A study of the consumer buying behaviour towards OTT (Overthe-top) media in India

Abstract

The unprecedented worldwide epidemic caused by COVID-19 has altered people's media consumption habits. During this time period, the widespread use of (Over-the-top) OTTs became evident. Numerous studies show that OTT markets and consumer demand for a wide variety of content are expanding. The freedom that OTTs give their users in terms of content, accessibility, and device/medium selection is extraordinary (for example on a hand phone, laptop, tablet or TV screen). Having a single household gadget, like a TV, used to cause fights amongst family members who wanted to watch their preferred content but OTT has been a game changer. This research looked at how OTT services have developed in India, reviewing the fast-moving OTT landscape and assessing ground-breaking developments like the debut of blockbuster films on services like Amazon and Netflix and the revival of classic shows from
the DD period, now available on Hotstar. This study is based on a survey conducted on 145 participants (18-60 years) in Delhi NCR to measure the level of consumer awareness and usage of different OTT service providers. The study aims to identify the impact of the
pandemic on the consumer buying behaviour towards OTT platforms. The results of the study show that Compatibility , Quantity of content, Ease of use, Perceived Enjoyment, Perceived Usefulness, Awareness, User Interface, Quality of content all, affect the buying behaviour towards OTT media in India.