Project Proposal: AMMR

Understanding
Consumer Preferences
For video ott services

Group 4

• Neelav Das (PGP/22/183)

• Pushkar Sinha (PGP/22/184)
• Naman Om (PGP/22/202)
• Chandan Verma (PGP/22/208)
• Shailesh Munthala (PGP/22/210)
• Acha Vishnu (PGP/22/211)
 Motivation for the project
With a CAGR of 22.6 per cent during the period of 2017–2022, the Indian video OTT market is poised to outperform
the global video OTT market, which is pegged to have a CAGR of 10.1 per cent during the same period

Video OTT (over the top) services in India include the likes of Netflix, Amazon Prime Video, Hot star, Sony LIV,
ALT Balaji, YouTube etc.

Boston Consulting Group study says OTT platform in India presently is worth Rs 3,500 crore and expected to
grow to Rs 35,000 crore in the next five years.
EY says by 2020, India will be the second largest OTT market after US

With increasing internet penetration and smart phone adoption, International as well as Indian OTT players are
investing heavily for regional language content for the Indian market.
 Research Questions
OBJECTIVE :
To analyze and provide insights about the driving factors of customer's choice of OTT Platform

1. What is the importance of various

attributes/Factors in determining the
consumer behavior towards video OTT
services

2. How various attribute levels affect the

probability of customer choosing video OTT
service

3. What are the desirable levels or relative

importance of attributes that a Video OTT
service should focus on?
 Research Methodology

Conduct literature review and interviews to understand the

attributes/factors which drives the OTT service selection

Factor Analysis Conjoint Analysis

Prepare a Questionnaire survey based on the factors and collect Decide upon the various levels of attributes and make the
the responses comparison sets

Perform factor analysis to identify the major factors driving the Based on the comparison sets, float a survey to collect data on
adoption of OTT services consumer preferences

Perform regression analysis to analyze the relationship between Determine the utility of each attribute level through choice based
dependent and independent variables conjoint analysis and do market share analysis
 Literature Review
 Factors affecting the use of Online streaming services
Uses regression model to find important factors affection both online streaming and Cable TV.
 “An Evaluation of the Theory of Planned Behaviour in Consumer Acceptance of Online
Video and Television Services” by Yann Truong of ESC Rennes School of Business.
It uses the Theory of Planned Behaviour (TPB) model to evaluate whether a user will accept
the video streaming service.
Willingness to pay for over-the-top services
conjoint analysis is used to investigate the key attributes and to examine consumers’
marginal willingness to pay (WTP) for OTT services.
Identified recommendation systems, resolution, and viewing options as important product
attributes of OTT services
References:
https://pdfs.semanticscholar.org/fa51/7c43d52b2c0dfa7b7eaae2b80a01dc3348c9.pdf
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2533511
https://www.sciencedirect.com/science/article/pii/S0308596116302798
Factor analysis and conjoint analysis
Attributes for Factor

• Perceived Ease of use • Security

analysis

• Perceived Usefulness • Payment options

• Trust • Diversity of content

Analyse Customer’s choice of

OTT Service and relative
Variable name Value labels importance of attributes
Attribute Levels for conjoint

Price 1000, 1500, 2000

Brand Netflix, Amazon prime, Hot star
analysis

Number of viewers at a time 2,3,4

Packages Sports Pack, Regional Pack,
Original Content pack, Movie pack

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THANK YOU