Over-the-Top (OTT) Watching Behaviour of Consumers in Secunderabad

Abstract

Consumer desire for selected content available on the OTT platform. Over the top media Platform A streaming media service provided directly to viewers via the Internet. Over the Top (OTT) video platform considered a luxury item, but it is now a product. In India, there was an unprecedented increase in numbers Consumers are adapting. Indian streaming services like Hot star and Jio Cinema have become more powerful with a foothold, global players like Netflix and Amazon Prime have grown tremendously in India. The data from this survey was collected through both primary data. For primary data, structured questionnaire method used to collect the data. To do so, understating how users enjoy OTT and analyzing usage patterns is essential. This research aims to identify on OTT in Secunderabad. Awareness of OTT services, time spent on OTT, preferred OTT platform, preferred program, watching OTT with companion, penetration of OTT and source of internet have been taken as a independent variables and customers satisfaction on OTT services considered and dependent variable. Further frequency analysis and chi-square test have been used to analyse the data. The results found that consumer watching behaviour associated with their satisfaction level.