Final Project

of
Marketing Research
on
“Rise of OTT platform”

MASTER OF BUSINESS ADMINISTRATION

MANAGEMENT STUDIES

SESSION (2020-2022)

Under the guidance of Submitted by:

Professor Dr. Shalini Agnihotri Shubham Patwal(2020PBA9212)
Sneha Dutta (2020PBA9225)
Sidhant Singh (2020PBA9246)
Divye Davra (2020PBA9239)

1
 Acknowledgement

We are taking this opportunity to express our appreciation to those who helped us
throughout the course of this Market research project. During the project work, We
are grateful for their guidance, invaluable constructive criticism and friendly
advice. We thank them sincerely for sharing their honest and enlightening views on
a variety of issues relevant to this project.

We express our warm thanks to Professor Dr. Shalini Agnihotri for her support
and guidance at NSUT (Department of Management Studies) in completion of the
project.

We would also like to thank all the individuals who supported us with the requisite
means and driving conditions for our MBA project.

2
Introduction

OTT platforms in India are growing rapidly in terms of subscribership mainly due to a number of
factors. Digital India plays a major role in promoting the use of OTT platforms to stream diverse
content from all over the world. A youth-oriented population has led to the increase in the
viewership of OTT platforms such as Netflix, YouTube, etc. The drop in prices of smartphones
and cellular data has enabled a large chunk of the population to gain access to online platforms.
India currently has about 220-250 million smartphone users which is expected to hit 500 million
by 2020.
Platforms like Voot, Sony Liv and Zee 5 are OTT platforms developed by existing broadcast
channels to remain relevant and to cater to the shift in audience from TV viewership to OTT
platforms. However, most of their content on these platforms are the same as the ones broadcasted
on TV.
OTT platforms’ business model would blanket subscribership with sponsored content. Their
revenue would be mainly generated from advertisements. “Netflix is positioning itself as to how
in terms of video content Netflix is the thing to do. Others are using content marketing strategy to
show their exclusive content as differentiator against others. But they end up looking similar to
each other. Netflix and Amazon are standouts as they know how to market themselves and are able
to bring in content outside TV. Hotstar is riding on cricket in a big way.” Rajiv Dingra, Founder-
CEO, WAT Consult.
The target group of major OTT platforms should ideally be “millennials” or the age group of 18-35
years. This number, however, is largely contrasting due to the Digital India campaign, increasing
number of smartphone and data users and is also an effect of globalization which has led the population
to be more aware. With major data service providers like Jio bringing down data costs, there has been
a significant shift in viewership in India with the number of Indian users growing at the rate of 4-8%..
This essentially means that there is massive potential for rural India to subscribe to such platforms on
a large scale – making rural India also a target group for platforms.
The Indian audience that enjoys raw content is extremely unsure about the censorship of content on
OTT platforms simply because they do not want saas-bahu serials on such platforms too, they are
looking for great content, which, let’s get real, these serials can never be. The audience seems to be
extremely disappointed by this move and we are all hoping that OTT platforms will find a way to put
out their content without having to go through the entire process of censorship!

3
Objective

● To study the rise of OTT platforms during the pandemic.

● To analyse the emergence of OTT platforms and its future scope.
● Ascertain the reasons that contribute to the success of these platforms.

We conducted a survey through Google forms to analyse the usage, impact of OTT platform during
pandemic and its future scope. In this survey we received a total of 108 responses out of which we
considered 101 responses as valid responses.
All tests have been conducted on a single sample of 101, consisting of 55 Male and 46 Female
respondents. The missing values were coded as 999 in SPSS.
The data we got was not normal, therefore we use Cross tabulation and non-parametric tests like
Chi square test and Kruskal-Wallis Test to check the hypothesis.

RELIABILITY OF QUESTIONNARE

Hence the scale of questionnaire is Reliable

4
RESPONSES FROM GOOGLE FORM

We can see that most respondent were between the age of 19-29

5
6
7
Variable 1: Mode of entertainment in the lockdown

On based of gender
H0= There is no significant relationship between gender and mode of entertainment
H1=There is a significant relationship between gender and mode of entertainment

Next, we performed a chi-Square Test to check the hypothesis

8
Result: As the significance level is greater than 0.05 in both the test(Chi square and Phi and
Cramer’s V test)
hence, we accept the null hypothesis i.e. There is no significant relationship between gender and
mode of entertainment

Variable 2: Preference of consumer in OTT between paid subscription with no ads and
free subscription with ads

On based on gender
H0= There is no significant relationship between gender and preference of consumption in ott
H1=There is a significant relationship between gender and preference of consumption in ott

9
Next, we performed a chi-Square Test to check the hypothesis

10
Result:
As the significance level is greater than 0.05 in both the test (Chi square and Phi and Cramer’s V
test)
hence, we accept the null hypothesis i.e. There is no significant relationship between gender and
preference of consumption in ott

11
Most of the Male prefer paid subscription and half of the females prefer paid & half prefer free
subscription.

Variable 3: Preferred OTT over TV because of Good content

H0= There is no significant relationship between gender and preference of OTT because of good
content
H1= There is a significant relationship between gender and preference of OTT because of good
content

12
Next, we performed a chi-Square Test to check the hypothesis

Result: As the significance level is greater than 0.05 in both the test(Chi square and Phi and
Cramer’s V test)
hence, we accept the null hypothesis i.e. There is no significant relationship between gender and
preference of OTT because of good content

13
Variable 4: Mode of entertainment in lockdown

On current situation
H0= There is no significant relationship between current situation and mode of entertainment in
lockdown
H1=There is a significant relationship between current situation and mode of entertainment in
lockdown

14
Next, we performed a chi-Square Test to check the hypothesis

15
Result:
As the significance level is greater than 0.05 in both the test(Chi square and Phi and Cramer’s V
test) hence we accept the null hypothesis i.e. There is no significant relationship between current
situation and mode of entertainment in lockdown.

Variable 5: Will you prefer ott platforms over cinema & TV after the pandemic

On preference of Tv
H0= There is no significant relationship between people who prefer ott after pandemic and
preference of people about watching tv
H1= There is a significant relationship between people who prefer ott after pandemic and
preference of people about watching tv

16
17
Result:
As the significance level is less than 0.05 in both the test(Chi square and Phi and Cramer’s V test)
hence we reject the null hypothesis and accept the alternative i.e. There is little significant
relationship between people who would prefer OTT after the pandemic and people who would
prefer TV as entertainment.

Variable 6: Do you use OTT platform

On mode of entertainment
H0= There is no significant relationship between mode of entertainment and usage of OTT
platforms
H1=There is a significant relationship between mode of entertainment and usage of OTT platforms

18
Result:
Null rejected, hence there is a significant relationship between mode of entertainment and
preference of ott platforms,

19
We can see that in lockdown most of the people use OTT platforms for their entertainment.

Variable 7: How do you consume OTT most of the time

On TV as a preference
H0= There is no significant relationship between TV as a preference and mode of usage of OTT
platforms
H1=There is a significant relationship between TV as a preference and mode of usage of OTT
platforms

20
Next, we performed a chi-Square Test to check the hypothesis

21
Result: As the significance level is less than 0.05 in both the test (Chi square and Phi and Cramer’s
V test)
Hence, we reject the null hypothesis, therefore There is a significant relationship between TV as a
preference and mode of usage of OTT platforms.

22
Variable 8: Future of OTT

We can see that according to the consumers the preference of mode of watching new movies will
depend upon the genre of the movie.

23
Most of the people doesn’t feel like cancelling the subscription of OTT platforms

24
As we can see that people would like to prefer OTT platforms for entertainment even after the
pandemic.

25
Variable 9: Questions based on Likert scale.

Scale used: 0--Strongly disagree

1--disagree
2--Neither agree nor disagree
3--Agree
4--Strongly Agree

Test for the reliability of scale

Hence our scale is reliable

26
27
Variable 10: Preference for Entertainment
Variables:
1. Preferred Netflix
2. Preferred Tv
3. Preferred YouTube
4. Preferred Amazon Prime
5. Preferred Cinema
6. Preferred Other Ott platforms

Scale: 1--- Least preferred

5---Most preferred

28
Netflix, YouTube and Amazon Prime can be seen the highly preferred and TV is comparatively
least preferred

On the basis of Gender

H0= There is no significant relation between gender and preference of entertainment.

H1= There is a significant relation between gender and preference of entertainment.

Result: As we can see the level of significance for all the variables is greater than 0.05 therefore
we accept the null therefore no significant relation between gender and preference of
entertainment.

29
Variable 13

H0= There is no significant relationship between gender and preference of OTT because of no
advertisement.
H1=There is a significant relationship between gender and preference of OTT because of no
advertisement.

30
Result: Reject the null, there is a significant relationship between gender and preference of OTT
because of no advertisement.

Variable 14: Change in Ott consumption during Lockdown

85% of the responses agreed that there ott consumption increased during lockdown.

Variable 15: Increase in the consumption of Ott during pandemic

H0= There is no significant increase in ott consumption during pandemic

H1= There is a significant increase in ott consumption during pandemic

31
Result:
Therefore, there is a significant increase in the consumption of ott during pandemic

Questions based on Likert scale

Scale: level of satisfaction of Ott judged on the bases of listed variable:

1. Good quality
2. No advertisements
3. Convenience

32
 4. Pocket Friendly
5. User control
6. Personalize experience
7. No censorship
So, people were asked why they choose OTT over TV and their responses were collected for the
above categories as
1. Strongly disagree
2. Disagree
3. Neither agree nor disagree
4. Agree
5. Strongly agree
So, we combine all the above variables and make a new variable (OTT over TV) to see the
combined response and to see the satisfaction levels corresponding to usage of OTT.

Case Processing Summary

N %

Cases Valid 93 92.1

Excluded 8 7.9

Total 101 100.0

a. Listwise deletion based on all variables in the

procedure.

Next, we perform Cronbach's Alpha Test to see the Reliability of our scale

Value of Cronbach alpha is 0.871 hence our scale is reliable

33
Ott Over TV
Frequency Percent Valid Percent Cumulative
Percent

Valid 1.00 3 3.0 3.2 3.2

2.00 5 5.0 5.4 8.6

3.00 25 24.8 26.9 35.5

4.00 26 25.7 28.0 63.4

4.50 1 1.0 1.1 64.5

5.00 33 32.7 35.5 100.0

Total 93 92.1 100.0

Missing System 8 7.9

Total 101 100.0

34
New Variable ‘OTT vs Tv’ ranked the satisfaction level of responses from 1 to 5 with 5 being
more positive. And we can see around 35.5% strongly agreed to prefer OTT platforms over TV
because of Good quality, No advertisements, Convenience, Pocket Friendly, User control,
Personalize experience, No censorship

35
CONCLUSION

It can be concluded from the overall research study that there is an extreme spike in the usage of
OTT platforms over the years and especially in the lockdown situation. The research study gives
a brief idea about the usage of the OTT and the Television platform, and provides a clear preference
about the emergence of OTT platforms as a new option of entertainment.

We have seen in our research that the OTT platform is not at all gender biased and it’s consumption
has no significant relationship with the gender. Also, OTT platforms have a variety of options for
the subscription like “paid subscription with no ads or free subscription with ads”, although these
options do not affect the usage of the customers. Customers are much more concerned with the
type of content displayed over the platforms. It has been observed that customers prefer OTT
platforms because of no censorship which eventually leads to good content availability over the
internet. One more important aspect towards the growth of OTT platforms over television is people
tend to use television to watch content available on the smart platform. Too much availability and
new content has made television smart, this has made customers switch over to OTT platforms. In
our findings one more important aspect which came into light is “subscription”. Subscription is an
amount which a customer spends to gain access over OTT platform. According to our report even
after the pandemic gets over customers would still be buying subscriptions of the over the top
platforms and would be interested in movies being released on such platforms.

The purpose of this study was to investigate EMERGENCE OF OTT AND ITS FUTURE SCOPE.
In general, the result of this research supports the usage, personalized experience, no
advertisement, good content, smart devices; these are the most significant factors that positively
affect the growth of OTT platform and it’s future scope.

36
QUESTIONNAIRE

37
38
39
40
41
42
43