"DECIPHERING CONSUMER TRENDS: EXPLORING THE MOTIVATIONS AND BEHAVIOUR DRIVING CORD-CUTTING AMONG GENERATION Z IN THE STREAMING ERA" A STUDY BASED IN NAVI MUMBAI AREA

ABSTRACT The rise of streaming services has revolutionized the entertainment industry, providing consumers with unprecedented flexibility and choice in accessing content. Concurrently, there has been a significant trend of cord-cutting, where consumers opt to cancel traditional cable or satellite television subscriptions in favour of streaming alternatives. This exploratory study aims to delve into the consumer behavior and motivations underlying the phenomenon of cord-cutting. Utilizing qualitative research methods, using Questionnaire method, this study seeks to uncover the various factors influencing individuals' decisions to abandon traditional television services. Factors such as cost considerations, content preferences, technological advancements, and changing viewing habits are anticipated to play significant roles in driving cord-cutting behavior. By gaining insights into these motivations, this research aims to contribute to a deeper understanding of the evolving dynamics of media consumption in the digital age and provide valuable implications for both industry stakeholders and policymakers. Keywords: Streaming services, cord-cutting, consumer behavior, motivations, digital age.