INVESTIGATION OF CONSUMER INTENTION TOWARDS OTT PLATFORM: WITH REFERENCE TO CHENNAI

ABSTRACT

The rapid increase in internet access across the world, has witnessed a steep increase in People's visual media consumption. This has led a greater dependence on IOT (Internet of things) for both entertainment and education alike. This has paved way to the recent technology, Over the Top Platforms (OTT) which gives the customer a biggest advantage of watching a recently released movie at their own convenient time. The most popular ones in India are Netflix, Hotstar, Amazon Prime, Zee5, voot. This media streaming service is made accessible to the consumers across the globe that streams with much less breaks and advertisements. After all the years, research show that there is a significant rise in the use of OTT platforms after the outbreak of Covid 19 pandemic. This study seeks to analyze the consumer intentions of using OTT platform and factors influencing their choices for the same over DTH platforms. This research was carried out at Chennai region to identify the consumer intention towards OTT platform and enable us to understand the expectations and perception. The study was carried out with 243 respondents' opinion on various factors that influence OTT purchase. The researchers identified that consumer require more price reduction, requires further choice of contents, Needs few flexibility for friendly usage and few more changes. With the outcome of the study it is concluded that the OTT is a strong competitor for Cable, Dish TV, Theatres and social media. It also needs several flexible changes according to the Indian models for further penetration of the viewer's market. The study reveals that the use of Internet driven OTT for entertainment is more prevalent among the tech savvy young population who prefer to manage their work and entertainment as per their choice.