A Study on Viewers Adoption and Expectations of OTT Platforms

The rapid rise of OTT (Over-the-Top) platforms such as Netflix, Amazon Prime Video, Jiohotstar and Zee5 has significantly reshaped the digital entertainment landscape in India. This research project explores the adoption and expectations of viewers regarding OTT (Over-the-Top) platforms. It investigates viewers’ usage patterns, content preferences, satisfaction levels, and technological adaptability towards popular OTT services. The study mainly focuses on understanding factors influencing user attitudes, including subscription behaviour, device usage, impact of advertisements, pricing, and internet access. The research also compares viewers’ attitudes towards OTT platforms and traditional television, highlighting the growing relevance of OTT as a new media form. The data for this research study was collected through a structured questionnaire from 50 respondents, predominantly students and young adults, to capture their perceptions and viewing habits. The analysis includes demographic classification, frequency of usage, preferred subscription models, content types, and satisfaction with audio-visual quality. This study seeks to provide valuable insights for content creators, platform developers, and marketers aiming to understand and cater to the evolving needs of Indian OTT audiences.