Mapping OTT Channel Preferences among North Indian Gen Z: An Attribute-Based Approach

The Indian entertainment industry is witnessing rapid growth in Over-the-Top (OTT) platforms, driven by evolving marketing trends and increasing adoption among Gen Z viewers. Effective positioning among this demographic has become crucial for OTT players. While extensive research exists on factors influencing OTT performance, limited attention has been given to visualizing the spatial positioning of platforms based on young viewers' perceptions. This study utilizes Confirmatory Factor Analysis (CFA) to identify two key factors: OTT attributes and content attributes, which define viewer preferences. A two-dimensional perceptual map is developed to illustrate the relative positioning of eight selected OTT platforms, identifying four competitive clusters. The findings demonstrate that the two-dimensional perceptual map effectively captures the preferences of Gen Z viewers, offering strategic insights. Marketers can leverage these results to tailor strategies for different audience segments, enhancing competitive advantage and identifying new opportunities in the dynamic OTT landscape.