Impact Of Over-The-Top (Ott) Services On The Content Preferences And Viewing Choices Of Young Viewers In Telugu-Speaking States

The study's objectives are to discover, contrast, and analyse the factors that influence young viewers' choices between OTT channels and movie content. The study also looks into what motivates people to view films on OTT platforms in Telugu-Speaking States. Data was gathered using self-structured questionnaires in a quantitative research approach. Youthful watchers between the ages of 18 and 35 who lived in Telugu-talking states, prominently Andhra Pradesh and Telangana, made up the review's interest group. A sample size of 165 people was obtained using a methodical sampling procedure. The study's conclusions focused on the demographic traits of young viewers, such as gender, age, education, and occupation. The statistics revealed that Netflix, Prime Video, Hot Star, and Jio Cinema are the most popular OTT services among youthful viewers in Telugu-Speaking States. The study also found a strong correlation between age, preferred material, and watching patterns and the preference for OTT content, supporting H1. In addition, H2 was reinforced by the findings that OTT channels are preferred over cinema material when convenience, cost-effectiveness, and content diversity are taken into account. The research can help OTT platforms, content producers and marketer’s better target their products to young viewers in this region and satisfy their wants and expectations.