A Study on Consumer Preferences and Satisfaction in the OTTStreaming Market in India

Sonal Ronak Shah; G. Rambabu

Abstract

The rapid growth of Over-the-Top (OTT) streaming platforms has significantly transformed the entertainment landscape in India by reshaping consumer viewing behaviour and reducing dependence on traditional media such as television and cinema. This transformation has been driven by increased smartphone penetration, affordable internet access, and technological advancements, making OTT services a preferred medium for digital content consumption. The present study adopts a descriptive and analytical research design. Primary data were collected from 192 respondents using a structured questionnaire. Statistical tools such as Chi-square test, Correlation Analysis, and ANOVA were used to examine relationships between demographic variables, usage behaviour, and user satisfaction. The findings indicate that age plays a significant role in influencing OTT platform usage, with younger users demonstrating higher engagement levels. A positive relationship exists between usage frequency and user satisfaction. Subscription cost also influences the number of OTT platforms subscribed to by users. Factors such as content quality, convenience, personalization, and multi-device accessibility significantly affect user satisfaction and engagement. However, challenges such as subscription fatigue and rising costs were also observed. The study concludes that OTT platforms have become a dominant force in modern entertainment consumption in India. Service providers must focus on affordability, content innovation, and improved user experience to remain competitive.

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