Empirical Research on Satisfaction Derived from Use of OTT Applications of Ahmedabad

Abstract: “The technology you use impresses no one. The experience you create with it is everything.” -In the words of Sean Gerety. We are living in the world of where everything changes very fast. Internet use and social media activities are rising at a rapid rate due to the increased proliferation of smartphones and affordable data plans. This research talks about the same technological up-gradation in media industry like all other segments and customer satisfaction from use of OTT applications. The paper further talks about people’s habits, their expenses and their preferences of OTT applications. The research focuses on Video OTT segment focusing on mainly 7 applications naming Netflix India, Amazon prime Video, Disney+Hotstar, Voot, SonyLiv, Zee5 and ShemarooMe. Data have been collected through 500 questionnaires and secondary sources. The same has been analyzed using statistical tests on SPSS software. From the research it was found that people are watching OTT content regularly based on their content preference. Few years later, for the next generation OTT might be everything for viewers and they might even not know what traditional TV channels are. OTT is a new era, new definition to screen and a new habit that will evolve all over the world. Keywords: OTT, Netflix, Amazon, Hotstar, Satisfaction