Research on OTT vs Theatre : Audience Preferences and Viewing Habits

This study explores the relationship between age and various factors influencing OTT platform usage and live theatre attendance. It aims to identify how age impacts the frequency of OTT usage, content selection preferences, and theatre-related decisions. The study employed statistical analysis to test several hypotheses, with results showing a significant relationship between age and the frequency of OTT usage (p = 0.001), leading to the rejection of the null hypothesis. However, no significant relationship was found between age and the factors influencing content selection on OTT platforms (p = 0.375), and the null hypothesis was accepted. Furthermore, the study identified weak associations between age and preferences for theatre content ratings (p = 0.002), as well as the ratings of factors influencing live theatre attendance (p = 0.040). These weak relationships suggest the need for further exploration of external and psychological factors that may influence media consumption behaviour. The study concludes with recommendations for future research, including the need for longitudinal studies, cross-cultural comparisons, and deeper investigation into the psychological factors affecting content selection. Additionally, the impact of technological advancements on media consumption patterns across different age groups should be explored. These findings provide valuable insights for content creators, marketers, and the entertainment industry, enabling them to better understand the diverse preferences of age-based user segments