Analyzing OTT Platform Preferences of North Indian Gen Z: An Attribute-Driven Perspective

The Indian entertainment industry has significant growth in Over-the-Top (OTT) platforms, with marketing trends highlighting their increasing prominence. As a result, it has become critical for OTT providers to establish effective positioning among Gen Z audiences. While extensive research exists on factors influencing OTT performance and viewer perceptions, limited studies have explored the spatial representation of eight selected OTT platforms through perceptual mapping based on young viewers’ perspectives. Using Exploratory Factor Analysis (EFA), two major factors "OTT attributes" and "content attributes" were identified. The resulting two-dimensional perceptual map reveals the relative positioning of these platforms, grouping them into four competitive clusters. These findings provide actionable insights for strategists to tailor their plans, gain competitive advantages, and identify market opportunities.