SYNOPSIS

ON

“A STUDY ON VIEWER BEHAVIOUR AND MARKET PENETRATION

WITH RESPECT TO STREAMING”

SUBMITED TO

SAVITRIBAI PHULE PUNE UNIVERSITY, PUNE

IN PARTIAL FULFILMENT OF
MASTER OF BUSINESS ADMINISTRATION

SUBMITED TO
Prof.RipalMadhani

SUBMITED BY
AkshayRamkrishnaIratkar

THROUGH
DR. D. Y. PATIL INSTITUTE OF MANAGEMENT & RESEARCH,
PIMPRI, PUNE - 18

2019-20
1.TITLE OF PROJECT

“A STUDY ON VIEWER BEHAVIOUR AND MARKET PENETRATION

WITH RESPECT TO STREAMING”

The entire world has been shifting to Digitalization with time including online shopping,
Online Payments and so on. Similarly the Entertainment Industry has also observed a Rapid
Shift from watching shows on Television sets to watching them online through these leading
service Providers like Netflix, Amazon Prime and Hotstar.

Literature Review
AdityaTiwari (2018) “8 Best Video Streaming Services In India For Your Binge
Watching In 2018

The entertainment industry has evolved dramatically over the last couple of years, especially
with an ever-growing abundance of choices for accessing digital content on-the-go. Internet
media has gone through a staggering evolution over the last few decades. New platforms and
streaming services have emerged that allow you to watch video content over the Internet from
literally anywhere and anytime you want via smartphones or tablets.

Dr.VirenderKhanna, ‘A Study on Factors Affecting Subscription Rates of Streaming

Platform In India

Netflix entered India and 129 more countries on January 6th, 2016, with the target to increase
its customer base. Through this project we want to understand the reasons behind the low
subscription rate and to recommend ways to ensure better growth. Through the literature
survey, we have identified various factors affecting low subscription rates of Netflix in India.
After we have identified the factors necessary to take into consideration, we have developed a
problem statement. We developed a research design which is applied and exploratory in
principle.

Deloitte report “Digital Media: Rise of On-demand Content

Deloitte report “Digital Media:Rise of On-demand Content” mentioned that more people
spending time on digital media ascompared to traditional media this is possible due to
improvement in mobile devices technology andinternet connectivity.
Content Is President: The Influence of Netflix on Taste, Politics and The

Challenges in Search on Streaming Services: Netflix Case Study; Lamkhede, Das

This paper describes how the unique user expectations from Search on a streaming
media platform warrant approaches that need to go beyond traditional information
retrieval and lean more toward behavioral data. Search and Recommender Systems
need to work hand-in-hand to increase user joy via content discovery. Many of the
challenges stem from the users’ intent to play an entity that may be unavailable to
stream, or their desire to explore the catalogue via Search, the limitations of input
devices prompting shorter queries, as well as the multi-lingual aspect of search for a
global audience. While the specific task, user interface, and user interaction mode may
differ between services, we believe that these challenges are relevant for Search on all
streaming platforms.

OBJECTIVES: -

 To understand market penetration of the streaming industries in India.

 To study viewer behavior with respect to streaming media.
To study challenges and opportunities and future of entertainment industries

RESEARCH METHODOLOGY

RESEARCH:
“Research is a process of steps used to collect and analyse information to
increase our
understanding of a topic or issue”. It consists of three steps: Pose a
question, collect data to
answer the question,
RESEARCH PROCESS

Data collection, Sample unit and Sample method.

RESEARCH DESIGN:

All of these are distributed on the nature of research. Some of these are
like
1. Descriptive and analytical
2. Qualitative and Quantitative
3. Conceptual and Empirical
4. Applied and Fundamental

SR. NO. PARAMETERS DESCRIPTION

1 Nature of research Exploratory research

.

2 Sampling method Simple random sampling

.

3 Source of data collection Secondary data

4 Secondary data Books, Journal, Research papers,
.