Abstract
With people confined to their homes during the pandemic, their social lives have moved online and entertainment consumption has risen notably within the at-home segments of television and over-the-top (OTT). We conducted a survey which examined the various subscription trends of Indian consumers on OTT platforms. Recently, OTT platforms have started using bundled services and they have also been trying to penetrate the Tier II and Tier III market by focusing on regional content in order to increase their customer base. This shows that OTT platforms are evolving according to the changing needs of their customers. With an increase in OTT advertising, we examine the various reasons due to which people get frustrated watching ads on OTT. This paper also puts forth the idea of having a consumer watch advertisement in order to get free subscriptions instead of paying for it. Thus, similar ideas can be implemented in order to attain mutual benefits for all the parties involved.
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