NAME : HEMANGI R.

RANA
CLASS: PGDM- M1
ROLL NO.: 149

 
“A Comparative Study of OTT Platforms in India”
 
Company Name- Hotstar
• Owned by Novi Digital Entertainment
• Parent - Star India
• Owner - The Walt Disney Company
• Launched - Feb 2015
• Headquaters – Lower parel, Mumbai
• Area served – India, US, Canada, Uk
• Available in – Hindi, English, Tamil,
Telugu, Malayalam, Kannada, Marathi,
Bengali, Gujarati
• CEO- Varun Narang
 Star India officially launched Hotstar in February 2015
 In April 2016, Hotstar launched a subscription tier primarily
oriented towards international content and the possibility of
premium sports content.
 While during 2016 international services such as Prime
Video and Netflix have seen some growth in the Indian
market, Hotstar has remained the dominant streaming
service.
 By 2019, the service had over 150 million active users and
350 million downloads.
 Star, and in turn Hotstar, were acquired by The Walt Disney
Company in 2019, as part of its acquisition of their U.S.
parent company 21st Century Fox
The service is operated as both a free ad-supported
service, and two subscription-based tiers.
 Hotstar VIP and Hotstar Premium
 Soap operas
 Sports
 Horror & drama
 Kids & family
 Performing arts
 Science fiction
 Mystery & Thrillers
 Action & adventure
 Comedy
 Netflix
 Amazon prime video
 Voot select
 Zee 5
 TVF
 MX player
 Jio TV
 Sony liv
 Eros now
 ALT balaji
 Viu
 Getting sports users to sample entertainment
 Turning freemium users into premium subscribers
 Engage millions of users streaming live sports in real time
 Driving content discovery by achieving personalization at scale
 Targeting the right user at the right time with the right content
 User on boarding
Plan Name Monthly Subscription Annual Subscription
 Real-Time Notifications Cost With Number Of Cost With Number Of
Screens Screens
 Feedback-Based Campaigns
Disney+ Hotstar Rs. 299 (1 Screen) Rs. 1,499 (2 Screens)
 Event-Centric User Engagement Campaigns Premium
Disney+ Hotstar VIP Na Rs. 399 (1 Screen)
 Localized Campaigns
 To understand the marketing strategies adopted by Hotstar with respect to
various competitors like Netflix, Amazon Prime Video etc.

 To analyse factors affecting attitude of customers towards these new age

OTT platforms.

 How OTT platforms helps to boost business and make profits.

 Nature of Research: Descriptive research

 Primary data includes information collected through questionnaire based on attitude

and perception of customers, as well as consumer behaviour toward OTT services.

 Sample size of 100

 Secondary data included collecting information about various apps, the industry
position, etc from the various portals from the internet, journals, magazines etc.
QUESTIONNAIRE

1. Age 1. How often do you use these

2. When you hear about Online Video services?
Streaming (OTT Platform) which App 2. How many hours do you use these
comes to your mind first? services?
3. Which App are you currently using 3. Whose subscription do you use while
for Online Video Streaming? using these OTT Platforms?
4. If you were to subscribe today which
App would you prefer?
5. Given below are certain parameters
related to OTT Platforms, kindly rank
them from 1 to 5 (1 being best and 5
least)
6. What influences your buying
behaviour?
7. Which content do you prefer while
AND
Analysis: The majority age group is of 19-23 years of people followed
by 24-29 years along with 30-39 years. It can be inferred that the huge
audience are youngsters and working people.
Which App are you currently using for Online Video
Streaming?

Analysis: From the bar graph it can be inferred that majority of the people are
using youtube, followed by amazon prime and Hotstar being on 3rd position.
Analysis: form the 3D bar graph it can be clearly indicated that the majority of
sample size would like to subscribe to Netflix if they were asked today, followed
by Amazon Prime Video next and Youtube the 3rd option.
Kindly compare the below mention OTT platforms
on the parameter given:

Analysis: While comparing the OTT platforms with these parameters,

Netflix is ranked highest for content, resolution quality and speed, whereas
for subscription rate the lead is made by Amazon Prime and also the 2nd
position in subscription rate is taken by Hotstar followed by Netflix.
What influences your buying behaviour?

Analysis: For more then 30% the price factor influences the
buying behavior followed by ads and later trial subscription
scheme, whereas content contributes 7.4% only.
Which content do you prefer while online streaming
on OTT Platforms?

Analysis: The majority prefers for Movies and English Series, followed by
Comedy and Hindi Series , later by documentary and sports.
From the findings and analysis of the questionnaire it can be concluded that:
 The majority of age using the OTT applications are from 19-23 years followed by 24-29 and 30-39 years
of age.
 The app which 1st comes in mind when asked about OTT apps, the most common answer was Netflix
followed by Youtube and Amazon Prime and Hotstar.
 The currently used app among the sample size was Youtube, followed by Amazon prime and Hotstar and
later Netflix.
 Majority of the sample size would prefer Netflix if they were to get subscription the app, followed by
Amazon prime and Hotstar.
 The most common and important factor affecting the buying behavior is Price, followed by ads and Trial
subscription scheme.
 The most common genre while viewing content on OTT apps are Movies and English Series followed
by Comedy and Hindi Series.
 Approximately 50% of the sample size uses OTT apps on everyday bases , and 43% on weekly bases.
The remaining on fortnightly and monthly bases
 Approximately majority of the people use these apps for about 1hr to 3 hrs. followed by people using for
30mins.
From the primary data which was acquired through the findings and analysis of the questionnaire, and also from
the secondary data acquired from internet, journals, previous research papers and books.
Hotstar provides contents of various regions and language which being their USP, they can come up with new
advertisements in regional languages on regional channels, so that they can target more people , even though
Hotstar is the No. application with maximum subscribers in India, but still the major competition is from Netflix
and Amazon Prime who are trying to capture market.
To maintain the subscriber and increase the users Hotstar can put up hoardings in deeper pockets as the expense
to this will be less and people of that are would be more aware and later would prefer Hotstar and buy the
subscription pack because in comparison with Netflix and Amazon Prime the rates of Hotstar are very less and
affording , also hotstar is the only app which showcases live Cricket and as Cricket is considered as God in
India, more ads and more awareness about this can be done in deeper pockets to gain more subscribers.
Engaging people with online contests and online campaign runs were subscribers can give ideas etc can be done
to maintain the subscribers
The metros and developed cities and working populated cities are well aware about the OTT application and also
majority are subscribed to hotstar , so now the main aim for them could be reaching deeper pockets and great
awareness and due to less subscription rate and regional touch , Hotstar can win those markets also.