CONSUMER PREFERENCE TOWARDS OTT OVER TRADITIONAL

TELEVISION IN TAMIL NADU REGION

MINI PROJECT REPORT

Submitted by

ARUN KUMAR T
(20BA812)

In partial fulfillment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

in
DEPARTMENT OF MANAGEMENT STUDIES

SNS COLLEGE OF TECHNOLOGY

(Autonomous Institution)

(Affiliated to Anna University, Chennai)

COIMBATORE - 641 035.

JULY 2021
 SNS COLLEGE OF TECHNOLOGY
(Autonomous Institution)

(Affiliated to Anna University, Chennai)

COIMBATORE – 641 035

DEPARTMENT OF MANAGEMENT STUDIES

This is to certify that the Mini Project Report entitled “

“CONSUMER PREFERENCE TOWARDS OTT OVER TRADITIONAL

TELEVISION IN TAMIL NADU REGION”
is the bonafide record of Summer Internship work done by

ARUN KUMAR T(20BA812)

Master of Business
Administration during the year
2020-2021

Internal Guide HoD

Submitted for the Summer Internship Viva-Voce Examination held on

Internal Examiner External Examiner

 DECLARATION

I hereby declare that this Mini Project Report entitled “CONSUMER

PREFERENCE TOWARDS OTT OVER TRADITIONAL TELEVISION IN
TAMIL NADU REGION” under the guidance of Ms. N. Biragasida, Assistant
Professor, Department of Management studies, SNS College of Technology,
Coimbatore-35, has been submitted in partial fulfilment of the requirement for the
award of the degree of Master of Business Administration.

I also declare that this is my own work and has not been submitted for the award of
any other degree/diploma or other titles of any other universities.

Place: Signature of the Candidate,

Date:

I certify that the declaration made above by the candidate is true.

Signature of the Guide,

(Ms. N. Biragasida. B.Tech MBA)

 ACKNOWLEDGEMENT

I would like to acknowledge the immense help of all those who contributed
with their valuable suggestion and timely assistance to complete this work. I thank
the almighty god for the blessings that have been showered upon me to complete the
Summer Internship successfully.

I extend my heart-felt gratitude to Dr. S.N. Subbramanian., M.Tech., Ph.D,

Chairman, SNS Institutions for providing us with all sorts of supports in completion
of this Summer Internship.

I am highly grateful to Dr. V.P. Arunachalam, B.E., M.E., Ph.D., Director,

SNS Technical Institutions for his valuable suggestions and guidance throughout the
Summer Internship period.

I sincerely thank Dr. S. Chenthur Pandian, M.E., Ph.D., LL.B., MISTE.,

FIE., MIEEE (USA)., Principal, SNS College of Technology for constant
encouragement and support to undergo the Summer Internship.

I express my gratitude to Dr. P. Krishnaveni, MBA, M.Phil, Ph.D HoD,

Department of Management Studies, SNS College of Technology for constant
encouragement and support to undergo the Summer Internship.

I take immense pleasure in expressing my humble note of gratitude to my

project guide Ms. N. Biragasida, B.Tech MBA, Assistant Professor, Department
of Management Studies, SNS College of Technology for her remarkable guidance
in the course of completion of this Summer Internship.

ARUN KUMAR T

20BA812
 TABLE OF CONTENTS

CHAPTER TITLE PAGE

NO. NO.

ABSTRACT I

LIST OF FIGURES II

LIST OF TABLES III

1. INTRODUCTION 1

2. ABOUT THE COMPANY 3

3. LITERATURE REVIEW 4

4. RESEARCH METHODS 7

4.1 DATA COLLECTION 7

4.1.1 PRIMARY DATA 7

4.1.2 SECONDARY DATA 7

4.2 SCOPE OF THE STUDY 8

4.3 SAMPLE COLLECTION OF REPORT 8

4.4 STATISTICAL TOOLS USED 8

5. 5.1 GENDER OF RESPONDENTS 9

5.2 AGE OF THE RESPONDENTS 10

5.3 EDUCATIONAL QUALIFICATION OF THE 11

RESPONDENTS

5.4 CURRENT PROFESSION OF RESPONDENTS 12

5.5 MARITAL STATUS OF THE RESPONDENTS 13

5.6 MONTHLY INCOME OF THE FAMILY 14

RESPONDENTS

5.7 OTT PLATFORM USER RESPONDENTS 15

5.8 OTT PLATFORMS USED MOST (PER DAY) 16

RESPONDENTS

5.9 AVERAGE SPEND ON THE OTT PLATFORM 18

(PER DAY) RESPONDENTS

5.10 TECHNOLOGY CONTENT TO WATCH ON OTT 19

PLATFORM RESPONDENTS

5.11 LANGUAGE PREFER MOST TO WATCH 21

SHOWS ON THE OTT PLATFORM RESPONDENTS

5.12 ENTERTAINMENT PREFER THE MOST TO 22

WATCH ON OTT PLATFORM REPONSE

5.13 STARTED USING OTT PLATFORM DURING 24

THE LOCKDOWN RESPONDENTS

25
 5.14 USE ONLINE STREAMING WHILE

TRAVELING RESPONDENTS 27

5.15 OTT PROVIDERS ARE REASONABLY PRICED

RESPONDENTS 28

5.16 PAYMENT MODE PREFER ON OTT

PLATFORM RESPONDENTS 30

5.17 ONLINE STREAMING SERVICES WILL

OVERTAKE CABLE SERVICES RESPONDENTS 31

5.18 OTT PLATFORMS OFFER HIGH STANDARD

CONTENT RESPONDENTS

6. 6.1 FINDINGS 33

6.2 LIMITATIONS 33

6.3 FUTURE SCOPE OF THE STUDY 34

7. CONCLUSION 35

APPENDIX 36

REFERNCES 39
 ABSTRACT

As we look back from a few years in India, OTT's platform subscriber

growth rate is raising toward high till the date through this (Covid-19) Pandemic
Lockdown as this growth is based upon the great Technological advancements that
contributing to the OTT providers to bringing high-quality content to our near
screens through the Internet.

OTT's providers not only depend on their repository but invest a lot of money
in producing their content. Many factors, such as new technologies, a drop in data
charges, improved Internet speeds both at home and on the Internet. Mobiles, tablets,
laptops, and Smart TVs are now to be made for entertainment and made it easy for
the consumption of content provided by the OTT providers. This paper is in a novel
approach to understand the user profiles and preferences from an Indian perspective

I
 LIST OF TABLES
PAGE
FIGURE NO. TITLE
NO.
5.1 Gender of the respondents 9

5.2 Age of the respondents 10

5.3 Educational Qualification 11

5.4 Current Profession of the respondents 12

5.5 Marital status respondents 13

5.6 Monthly Income of the family respondents 14

5.7 OTT platform user 15

5.8 Most Used OTT Platforms 16

Shows the number of average spend on the OTT

5.9 platform 18

5.10 Number of Used Technology to watch OTT 19

5.11 The number of language prefer most 21

5.12 Entertainment Prefer to watch on OTT 22

5.13 OTT platform Subscription during the lockdown 24

5.14 Shows Online streaming while traveling 25

5.15 OTT providers are reasonably priced 27

II
 5.16 Shows payment mode prefer 28

5.17 Streaming which over take cable service 30

5.18 Shows high standard content 31

LIST OF FIGURES
PAGE
FIGURE NO. TITLE
NO.

5.1 Percentage of gender 9

5.2 Percentage of Age of the respondents 11

5.3 Percentage of educational Qualification 12

5.4 Percentage of current occupations 13

5.5 Percentage of marital status 14

5.6 Percentage of monthly income 15

5.7 Percentage of OTT platform user 16

5.8 Most Used OTT Platforms 17

Percentage of average spend on the OTT platform

5.9 (per day) 18

5.10 Percentage of the technology 20

5.11 Percentage of language prefer most 21

5.12 Percentage of entertainment prefer the most 23

III
 Percentage OTT platform Subscription during the
5.13 lockdown 24

5.14 Percentage of Online streaming while traveling 26

5.15 Percentage of OTT providers are reasonably price 27

5.16 Percentage of payment mode prefer 29

Percentage of today’s streaming which over take

5.17 cable service 30

5.18 Percentage high standard content 32

IV
 CHAPTER 1

INTRODUCTION

The term OTT or "over-the-top" refers to the distribution of content or

services over an infrastructure that is not under the administrative control of the
content provider. Originally, it applied to the distribution of audio and video
material, but more recently, the term has been expanded to include any service or
information available on OTT Platforms in recent times media usage is happening
quickly through OTT Platforms around the world the Rapid growth of users Internet
connectivity has made devices with an increasingly growing support to digital media
and Consumers have a Privilege of access to media at any time strength to strength
India, the media consumption has been enormous Development and substantial
growth of OTT Platform.

Through this Covid19 Pandemic Lockdown Historically, Traditional media

television is being ruled and raised by the OTT Platforms in India Like Hot star,
Amazon Prime, Netflix, Aha, Zoom, Sonyliv, Zee5, etc.

According to (FICCI & EY, 2019) the market for OTT Platforms in India has
been expanded by some $113.5 billion a year earlier in FY2019, and it is projected
to reach some $24 billion by 2021 and the fact that the transition was motivated by
data availability and affordability. As well as a Data-saving nation just a few years
ago, India is now at the top of the world at 9.8 GB a month when it comes to data-
saving. And Coming to the growth of over-the-top (OTT) Platforms has changed the
wider advertising and entertainment market.

And this growth has changed the way of content creation consumption and
delivery on the OTT Platforms and the emergence of OTT technology marked a

1
significant change in India's trends in media consumption from a few years ago. we
saw an acceleration of OTT Platform companies deliver a wide range of products
and the user experience is immersive and interactive, and the Customer conduct has
changed drastically

2
 CHAPTER 2

2.1 ABOUT THE COMPANY

Founded on August 29, 1997, by Reed Hastings and Marc Randolph in

California; Netflix started as a DVD sales and rental by mail. The sales part of the
business was abandoned within a year.

Within five months of DVD being introduced in the United States and inspired
by Amazon which was still at a nascent stage, Hastings and Randolph came up with
the idea of getting DVDs home delivered was rather rad. Nothing beats the comfort
of getting something without stepping out of the house, which you don’t have to buy,
and without a deadline to return it.

In1999, two years later, Netflix started offering a monthly online subscription
service through the internet. Nope, still have not reached the streaming part yet. But
that is how they grew from strength-to-strength, continuously changing and
challenging themselves.

Albeit it was a rough ride, what with the offer of being acquired by
Blockbuster (then a major competition and provider of home and video game rental
services through brick-and-mortar stores) to experiencing the burst of the dot-com
bubble. But, Netflix emerged stronger than ever with the rising popularity of DVD
players.

3
 CHAPTER 3

LITERATURE REVIEW

There has been a significant increase in the consumption of media in digital

formats around the world. Today’s customers can access the media material of their
choice at any time. Wherever This was made possible by an increase in the number
of digital devices that support digital Enhanced Internet speed and media. Netflix,
Hulu, Amazon, Apple TV, etc. A new age of video has been stirred by an increase
in smartphone use in India. Consumption of the private media machine. The
smartphone penetration in India is expected to expand to 520 million by 2020 and
broadband penetration will rise from 14% At present, to 40 percent in 2020. (In 2016,
Ernst & Young).

Woo, K.S. and Fock, H.K. (1999) indicated that the success of online services
depends on Different variables, such as network coverage and Efficiency of
Transmission. Subsequent analysis of various scenarios Internet-related studies and
their applications in the sense of India indicates that Indians are now accepting
different forms of online media streaming platforms.

The latest technology depends on the Perceived principles, expectations and

specifications are given to the Clients Carey, J. (2004). Carey, J. (2004). believed
that high-end possession in the adoption of OTT, home theater TVs are discouraging
OTT services. Customers who want something new to follow the many risks, ready
to embrace the OTT service (short battery life, small screens, rights to the content)
that conform with OTT services, and some suspicions emerge from some These
threats can hinder the VoD service's success. Customers who are early adopters
adopting innovations are OTT providers are also able to subscribe, and more so, the

4
Customers of the mainstream also displayed their inclination to Towards the
potential use of VoD services Hyers, K. (2006).

When it comes to visual presentation, digital media has proven to be a big

game-changer (Gershon,2016). People are snapping up their old media to watch
television with new media. The equipment used to display the TV is an old or
conventional TV, a TV, or a TV set. It is a media that acts as an audiovisual hub for
households. Amusement. Entertainment Digital media has changed the way we
interact and access information and has The conventional forms of advertising have
been questioned. Its rising success has changed global ads. The main or key media
are no longer recognized as current television/broadcast and radio media the
Preferred way of hitting the market target. More and more enterprises use the
Internet to connect and to convince communication. Personalize the exchange of
data between an e-commerce distributor (or advertiser) and the final user (2016,
Gershon).

Since 2000, fast-growing OTT platforms such as YouTube have gone through
roughly three stages (Steinkamp, 2010). In promotional TV shows, the Internet was
first used, i.e. advertisements were circulated with the intention of convincing
Internet users to watch TV programs online. The Internet was used mainly in This
mechanism helps viewers to watch traditional television programs. The
breakthrough that has greatly affected OTT is mobile viewing. The introduction of
electronic applications, including the distinction between digital, has unfailingly
challenged iPhone, laptops, and ultra-books Technology and Classic TV (Ghadialy,
2011). World researchers have been led by this pioneering technological
transformation, recognizing why individuals are likely to choose between the media
and the Interaction between media styles. With 70 million video viewers in India
and around 1.3 million subscribers to OTT paid video, the number of Indian

5
customers leaning towards OTT platforms is increasingly growing. But The figures
fluctuate each month. Daily, Hotstar claims to have 5 million viewers this could
increase to 100 million during the IPL season. (2015: Accenture) Services of OTT.
India uses a top-down approach, but a bottom-up approach to be competitive in the
long term.

The OTT literature is very small, even though there is so many changes in the
media and entertainment that were made Company via OTT services. Chung, Y. K.
(2014) sheds light on Netflix, as well as on Hulu, a new online subscription service;
other scientists Emphasize the meaning of the features and the origin of than in the
growth of OTT services The motivational variables that contribute to VoD adoption
Different scholars have researched the services Lim, S., &Lee, Y.J. (2013). Studied
the variables that inspire the user to accept The VOD services and the analysis was
performed using the TAM (Acceptance Paradigm of Technology). It is true to say
that neither one of them is The size of the business or the launch date of the OTT
service decides the It’s business success.

Nevertheless, not many attempts have been made to find out the various
attributes that are necessary for the performance of In India OTT service. Therefore,
the present thesis aims to find out the profile and preferences of OTT users from an
Indian Perspective These different attributes will show whether there was an impact
on OTT services performance in the Indian market

6
 CHAPTER 4

RESEARCH METHODS

The study of this objective is based on a collection of data about Consumer

Preference Towards OTT over Traditional Television in the Tamil Nadu Region. A
sample of 122 respondents is randomly selected and their opinion about the OTT
platform was collected via a structured questionnaire framed and collected using
google form. The data was collected randomly from different districts of Tamil Nadu
such as Dharmapuri, Coimbatore, Chengalpet, Chennai, Cuddalore, Dindigul,
Erode, Trippur, Kanyakumari, Krishnagiri, Madurai, The Nilgiris, Salem,
Sivagangai, Tanjore, Theni, Thirunelveli and Thiruvannamalai. The collected data
were analyzed using suitable statistical tools like percentage analysis and Chi-
square.

4.1 DATA COLLECTION

The data was collected on both

1. Primary data

2. Secondary data

4.1.1 Primary Data

To have a study Consumer Preference Towards OTT over Traditional Television in

Tamil Nadu Region like Netflix, Amazon Prime, Zee 5, Voot the survey was taken
from respondents.

4.1.2 Secondary Data

The secondary data was collected from

7
 1. Journals
2. Websites
3. Research Paper
4. Articles

4.3 SCOPE OF THE STUDY

The study is confined to understand about OTT platform in the Tamil Nadu
region. The study consists of taking a survey of 122 respondents by using a
structured questionnaire.

With the help of the questionnaire, it comes to know that people were how
they used the OTT platform during the lockdown and after Lockdown

4.4 SAMPLE COLLECTION OF REPORT

A sample collection of this report was 122 collected from various college
students, employee, professionals, business man and household mothers.

4.5 STATISTICAL TOOLS USED

The tools used the that analysis of data is

1. Percentage analysis

2. Weighted Average Method

3. Comparison of data with Bar Chart

8
 CHAPTER 5

ANALYSIS AND INTERPRETATION

The collected 122 data were cleaned properly and analyzed using suitable
statistical tools like percentage analysis and Comparison of data with Bar Chart. The
percentage analysis and weighted average ranking have been used to analysis the
data.

5.1 GENDER OF RESPONDENTS

Gender is considered as to be an important factor while doing analyzing

process. The following table shows the gender of the respondents

S.No Gender Number of Respondents Percentage

1 Female 63 51.6%
2 Male 57 46.7%
3 Transgender 2 1.6%
Total 122 100%

Table 5.1 Gender of the respondents

Figure 5.1 Percentage of gender

9
INTERPRETATION

The Table 5.1 shows the number of gender male, female and transgender.
From that 122 of the respondents are 63 females, 57 males and 2 Transgender.

The Figure 5.1 indicates the percentage of comparing the gender male, female
and transgender most of the users are females 51.6% followed by males 46.7 % and
transgender 1.6 % in the usage of the OTT Platform.

Hence, it can be concluded that the majority (51.6 %) of the respondents are
female.

5.2 AGE OF THE RESPONDENTS

Age is an important variable in decision making. Preference may different

from one group to another group. Thus analysis based on age group may give vital
result. The following table shows the age of respondents

S.No Age Number of Respondents Percentage

1 < 18 years 5 4.1%
2 18 to 25 years 102 83.6%
3 25 to 35 years 10 8.2%
4 > 35 years 5 4.1%
Total 122 100.0%

Table 5.2 Age of the respondents

10
 Figure 5.2 Percentage of Age of the respondents

INTERPRETATION

The Table 5.2 shows the number of most interest towards OTT is of 18 to 25
age Group with 102 the respondents and after this group, the most interest shown
towards OTT is of 25-35 age group 10 respondents are the usage of the OTT
platform. The Figure 5.2 indicates the percentage of the most interest towards OTT
is of 18 to 25 age Group with 83.6% and after this group, the most interest shown
towards OTT is of 25-35 age group by occupying the 8.2 % in the usage of the OTT
platform. Hence, it is concluded that the majority (83.6 %) of the respondents are
belong to age group of 18-25

5.3 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

The following table shows the educational qualification of the respondents

S.No Education Number of Respondents Percentage
1 SSLC 4 3.3%
2 HSC 5 4.1%
3 UG Degree 63 51.6%
4 PG Degree 47 38.5%
5 Others 3 2.5%
Total 122 100.0%

Table 5.3 Educational Qualification

11
 Figure 5.3 Percentage of educational Qualification
INTERPRETATION

The Table 5.3 shows the number of educational qualification of respondents.

From that 63 respondent’s qualification was UG, 47 respondent’s qualification was
PG and remaining 12 respondent’s qualification was School and others

The Figure 5.3 indicates the percentage of educational qualification of

respondents. In that 51.2 percent of the respondent’s qualification was UG, 38. 5
percent of the respondent’s qualification was PG.

Hence, it is concluded that the majority (51.2 %) of the respondent’s

qualification was UG Degree.

5.4 CURRENT PROFESSION OF RESPONDENTS.

The following table shows the current profession of the respondents

S.No Profession Number of Respondents Percentage
1 Student 81 66.4%
2 Private Employee 22 18.0%
3 Self-Employee 8 6.6%
4 Government Employee 3 2.5%
5 Others 8 6.6%
Total 122 100.0%

Table 5.4 Current Profession of the respondents

12
 Figure 4.4 Percentage of current occupations

INTERPRETATION

The Table 5.4 shows the number of current occupation of respondents. From
that 81 respondents are students, 22 respondents are Private employed, 8 respondents
are Self-employed, 3 of respondents are Government employed and remaining 8 of
respondents are other profession

The Figure 5.4 indicates the percentage of current occupations respondents.

In that 66.4% of respondents are students, 18 % of respondents are Private employed,
6.6 % respondents are Self-employed, 2.5% of respondents are Government
employed and remaining 6.6 % of respondents are other profession

Hence, it is concluded that the majority (66.4 %) of the current Profession

respondents are student.

5.5 MARITAL STATUS OF THE RESPONDENTS

The marital status of the respondents is an important factor in analyzing. The

following table shows the marital status of the respondents
S.No Marital status Number of Respondents Percentage
1 Unmarried 102 83.6%
2 Married 18 14.8%
3 Divorced 2 1.6%
Total 122 100.0%

Table 5.5 Marital status respondents

13
 Figure 5.5 Percentage of marital status

INTERPRETATION

The Figure 5.5 indicates the percentage of marital status of respondents. In

that 83.6 percent of the respondents are unmarried, 14.8 percent of the respondents
are married and remaining 1.6 % are Divorced.

The Table 5.5 shows the number of marital status of the respondents. From
that 102 of the respondents are unmarried, 18 of the respondents are married and
remaining 2 respondents are divorced.

Hence, it is concluded that the majority (83.6%) of the respondents are

unmarried.

5.6 MONTHLY INCOME OF THE FAMILY RESPONDENTS

The following table shows the monthly income of the family respondents

S.No Household income Number of Respondents Percentage

1 < 10,000 31 25.4%
2 10,000 to 20,000 34 27.9%
3 20,000 to 30,000 24 19.7%
4 > 30,000 33 27.0%
Total 122 100.0%

Table 5.6 Monthly Income of the family respondents

14
 Figure 5.6 Percentage of monthly income

INTERPRETATION

The Table 5.6 shows the number of monthly income of the family
respondents. In that 31 of the respondents are < 10,000 per month, 34 of the
respondents are 10,000 to 20,000 per month, 24 of the respondents are 20,000 to
30,000 per month and the remaining 33 of the respondents are > 30,000 per month

The Figure 5.6 indicates the percentage of monthly income of the family
respondents. In that 25.4 % of the respondents are < 10,000 per month, 27.9 % of
the respondents are 10,000 to 20,000 per month, 19.4 % of the respondents are
20,000 to 30,000 per month and the remaining 27% of the respondents are > 30,000
per month

Hence, it is concluded that the majority (27.9 %) of the respondents are 10,000
to 20,000 per month.

5.7 OTT PLATFORM USER RESPONDENTS

The following table shows the OTT platform user respondents

S.No OTT Platform Usage Number of Respondents Percentage

1 Yes 105 86.1%
2 No 17 13.9%
Total 122 100.0%

Table 5.7 OTT platform user

15
 Figure 5.7 Percentage of OTT platform user

INTERPRETATION
The Table 5.7 shows the number of OTT platform user. Respondents. From
that 105 of the respondents are use OTT Platform, 17 of the respondents are not use
OTT Platform.

The Figure 5.7 indicates the percentage of OTT platform user respondents. In
that 86.9 percent of the respondents are use OTT Platform and 13.1 percent of the
respondents are not use OTT Platform.

Hence, it is concluded that the majority (86.9 %) of the respondents are Use
OTT platform.

5.8 OTT PLATFORMS USED MOST (PER DAY) RESPONDENTS

The following table shows the OTT platforms used most (per day)
respondents

S.no Most used OTT Platforms Number of Respondents Percentage

1 Netflix 22 21.0%
2 Amazon Prime 28 26.7%
3 Hotstar 34 32.4%
4 Sony Liv 6 5.7%
5 Voot 2 1.9%
6 Zee5 11 10.5%
7 Others 2 1.9%
Total 105 1

Table 5.8 Most Used OTT Platforms

16
 OTT Platform Users
40
34
35

Number of Respondents
30 28

25 22
20
15 11
10 6
5 2 2
0
Netflix Amazon Hotstar Sony Liv Voot Zee5 Others
Prime
OTT PLatform

Figure 5.8 Percentage of most used OTT platforms

INTERPRETATION
The Table 5.8 shows the number of OTT platforms used most of respondents.
In that 22 of the respondents are used Netflix, 28 of the respondents are used Amazon
Prime, 34 of the respondents are used Hotstar, 6 of the respondents are used Sony
live, 11 of the respondents are used Zee5 and remaining 2 are used Others OTT.

The Figure 5.8 indicates the Bar Chart of OTT platforms used most of
respondents. In that of the 21% respondents are used Netflix, 26.7% of the
respondents are used Amazon Prime, 34 of the respondents are used Hotstar, 5.7%
of the respondents are used Sony live, 10.9% of the respondents are used Zee5 and
remaining 1.9% are used Others OTT

Hence, it is concluded that the majority (32.4 %) of the respondents are used
Hotstar.

17
5.9 AVERAGE SPEND ON THE OTT PLATFORM (PER DAY)
RESPONDENTS

The following table shows the average spend on the OTT platform per day
respondents

S.no Hours spend on the OTT platform Number of Respondents Percentage

1 0-2 hrs 69 65.7%
2 3-4 hrs 25 23.8%
3 more than 4 hrs 11 10.5%
Total 105 100.0%

Table 5.9 Shows the number of average spend on the OTT platform

Figure 5.9 Percentage of average spend on the OTT platform (per day)

18
INTERPRETATION

The Table 5.9 shows the number of average spend on the OTT platform (per
day) of respondents. In that 69 of the respondents are 0-2 hrs users, 25 of the
respondents are 3-4 hrs users and remaining 11 are more than 4 hrs users

The Figure 5.9 indicates the percentage of average spend on the OTT platform
(per day) of respondents. In that 65.7 percent of the respondents are 0-2 hrs users,
23.8 percent of the respondents are 3-4 hrs users and remaining 10.5 are more than
4 hrs users.

Hence, it is concluded that the majority (65.7 %) of the respondents are 0-2
hrs users.

5.10 TECHNOLOGY CONTENT TO WATCH ON OTT PLATFORM

RESPONDENTS

The following table shows the technology content to watch on OTT platform
respondents

S.no Technology medium to watch OTT Number of Respondents Percentage

1 Smart TV 22 21.0%
2 Smart Phone 71 67.6%
3 PC 8 7.6%
4 Tablet 4 3.8%
Total 105 100.0%

Table 5.10 Number of Used Technology to watch OTT

19
 Figure 5.10 Percentage of the technology

INTERPRETATION

The Table 5.10 shows the number of technology content to watch on OTT
platform respondents. In that 22 of the respondents are used Smart Tv, 71 percent
of the respondents are used Smart Phone, 8 of the respondents are used PC and
remaining 4 respondents are used Tablet.

The Figure 5.10 indicates the percentage technology content to watch on OTT
platform respondents. In that 21 percent of the respondents are used Smart Tv, 67.6
percent of the respondents are used Smart Phone, 7.6 percent of the respondents are
used PC and remaining 3.8 percent are used Tablet.

Hence, it is concluded that the majority (67.6 %) of the respondents are used
Smart Phone.

20
5.11 LANGUAGE PREFER MOST TO WATCH SHOWS ON THE OTT
PLATFORM RESPONDENTS

The following table shows the language prefer most to watch shows on the OTT
platform respondents

S.no Language Prefered Number of Respondents Percentage

1 Tamil 80 76.2%
2 Kannada 0 0.0%
3 Malayalam 4 3.8%
4 Hindi 3 2.9%
5 Telugu 2 1.9%
6 Others 16 15.2%
Total 105 1

Table 5.11 The number of language prefer most

Figure 5.11 Percentage of language prefer most

INTERPRETATION

The Table 5.11 shows the number of language prefer most to watch shows
on the OTT platform respondents. In that 80 of the respondents are Preferred Tamil
language, 4 of the respondents are Preferred Malayalam language, 3 of the

21
respondents are Preferred Hindi language, 2 of the respondents are Preferred Telugu
language and remaining 16 of the respondents are Preferred other language.

The Figure 5.11 indicates the percentage of language prefer most to watch
shows on the OTT platform respondents. In that 76.2 percent of the respondents are
Preferred Tamil language, 3.8 percent of the respondents are Preferred Malayalam
language, 2.9 percent of the respondents are Preferred Hindi language, 1.9 percent
of the respondents are Preferred Telugu language and remaining 15.2 percent of the
respondents are Preferred other language.

Hence, it is concluded that the majority (76.2 %) of the respondents are

Preferred Tamil language.

5.12 ENTERTAINMENT PREFER THE MOST TO WATCH ON THE OTT

PLATFORM RESPONDENTS

The following table shows the entertainment prefer the most to watch on the
OTT platform respondents

S.No Entertainment prefer to watch Number of Respondents Percentage

1 Originals 7 6.7%
2 Series 49 46.7%
3 New movies 42 40.0%
4 Comedy exclusive 7 6.7%
Total 105 100.0%

Table 5.12 Entertainment Prefer to watch on OTT

22
 Table 5.12 Percentage of entertainment prefer the most

INTERPRETATION

The Figure 5.12 indicates the percentage of entertainment prefer the most to
watch on the OTT platform respondents. In that 6.7 percent of the respondents are
originals to watch, 46.7 percent of the respondents are Series to watch, 40 percent of
the respondents are New movies to watch and remaining 6.7 percent of the
respondents are comedy exclusive to watch.

The Table 5.12 shows the number of entertainment prefer the most to watch
on the OTT platform respondents. In that 7 of the respondents are originals to watch,
49 of the respondents are Series to watch, 42 of the respondents are New movies to
watch and remaining 7 of the respondents are comedy exclusive to watch.

Hence, it is concluded that the majority (46.7 %) of the respondents are series
to watch.

23
5.13 STARTED USING OTT PLATFORM DURING THE LOCKDOWN
RESPONDENTS

The following table shows the started using OTT platform subscription the
lockdown respondents

OTT platform Subscription during

Number of Respondents Percentage
S.No the lockdown

1 Yes 61 58.1%

2 No 19 18.1%

3 May Be 25 23.8%

Total 105 100.0%

Table 5.13 OTT platform Subscription during the lockdown

OTT Platform used on Lockdown

23.8%

Yes
No

58.1% May Be

18.1%

Figure 5.13 Percentage OTT platform Subscription during the lockdown

24
INTERPRETATION

The Figure 5.13 indicates the percentage of OTT platform subscription the
lockdown respondents. In that 58.1 percent of the respondents are start using OTT
in Lockdown, 18.1 percent of the respondents are not started to using OTT in
Lockdown and remaining 23.8 % are may be started OTT in lockdown.

The Table 5.13 shows the percentage of OTT platform subscription the
lockdown respondents. In that 61 of the respondents are start using OTT in
Lockdown, 19 of the respondents are not started to using OTT in Lockdown and
remaining 25 respondents are may be started OTT in lockdown.

Hence, it is concluded that the majority (58.1%) of the respondents are start
using OTT in Lockdown.

5.14 USE ONLINE STREAMING WHILE TRAVELING RESPONDENTS

The following table shows the started using online streaming while traveling
respondents

Use online streaming while

S.No Number of Respondents Percentage
traveling
1 Yes 56 53.3%
2 No 29 27.6%
3 May Be 20 19.0%
Total 105 100.0%
Table 5.14

Table 5.14 Shows Online streaming while traveling

25
 Use online streaming while traveling

19.0%

Yes
No
53.3%
May Be

27.6%

Figure 5.14 Percentage of Online streaming while traveling

INTERPRETATION

The Figure 5.14 indicates the percentage of started using online streaming
while traveling respondents. In that 53.3 percent of the respondents are start using
OTT while travelling, 27.6 percent of the respondents are not started to using OTT
while travelling and remaining 19 percent are may be in OTT while travelling.

The Table 5.14 shows the number of started using online streaming while
traveling respondents. In that 56 of the respondents are start using while travelling,
29 of the respondents are not started to using OTT while travelling and remaining
20 respondents are may be in while travelling.

Hence, it is concluded that the majority (53.3 %) of the respondents are start
using OTT in while travelling.

26
5.15 OTT PROVIDERS ARE REASONABLY PRICED RESPONDENTS

The following table shows the OTT providers are reasonably priced
respondents

S.No OTT providers are reasonably price Number of Respondents Percentage

1 Yes 37 35.2%
2 No 48 45.7%
3 May Be 20 19.0%
Total 105 100.0%

Table 5.15 OTT providers are reasonably priced

OTT providers are reasonably price

19.0%

35.2%

Yes
No
May Be

45.7%

Figure 5.15 Percentage of OTT providers are reasonably price

INTERPRETATION

The Figure 5.15 indicates the percentage of OTT providers are reasonably
priced. In that 35.2 % percent of the respondents are accepted OTT providers are
reasonably priced, 45.7 % percent of the respondents are not accepted OTT providers
are reasonably priced and remaining 19 % are may be considering OTT providers
are reasonably priced.

27
 The Table 5.15 shows the number of OTT providers are reasonably priced. In
that 37 of the respondents are accepted OTT providers are reasonably priced, 48 of
the respondents are not accepted OTT providers are reasonably priced and remaining
20 are may be considering OTT providers are reasonably priced.

Hence, it is concluded that the majority (45.7 %) of the respondents are not
accepted OTT providers are reasonably priced.

5.16 PAYMENT MODE PREFER ON OTT PLATFORM RESPONDENTS

The following table shows the payment mode prefer on OTT platform
respondents

S.No Payment Mode Number of Respondents Percentage

1 Card Payment 25 23.8%
2 UPI 52 49.5%
3 Net Banking 22 21.0%
4 Wallet 4 3.8%
5 EMI 2 1.9%
Total 105 100.0%

Table 5.16 Shows payment mode prefer

28
 Figure 5.16 Percentage of payment mode prefer

INTERPRETATION

The Figure 5.16 indicates the percentage of payment mode prefer on OTT
platform respondents. In that 23.8 percent of the respondents are used Card payment,
49.5 % percent of the respondents are used UPI, 21 % percent of the respondents are
used Net Banking, 3.8 % percent of the respondents are used Wallet and remaining
1.9% are used EMI.

The Table 5.16 shows the number of payment mode prefer on OTT platform
respondents. In that 25 of the respondents are used Card payment, 52 of the
respondents are used UPI, 22 of the respondents are used Net Banking, 4 percent of
the respondents are used Wallet and remaining 2 are used EMI.

Hence, it is concluded that the majority (49.5%) of the respondents are used
UPI payment method

29
5.17 ONLINE STREAMING SERVICES WILL OVERTAKE CABLE
SERVICES RESPONDENTS

The following table shows the online streaming services will overtake cable
services respondents

S.No Today's Technology Advancements Number of Respondents Percentage

1 Strongly Disagree 22 21.0%
2 Disagree 22 21.0%
3 Netural 27 25.7%
4 Agree 25 23.8%
5 Strongly Agree 9 8.6%
Total 105 100.0%

Table 5.17 Streaming which over take cable service

Todays streaming which over take cable service

30.0%
25.7%
25.0% 23.8%
21.0% 21.0%
20.0%
Percentage

15.0%

10.0% 8.6%

5.0%

0.0%
Strongly Disagree Disagree Netural Agree Strongly Agree

Figure 5.17 Percentage of today’s streaming which over take cable service

INTERPRETATION

The Figure 5.17 indicates the percentage of online streaming services will
overtake cable services respondents. In that 21 percent of the respondents are
strongly Disagree, 25.7 percent of the respondents are neutral, 21 percent of the

30
respondents are Disagree, 23.8 percent of the respondents are Agree and remaining
8.5 percent are Strongly Agree.

The Table 5.17 shows the number of the OTT platforms offer high standard
content. Respondents. In that 22 of the respondents are strongly Disagree, 27 percent
of the respondents are neutral, 22 of the respondents are Disagree, 25 of the
respondents are Agree and remaining 9 are Strongly Agree.

Hence, it is concluded that the majority (25.7 %) of the respondents are

neutral.

5.18 OTT PLATFORMS OFFER HIGH STANDARD CONTENT

RESPONDENTS

The following table shows the OTT platforms offer high standard content
respondents

S.No Offer High standard Content compare with TV Number of Respondents Percentage
1 Strongly Disagree 26 24.8%
2 Disagree 17 16.2%
3 Neutral 27 25.7%
4 Agree 25 23.8%
5 Strongly Agree 10 9.5%
Total 105 100.0%

Table 5.18 Shows high standard content

31
 High standard content
30.0%
24.8% 25.7%
25.0% 23.8%

20.0%
16.2%
15.0%
9.5%
10.0%

5.0%

0.0%
Strongly Disagree Netural Agree Strongly Agree
Disagree

Figure 5.18 Percentage high standard content

INTERPRETATION

The Figure 5.18 indicates the percentage of the OTT platforms offer high
standard content. Respondents. In that 24.8 percent of the respondents are strongly
Disagree, 25.7 percent of the respondents are neutral, 16.2 percent of the respondents
are Disagree, 23.8 percent of the respondents are Agree and remaining 9.5 percent
are Strongly Agree.

The Table 5.18 shows the number of the OTT platforms offer high standard
content. Respondents. In that 26 of the respondents are strongly Disagree, 27 percent
of the respondents are neutral, 17 of the respondents are Disagree, 25 of the
respondents are Agree and remaining 10 are Strongly Agree.

Hence, it is concluded that the majority (25.7 %) of the respondents are

neutral.

32
 CHAPTER 6

FINDINGS

 There is so much relationship between age and gender with most trending
OTT platforms.
 No relationship between gender, income and age, and devices used for OTT
apps.
 Mobile and laptop are the most used devices for watching content on OTT
platforms over Desktop or Television.
 Many people start watching the OTT while traveling because they never get
bored in the traveling
 Most of the peoples are recharged OTT Platform in during this Pandemic.
 Hotstar are most used OTT platform.
 Many of the peoples are watching series in during pandemic.
 Minimum 0-3 hours daily used OTT platform.
 Tamil Language is mostly like to watch in OTT Platform.
 UG Degree students spend more time in OTT platform.
 Most of the Customers are not satisfied with the OTT Platform price.
 Many respondents are used UPI payment for OTT Platform while recharge.
 Majority of people like to watch movies in Cinema Hall

LIMITATIONS

Research is a never-ending process; every research is having limitations this

research is also having some limitations. The main limitation was collecting data
from the same region because the time was very limited for conducting this study
but we have collected more sample size with enough attributes but there is so much
scope for taking more attributes. The demographic nature of the respondent’s wad

33
both educated and uneducated, the Tamil as well as same regional languages but we
have ignored some other languages as the time as very less only our geographical
area was selected for collecting responses. Thus, the respondent’s profile was similar
in so many attributes. There is another main reason much of the literature review
was not available. To make sense for any business decision there wants to be a bigger
sample size and geography. As the more social science methods are a data-dependent
and current study in the same geography would not give more validity for decision-
makers.

FUTURE SCOPE OF THE STUDY

As we collected responses of 122 which is a bigger sample size and analyzed

them for the present study. Since the respondent's profile was almost the same
present research done from the almost same region and different profiles which
brings new preferences. There are enough attributes for the present study but more
attributes from different areas can be conducted to find more profile preferences of
the users. Collecting responses from different regions and different preferences will
give more analysis of the profile and preference of the users of OTT platforms
because in India there are so many languages and so many OTT platforms that are
releasing in their languages.

34
 CHAPTER 7

CONCLUSION

The future of OTT platforms will be very bright and video consumption will
be more and increasing internet and mobile penetration every day. The present study
says about users' profiles and preferences are different towards content. There has
been a lot of investment in OTT platforms it is very hard to say that OTT platforms
will replace traditional TV systems. The pricing strategy of the OTT platforms in
India is far higher for Indian consumers. The main fuel for the OTT platforms was
the internet so many telecom companies are struggling to compete with the data
plans in India due to jio but the cost of OTT platforms are remaining identical but
therefore the average cost of the users is having to access content on the platform.
The millennium is the most concerned of consumption of data. OTT platforms
always look for a way to produce more attractive content that is not available.

The main problem is that every OTT platform is not having the financial
ability to produce more video content for a new generation, specifically OTT
platforms and devices for newer and small OTT platforms. The millennium is
attracted towards the OTT platforms due to foreign content and video on demand.
The emergence of JIO and giving 4G services for free helps a lot for OTT platforms
to grow immensely. The media and entertainment found a new home for online
streaming services. The responses are who are in my study all are aware of OTT
platforms and some of them are using as an alternative to cable broadcast and DTH.

35
 APPENDIX

QUESTIONNAIRE

1. Gender
a. Male
b. Female
c. Transgender

2. Age
a. < 18 years
b. 18 to 25 years
c. 25 to 35 years
d. > 35 years

3. Marital status
a. Married
b. Unmarried
c. Divorced

4. Education
a. SSLC
b. HSC
c. UG Degree
d. PG Degree
e. Others

5. Mention your district

6. What is your profession?

a. Private Employee
b. Self-Employee
c. Government Employee
d. Others

7. What is your household income per month?

a. <10,000
b. 10,000 to 20,000
c. 20,000 to 30,000
d. >30,000

36
8. What is your household size?
a. ≤ 3
b. 4
c. 5
d. ≥ 6

9. Do you use OTT Platform?

a. Yes
b. No

10. Which OTT Platforms do you mostly use in terms of quality of content?
a. Netflix
b. Amazon Prime
c. Hotstar
d. Voot
e. Zee5
f. Sony live
g. Others

11. How many hours do you spend on the OTT platform per day?
a. 0-2 hrs
b. 2-3 hrs
c. More than 3 hrs

12. Which technology medium do you use to watch Content on OTT Platform?
a. Smart Phone
b. Smart TV
c. Tablet
d. PC

13. In Which language do you prefer most to watch TV shows on the OTT Platform?
a. Tamil
b. Hindi
c. Telugu
d. Kanada
e. Malayalam
f. Others

37
 14. What kind of Entertainment would you prefer the most to watch on the OTT platform?
a. Series
b. Originals
c. New Movies
d. Comedy Exclusive

15. Kindly rate your opinion about the below questions on a 3 point Likert scale

Yes Maybe No

Have you started using any new OTT

platform Subscription during the lockdown?

Do you like to use online streaming while

traveling

Do You feel OTT providers are reasonably

priced

16. Which of the following payment mode do you prefer for subscribing to the OTT
platform?
a. UPI
b. Net Banking
c. Wallet
d. EMI
e. Card Payment
17. Kindly rate your opinion about below questions on a 5 point Likert scale

Highly
Highly Agree Agree Neutral Disagree
disagree

Do you feel that the OTT

platforms offer high standard
content as compared to
Traditional Television?

Based upon today’s

technological advancements, do
you believe online streaming
services will overtake cable
services

38
REFERENCES

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Jacob Jose11Symbiosis Institute of Business Management Pune, Symbiosis
International (Deemed University) Pune

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[3] Carey, J. (2004). Will IPTV be more of the same, or different. Internet
Television, Lawrence Erlbaum Associates. pp. 205-214.

[4] Hyers, K. (2006). US mobile broadcast video market: Five predictions. ABI
Research

[5] Ghadialy, Z. (2011, March). Mobile TV technologies. Retrieved August 2020,

from www.3g4g.co.uk

[6] Accenture. (2015). Digital Video & the connected consumer Accenture
Retrieved Oct 15, 2017, from

https://www.accenture.com/_acnmedia/Accenture/ConversionAssets/Microsites/D
ocuments17/Acce nture-Digital-Video-Connected-Consumer.pdf

[7] Ernst & Young. (2016). Future of Digital Content Consumption in India. Ernst
& Young. Retrieved from http://www.ey.com/Publication/vwLUAssets/ey-future-
of-digital-january2016/$FILE/eyfuture-of-digital-January-2016.pdf

[8] Gershon, R. A. (2016). Digital Media and Innovation; Management and Design
Strategies in Communication. Los Angeles: SAGE Publications.

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