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The Rise of OTT Platform: Changing Consumer Preferences
Article in INTERNATIONAL JOURNAL OF MANAGEMENT · August 2023

DOI: 10.17605/OSF.IO/AN69G
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International Journal of Management (IJM)
Volume 14, Issue 5, July-August 2023, pp. 70-94, Article ID: IJM_14_05_007
Available online at https://iaeme.com/Home/issue/IJM?Volume=14&Issue=5
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
DOI: https://doi.org/10.17605/OSF.IO/AN69G
© IAEME Publication
THE RISE OF OTT PLATFORM: CHANGING

CONSUMER PREFERENCES
Suman Kumar
Master of Commerce, Central University of Haryana, Haryana, India
Dr. Rajendra Prasad Meena
Associate Professor, Department of Commerce, Central University of Haryana, India
ABSTRACT
OTT video services, which were formerly seen as a luxury, are now commonplace.
Consumers in India are adjusting to it in greater and greater numbers. While
homegrown rivals like Hotstar and JIO Cinema have gained footing, global streaming
goliaths like Netflix and Amazon Prime have steadily expanded their market share in
India. The emergence, advantages, and possibilities of streaming services in India are
investigated in this article using research.
Additionally, we discuss the various OTT services, as well as their drivers of growth,
technological foundation, audience makeup, content, censorship, and anticipated future
changes.
If we go back a few years, the growth rate of OTT platform users has been rising up
to the lockdown during the Covid-19 epidemic, and this development is based on the
significant technological advancements that enable OTT providers to offer high-quality
services. The content displayed on our nearby screens online. OTT companies spend a
lot of money producing content rather than just relying on their library.
A few of the numerous variables include new technology, falling data prices, and
faster internet at home and online. devices including tablets, computers, and phones.
Modern smart TVs are built with entertainment in mind and make it simple to watch
video from OTT sources. This article is a component of an innovative approach for
comprehending Indian consumer preferences and characteristics.
Keywords: OTT video services, streaming services, online content, smart TVs,
entertainment, video sources.
Cite this Article: Suman Kumar & Rajendra Prasad Meena, The Rise of OTT Platform:
Changing Consumer Preferences, International Journal of Management (IJM), 14(5),
2023, pp. 70-94. DOI: https://doi.org/10.17605/OSF.IO/AN69G
https://iaeme.com/Home/issue/IJM?Volume=14&Issue=5
https://iaeme.com/Home/journal/IJM 70 editor@iaeme.com
Suman Kumar & Rajendra Prasad Meena
1. INTRODUCTION
1.1. Meaning of OTT
Over The Top or OTT are the young and new players in the content delivery market and
diffusion indicates accessible services or applications on the web that do not require hardware
support. It’s about the internet network-based content, applications, or services that are "on top"
of networks accessible by end users on the Internet. OTT platforms offer users bypassing the
incumbent's network and dealing directly with the Consumer. These services are transmitted
through a network that is transmitted and provides users without the involvement of a service
provider in the sale, supply and review of the landscape.
India's telecom regulator defines OTT services offering as: “A service provider that offers
information and communications Technology services (ICT), but does not operate or lease a
network Single carrier capacity.
Tata Consultancy Services defined OTTs as "platforms that deliver film and television
content bypassing traditional cable and satellite television distribution channels, from the
producer to the Consumer Direct, a web-powered exchange platform.
1.2 Types of OTT Services
On the basis of the monetization model, VOD services are segmented as given below:
Advertising video on demand (AVOD): is an ad based Business model similar to
traditional television services in the way it offers streaming free content to the end user. That
the source of income of these providers is the advertisements placed between contents. The
classic example of such a category is YouTube. Viewers watch multimedia content without
paying fees while the platform earns from the displayed ads the spectators.
Subscription video on demand (SVOD): its subscription-based most commonly used
business model in the global streaming industry due to its popularity and success. It is based on
the end user "Subscribe" to the services provided by the Platform for a fixed period fixed
subscription fee period. It offers recurring revenue streams for the platform with exclusive
subscriber benefits. Classic examples in this category are Netflix and Amazon First video.
Transactional video on demand (TVOD): This is a Transaction based Model where
customers pay for the separate part of the video Content they see. These services usually try to
keep consumers by offering and expecting lucrative prices for certain content Users will turn to
the service for their entertainment needs. An example of this category is Apple iTunes.
Freemium Model: Platforms are moving towards this type of Monetization model that
includes AVOD and SVOD with a customer loyalty strategy with the platform and slowly get
those customers to start using premium services Subscribe to the exclusive platform. One of the
main platforms of India, Hotstar follows this pattern with the conventional standard TV content
is available for free while the latest movies and series famous foreign content like Game of
Thrones, Modern Family, etc. only available to paid subscribers
1.3 Background of Study

Conventional media, such as the cinema and television, have traditionally been used to
consume movies and other audio-visual information. Rental businesses for VHS, DVD, Blu-
ray, and discs made technology easier to use at home and on demand.
Cable television also provided material through coaxial and fiber optic cable. Direct-to-
Home (DTH) technology, which offers users high-quality streaming and on-demand television
through satellite via a satellite dish connection, has been determined to give a superior service.
Video-on-demand (VOD) or streaming services have recently made it easier to view movies or
television, thanks to advancements in technology. VOD is the term used to describe the process
of distributing video material over the Internet using Over-The-Top (OTT) apps (OTT).
Viewers may watch video content on any internet-connected device, including smart
phones, smart TVs, tablets, desktops, laptops, and other computers. Unlike conventional media
streaming services, which display a variety of tales that aren't limited by censorship, box office,
or demographics, new and traditional media streaming services show a varied range of stories.
As long as users have a solid internet connection, it provides significantly better viewing, sound,
and image quality.
By eliminating cable, broadcast, satellite TV, and other platforms that normally act as
controllers or distributors, OTT provides disintermediation. Customers could only be reached
through movie distributors, theater owners, television stations, or multiple system operators
during the conventional media era multiple system operators (MSO). Through a Website or a
Smartphone app, OTT allows content providers to communicate directly with their audience.
This allows you to watch movies and other types of entertainment at a time and place that
is convenient for you. Indians are getting increasingly interested in cord cutting, which was
once considered a luxury. Alternatively, you may watch it on the internet. While the figures
show that the VOD business is still in its early stages, the fact that almost 40 VOD companies
have joined the market in just three years shows the industry's enormous potential. In India, at
least four out of every five Smartphone owners view video using an OTT app.
OTT applications have surpassed social networking as the most downloaded app category.
Facebook, Whatsapp, and Amazon are examples of network and messaging applications, as
well as e- commerce and reverse card applications. From 2017 to 2022, 47 percent of the
increase in India's entertainment and media industry would come from the streaming sector.
Over-the-top (OTT) platforms are one of them. With this media service, customers receive
streaming content directly over the internet without the usage of cable, broadcast, or satellite
television platforms.
As a content controller or distributor, traditional forms of entertainment have largely
depended on linear strategies inside the boundaries of a certain location and time. The streaming
media provider has significantly expanded the entertainment industry, and every form of
entertainment has been rebuilt using its technology. This has improved the direction of
telecommunication growth and allowed the provider to reorganize several market factors,
including the availability of resources for government, agriculture, health, transportation, and
other financial services..
To summarize, the OTT media platform has developed into a vital form of entertainment
that has a significant impact on the minds of young people around the world. It has also
increased in popularity in India over the last few years. Because the over-the-top platform has
become the new normal in the telecoms business, it has turned the tables on many telecom
providers by fuelling quick improvements in the direction of digital gadgets and services also
increased the internet service adoption Because, unlike traditional television's linear fashion
trends, the over-the-top platform now allows customers to quickly access material anywhere,
at any time, in a single session, it is attracting an increasing number of users.
The clearest example of this trend is India's JIO digitalization wave. COVID-19 has also
played an important role. Since its widespread adoption, individuals have begun to experiment
with a variety of virtual ways to meet their daily demands.
This has resulted in an increase in the number of OTTs. Due to the countrywide shutdown
of multiplexes and cinema halls, several production houses have grown preoccupied with
attempting to interact with their audience by publishing their films and shows on a variety of
platforms. Disney+Hotstar, Amazon Prime, Netflix, BigFlix, ZEE5, VOOT, Sony Liv, Eros
Now, and other independent content providers such as TVF, Spuul, Scoop boom, Zoom Studios,
and Arré are currently using its freemium features. The OTTs have opened up entirely new
worlds for content providers, and their consumer tendencies have just exploded.
As a result, consumer turnout research before and after COVID-19 would allow OTT
players to better understand and adapt their strategies. Many research studies have discussed
the importance of OTTs and their impact on customers prior to the emergence of COVID-19.
The institutional thinking of media consumers has evolved as a result of the new Internet
and telecommunications activities.. New platforms like Over the top (OTT) have appeared in
response to the rising consumer demand for more specialized content. The emergence of smart
technologies, devices, and the Internet of Things has made it possible for customers to access a
variety of video content without limitations (Shin et al., 2016). A shift in perception of the
traditional telecommunications sector has been brought on by the growth of management stages
that broadcast video material through the public Internet. OTT was defined as "video
transmission utilizing the Internet Protocol over an open system" by Gonçalves et al. in 2014.An
OTT platform is an online video provider that streams video content to Internet-dependent
customers (Erman et al., 2011; Sujata et al., 2015. It was with YouTube, a free video-sharing
site created in 2005 and acquired by Google in 2006, that OTT video services started to become
popular among the community Streaming platforms such as Netflix, Amazon Prime, Alt Balaji,
Zee5, Hotstar, Voot and many more have emerged and are capturing the media consumption
market ( Sing, 2019) This is an illustration of how drug use has evolved generally. Smartphone
users may access and consume content whenever they want, anywhere, at any time. In
particular, the usage The popularity of video material is growing (Ulin, 2013; Bentley et al.,
2019) since it is regarded as a suitable counter to modern lives; is video content brief and
melancholy or fast-paced? local usage and time restrictions.The rise of OTT platforms in India
is also fuelled by tremendous support from the telecom industry. Internet packages offered
today are very affordable, compared to the past (Mairaru et al., 2019). Since Reliance JIO
entered the telecom industry, data prices have significantly decreased and the daily data cap has
been increased (Joy and Bahl, 2018).
1.4 Perspectives of the indian information seeker on the move from print to digital
Just like we did when we switched from print to digital in the preceding several decades,
information seekers in India have changed. Consumers were either information searchers or
passive information consumers back then since information was widely disseminated when
news was broadcast on radio or television and important news was really a thing. They probably
only participated in news discussions over tea or in comparable settings, like reading groups.
Due to the rapid growth of digital platforms, there are an infinite number of sources from which
information may be accessible. As a consequence, the seeker is dynamically integrated. On
Twitter, you actively participate in conversations by leaving comments and using other tools.
The expansion of digital platforms has made it possible for passive customers to become
active ones. Active engagement offers benefits and drawbacks of its own. The practise of citizen
journalism and content generation has certain advantages; For instance, footage of a tragedy or
accident captured by the search engine itself may reach people even before the journalist
reaches at the scene, and it frequently struggles to emphasize issues at the local level. There is,
however, a big drawback. The verification procedure is a drawback in this case. Information
provided via social networks and digital platforms Means are difficult to verify. This unverified
information frequently appears in the media.
1.5 OTT regulations & challenges in India
There is a phrase, "Greater authority comes tremendous responsibility." Typically seen.
The massive shift to the digital world occurred around 2015, while several media outlets in
India have already begun this experiment and have entered conventional nonlinear markets. It
was just a matter of time before the Wild West was subdued or at the very least pointed in a
certain direction due to the epidemic's suffering. Present-day challenges to conventional content
and distribution mediums include those posed by unusual material, concepts, societal concerns,
broadcast forms, etc. Since there is still a disconnect between the law and technology, it is
essential that OTT platforms be given clear guidelines and norms so that it respects the values
and traditions that were once held in such high regard. Even if we all wanted to believe that the
Phoenix-like, OTT would rise from the rubble, it would be utopian to think that one of the
world's oldest civilizations would discard millennia of cultural falsehoods and set out on an
uncharted and undefined adventure. Wall writing started to become more durable. are
expanding as OTT services stop being only non-linear television and start offering curated
content. When it comes to independently developed information that is downloaded and
consulted on several websites and in different geographical places, this necessity has been
somewhat criticized. Criticality was established when these social media influencers started to
become well-known without even the tiniest acknowledgment of accountability for the content
they shared.A new category of content producers has emerged in India and around the world as
a result of the epidemic and the lockdown. The content that these people produce for these OTT
platforms and websites frequently contains sensitive or irrelevant cultural information. All that
was now required for the Strive to get notoriety and recognition was a basic phone with an
integrated camera. It must be replaced by configuration or simply simple checks and balances.
The OTT platforms appear to be supported by the new laws, which provide them the freedom
to develop their own "Laxman-Rekhas," a friendly outreach strategy the government has
established for various interested parties..
In reality, one of the most important criteria was taken into consideration in the new
regulations, a lucky keeper was provided to the participants for content classification by self-
determination. Existing laws have been eliminated from a page, which also subordinates a
classification into three age categories (7+, 13+, and 16+). It has been acknowledged that this
content may be connected to a variety of subjects and problems, including Specific content for
adults. Holding you (Universal) and A (Adult). Even if OTT platforms call for the establishment
of restrictions over what online material is made available, It would be unjust to the advocacy
groups when parents chose not to use their parental rights or waive them and blame OTT
platforms for this behavior. The new regulations also provide interested parties the option of
resolving problems and complaints on an individual basis. If this doesn't work at the corporate
level, the complaints would then be sent to the supervisor mechanism of the inter ministerial
committee at the level of the industrial partner. This interdepartmental group seems to be
focused on maintaining the status quo and/or finding a solution within well defined frameworks
that may not be business friendly, as is commonly the case. In accordance with the law—
including federal, state, and municipal laws—as well as security and privacy regulations, the
recommendations for intermediary and temporary or cached information/content service
providers appear to be valid.The difficulty, though, is in acknowledging that these service
providers now have additional obligations that they must turn off and/or prohibit.
What hat you wear has a big impact on the OTT section. Problems from the state's
perspective include security, upholding basic rights, data protection, and the unchecked spread
of untrue or data protection-related news. To balance them against national interests and
individual liberties, there are several difficulties. The diversity of India is one of the largest
problems for OTT service providers out of all the obstacles they must overcome. And some
people's extreme sensitivity to holding it takes into account business considerations. What hat
you wear has a big impact on the OTT section. Problems from the state's perspective include
security, upholding basic rights, data protection, and the unchecked spread of untrue or data
protection-related news. To balance them against national interests and individual liberties,
there are several difficulties. The diversity of India is one of the largest problems for OTT
service providers out of all the obstacles they must overcome. And some people's extreme
sensitivity to holding it takes into account business considerations. The producer or provider of
the material since there are several additional difficulties with an OTT platform. "Tell the tale,"
Is the text accepted exactly as is? Would frivolous lawsuits or "playing it safe" be a preferable
course of action if your platform and you are exposed to unneeded and dangerous risks as a
work of fiction or art? The conclusion is maybe the biggest winner in all of this. Consumer who
today suffers from an abundance of decisions and choices. However, the end user is confronted
with the dilemma, In areas where emotions and sensitivities develop perplexing, fiction is
sometimes taken for reality, especially when it comes to nonfiction books interested parties, as
to the veracity and authenticity of this Content.
The standards that are currently under consideration are both demanding and an
opportunity—a way to organize and simplify a mostly unorganized aspect of media—due to
trade limitations—as well as a challenge to implement some of the norms that are already
required by law. They seem to be using the existing laws as a test, maybe because this is the
first time they have tried to offer structure and address in the OTT realm. It's interesting that
despite several legal challenges against these limits in Indian courts, none of them have been
overturned.But in terms of each Indian's creativity, freedom of thought, and spirit, These laws
must in particular stand up to time and judicial scrutiny. Like other emerging and creative
industries.
1.6. Different OTT Platforms in India:-

Table 1: Comparison of OTT Platforms in India
OTT Platform Owned By Google Paid Content URL

Play Subscribers Hours
Downloads (as of Feb
2023)
Disney+ Novi Digital 500M+ 61.3M 1 lakh+hrs hotstar.com

Hotstar Entertainment Pvt.
Ltd. (Wholly
owned subsidiary
of Star India PVT.
LTD.)
MX Player Times Internet 500M+ - 1.5M+ hrs mxplayer.in

(Times Group)
YouTube Google (subsidiary 10B+ 467M (Jan 1B+ hrs m.youtube.co

of Alphabet Inc.) 2023) m
JioCinema Jio Infocomm 50M+ 2.7M (Nov 1 Lakh+ hrs JioCenema.co

2022) m
Hungama Hungama Digital 10M+ 87M (Nov 2300+hrs hungama.com

Media 2022)
Voot Viacom18 Digital 100M+ 1M+ (Mar 40,000+ hrs voot.com

Ventures (Viacom 2021)
18 Network)
ZEE5 Zee Entertainment 100M+ 48.11M+ 1.25 Lakh+ zee5.com

Enterprise (Essel hrs
Group)
ALT Balaji Balaji Telefilms 10M 34M+ 250+ hrs altbalaji.com

LTD
SonyLIV Sony Pictures 100M+ 34M+ (Mar 40,000 hrs sonyliv.com

Networks India 2021)
Eros Now Eros STX1 10M+ 1.2M (Mar 15,000+ hrs erosnow.com
2021)
Ullu Ullu Digital 10M+ 3.1M (Mar - ullu.app

Private Limited 2021)
Amazon Prime Amazon 100M+ 47M+ (Mar 2500+hrs primevideos.c

Video 2021) om
Netflix Netflix Inc. 1B+ 34M+ (Mar 36,000+ hrs netflix.com

2021)
TVFPlay Contagious Online 5M+ 1.5M (Mar - tvfplay.com

Media Network 2021)
Pvt. Ltd. (The
Viral Fever)
Sun NXT Sun TV Network 10M+ 2.7M (Mar 50,000 hrs sunnxt.com
LTD 2021)
ShemarooMe Shemaroo 1M+ - 15,000+ hrs shemaroome.c

Entertainment om
BigFlix Reliance 0.5M+ - 17000hrs bigflix.com

Entertainment
The table provides an overview of various OTT platforms in India, including details
about ownership, Google Play downloads, paid subscribers (as of February 2023), content
hours, and URLs
2. Literature Review
(Sharma & Lulandala, 2023)This study derived seven resilient OTT strategies;
competitive low pricing, enhancing customer experience, launching innovative service plans,
content localisation, strategic collaboration, flexibility in technology adoption and proactive
sales promotion. Consequent to adopting these strategies, consumers’ usage of OTT evolved
from occasional to habitual. Convenience, ease of accessibility, risk of contracting COVID-19,
variety and quality of content, online reviews and affordability drive consumer preference for
OTT. Also, this study revealed consumers’ varied OTT experiences.
(Ghalawat et al., 2021a)The OTT media market is flourishing day by day and there is
possibility to grow more in future. Therefore, OTT service providers need to develop relevant
strategies that attract and influence more customers. The findings show that the majority spent
more time each day watching content on the platform and this surge of subscription was seen
during and after the lockdown period. The results clearly indicated that the significant factors
showing impact on the progress of OTT media services were growth factor, Benefits of OTT,
dimensions of service quality and integrated marketing communication with Cronbach alpha
value of 0.844, 0.812, 0.798 and 0.629, respectively. It can be concluded that Growth factor
along with Benefits of OTT contribute the most. More focus is to be needed to make integrated
marketing communication a significant factor and by keeping in mind other factors to increase
their subscribers and customer satisfaction i.e., for influencing consumer’s choice of streaming
OTT platforms.
(Ghalawat et al., 2021b) The OTT media market is flourishing day by day and there is
possibility to grow more in future. Therefore, OTT service providers needs to develop relevant
strategies that attract and influence more customers. The findings shows that majority spent
more time each
day for watching content on the platform and this surge of taking subscriptions was seen
during and after lockdown period. The results clearly indicated that the significant factors
showing impact on the progress of OTT media services were growth factor, Benefits of OTT,
dimensions of service quality and integrated marketing communication with Cronbach alpha
value of 0.844, 0.812, 0.798
and 0.629, respectively. It can be concluded that Growth factor along with Benefits of
OTT contribute the most. More focus is to be needed to make integrated marketing
communication a significant factor and by keeping in mind other factors to increase their
subscribers and customer satisfaction i.e., for influencing consumer’s choice of streaming OTT
platforms.
(Sundaravel & Elangovan, 2020)Video streaming has become one of the most
successful avenues in the content consumption space in India. Even the smaller OTT platforms
are raising capital from international investors and making a significant impact on the market.
Indian OTT service Hotstar leads the market at present. Hotstar has the highest penetration of
non-paying OTT users. The Smartphone is the most common device for OTT video content
consumption, and Xiaomi is the most famous Smartphone brand among OTT users. Jio is the
most popular networking service among OTT users, followed by Airtel and Vodafone-Idea.
The most preferred language is Hindi and English. The emergence of OTT would harm the
penetration of cable TV in India. Therefore, traditional TV stations should prepare for a
paradigm shift brought on by OTT platforms. More importantly, they should work towards
making high-quality content that can compete with the material that is available in OTT (Shin
et al. 2016). Marketers are changing their budget in tune with the transformation of viewer
preference towards digital media. They have a big opportunity today where they can use digital
platforms to reach their consumers both in urban and rural India. Along with streaming, the
online gaming market in India is projected to become a billion-dollar industry by 2020. More
than video streaming, Indian youths are more into gaming on their Smartphone.
(Saini, 2020)The study finds that there is a discernible rise in the prevalence of OTT as a
preferred medium, a habit solidified by the formerly unheard of lockdown due to the highly
virulent COVID-19 pandemic. The main reasons for OTT popularity are availability of cross-
cultural content, a subscription to virtually unlimited content, accessibility of informative
content of form of documentary/ docu-series format indicates a paradigm change in the way
informational content is made, distributed and consumed. Also vital are factors like increasing
penetration of smartphones and availability of internet data at competitive prices in India. While
OTT is looking forward to capturing a new horizon, the habitual preference for TV media
cannot be ruled out. Web series emerges as another favorite program format. Lockdown, is not
merely is social or political mandate, but also cues a looming economic crisis of global scale.
The world as we knew is will have changed, mostly for better hopefully, but how the media
scenario pans out will, besides consumer attitudes, be largely dependent on the economic
situation post lockdown.
(Malewar & Bajaj, 2020) The study accomplishes that the key drivers of adopting and
using OTT video streaming platforms are performance expectancy, price value, habit and
content availability. The study confirms the relevance of the UTAUT2 model in the present
context. The study also explains the moderating role of gender, experience and age in UTAUT2
model constructs with respect to OTT video streaming platforms. How the insignificant
constructs can be focused has also been explained to increase the subscribers of OTT video
streaming platforms.
(2020-IJMRJUNE2021FULLJOURNAL, n.d.)With the boom in the technical
specifications of smart-phones and rising usage of internet the entertainment industry is
performing well with OTT services. The pandemic Covid 19 has contributed a large to the
subscription of popular OTT series due to ample free time and need for edutainment and
entertainment during lockdown. As the shooting of TV serials and movies were stopped due to
lockdown, the consumer shifted towards OTT and the demand offshoot with a high rate. Now
consumers are more comfortable with OTT services owing to the convenience and variety
available without advertisements. As the trends are observed, the market of OTT will grow
rapidly in the coming years too. The companies will now face the changing preferences for
OTT platforms instead of entertainment offline.
(Fitzgerald, 2019)The rapid growth of over-the-top (OTT) video services in India, such
as Voot, Hotstar, Netflix, and Amazon, and places their development in the context of the
dominant trends and business models at the international level. The expansion of such services
in India, a country that ranks as the second largest market globally for “tech companies” such
as Facebook and Amazon, raises questions about conceptions of development, participation,
diversity, and power used to understand platformization in areas such as communication and
culture. The article assesses the specific dynamics of platform growth in the country in relation
to the interplay between new digital infrastructures, including fiber-optic cables, broadband
networks, and smartphones; corporate strategies among small and large, local and international
players; and state policy and regulation, which seeks to both address concerns about economic,
political, and cultural security and spur the socioeconomic development of India among “wired”
nations.
(THE CONVERGENCE MODEL AND CONTENT REGULATION OF OTT
PLATFORMS IN INDIA: AN ANALYTICAL STUDY, n.d.)There are three major factors
responsible for the content regulation and its changes. These factors include government, the
media industry and the judiciary. Self-regulation has been used by many OTT platforms to
avoid the censorship rules and regulations. Some streaming platforms such as Netflix, Sony
Liv, Hotstar, Zee 5, Aree, Alt Balaji and Reliance Jio have signed the code of ethics and self-
regulation that were put forward by the Internet and Mobile Association of India. This has
helped the medium to formulate self-guiding rules but despite these principles, there are still
discrepancies seen in the content production and distribution of these mediums. Regulations
must be formulated considering the opinion of all stakeholders and the earlier media
regulations. The Convergence model of regulation will help in bringing all the mediums (Print,
broadcast, telecom and multimedia) under one banner and formulate regulations for showcasing
content on any mediums. With technological changes and in the era of media convergence, it
is utmost essential that uniform regulations must be designed that covers different mediums of
content dissemination. Thus, the working hypothesis proves correct as there is a need for
regulating OTT platform content and the Convergence model will help in standardizing media
laws as well as regulating content on OTT platforms.
(Patnaik et al., n.d.)The over-the-top videos streaming services explosion in India has
led to the emergence of distinct patterns of content consumption over the past few years. For
one, content consumption has become rampant outside the house, where until recently because
of the Covid 19, the majority of video consumption occurred inside and that too on a very high
scale. The information gathered by the researches shows that over 91.7% of respondents are
aware of the OTT medium, from the following we can derive that OTT is a wide spread medium
in India. Due to the current situation of the lockdown people are constantly consuming different
kinds of media for their entertainment. Majority of the people (72.7%) resort to OTT for
entertainment followed by YouTube (17.3%) and T.V (9.1%). OTT platforms are quite popular
among the users as a considerable amount of users 42.7% spends 2 to 4 hours consuming it.
29.1% people spend more than 4hours on it and only 28.2% consumes it for less than 2 hours.
3. Research Methodology
3.1 Research Methodology:-
Research methodology is a systematic approach to solving a research challenge. The
methodology, which aids in determining the methodologies to be employed, is the research plan
that provides the core structure of the whole research endeavour. Research methods and
research methodology
are two distinct ideas that must be distinguished. Study methods may be defined as
different types require different methods and techniques, as do all of the procedures or
techniques that will be used in a research endeavour. Because research methodology also
comprises discussing the rationale behind the procedures or specifying the reason behind the
methods, its scope is substantially greater than that of research techniques.
The methods we employ to carry out our study the fundamental purpose of research
methodology is to describe how to conduct research, gather information, and present the results.
This chapter include the objective of the research, research design, nature of the data,
source of the data, statistical tools and techniques and limitation of the research.
3.2 Sampling Technique

Characteristics of chosen samples are – Sample Technique: Convenience Sampling
Instrument of Research: Semi Structured Questionnaire
Method of Contact: Use of digital platforms to interact with the respondents for filling the
Questionnaire.
Area of Study: Mahendergarh (Haryana)
3.3 Research Design
The descriptive research focuses on the preferences of consumers towards OTT in India.
This is a low-cost research design that requires relatively little time to complete. The study
makes use of a population sample to learn about the preferences of consumers towards OTT, as
well as the reasons that people experience while using them.
3.4 Sample Size
The number of respondents, participants, or observations included in the study is referred
to as the sample size. This is the phrase used to describe the study subjects who are chosen from
the entire population in order to further the study. Size of the sample is a crucial aspect of the
overall investigation since it allows us to determine the strength of our study, which is the
response. The right sample size might help you get reliable results. The sample size for this
study is 100 respondents from an unspecified area who were contacted via an online source. As
a result, this is our adequate size. Because the sample size for studying the topic is tiny, there
may be some data error, as noted in the research.
3.5 Sample Design
Both probability sampling and non-probability sampling are forms of sample design.
Probability sampling: Random sampling or chance sampling in other terms for
probability sampling. Since every item in the sample has an equal chance of being included. In
terms of probability, the outcome of probability sampling or random sampling can be
guaranteed.
Non-probability sampling, deliberate sampling and judgment sampling are other terms
for the same thing. The researcher selects the items for the sample on purpose in this method of
sampling. For the purposes of this study, I employed probability random sampling to collect
responses from a group of people who were asked a set of questions.
3.6 Data Collection Method

Primary Sources of Data Collection –
The survey method was used as the primary source of data gathering for this study. The
respondents were asked to complete a Structured Questionnaire as part of the study. The
questionnaire was created with the study's aims in mind, as well as the hypothesis. The
respondents were presented close-ended questions so that they could respond swiftly and
without difficulty. The Google forms were used to create the questionnaire. The questionnaire
was separated into three main sections: the respondents' age, gender, and other personal
information, as well as questions about the topic and a measurement scale.
Secondary Source of data collection-
For this research Secondary data is collected from various sites, apps, researches and
various journals such as OTT apps downloads count and reviews are taken from play store,
information about OTT platforms taken from about us section of their website. MICACMES
report is another important source of my secondary data collection.
3.7 Statistical Tools and Techniques:
Descriptive statistical analysis is used. For the data analysis, charts, tables, Pie Charts,
Bar graphs have been used. For graphs and analysis Microsoft Excel has been used. Simple
Percentage Calculation has been used for the analysis of questionnaire.
3.8 Objective of the Study
(i). To determine how frequently young people use OTT platforms.
(ii). Analyze the factors affecting the use of OTT platforms.
(iii). To identify famous OTT platforms and the content demands of young people on OTT
platforms.
(iv). To examine how OTT platform usage has changed before and after the COVID-19
epidemic.
This report examines the development, popularity, and top streaming services in India, as
well as typical OTT content consumption patterns, audience demographics, issues, and
prospects. The reasons that contributed to India's booming VOD business are covered in the
following section.
4. Data Analysis and Interpretation

The acquired data was analyzed using a pie chart, and the analysis of the collected data is
presented below; it is also extremely valuable in determining whether or not all of our objectives
are met.
Data analysis aids us in reaching a conclusion or finding a solution to our study topic.
Overall analysis of Consumer perception towards OTT in India on the basis of survey.
Total Respondent: 150 respondents.
4.1. Demographic Profile of Respondents
Table 1: Demographic Profile of Respondents

Aspect Description
Gender of the respondents Total male respondents: 99 Total female

respondents: 51
Age of the respondents Below 20: 16 21-30: 126 31-40: 5 41-50: 2 Above
50: 1
Designation of the Students: 132 Businessman: 5 Government

respondents Employee: 6 Private Employee: 6 Housewife: 0
Unemployed: 1
Distribution of respondents by Urban: 59 Semi-Urban: 42 Rural: 49

regions
Annual income of respondent Below Rs.100,000: 96 Rs.1,00,000 - Rs.2,50,000: 26

Rs.2,50,000 - Rs.4,00,000: 13 Above Rs.4,00,000:
15
4.2. How often do you use these platform?
Fig 1 - Frequency of Platform Usage
Interpretation
Figure 1 represents that out of total 150 respondents 49 respondents are daily users of
these OTT platforms and 38 respondents are weekly users of OTT platforms, 44 respondents
out of total uses OTT platform occasionally and 21 respondents are rarely users of OTT
Platforms.
4.3. How much time do you spend per day on the OTT platform?
Fig 2 - Daily Time Spent on OTT Platforms

Interpretation
Figure 2 represents that out of total 150 respondents 102 respondents uses these OTT
platforms from 0 – 2 hours, 35 out of 150 respondents use these OTT platforms between 2 -4
hours , 14 respondents Use OTT platforms for more than 4 hours, its means most of the
respondents uses OTT platform for less than 4 hours.
(Sources: The researcher created the graph according to the data collected on survey)
4.4. Have you ever taken a subscription of any ott platform?
Fig 3 - Subscription History of OTT Platforms

Interpretation
Figure 3 represents that out of total 150 respondents, 95 respondents have ever taken
subscription and 55 of respondents haven’t taken subscription of any OTT platform. It shows
that more than 60% of people subscribe to any kind of OTT platform.
4.5. How many ott platforms have you taken a paid subscription ?
Fig 4 - Number of Paid OTT Platform Subscriptions by You

Interpretation
Figure 4 represents that out of total 150 respondents 51 respondents haven’t taken
subscription of any OTT platform, 44 respondents taken subscription of one OTT platform, 31
respondents taken subscription of two OTT platforms, 9 respondents taken subscription of
three OTT platforms, 16 respondents out of total 150 respondents taken subscription of more
than three OTT platforms. It means approximately 33% respondents have not taken
subscription of any OTT platform; it means they use free platforms.
4.6. How long have you been using ott platforms?
Fig 5 - Duration of OTT Platform Usage

Interpretation
Figure 5 represents that out of total 150 respondents total 49 respondents using these OTT
platforms below 1 year, it means they are the new users of OTT platforms, 35 respondents uses
OTT platforms from two years, 3 respondents uses these OTT platform for three years, out of
total 150 respondents 47 respondents uses these OTT platform for more than three years.
4.7. Will you suggest others to use OTT platforms?
Fig 6 - Personal Recommendation for Using OTT Platforms
Interpretation
Figure 6 represents that out of 150 respondents 82 will suggest others to use these
platform, 18 respondents from total will not prefer to use OTT platform, 50 respondents from
total can’t decide whether they will suggest others about any OTT platform they use.
4.8. Do you prefer to watch movies on an OTT platform rather than the theatre?
Fig 7 - Preference for Watching Movies on OTT Platforms vs. Theatres

Interpretation
Figure represents that out of total 150 respondents 36 respondents always prefer to watch
movies on OTT platform, 59 respondents prefer mostly movies to watch on OTT platform, 46
respondents rarely want movies to watch in theaters and out of total 150 respondents 9
respondents will never prefer to watch movies on OTT theater.
4.9. Do you like to access online streaming while traveling?
Fig 8- Preference for Online Streaming During Travel

Interpretation
Figure 8 represents that out of total 150 respondents only 93 respondents are like to use
online streaming while traveling. 34 respondent will not prefer to use access of online
streaming while traveling, 23 respondents are confused about the access of online streaming
while traveling.
4.10. Do you think OTT platforms are reasonably priced?
Fig 9 - Perception of OTT Platform Pricing

Interpretation
Figure 9 represents that Out of total 150 respondents 65 respondents think OTT platforms
are reasonably priced, 37 respondents think that they are not reasonably priced, 48 respondents
are confused about the price of OTT platforms.
4.11. Which mode of payment do you prefer for subscribing to the OTT platform?
Fig 10 - Preferred Modes of Payment for OTT Platform Subscription

Interpretation
Figure 10 illustrates the payment methods for OTT subscriptions. Out of the respondents,
86 use UPI payments, 14 use cards, 12 use Net Banking, and 3 use wallets for payment of OTT
platform subscriptions. The remaining respondents, constituting 23%, do not have a
subscription to an OTT platform.
4.12. Have you ever waited for movie to release on OTT?
Fig 11- Have you ever waited for movie to release on OTT
Interpretation
Figure 11 represents that out of 150 respondents 106 respondents have waited for movies
to be released on OTT platform, while 44 respondents didn’t want to wait for movies to release
on OTT.
4.13. Do customer reviews generally influence your decision to c media streaming option?
Fig 12 - Influence of Customer Reviews on Media Streaming Option Decisions
Interpretation
Figure 12 represents that 78 respondents out of 150 are influenced by the reviews for
choosing OTT given by other users, 33 respondents are those which are not influenced by the
reviews of other users and 39 respondents can’t determine if they are influenced by the reviews
of other users.
4.14. Do you like to share with other viewers about your mutual liking for the show?
Fig 13 - Preference for Sharing Mutual Show Likings with Other Viewers
Interpretation
Figure 13 shows that 85 out of 150 respondents agree on the fact that they like to share
with other viewers about mutual liking for Shows & Movies on different OTT platforms, 56
respondents are neutral about The sharing of mutual liking of shows,9 respondents disagree
with the sharing of mutual liking of shows or movies of OTT.
4.15. Is social media influencing your media streaming purchases?
Fig 14 - Impact of Social Media on Media Streaming Purchases

INTERPRETATION
Figure 14 represents that out of 150 respondents 71 are those who think that social media
influence their OTT subscription purchases, 46 respondents think that social media doesn’t
influence decision regarding media streaming purchases, 33 respondents think they may be
influenced by social media for media streaming purchases.
4.16. Do you think censorship should be imposed on OTT platforms?
Fig 15 - Opinions on Censorship for OTT Platforms

Interpretation
Figure 15 represent that 52 respondents out of 150 are neutral about imposing censorship
on OTT platform, 42 respondents agree on fact that they want censorship on content of OTT,
30 respondents are highly agree upon the censorship of content on OTT, 16 respondents are
disagree with the censorship on OTT and 10 respondents are highly disagree with censorship
on OTT.
4.18. Which OTT platform do you prefer most?
Fig 17 - Preferred OTT Platform Selection

Interpretation
Figure 17 represents that most of the respondents prefer YOUTUBE and NETFLIX to
become the leading OTT platform in India, HOTSTAR becoming the second leading player
according to the survey. Amazon Prime, JIO Tv, Zee5 rank 3rd and ULLU, MX Player and ALT
Balaji are on 4th. This shows that most of the people in India like to use YOUTUBE and
NETFLIX.
4.19. For you, what are the benefits of OTT platforms?
Fig 18 - Advantages of OTT Platforms

INTERPRETATION
Figure represents that most of the respondents have the benefit of Worldwide
entertainment and flexible uses, then Quality control is third most benefit of OTT platform,
then User friendly is fourth most benefit of OTT platform, then less costly and No ad is the 5th
and 6th most important factor which is important for OTT platform.
5. Findings, Limitation and Conclusion

5.1Findings of the study
We performed an online survey using a structured questionnaire and received 150 replies in
total.
1) From the total respondents of 150, there was 99 are male respondents. It means there
are approximately 51 female participants.
2) From the total respondents of 150, majority of the respondents were from the age
group 21-30 years that is 126 which is 84%.
3) As a finding of my research objective I found from my questionnaire that NETFLIX
and YOUTUBE is the most preferable OTT platform among people with 26.7% and
28.7% people prefers, HOTSTAR become the second leading player according to
survey. Amazon Prime, JIO Tv, Zee5 rank 3rd and ULLU, MX Player and ALT Balaji
are on 4th this shows that most of the people in India like to use YOUTUBE and
NETFLIX.
4) During my research I found that mostly people have subscription of OTT with 63.7%,
which is 95 people out of 150 have subscription of any OTT platforms.
5) During the research I found that lot of factors impact consumer for their media
streaming decisions and purchases of OTT subscriptions 71% people influenced by
the social media for their media selection,82% people influenced by friends to select
any OTT platform, followed by social media and family, who influenced them most
for using OTT services and factor work as word of mouth (WOM). Also in my
research I found that customer reviews about any platform and content also influence
people to choose their favorite OTT platform and content because 56.7% people think
that they check customer reviews before selecting any video streaming platform.
6) As a finding of my research objective found that 28% people agree that there is change
in their consumption pattern of OTT platform due to lockdown. 44.7% people think
that there is increase in their watch time of OTT platforms and only 6% people think
there is decrease in their consumption level of OTT. This shows that there is
significance Increase in consumption of OTT platform for Indian users and it shows a
great potential for OTT players in Indian market, and a lot of scope for them.
5.2 Limitations of the Study

1. Constraints of resource and time.
2. The sample Size also of only 150 respondents.
3. The study was limited to some respondents.
4. Sometimes individual response may be biased.
5. The Collection of data done through online mode, lack of face-face interaction with
the respondents.
5.3 Conclusion
This study seeks to foresee future generations' requirements as well as the factors that
contributed to the acceptance of OTT services among Indian customers.. The network will be
more capable, which means the systems will be able to handle heavier loads. Virtual reality
experiences with simultaneous HD video streaming are examples of high-demand applications.
The future of OTT platforms is bright, thanks to the continual increase in internet penetration
in the market. Because India is still a cost-sensitive nation with different cultures, most
individuals who watch movies, TV series, sports, and other material on DTH Cable providers
live in rural region. Services for high-speed internet however, as digital Indian infrastructure
installs cables in rural regions, this barrier is gradually being removed. Thank you very much.
For people who cannot afford a laptop, Smart TV, or tablet, Reliance JIO offers affordable
handsets with low-cost data plans. OTT content is largely consumed on mobile devices in India,
such as smartphones. When it comes to Millennial (also known as Generation Y), they have no
patience. They're waiting for streaming movies, TV series, and other content from Maggie Pasta
in Masaredar, as well as on-demand concoctions. Excessive alcohol drinking is a part of our
daily livesWatch movies, TV programmes, web series, and other content often on the OTT
platform. This study also highlights the catastrophic situation the globe is in as a result of the
introduction of the Corona virus. The corona virus has impacted several businesses, including
those in the travel and tourist sector, the OTT platform, and other businesses engaged in online
content commerce.Giving things up is a blessing in disguise and a chance for personal
development. For the intoxication of confinement, millennial have expanded their viewing of
movies, TV shows, sports, online series, and other forms of entertainment. OTT platforms have
essentially replaced television as a source of home entertainment. Six important questions
driving millennia's adoption of OTT services are addressed by East Research.
(1) Availability of content (2) Content innovation (3) Number of ad impressions (4) the
level of the audio and video(5) Price These are, in my opinion, the most significant factors
that support the investigation's main goal. Last but not least, customers, particularly young ones,
care that the OTT platform they subscribe to is affordable, delivers excellent and distinctive
content, has the greatest audio and video quality, and has little to no advertising while streaming
video. But as OTT firms have become more well-known, so have their difficulties. The creators
must come up with something original, inventive, and novel. For creators, the most crucial
responsibility is to generate outstanding material that inspires people. On numerous OTT
services, users continue to see excesses. This market has a lot of competition. Because the
segment is expected to increase in the future, marketers must focus on implementing the right
techniques at the right time and in the right place. The company's USP (Unique Selling
Preposition) must be correct they are defined. Therefore, the greatest strategy to drive traffic is
to design tactics around the consumer profile market your OTT platform on your website giving
things up is a blessing in disguise and a chance for personal development. Due to the craze of
confinement, millennial television consumption has skyrocketed, as movies, TV shows, sports,
Web series, and other OTT platforms have become your only source of home entertainment.
East The study examines six important questions that drive young to use over-the-top (OTT)
services.
(1) Availability of content (2) Innovation of content (3) Number of ad impressions (4)
Quality of Audio and video (5) Price (6) Overall experience.
These are the most important aspects in achieving the main goal. The process of investigation
finally, what counts to customers, particularly millennial, is that the OTT platform to which
they subscribe is reasonable, offers original and high-quality content has the best audio and
video quality, and has few or no advertising while streaming video. However, as OTT firms
have grown in popularity, so have their challenges. Creators must come up with something
unique, inventive, and innovative. For creators, the most crucial responsibility is to generate
outstanding material that inspires people. On a variety of OTT services, users continue to see
binges competition in this market. Marketers must concentrate on executing the proper tactics
because the category will continue to develop in the future at the right time and in the right
place The Company’s USP (Unique Selling Proposition) must be correct, and it has been
defined. As a result, the ideal strategy to create traffic is to build tactics around the consumer's
profile. Promote your OTT platform on your website.
REFERENCES
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[4] Malewar, S., & Bajaj, S. (2020). Acceptance of OTT video streaming platforms in India
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[9] THE CONVERGENCE MODEL AND CONTENT REGULATION OF OTT

PLATFORMS IN INDIA: AN ANALYTICAL STUDY. (n.d.).
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research-ott-adoption-preferences-partnership-yougov.
[12] https://www.ibef.org/news/indias-online-video-market-to-touch-us-4-billion-by-2025
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Citation: : Suman Kumar & Rajendra Prasad Meena, The Rise of OTT Platform: Changing
Consumer Preferences, International Journal of Management (IJM), 14(5), 2023, pp. 70-94.
https://doi.org/10.17605/OSF.IO/AN69G
Article Link:
https://iaeme.com/MasterAdmin/Journal_uploads/IJM/VOLUME_14_ISSUE_5/IJM_14_05_007.pdf
Copyright: © 2023 Authors. This is an open-access article distributed under the terms of the Creative
Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium,
provided the original author and source are credited.
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
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The Rise of OTT Platform: Changing Consumer Preferences

Article in INTERNATIONAL JOURNAL OF MANAGEMENT · August 2023

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THE RISE OF OTT PLATFORM: CHANGING

1.3 Background of Study

1.6. Different OTT Platforms in India:-

OTT Platform Owned By Google Paid Content URL

Disney+ Novi Digital 500M+ 61.3M 1 lakh+hrs hotstar.com

MX Player Times Internet 500M+ - 1.5M+ hrs mxplayer.in

YouTube Google (subsidiary 10B+ 467M (Jan 1B+ hrs m.youtube.co

JioCinema Jio Infocomm 50M+ 2.7M (Nov 1 Lakh+ hrs JioCenema.co

Hungama Hungama Digital 10M+ 87M (Nov 2300+hrs hungama.com

Voot Viacom18 Digital 100M+ 1M+ (Mar 40,000+ hrs voot.com

ZEE5 Zee Entertainment 100M+ 48.11M+ 1.25 Lakh+ zee5.com

ALT Balaji Balaji Telefilms 10M 34M+ 250+ hrs altbalaji.com

SonyLIV Sony Pictures 100M+ 34M+ (Mar 40,000 hrs sonyliv.com

Ullu Ullu Digital 10M+ 3.1M (Mar - ullu.app

Amazon Prime Amazon 100M+ 47M+ (Mar 2500+hrs primevideos.c

Netflix Netflix Inc. 1B+ 34M+ (Mar 36,000+ hrs netflix.com

TVFPlay Contagious Online 5M+ 1.5M (Mar - tvfplay.com

ShemarooMe Shemaroo 1M+ - 15,000+ hrs shemaroome.c

BigFlix Reliance 0.5M+ - 17000hrs bigflix.com

3.2 Sampling Technique

3.6 Data Collection Method

4. Data Analysis and Interpretation

4.1. Demographic Profile of Respondents

Table 1: Demographic Profile of Respondents

Gender of the respondents Total male respondents: 99 Total female

Designation of the Students: 132 Businessman: 5 Government

Distribution of respondents by Urban: 59 Semi-Urban: 42 Rural: 49

Annual income of respondent Below Rs.100,000: 96 Rs.1,00,000 - Rs.2,50,000: 26

4.2. How often do you use these platform?

Fig 1 - Frequency of Platform Usage

Fig 2 - Daily Time Spent on OTT Platforms

4.4. Have you ever taken a subscription of any ott platform?

Fig 3 - Subscription History of OTT Platforms

Fig 4 - Number of Paid OTT Platform Subscriptions by You

Fig 5 - Duration of OTT Platform Usage

4.7. Will you suggest others to use OTT platforms?

Fig 6 - Personal Recommendation for Using OTT Platforms

Fig 7 - Preference for Watching Movies on OTT Platforms vs. Theatres

4.9. Do you like to access online streaming while traveling?

Fig 8- Preference for Online Streaming During Travel

4.10. Do you think OTT platforms are reasonably priced?

Fig 9 - Perception of OTT Platform Pricing

Fig 10 - Preferred Modes of Payment for OTT Platform Subscription

Fig 12 - Influence of Customer Reviews on Media Streaming Option Decisions

4.15. Is social media influencing your media streaming purchases?

Fig 14 - Impact of Social Media on Media Streaming Purchases

4.16. Do you think censorship should be imposed on OTT platforms?

Fig 15 - Opinions on Censorship for OTT Platforms

4.18. Which OTT platform do you prefer most?

Fig 17 - Preferred OTT Platform Selection

4.19. For you, what are the benefits of OTT platforms?

Fig 18 - Advantages of OTT Platforms

5. Findings, Limitation and Conclusion

5.2 Limitations of the Study

[9] THE CONVERGENCE MODEL AND CONTENT REGULATION OF OTT

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