A Study on the Transition of Ott (Over the Top) Services among Young Consumers Across Chennai City

Abstract

OTT also refers to a brand-new generation of contemporary television networks similar to traditional satellite or cable TV providers . The objective of this study is to find the recent transition of OTT services among young consumers . The study focuses on the factors influencing the young consumers in the OTT platforms and also the strategies adopted by the company to attract them. A survey was conducted and data from 100 respondents were collected across the young consumers in Chennai. This study undergoes descriptive and analytical analysis. The findings reveal that the factors such as recommendations, rate of advertisement, quality of the content, audio and video quality, loading time influences the young consumers in the OTT platforms .The reasons behind paid and unpaid users of OTT services were also identified .The further study would help to infer the experiences of different users of OTT platforms and their views.