PROJECT REPORT

(SUBMITTED FOR THE DEGREE OF B.COM HONOURS IN

ACCOUNTING AND FINANCE UNDER THE UNIVERSITY OF CALCUTTA)

TITLE OF THE PROJECT

“SURVEY ON CONSUMER PREFERENCE TOWARDS OTT PLATFORM”

SUBMITTED BY
NAME OF THE CANDIDATE: AMISHA KEJRIWAL
UNIVERSITY REGISTRATION NO.: 017-1211-1761-19
UNIVERSITY ROLL NO.: 191017-11-0051
NAME OF THE COLLEGE: BHAWANIPUR EDUCATION SOCIETY COLLEGE
COLLEGE UID.: 0101191106

SUPERVISED BY
NAME OF THE SUPERVISOR: CHANDAN JHA
NAME OF THE COLLEGE: BHAWANIPUR EDUCATION SOCIETY COLLEGE

MONTH AND YEAR OF SUBMISSION

Date: May 2022
 ANNEXURE-IA
SUPERVISOR’S CERTIFICATE

This is to certify that MS. AMISHA KEJRIWAL a student of B.Com. Honours in

Accounting & Finance of THE BHAWANIPUR EDUCATION SOCIETY COLLEGE, under the
University of Calcutta has worked under my supervision and guidance for his/her Project
Work and prepared a Project Report with the title “SURVEY ON CONSUMER
PREFERENCE TOWARDS OTT PLATFORM” which he/she is submitting, is his/her
genuine and original work to the best of my knowledge.

Place: KOLKATA

Date:

Signature:

Name: CHANDAN JHA

Designation: PROFESSOR

Name of the college: THE BHAWANIPUR EDUCATION

SOCIETY COLLEGE

2
ANNEXURE-IB

STUDENT’S DECLARATION

I hereby declare that the Project Work with the title “SURVEY ON CONSUMER
PREFERENCE TOWARDS OTT PLATFORM” submitted by me for the partial
fulfilment of the degree of B.Com. Honours in Accounting & Finance under the University
of Calcutta is my original work and has not been submitted earlier to any other University
/Institution for the fulfilment of the requirement for any course of study.

I also declare that no chapter of this manuscript in whole or in part has been incorporated
in this report from any earlier work done by others or by me. However, extracts of any
literature which has been used for this report has been duly acknowledged providing details
of such literature in the references.

Place: KOLKATA
Date:

Signature
Name: AMISHA KEJRIWAL
Address: 53/10/3 Bon Bihari Bose Road Howrah-1

Registration No: 017-1211-1761-19

3
ACKNOWLEDGEMENT

I would like to express my sincere gratitude towards the University of Calcutta for
incorporating such an exercise as a part of the curriculum in the third year of our B. Com
Honours course since it has presented me with an excellent opportunity to explore my
analytical and report-writing skills, consequently preparing me for my corporate future.

Secondly, I would like to thank my supervisor – Prof. Vivek Patwari, special thanks to

my mentor - Prof. Chandan Jha, Prof. Meenakshi Chaturvedi [Co-ordinator

B.com Morning], Prof. Dilip Shah [Dean of student affairs] for giving me a step-by-
step guidance and tremendous support on the project work based on Business Process
Outsourcing (BPO). Without his encouragement this project would not have materialized.
Thirdly, I would like to show my greatest appreciation to all the people who very courteously
answered the questionnaire without which successful completion of this project was not
possible. Last but not the least; I am grateful to my family and friends for supporting me
throughout.

4
 TABLE OF CONTENTS
CHAPTER Part CONTENT Page
No.
List of Charts 6
List of Figures 7

Chapter 1 Introduction 8
1.1 Background of the study 9
1.2 Literature Review 10-11
1.3 Objectives of the study 12
1.4 Research Methodology 13-14
1.5 Limitations of the study 15
1.6 Chapter Planning 16
Chapter 2 Conceptual Framework 17
2.1 National Scenario 17-18
2.2 International Scenario 19-20
Chapter 3 Analysis of Data, Analysis and Findings 21-34
Chapter 4 Conclusion and Recommendation 35
4.1 Conclusion 35
4.2 Recommendation 36
Chapter 5 References (ANNEXURE 1) 37-38
Chapter 6 Annexure 2 39-45

5
 LIST OF CHARTS
Sl. No. Chart No. Title Page No.

1 Chart 3.1 Age Group 21

2 Chart 3.2 Gender 22

3 Chart 3.3 Are you aware of the OTT platform? 23

4 Chart 3.4 Hours spend on OTT platform 24

5 Chart 3.5 Devices used to consume OTT 25

platform
6 Chart 3.6 What attracts you most towards OTT 26
online streaming devices?
7 Chart 3.7 Any change in OTT usage since 27
lockdown?
8 Chart 3.8 Any new subscription during 28
lockdown?
9 Chart 3.9 Are OTT providers reasonably priced? 29

10 Chart 3.10 To what extent OTT helped to pass 30

time during lockdown.
11 Chart 3.11 Do you often like to talk with other 31
viewers about mutual opinion of
shows?
12 Chart 3.12 OTT platform ruling the market. 32

6
 LIST OF FIGURES
Sl. No. Figure No. Title Page No.

1 Figure 1.1 OTT Concept 8

2 Figure 1.2 National Scenario of OTT platform in 17

India

7
CHAPTER 1: INTRODUCTION
“Once considered a luxury is today a commodity.”

Already the utilization of motion pictures and other video content has generally been as theatre
and TV. As the innovation fostered all of this are effectively available at home. Currently there
has been a lot of technological advancements in telecommunication which has shown a rapid
transformation in show businesses in India.

These days crowds are utilizing various advances to see films, web series, narratives, on their
brilliant gadgets. A few models like Netflix, Amazon Prime, Hotstar, Zee5, they give films and
other video content through web. These are the instances of OTT stages. OTT media stage
alludes to a computerized video stage which offers media administration straightforwardly to
watchers by means of the web.

Figure 1.1

Source:
https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.slideshare.net%2Fcrywill%2

8
1.1 BACKGROUND OF THE STUDY
In the period of this quick innovation, everybody likes to invest their recreation energy before
the computerized screen where they have numerous choices to investigate and see. Over-the-
Top Platform prevalently known as OTT stage alludes to an advanced video stage which offers
media administration straightforwardly to watchers by means of the web. It has acquired a ton
of ubiquity among the majority in beyond couple of years uncommonly during this pandemic.
Netflix, Amazon Prime, Hotstar, Zee 5 is a portion of the numerous OTT channels proposed to
the watchers in India. According to the reports, The Indian OTT streaming industry is supposed
to develop to USD 13-15 billion over the course of the following ten years at a CAGR of 22-
25 percent. This concentrate therefore is an endeavour to examine the view of buyers towards
the OTT stages. This concentrate further endeavours to recognize those variables which are
impacting buyers’ decision towards OTT stages and to decide their degree of fulfilment towards
the OTT administrations.

9
1.2 LITERATURE REVIEW

After going through the literature of various research paper of different universities and various
journals, various information has been obtained by their opinions and conclusions. The
following information obtained from the literature review are as follows:

1. Jay Chopdar and Dr. Tanima Tarafdar in their research paper International Journal of
Advanced Research in Commerce, Management & Social Science (IJARCMSS) (April-
June,2021) portrayed light on how OTT stages have acquired huge number of customers
in range of 5 years since it impacts through its social missions and quality items. There
is freedom in picking consumer's desired substance to watch, and this is one of the
central points behind individuals picking OTT stages. As indicated by this exploration,
a normal buyer spends around 2 to 4 hours of his day to daytime on OTT stages.
2. As per Economic Times (June 17, 2019), ‘Nearly 25% of the Indian consumers prefer
to watch content on the OTT platforms for free.’ Respondents are ready to watch ads so
that they do not have to pay, or they must pay lower. They are available to a half breed
model of discounted cost membership video on request benefits with a few
advertisements financing. It likewise portrayed that content is the essential driver behind
buying in different OTT administrations in India, with 42% of public expressing that
they need more happy choice which can fulfil their family needs moreover.
3. Sant Singh in research paper, A study on factors leading to adoption of OTT services
among millennial consumers in India (2021) o International Journal of Multidisciplinary
Research and Technology depicted that how OTT has led to the binge-watching
addiction among people. It has also said about who are the millennial consumers of this
OTT services. It also says about how Covid has bought silver lining and growth of OTT
platforms.
4. Garima Gupta and Komal Singharia in their research article Vision: The Journal of
Business Perspective of Sage Journal (Feb 1, 2021) says that there is a strong impact of
both customer engagement and quality of service experience in influencing customer’s
willingness to continue and subscribe. The disruption caused by Covid-19 is the main
reason behind escalating the at home digital media consumption.
5. Dr. Smitha Poulose’s research paper of PalArch’s Journal of Archaeology of
Egyptology (June 2020) states that technology has made everything rapid and fast for

10
 us, but it has a large impact on climate change, it emits a lot of carbon dioxide which is
contributing to global warming. And very few consumers are aware about this.
6. Kamle Uday Kumar and Prof. L. Surendra in Research report by Jain deemed University
(2020) say that current generation does not have patience to wait for any show or movie
to be aired on television. They want their content just like Maggi Noodles, instant on
demand. This can also be one reason behind consumer being attracted towards OTT
platforms. There may be decrease in future respondents of cinema hall after this
lockdown period. This paper highlights the fact that the key to unlocking the digital
market in India is by focusing on regional content since viewers of programmes in
English are lower.
7. Pankaj Thakur in his research project, A remarkable evolution of OTT media platforms
in India (August 2021) of Global Media Journal has stated about the evolution of OTT
platforms in India. According to this project, OTT platforms has brought digital
revolution in the media and entertainment industry to deliver quality content. They are
trying to cover the huge audiences across the whole country.
8. Samarpita Banerjee in her article, “Where the Indian OTT industry is headed in 2022?”
of Advertising & Media Insider (January 2022) says that content producing companies
are trying to put their best foot forward and create award winning shows as they are
observing that OTT platform is gaining popularity. There has been an increase in content
production which is going to stay in 2022 as well.

11
1.3 OBJECTIVES OF THE STUDY

• To concentrate on additional endeavours to distinguish the variables impacting buyers

decision towards OTT.
• To look at their degree of fulfilment towards the OTT administrations.

• To know about the consumer preferences among so many available OTT platforms
• To know which OTT platform is most popular and ruling among respondents.
• To know more about the target group of consumers.
• To analyse the growth of OTT platform in our country which has led to the decline of
traditional media.

12
1.4 RESEARCH METHODOLOGY

A. Data Type

The research was completed using both types of data- primary data and secondary data. The
primary data was collected though a survey. The survey was conducted by using a google form.
The primary data was used to know analyse the perception of consumers towards OTT
platforms. The primary data was collected to get a realistic picture of the consumer’s opinion.

The secondary data has been collected from research papers, journals (Journal of diabetes
medicine, International Journal of research in finance and marketing, etc.), books, the world
wide web, etc. The secondary data collected provides for the analysis of OTT platforms from
ethical and legal standpoints.

B. Sampling Procedure

The sample for the primary survey was selected using convenience and voluntary response
sampling method. The questionnaire was circulated using WhatsApp, telegram and reddit.

C. Sample Size

The sample size for the primary data was 33. The sample included people aged between below
18 and above 58. This was not just limited to the younger crowds as we all know that OTT is
even known to old people because of the type of content they provide.

D. Area and Period of the Study

The area of the research is Kolkata. The research was stretched approximately over a period of
three months.

13
E. Tools used for Analysis

The findings of the research have been analysed using the following statistical tools to facilitate
simplified interpretation of data:

Bar Graph

Pie Chart

Column Chart

14
1.5 LIMITATIONS OF THE STUDY

As in most dissertation projects, this study also has certain limitations.

Firstly, the sample size was not large enough. I could reach out to only 33 people and therefore,
it such a small number cannot represent the entire group of consumers. My research project
mainly included people of Kolkata as I do not have many contacts out of Kolkata. So, this
questionnaire was circulated among limited people.

Secondly, in certain questions, it was quite evident that the people selected any option just for
the sake of filling the form. Some answers to the questions were not up to the mark. According
to some respondents, the questionnaire was too lengthy, and people did not want to spend much
time on it.

Thirdly, there was a time constraint. I had a limited time to gather the responses and lack of
touch in person made it more difficult in the given time.

Fourthly, the sample may not be a representative of the entire population. This is a major
sampling error.

15
1.6 CHAPTER PLANNING

CHAPTER 1- Deals with introduction of OTT Platforms, Background of the study,

literature review, research methodology, objective, and limitation of the study.

CHAPTER 2- Deals with conceptual framework which concept of introduction and definition,
National and International scenario.

CHAPTER 3 – Deals with data analysis and interpretation of the project. This chapter contains
finding and suggestions.

CHAPTER 4- Deals with conclusion and recommendation.

16
 CHAPTER 2: CONCEPTUAL FRAMEWORK / NATIONAL
AND INTERNATIONAL SCENARIO

2.1 NATIONAL SCENARIO

Figure 1.2

After 2020, we trusted that the approaching year would present to us some help from pandemic,
yet things were challenging for an enormous piece of the year. Being stuck inside the four
dividers of our home generally of the year, OTT stages turned into the main wellspring of
amusement in our lives.

17
In 2021 a great deal of films like Sardar Udham Singh, Shershah and Mimi were sent off on
these OTT stages and some enormous financial plan firsts were additionally sent off on different
OTT stages. Many organizations put in their absolute best effort in delivering content and made
grant winning shows. Reports express that there has been expansion in interests in happy
creation which is probably going to remain also in 2022.

As per the joint report by industry body CII and Boston Consulting Group (BCG), the Indian
OTT area is one of the most aggressive among developing business sectors with north of 40
players and it is at present in the scaling stage with solid membership development and high
interest in premium as well as unique substance. There has been banters about individuals
creating some distance from customary media because of expanded computerized reception yet
at the same time for some individuals TV keeps on being the focal point of the home and a huge
piece of family time. The has additionally expressed that the business is at a scaling stage right
now and can possibly turn into a $13-15 billion industry by 2030.

A large part of the development has been driven by the pandemic, which made video-real time
a lockdown number one for countless Indians, and the main road for new deliveries with theatre
closures. There has been a 4X leap in the quantity of OTT administrations in India starting
around 2015, with crowds of worldwide, nearby, and local players presently jarring for eyeballs.

18
2.2 INTERNATIONAL SCENARIO

The Over the Top (OTT) Market was valued at USD 101.42 Billion in 2020, and it is
expected to reach USD 223.07 Billion by 2026, registering a CAGR of 13.87%, during the
period of 2021 - 2026. The onset of the COVID-19 pandemic positively impacted the OTT
landscape, with audiences consuming more content at home via OTT devices. This is likely to
accelerate the growth of this format. The OTT opportunity is further deep when looking at the
region’s mobile-first economy, combined with the rising OTT subscription rate. An increasing
number of consumers have a digital TV in their pocket, which presents an exciting
opportunity for media buyers looking to take advantage of changing consumer trends.

Over the top (OTT) is a film and television content platform provided via a high-speed
internet connection instead of a cable or satellite provider-based platform. Currently, the OTT
adoption aided the video, music, podcast, and audio streaming category significantly.
Increasing adoption can be attributed to the narrow genre choices, packaging flexibility, wider
device availability, internet penetration, and overall lower costs. Furthermore, the rising
demand for customized content led to significant adoption rates of OTT devices.

Further, players offering OTT platforms services are no longer interested in being viewed as
platforms just for accessing movies and TV shows but are also investing in the production and
licensing of their content. Such a scenario has resulted in direct competition with traditional
TV and among the OTT industry. The competition is further heightened with the deployment
of advanced technologies within the platforms.

Another report published by the World Advertising Research Center (WARC) based on the
data from mobile trade body GSMA indicated that over 1.3 billion people are anticipated to
access the internet via smartphone and PC by 2025. The growth of mobile-based internet
users is also attributed to the rising adoption of 5G networks by the operators due to the
consumption of content and related services, causing 4G LTE resources.

19
The onset of the COVID-19 pandemic positively impacted the OTT landscape, with audiences
consuming more content at home via OTT devices. As per Zuora’s Subscription Economy
Index Report, trends of the COVID-19 impact on subscriber acquisition rates from March 1-
31, 2020, in comparison to the last 12 months, suggested that the global subscription growth
rate for OTT Video Streaming companies grew 7x in March 2020, as compared to the growth
rate over the previous 12 months.

Also, the British Association for Screen Entertainment (BASE) data suggests that consumer
spending on digital movie purchases grew by more than 87% during the COVID-19 pandemic
lockdown period through June 30 to reach GBP 113 million (USD 148 million). While the
growth was evident due to the lockdowns and consumers forced to stay at home, the data
highlights huge gains from the OTT platforms.

20
CHAPTER 3: PRESENTATION OF DATA, ANALYSIS, AND
FINDINGS
Primary Data has been collected by a structured questionnaire and through observations and
interviews. The questionnaire is one of the most used data collection techniques within the
survey strategy. Questionnaire distributed among people doing Business Operation
irrespective of outsourcing process. A sample questionnaire of 22 questions distributed to 33
people. Pie Charts are used to show percentage or proportional data related to questions.
Secondary Data have been collected from different publication authors, authentic websites,
newspapers, journals, magazines, and internet sources.

Table 3.1

Particulars No. of Respondents Percentage (%)

Below 18 1 3.03
18-28 15 45.5
28-38 9 27.3
38-48 8 24.2
Above 58 0 -
TOTAL 33 100

21
Chart 3.1

Interpretation: By looking at the graph we can understand that consumers are majorly from 18-
28 group which means it is rightly said that youth are the target market for many companies.

Table 3.2

Particulars No. of Respondents Percentage (%)

Male 18 54.5
Female 15 45.5
Total 33 100

Chart 3.2

Interpretation: By looking at the graph we can say that 54.5% respondents were female and
45.5% were male.

22
 Table3.3

Particulars No. of Respondents Percentage (%)

Yes 33 100
No 0 0
Maybe 0 0
Total 33 100

Chart3.3

Interpretation: By looking at the graph, we can say that all my respondents are aware of the
OTT platform.

23
 Table 3.4

Particulars No. of Respondents Percentage (%)

0-2 hours 27 81.8
2-4 hours 5 15.2
More than 4 hours 1 3.03
Total 33 100

Chart 3.4

Interpretation: The average screen timing has been interpreted to be in between 0-2 hour by this
primary research. Most of the respondents have chosen 0–2-hour option but still there are people
having screen timing more than 4 hours also. People are engaged in OTT services and spent
their leisure time watching series and movies.

24
 Table 3.5

Particulars No. of Respondents Percentage (%)

PC 3 9.1
Laptop 9 27.3
TV 13 39.4
Tablet 1 3.0
Mobile Phone 7 21.2
Total 33 100

Chart 3.5

Interpretation: Respondents mostly uses Mobile phone and Laptop for consuming OTT
services. We all know these two are the most convenient devices which we can be used while
travelling also and they are mostly found with the youth and even with employed ones.

25
 Table 3.6

Particulars No. of Respondents Percentage (%)

Content 19 57.6
No Advertisement 5 15.2
Convenience 9 27.3
Total 33 100

Chart 3.6

Interpretation: Content is being the most influencing factor for most of the respondents.
Convenience comes after the content. Consumers are mainly influenced by the content
provided by the OTT platform.

26
 Table 3.7

Particulars No. of Respondents Percentage (%)

Yes 20 60.6
No 9 27.3
Maybe 4 12.1
Total 33 100

Chart 3.7

Interpretation: Lockdown has made changes in the watching behaviour of consumers. There
has been increase in their screen timing during this pandemic as they preferred watching series
and movies during this free time.

27
 Table 3.8

Particulars No. of Respondents Percentage (%)

Yes 22 66.7
No 11 33.3
Total 33 100

Chart 3.8

Interpretation: During this pandemic many people have subscribed to new OTT platforms so
that they can get access to various types of series and movies. This has led to the growth of
many other OTT platforms which were not so known before lockdown.

28
 Table 3.9

Particulars No. of Respondents Percentage (%)

Yes 21 63.6
No 6 18.2
Maybe 6 18.2
Total 33 100

Chart 3.9

Interpretation: According to most of the respondents OTT providers are reasonably priced.

29
 Table 3.10

Particulars No. of Respondents Percentage (%)

1 1 3
2 4 12.1
3 7 21.2
4 9 27.3
5 12 36.4
Total 33 100

Chart 3.10

Interpretation: Most of the respondents have rated 5 out of 5 which means that OTT platform
has greatly helped people to pass their time during lockdown.

30
 Table 3.11

Particulars No. of Respondents Percentage (%)

Agree 24 72.7
Disagree 3 9.1
Neutral 6 18.2
Total 33 100

Chart 3.11

Interpretation: Most of the respondents like to examine with different watchers about the shared
assessment of shows and they even prefer to propose series or motion pictures to watch. This
itself is a factor that influences other people to watch various shows.

31
 Table 3.12

Particulars No. of Respondents Percentage (%)

Netflix 15 45.4
Amazon prime 9 27.2
Hotstar 6 18.1
Others 3 9.0
Total 33 100

Chart 3.12

Interpretation: Netflix has been given the highest vote which means according to my
respondents Netflix is the most ruling platform in the market.

32
FINDINGS AND OBSERVATIONS
After doing the primary research it is found that current generation does not have any patience
to wait for a show or movie to air on linear platform like television. They want everything
instant and on demand. Now major of them are not even interested in watching movies in
theatres. When they were asked about going to cinema hall with friends and families to watch
a movie as before most of them responded that they are no more interested in watching movies
in a theatre. And most of them even responded yes to the question which states that whether
online streaming services will overtake cable services. So, it is sure that in coming years OTT
platforms are going to overtake cable services.

During this pandemic, OTT services has been a relief for most of the people. It has helped
people to pass their time after being stuck within four walls. Most of the respondents have
agreed that that OTT platform has helped them to pass their time during lockdown. There has
been increase in their screen timing.

OTT has influenced the watching behaviour of most of the respondents (major being the youth).
It has been found that youth are the target market for the consumer companies as their group is
mainly engaged in consuming OTT services. They are the ones who like to discuss about
various shows and movies with others which is kind of encouraging each other to watch more
and new types of movies and series.

According to the primary research, Netflix has been regarded as the OTT platform ruling the
market. And almost all the respondents have chosen Netflix in their option to the question in
which they were asked to state which OTT platform they prefer. This shows that Netflix has
good impression among consumers even after charging more for subscriptions than its other
competitor.

Numerous OTT stages like Justin TV, Xbox amusement studios and so forth neglected to
construct membership since customers lost interest in watching normal old content. Thus, by
primary and secondary research it is found that innovation in content is one of the major factors
that attracts most of the consumers towards these OTT services. A content becomes fruitful
when it associates the crowd feelings with anticipation, show, thrill, sentiment and so on. So, it
is one of the important factors.

33
After content, convenience is found to be one of the important factors that attracts consumers
towards these OTT platforms. Large variety of content is one of the factors that makes the OTT
services convenient. This gives the user the opportunity to surf through different substance and
advance oneself with new encounters. In the present age where practically all computerized and
web administrations bring in cash through internet-based outsider promoting, any customer who
has a paid-membership plan can undoubtedly skirt the pause and watch whatever the person
needs to without being barraged with infections and malware masked as advertisements. Stages
like Netflix and Amazon Prime Video have a severe advertisement free policy wherein the
purchaser can appreciate what they paid for and stream content sumptuously.

34
CHAPTER 4: CONCLUSION AND RECOMMENDATIONS

4.1 CONCLUSION

OTT has become the essential tool in this modern computerized era. Adults are spending most
of their time surfing through OTT platforms. Secondary research has stated that there has been
a significant rise in consumption of OTT services specially during pandemic. This pandemic
has led to growth of OTT services in our country. Internet being another fuel of OTT platform.
As internet is being used by most of the population due to its availability at low cost (emergence
of JIO), has led to the increase in consumption of online streaming shows. People are finding it
more convenient to watch.

Studies also says that India is one of the greatest likely potential markets for the OTT platforms
in term of both quality and quantity. There has been a remarkable evolution of OTT services in
India. It started with launch of Big Flix by Reliance industries in 2008 and now it has around
40 streaming platforms, Netflix, Amazon Prime video and Hotstar being the most popular.

The future of OTT appears to be bright as the use of mobile and internet is rising day by day.
Even the respondents have agreed to the point that in the near future this OTT platform will
take over cable services. People wait for movies to be launch on OTT platforms rather than
going and watching in cinema hall. This only shows the decline of traditional form of media.

35
4.2 RECOMMENDATIONS

There are certain areas on which further research can take place which will help to strengthen
certain points relating to this OTT platform.

• There can be further studies by specially focusing on youth, how they are using their
time on this OTT platform. Youth being the target consumer of the consumer
companies must have brought change in the ideas and plannings of companies. Studies
should be on this.
• There should be research to study how the OTT platform can be used on Television.
Like now many cable services are trying to update their service so that they can also
provide OTT services and can survive in the market.
• There should be study on how the traditional market are doing while facing a
competition with OTT streaming services. Study should be conducted from their point
of view.
• There can be studies on how younger generation are going away from study material
due to an increase in consumption of OTT services.
• A separate study should be conducted for people who ae above 40 years of age to know
what are the things that are attracting them towards OTT services.

36
CHAPTER 5: REFERENCES

ANNEXURE 1

• Garima Gupta and Komal Singharia. “Consumption of OTT Media Streaming in

COVID-19 Lockdown: Insights from PLS Analysis” Sage Journal, February 1, 2021.
• Kamle Uday Kumar and Prof. L. Surendra. “A Consumer preference towards OTT
PLATFORM during a pandemic”. Research Project by Jain (Deemed-to-be University),
Bangalore, 2020.
• A journal by The Economic Times, “25% consumers prefer to view content on OTT
platforms for free” June 17, 2019.
• Jay Chopdar and Dr. Tanima Tarafdar. “A study on consumer’s perception towards OTT
platforms with special reference to Guwahati City”, International Journal of Advanced
Research in Commerce, Management & Social Science, April-June, 2021.
• Rachita Ota, Sushree Sangita Ray and Animesh Chandra. “An analysis of customer
preferences towards OTT Platform during a Pandemic: A special reference to
Jamshedpur Market”, Science, Technology and Development, August 2020.
• A journal by Fortune India, “Local content on OTT platforms”, January 3, 2021.
• Dr. Smitha Poulose. “A study on customer satisfaction towards cable TV network and
online video streaming services in Chennai”, PalArch’s Journal of Archaeology of
Egyptology,2020
• Sachika Luthra. “The impact of Covid-19 on consumer perception towards subscription-
based OTT platforms”, International Journal of Management (IJM), March 3, 2021.
• Ms. Kaneenika Jain. “The Rise of OTT Platform: Changing Consumer Preferences”,
EPRA International Journal of Multidisciplinary Research (IJMR), June 2021.
• Sundaravel E. and Elangovan N “Emergence and future of the OTT video services in
India”, ResearchGate, (January 2020).
• Samarpita Banerjee “Where the Indian OTT industry is headed in 2022?”, Advertising
& Media Insider (January 2022).
• Pankaj Thakur “A remarkable evolution of OTT media platforms in India”, Global
Media Journal (August 2021).

37
• Sant Singh “A study on factors leading to adoption of OTT services among millennial
consumers in India”, International Journal of Multidisciplinary Research and
Technology (2021)
• https://journals.sagepub.com/doi/full/10.1177/0972262921989118; accessed on 11th
November 2021, 17:50 IST
• https://www.studocu.com/in/document/jain-university/mba/customer-preference-
towards-ott-platform-during-a-pandemic/12593425; accessed on 12th November 2021,
16:59 IST
• https://m.economictimes.com/industry/media/entertainment/25-consumers-prefer-to-
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February 2022, 17:12 IST
• https://www.inspirajournals.com/uploads/Issues/865008922.pdf; accessed on 11th
February 2022, 11:43 IST
• http://journalstd.com/gallery/24-aug2020.pdf; accessed on 2nd March 2022, 16:25 IST
• https://archives.palarch.nl/index.php/jae/article/download/3707/3672/7119; accessed
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• https://www.academia.edu/47697511/THE_IMPACT_OF_COVID_19_ON_CONSU
MER_PERCEPTION_TOWARDS_SUBSCRIPTION_BASED_OTT_PLATFORMS
accessed on 12th March 2022, 13:08 IST
• https://ijmrtjournal.com/wp-content/uploads/2020/09/A-study-on-factors-leading-to-
adoption-of-OTT-IJMRT.pdf; accessed on 12th March 2022, 15:27 IST
• https://wap.business-standard.com/content/press-releases-ani/popularity-of-ott-
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• https://www.businessinsider.in/advertising/media/article/where-the-indian-ott-
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21:51 IST

38
CHAPTER 6: ANNEXURE 2

Survey on 'Consumer preference towards OTT

platform'
Due to technological advancements in telecommunication, audiences are using numerous different
technologies to look at films, web series, documentaries on their smart devices. These are provided
by the OTT platform, a digital video platform which offers media service directly to the viewers via
the internet.

* Required

1. 1. Name *

2. 2.Age Group *

Mark only one oval.

Below 18

18-28

28-38

38-48

48-58

Above 58

3. 3.Gender *

Mark only one oval.

39
 Male

Female

Other:

4. 4.Are you aware of the OTT platform? *

Mark only one oval.

Yes

No

Maybe

5. 5.Occupation *

6. 6.How many hours do you spend on the OTT platform per day? *

Mark only one oval.

0-2 hours

2-4 hours

More than 4 hours

7. 7.Which devices do you use to watch the OTT platform? *

8. 8.What attracts you most towards OTT online streaming service? *

Mark only one oval.

40
 Content

No advertisement

Convience

9. 9.Which OTT platform do you prefer? *

Check all that apply.

Netflix
Amazon prime
Disney plus hotstar
Sony LIV
VOOT
Other:

10. 10.What attracts you most towards subscribing to OTT services? *

Mark only one oval.

Social media

Print media

TV ads

Other:

11. 11.Is there any change in your OTT usage since lockdown? *

Mark only one oval.

Yes

No

Maybe

41
12. 12.Any new subscription during lockdown? *

Mark only one oval.

Yes

No

42
13. 13.Have you ever waited for a movie to be released on OTT platform rather *
than watching it in cinemas?

Mark only one oval.

Yes

No

Maybe

14. 14.Do you feel OTT providers are reasonably priced? *

Mark only one oval.

Yes

No

Maybe

15. 15.To what extent has OTT platform helped you to pass your time during *
pandemic

Mark only one oval.

0 1 2 3 4 5

16. 16.Do you often like to talk with other viewers about mutual opinions of * shows?

Mark only one oval.

Agree

Disagree

Neutral

17. 17.Based upon today's technological advancements, do you believe online *

streaming services will over take cable services?

43
 Mark only one oval.

Yes

No

Maybe

18. 18.Do you think watching movies in OTT based video content is cheaper and *
more convenient than other traditional medium?

Mark only one oval.

Yes

No

Maybe

19. 19.Would you go to the cinema hall to watch a movie with your friends and *
family as frequently as before?

Mark only one oval.

Yes

No

Can't say

20. 20. Has OTT influenced your watching behaviour? *

Mark only one oval.

Yes

No

Maybe

21. 21. To what extent there has been increase in your screen timing *

Mark only one oval.

44
 0 1 2 3 4 5

22. 22. In your opinion, which OTT platform is ruling the market? *

45