Analysing Consumer Preferences and Pattern for Ott Platforms: A Study

Media Industry came up with Over-The-Top (OTT) platform that improves experience of watching movies and series. This is Subscription-based model service that provide content on demand via Internet that replace cable TV, Cinema and DTH. With the entrance of OTT services they have their own benefits i.e. it cut down cost of Cable provider, access live TV with High quality content, repetitive playback of content and many more. These are some reasons that influence consumer to switch from DTH to OTT services and for this research is required to understand the preference of consumer towards OTT platform in Jaipur. The objective is to understand the consumer pattern towards OTT platform on the basis of demographic factors where Multiple Regression tool used via R software. The result shows few factors have major impact on consumer pattern for OTT platform. Second objective is to know customer preference toward Traditional Entertainment and New Entertainment on the basis of their monthly spend where Independent T-Test used via SPSS software. The result was there is no significate difference between spending on Traditional and New Entertainment. Next objectives is to identify the relation between times spend on OTT platform and number of OTT platform subscribed here Pearson Correlation tool is used on R software. There is low degree of positive correlation between these two variables. Last objective is to understand the preference of different occupation group towards different OTT platform, for this Chi-square model is used on Excel software. The result was that every occupation segment prefer different OTT platform for entertainment hence there was unequally preference of OTT platform for different occupation group. 2 The final outcomes is that demographic factor have effect on selecting the multiple OTT platform. Consumer are not too much incline towards OTT because traditional entertainment is still preferred in most of household as their primary source of entertainment. OTT services are mostly recognized by students and employees as they are available at convince with multiple benefits.