A STUDY CONSUMER PREFERENCES

TOWARDS OTT PLATFORMS IN INDIA

INTRODUCTION
Over-the-top (OTT) platforms refer to services that deliver content over the internet,
bypassing traditional distribution channels like cable or satellite television. OTT services
such as Netflix, Amazon Prime Video, Disney+ Hotstar, and others have gained significant
popularity in India in recent years, driven by changing viewing habits and the rise of digital
infrastructure. As a result, understanding consumer preferences in this space is essential for
marketers, content creators, and service providers to thrive in this competitive market.

OBJECTIVES
 To understand the factors that influence consumer preferences for OTT platforms in
India.
 To explore the role of pricing models, content offerings, and user experience in
shaping consumer choices.
 To analyze the demographic differences in OTT consumption patterns.

LITERATURE REVIEW
2.1 Growth of OTT Platforms in India
India has witnessed rapid growth in internet penetration, with an increasing number of users
shifting from traditional television to OTT platforms. According to the Indian Brand Equity
Foundation (IBEF), the OTT market in India is expected to reach USD 12 billion by 2023,
driven by factors like cheaper data plans, rising smartphone usage, and changing consumer
habits.
2.2 Content Preferences
Indian consumers display a wide range of content preferences, with regional content, local
languages, and culturally relevant material gaining significant traction. Research shows that
Indian viewers prefer content in their native languages, particularly Hindi, Tamil, Telugu, and
Bengali. Platforms like Zee5, SonyLiv, and Hotstar have capitalized on this demand by
producing content that resonates with regional tastes.
2.3 Pricing and Subscription Models
Indian consumers are highly price-sensitive, and this influences their subscription choices.
Platforms offer various subscription models such as monthly, quarterly, and annual plans, as
well as freemium models with ad-supported content. Research by PwC India indicates that
affordable pricing is crucial for retaining customers in the Indian market.
2.4 Technological Adoption
With the widespread use of smartphones and the growing availability of high-speed internet,
users are increasingly opting for OTT services on mobile devices. This shift has led to the
proliferation of mobile-first platforms, such as Hotstar and JioCinema, which cater to
consumers who prefer watching content on their smartphones.

RESEARCH METHODOLOGY
3.1 Research Design
A descriptive research design was adopted for this study, focusing on understanding
consumer preferences and behavior towards OTT platforms in India.
3.2 Data Collection Methods
 Quantitative Data: A structured survey was distributed to 50 respondents across
urban and semi-urban regions in India. The survey included questions regarding
platform usage frequency, content preferences, subscription habits, and price
sensitivity.
 Qualitative Data: Semi-structured interviews were conducted with a sample of 20
consumers, including heavy users and occasional users of OTT platforms, to gain
deeper insights into their viewing habits and preferences.
3.3 Sampling Method
The sample included a mix of age groups, gender, income levels, and geographic locations.
The stratified random sampling method was used to ensure the sample was representative of
the broader population.

DATA ANALYSIS & FINDINGS

Responses (50 Percentag
Question Options
Respondents) e
A) Daily 20 40%
1. How often do you
B) Weekly 15 30%
watch content on OTT
C) Monthly 10 20%
platforms?
D) Rarely 5 10%
A) Netflix 25 50%
B) Amazon
15 30%
2. Which OTT platform Prime
do you use the most? C) Disney+
7 14%
Hotstar
D) Others 3 6%
3. What genre do you A) Drama 15 30%
 B) Action 12 24%
prefer to watch on OTT
C) Comedy 10 20%
platforms?
D) Thriller 13 26%
A) ₹100-₹200 25 50%
4. How much are you
B) ₹200-₹400 15 30%
willing to spend on OTT
C) ₹400-₹600 7 14%
subscriptions monthly?
D) ₹600+ 3 6%
A) Yes 45 90%
5. Do you prefer ad-free B) No 5 10%
content on OTT C) Depends 0 0%
platforms? D)
0 0%
Occasionally
6. How often do you A) Always 5 10%
share your OTT B) Sometimes 15 30%
subscription with C) Rarely 20 40%
others? D) Never 10 20%
7. Do you prefer original A) Yes, always 25 50%
content on OTT B) Sometimes 15 30%
platforms over other C) No 5 10%
content? D) Rarely 5 10%
A) Smartphone 35 70%
8. How do you access B) Laptop/PC 10 20%
OTT platforms? C) Smart TV 5 10%
D) Tablet 0 0%
9. Do you think OTT A) Yes 40 80%
platforms offer better B) No 5 10%
value than traditional C) Maybe 5 10%
TV? D) Not sure 0 0%
A) Weekly 15 30%
10. How often do you
B) Monthly 25 50%
watch movies on OTT
C) Rarely 8 16%
platforms?
D) Never 2 4%
A) Very
11. How satisfied are 20 40%
satisfied
you with the content B) Satisfied 25 50%
library of your primary
C) Neutral 5 10%
OTT platform?
D) Dissatisfied 0 0%
A) Yes 45 90%
12. Would you
B) No 5 10%
recommend OTT
C) Maybe 0 0%
platforms to others?
D) Not sure 0 0%
13. Do you find the A) Yes 35 70%
pricing of OTT B) No 10 20%
subscriptions C) Maybe 5 10%
reasonable? D) Not sure 0 0%
14. Do you think the A) Yes 15 30%
 B) No 35 70%
OTT market in India is
C) Maybe 0 0%
saturated?
D) Not sure 0 0%
15. Would you prefer A) Yes 35 70%
regional content over B) No 10 20%
global content on OTT C) Sometimes 5 10%
platforms? D) Not sure 0 0%

Key findings include:

 Frequent Usage: 40% of respondents use OTT platforms daily, with Netflix being the
most preferred platform (50%).
 Content Preferences: Drama (30%), thriller (26%), and action (24%) are the most
popular genres.
 Subscription Pricing: 50% of consumers are willing to pay ₹100-₹200 per month,
and 70% find subscription pricing reasonable.
 Device Usage: 70% access OTT content via smartphones, while 20% use
laptops/PCs.
 Ad-Free Content: 90% prefer ad-free content, reflecting a strong demand for
uninterrupted viewing experiences.
 Recommendation Likelihood: 90% of respondents would recommend OTT
platforms to others, indicating high satisfaction and customer loyalty.

DISCUSSION
The findings suggest that OTT consumption in India is influenced by multiple factors,
including price sensitivity, content diversity, technological access, and user experience. The
demand for regional and culturally relevant content is growing, and platforms offering
tailored experiences are seeing higher engagement rates. While price remains a significant
factor in subscription decisions, there is also a clear demand for high-quality, original content.
Mobile-first consumption is prevalent, highlighting the importance of platforms optimizing
their offerings for smartphones.

CONCLUSION
OTT platforms in India have rapidly evolved, with a diverse range of content offerings
catering to a wide spectrum of consumer preferences. While affordability remains a central
concern, consumers are increasingly prioritizing content quality and convenience. The future
of the OTT market in India will depend on platforms’ ability to adapt to regional preferences,
innovate with original content, and offer flexible pricing models. As competition increases,
platforms that can balance these factors are more likely to succeed in the dynamic Indian
market.

RECOMMENDATIONS
1. Localized Content: OTT platforms should focus on creating content that resonates
with regional audiences and supports multiple languages to cater to India's diverse
demographic.
2. Flexible Pricing Models: Offering affordable and flexible pricing models, including
freemium and subscription bundles, will help attract price-sensitive consumers.
3. Mobile Optimization: As mobile consumption is dominant, platforms should
prioritize mobile-first experiences, ensuring seamless streaming and user-friendly
interfaces.
4. Content Discovery: Social media engagement and word-of-mouth are critical tools
for content discovery. Platforms should enhance their presence on social media and
leverage user recommendations.