An Empirical Study on Consumer Behaviour Towards Over-the-Top (OTT) Streaming Media Platform in District Muzaffarnagar (U.P)
In the recent scenario entertainment mode is transforming from traditional distribution Channels to the “over-the-top” (OTT) media platforms. OTT platforms are allowing on demand entertainment content via the internet across devices like Television sets, mobile phones, computers & tablets. Due to the customized entertainment needs of any individual in the form of vast selection of films, TV shows, documentaries and original programming that is sent straight to the viewers through the internet. To succeed in this ever-changing entertainment scenario, over-the-top (OTT) platforms have to understand the dynamic consumer perception regarding the content selection, subscription & satisfaction factors. Currently affordable internet and smart phones usage is redesigning entertainment culture and perception in the Indian scenario. OTT has included an aspect of convenience to consumers watching habits and trends. Among the demographic variables, younger people showed a greater preference for online streaming over cable television and traditional source of entertainment. Over-The-Top (OTT) streaming platforms are providing personalized and ad-free content, making them viral among youth and middle-income audiences. OTT Platforms such as Netflix, Amazon Prime, and Disney+ Hotstar dominate the market by offering content tailored to diverse linguistic and cultural preferences. Large number of individuals is in favour of OTT platforms over conventional cinema experience due to various factors including personalization, economic factor and many more. Remya, Rupini T.S, (2023).Various existing researches have explored consumer perception on above said concern in metropolitan cities & very limited attention has been given to semi-urban or rural areas. By studies it is evident that entertainment viewers generally explore unique and exclusive content in all regional languages to enjoy at their comfort level. Chitrakala, Venkatesh and Nagarathinam A, (2023)
This study is focusing the issue of consumer consumption pattern of OTT platforms in semi-urban and rural areas. For this purpose the area of study is district Muzaffarnagar (U.P.). Muzaffarnagar is one of the cities of Uttar Pradesh based in Northern India. It was established in the year 1633 during the Mughal regime by Sayyid Jagirdar Munawar Lashkar Ali and named it after his father’s name, Muzaffar Ali Khan. Muzaffarnagar is located in between Delhi and Dehradun over the national highway – NH58. It’s a multicultural and religious place with a majority of Hindus who dwell with other communities like Muslims, Sikhs, Buddhists and Christians with population of approximately 45 Lacks and 83 K per capita annual income.
Major objective to conduct this study is to analyse factors influencing consumer consumption patterns of OTT Platforms as well as viewer’s level of satisfaction resulting changes in viewership patterns towards OTT Platforms on the basis of content, subscription issue and cultural dynamism especially among youth. The study is based on Uses and Gratifications Theory (UGT), with a sample size of 200 respondents representing the whole population, which proposes that users actively select media based on needs for entertainment, information, and relaxation. This framework aids in understanding how semi-urban and rural users adopt OTT platforms into their daily routines as proffered digital entertainment options especially by younger generation.
Results reveal a strong relationship between income and OTT subscription behaviour. Middle-income consumers are the most frequent users, largely due to affordable and accessible subscription offerings. Among platforms, YouTube and Disney+ Hotstar are the most preferred, followed by Netflix and Amazon Prime.
These findings demonstrate that OTT viewership is not limited to urban elites but increasingly represents India’s semi-urban digital transformation. From a sustainability viewpoint, the study indicates that digital streaming promotes responsible consumption and contributes to digital inclusion. This aligns with Sustainable Futures principles by connecting entertainment habits to broader goals of economic empowerment, education, and equitable technological participation.
Conclusion & Future Scope
India is a potential market for the global expansion of OTT platforms. People are getting addicted to this new digital superpower. The Indian media industry faces a significant challenge in content production due to its diverse audience. Catering to this heterogeneous viewership requires a profound understanding of the various & aspects that contribute to the engagement with streaming content. The study captured responses from a specific number of participants, which may not represent the broader population. A larger sample size would provide more robust and generalizable insights into OTT consumption patterns. User preferences, socio-economic backgrounds, and technological infrastructure all play pivotal roles in shaping the consumption patterns of the audience. OTT platforms need to employ sophisticated algorithms and data analytics to comprehend and respond to these diverse factors effectively. While the study identified four key factors (Convenience, Exclusivity, Popularity, and Personalization), other potential factors influencing OTT consumption were not explored in depth. Elements such as cost, quality of content, or platform user interface might also play significant roles. Concentrating these limitations in future research studies could provide a more inclusive understanding of the factors influencing OTT content consumption and help refine strategies to meet the diverse needs and preferences of different user segments.
Keywords: Consumer Behaviour, OTT Platforms, Digital Entertainment, Sustainable Futures
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