Paper Title
A study on factors leading to adoption of OTT platforms.
Article Identifiers
Authors
Prerna Bajaj
Keywords
OTT platforms, OTT industry, Netflix, Amazon Prime Video, Hotstar, Marketing strategy, Subscribers, Consumer base, Demand
Abstract
The topic of the research is “a study on factors leading to adoption of OTT platforms”. I chose this topic because I feel that in recent times, OTT industry has gained rapid momentum. It has become a part of daily life of people all around the world. The innovative idea of making streaming of content so convenient has led to the success of OTT platforms. I wanted to ascertain the demand of OTT platforms and analyze the factors responsible for this transition from traditional sources like Theatres and Television. Further, I wanted to comprehend the effects of the COVID-19 pandemic on this industry. Moreover, I also wanted to understand consumer behavior while choosing content and genre to stream videos, the limitations consumers feel and suggestions to improve customer experience. I used both primary and secondary data to conduct my research. I gathered information from various journals, articles and websites to study the marketing strategies of various companies in this field. I distributed a questionnaire to understand consumer perception of OTT platforms and got 100 responses for my analysis. I used tables, pie charts and bar graphs to analyze the data. I found that there is an increasing demand for OTT platforms across all age groups. Flexible usage and variety in content are the most frequent reasons for consumers switching to OTT platforms. Companies capture consumer interest and build positive brand image through effective marketing strategies like alerts and social media marketing. Further, I found out the drawbacks consumers face which are areas of improvement for companies. The consumers are likely to continue their consumption in future. Hence, the future looks bright for the growth of OTT industry.
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How To Cite (APA)
Prerna Bajaj (July-2023). A study on factors leading to adoption of OTT platforms.. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(7), b287-b323. https://ijnrd.org/papers/IJNRD2307132.pdf
Issue
Volume 8 Issue 7, July-2023
Pages : b287-b323
Other Publication Details
Paper Reg. ID: IJNRD_201293
Published Paper Id: IJNRD2307132
Downloads: 000121994
Research Area: Management
Country: Kolkata, West Bengal, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2307132.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2307132
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