respondents are wholly against suggesting OTT
platforms to others

4.16 CHANGE IN FUTURE USAGE OF OTT

CHANGE IN FUTURE No. of respondents % of respondents

USAGE

Highly increase 2 2%

Increase 44 44%

Neutral 40 40%

Decrease 14 14%

Highly decrease Nil Nil

Total 100 100%

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 Table 4.16

Sales
Highly increase Increase Neutral Decrease Highly decrease

0% 2%

14%

44%

40%

Chart 4.16

INTERPRETATION

While 40% of respondents plan to stay neutral on their OTT platforms usage, 46% of the
respondents wish to increase their OTT platform consumption and 14% of respondents plan
to decrease their usage. Of those who plan to increase one of the respondents plan to highly
increase the OTT platforms consumption.

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 CHAPTER 5

FINDINGS, SUGGESTIONS &

CONCLUSION

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 SUGGESTIONS
● The OTT platforms should recommend its users with new and featured content which
was received through getting the right to stream protected content, by display of
attractive banners.

● Better and effective subscription plans are to be introduced to cope up with the need
for a majority of users who are occasionally consuming OTT platforms.

● Segmentation of the user's experience are to be made from the content selection to the
payment model, all have to be finely tuned to the expectations of their respective
audience bases

● The relationship between the streaming platform and the consumers are to be
strengthened through collection of critical user feedback which would help to
maintain service excellence and retain your subscribers.

● Advertising should be made by the OTT platforms whose presence should have as
minimal an impact on the viewing experience as possible and they should be targeted
to the interests of the user seeing them.

● More attractive offers and promotions are to be made on the referral policy of the OTT
platforms which would help in more new user acquisition.

● The consumers should be made aware about the negative impact of sharing login
details with others and also implement steps for resisting the same.

● The advertisement and promotion of the contents of the OTT platforms are to be more
made in the social media as it is one of the influential factors for the consumption of
youth.

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● There should be more broadcasting of regional movies and programs which would
give rise to an increased number of OTT consumers.

● Freedom should be given to the consumers regarding the selection of their language
and the choosing of their preferred contents.

Limitations of the study :

● 1.This study is limited to 100 respondents of which are youth. So findings and
suggestions given on the basis of the study cannot be extrapolated to the entire
population.
● 2. The primary data collected may be biased.

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 CONCLUSION
As India is the world's largest growing OTT industry, this momentum is utilised by the
significant increase in the introduction of new OTT players in the market and rapid changes
in providing of personalised content.Even the smaller OTT platforms are raising capital
from international investors and making a significant impact on the market.

It is quite evident that the arrival of COVID-19 pandemic has aided the OTT platforms with
the increased consumption of these by the youth and OTT becoming the most preferred
medium. The major benefits incurred from the OTT platforms are the flexibility of usage,
availability of cross-cultural & worldwide entertainment and subscription to the user-
friendly unlimited content.Also vital are factors like increasing penetration of smartphones
and availability of internet data at competitive prices in India.

Movies and web series are the most watched on OTT among the youth, which are preferred
due to the availability of the original content, which are free from censorship. The
government's plan to impose censorship on the contents of OTT platforms would have a
drastic effect, as most of the users prefer to watch original content - which are unavailable
on theatres and other platforms. Most youth are also against the imposition of censorship.

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Netflix, Amazon Prime Video and Disney+hotstar are the highest consumed OTT platforms
as they satisfy their consumers with the best quality contents and user friendliness. There is
also a huge rise in the arrival of regional OTT players in the market. Most of the current
users of the OTT platforms are quite satisfied with their experience and majority of the
consumers tend to increase their consumption of OTT in future. This trend can be
successfully explored by the different OTT platforms. The OTT will further go through
many changes and advancements to get the right model.

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BIBLIOGRAPHY
&
QUESTIONNAIRE

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