A Comparative study of consumer perception of Traditional TV channels and OTT Platforms in India

The Indian media and entertainment industry has witnessed a significant shift with the rapid growth of Over-The-Top (OTT) platforms alongside traditional television (TV) channels. Traditionally, TV has been the dominant medium for entertainment, offering scheduled programming through cable and satellite networks. However, with the rise of digital technology and internet penetration, OTT platforms like Netflix, Amazon Prime Video, Disney+ Hotstar, and local players such as Zee5 and Voot have transformed how consumers access and engage with content. This research aims to compare consumer perceptions of traditional TV and OTT platforms in India, focusing on factors such as content variety, cost-effectiveness, convenience, accessibility, and user experience. While traditional TV is valued for its structured programming and affordability in bundled packages, OTT platforms are preferred for their on-demand content, ad-free experience, and personalized recommendations. The study seeks to analyze the evolving preferences of Indian consumers, the factors influencing their choices, and how traditional TV and OTT services coexist in the dynamic media landscape. Understanding these perceptions can provide insights for broadcasters, streaming services, and policymakers to adapt to changing consumer demands.