DECODING MILLENNIAL PREFERENCES: DRIVERS OF OTT PLATFORM ADOPTION IN THE DIGITAL ERA

This study identifies the key factors driving the adoption of Over the Top (OTT) streaming services among the millennial demographic. Usingprimary survey data,the research evaluates the influence of determinants such as content diversity, pricing, user experience, and audio visual quality.The analysis reveals distinct consumption patterns,including a preference for on-demand access and binge-watching, alongside a shift in attitude away from traditional television.The findings offer actionable insights for OTT providers to refine their strategies, improve user engagement, and increase retention within this critical market segment.