Finaldraft-converted.pdf

See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/361490917
AN EXPLORATORY STUDY ON THE RISE OF SELECTIVE VIDEO OTT PLATFORMS
IN CHENNAI DURING COVID-19 PANDEMIC PROJECT REPORT
Thesis · June 2022
CITATION
1
READS
4,909
1 author:
Srivarshini v.
Women's Christian College
1 PUBLICATION 1 CITATION
SEE PROFILE
All content following this page was uploaded by Srivarshini v. on 23 June 2022.
The user has requested enhancement of the downloaded file.

AN EXPLORATORY STUDY ON THE RISE OF SELECTIVE VIDEO OTT
PLATFORMS IN CHENNAI DURING COVID-19 PANDEMIC
PROJECT REPORT
Submitted to
UNIVERSITY OF MADRAS
In partial fulfillment of the requirement for the award of the degree of
BACHELOR OF COMMERCE
Submitted by
SRIVARSHINI. V
Register No.: 19COM60
Under guidance of
Dr. SMITHA POULOSE M.Com, M.Phil, B.Ed., Ph.D
DEPARTMENT OF COMMERCE
WOMEN’S CHRISTIAN COLLEGE
CHENNAI – 600006
2021 – 2022

BONAFIDE CERTIFICATE
This is to certify that the project titled “AN EXPLORATORY STUDY ON THE RISE OF
SELECTIVE VIDEO OTT PLATFORMS IN CHENNAI DURING COVID-19
PANDEMIC” is a bonafide work done by SRIVARSHINI.V (19COM60) Bachelor of
Commerce, Women’s Christian College, Chennai – 600006, in partial fulfillment for the award
of the degree of Bachelor of Commerce, University of Madras for the academic year 2021-2022.
Dr. Smitha Poulose Ms. Margaret Alexander
Research Supervisor Head, Department of Commerce
Submitted for the Viva- Voce examination to be held on . __________________________
Internal Examiner External Examiner

DECLARATION
I, SRIVARSHINI.V a bonafide student of Department of Commerce, Women’s Christian
College, Chennai hereby declare that this project work titled “AN EXPLORATORY STUDY
ON THE RISE OF SELECTIVE VIDEO OTT PLATFORMS IN CHENNAI DURING COVID-
19 PANDEMIC” under the guidance of Dr. Smitha Poulose, M.Com, M.Phil., B.Ed., Ph.D.,
Department of Commerce, Women’s Christian College, Chennai, is an original work and has not
been submitted to any other University for valuation.
Place: _____________________
Date: _____________________ Signature of the Candidate:_______________

ACKNOWLEDGEMENT
First and foremost, I would like to thank the Almighty God for his grace throughout the journey
of the preparation of this project. I would like to take this opportunity to thank everybody who
helped in each and every step in completing this project.
I sincerely thank our Principal Dr. Lilian I Jasper, Women’s Christian College, Chennai for
giving me the opportunity to pursue my research work.
I am extremely grateful to Ms. Margaret Alexander Head and Associate Professor, Department
of Commerce, Women’s Christian College, Chennai for her constant support in doing this
project.
I extend my respectful and deep sense of gratitude to Dr.Smitha Poulose, Assistant Professor,
Department of Commerce, Women’s Christian College, Chennai, and for providing their
valuable insights throughout the tenure.
I express my profound and sincere thanks to my family and friends who have helped me
complete this project successfully.
________________________
SRIVARSHINI.V

ABSTRACT
Over- the- top platforms or OTT platforms are streaming platforms that deliver audio, video or
audio-visual content through the internet. These platforms do not use the usual cable or the
satellite signals like the traditional television. Any kind of content will be delivered through the
internet. As technology is fast growing and internet is accessible to the majority of the
population, Over-the-top (OTT) platforms have carved their niche in the entertainment market.
Corona virus disease which is said to be originated in Wuhan in 2019 (COVID-19) has been a
catalyst in making these platforms thrive Due to its quickly transmissive nature, countries
affected by this virus had declared complete lockdown in order to curb its spread. India was also
one among those countries which went into a national lockdown in the early March, 2019. The
lockdown had brought all the daily activities of people to a halt. At this point of time, internet
became a saviour to all individuals. Staying at home and accomplishing daily activities was very
convenient for people at the beginning, but as the national lockdown extended people wanted
some kind of an entertainment. OTT platforms matched their need at the right time. This paper
identifies the reasons for choosing OTT platforms and their attitude towards these platforms.
OTT platforms have also been contributing to climate change and the paper intends to create
awareness about streaming online and its effect on the climate change. As all genres of content
are available to people of all age groups, this paper also analyses the impact of OTT platforms on
kids who previously did not have much uninterrupted access to the internet.

TABLE OF CONTENTS
S.No. TITLE PAGE NO.
List of Tables 1
List of Figures 3
CHAPTER 1
INTRODUCTION AND RESEARCH DESIGN
5
1.1 Rise of Over-the-Top (OTT) Platforms 6
1.2 Need for the Study 7
1.3 Scope of the Study 7
1.4 Objectives of the Study 7
1.5 Research Methodology 8
1.5.1 Field of the Study 8
1.5.2 Research Design 8
1.5.3 Population 8
1.6 Pilot Testing 8
1.7 Research Methodology 8
1.8 Sample 9
1.8.1 Sample Size 9
1.8.2 Sampling Technique 9
1.9 Data Collection 9
1.9.1 Primary Data 9
1.9.2 Secondary Data 9

1.9.3 Tertiary Data 9
1.9.4 Study Period 9
1.10 Data analysis 10
1.11 Limitations of the Study 10
1.12 Chapter Scheme 10
CHAPTER II
REVIEW OF LITERATURE
11
2 Review of literature 12
2.1 Research Gap 25
CHAPTER III
THEORETICAL ASPECTS OF OVER-THE-TOP (OTT)
PLATFORMS
26
3.1 Over-the-Top Platforms-An Overview 27
3.2 Evolution of OTT Platforms 28
3.3 YouTube 29
3.4 Disney + Hotstar 30
3.5 Amazon Prime 31
3.6 Netflix 32
3.7 Trends in OTT Platforms 33
3.8 Impact of COVID-19 35
CHAPTER IV
ANALYSIS AND INTERPRETATION
36
4.1 Statement of Hypothesis 37

4.2 Statistical methods used 38
4.3 Statistical tools 39
4.4 Percentage Analysis 41
4.5 Interpretations 63
CHAPTER V
SUMMARY OF FINDINGS, SUGGESTIONS AND
CONCLUSION
74
5.1 Findings 75
5.2 Suggestions 77
5.3 Conclusion 78
5.4 Suggestions for further research 78
APPENDICES 79
Appendix A- References 80
Appendix B- Questionnaire 83

1
LIST OF TABLES
TABLE
NO.
TITLE PAGE NO.
4.1 Gender of Respondents 41
4.2 Age Group of Respondents 42
4.3 Educational Qualification of Respondents 43
4.4 Monthly Income of Respondents 44
4.5 Occupation of Respondents 45
4.6 Choice of OTT Platforms 46
4.7 Reasons for choosing OTT platforms 47
4.8 Factors influencing choice of OTT platforms 48
4.9 Type of Content watched on OTT platforms 49
4.10 Increase in Screen Time during COVID-19 50
4.11 Change in subscription type during COVID-19 51
4.12 Parental Control 52
4.13 Ways to combat OTT addiction in children 53
4.14 Possession of separate gadgets by children 54
4.15 Choice of OTT platforms by children 55
4.16 Usage Pattern by Children 56
4,17 Positive and negative impact of OTT platforms on children 57
4.18 Choice of content by children 58
4.19 Accompaniment during watch time 59
4.20 Reasons for using OTT platforms by children 60

2
4.21 Time spent on OTT platforms by children 61
4.22 Impact of OTT platforms on children 62
4.23 Reliability Test 63
4.24 Association between duration of usage and age group of respondents 64
4.25 Association between duration of usage and gender of respondents 65
4.26 Association between duration of usage and subscription type of
respondents
66
4.27 Association between subscription type of respondents and monthly
income
67
4.28 Association between gender and choice of content by children 68
4.29 Association between accompaniment and consumption time by
children
69
4.30 Difference between measures taken to minimize energy consumption
and the age group of respondents
70
4.31 Difference between type of content consumed and reasons for using
OTT Platforms during COVID-19
71
4.32 Difference between age group of respondents and reasons for using
OTT Platforms during COVID-19
72
4.33 Difference between gender of respondents and awareness about impact of
OTT Platforms on climate change
73

3
LIST OF FIGURES
FIGURE
NO.
TITLE PAGE NO.
3.1 Logo of BigFlix 28
3.2 Features of YouTube Premium 29
3.3 Logo of Disney+ Hotstar 30
3.4 Logo of Amazon Prime video 31
3.5 Logo of Netflix 32
3.6 Willingness to pay more for 5G services 33
4.1 Gender of Respondents 41
4.2 Age Group of Respondents 42
4.3 Educational Qualification of Respondents 43
4.4 Monthly Income of Respondents 44
4.5 Occupation of Respondents 45
4.6 Choice of OTT Platforms 46
4.7 Reasons for choosing OTT platforms 47
4.8 Factors influencing choice of OTT platforms 48
4.9 Type of Content watched on OTT platforms 49
4.10 Increase in Screen Time during COVID-19 50
4.11 Change in subscription type during COVID-19 51
4.12 Parental Control 52

4
4.13 Ways to combat OTT addiction in children 53
4.14 Possession of separate gadgets by children 54
4.15 Choice of OTT platforms by children 55
4.16 Usage Pattern by Children 56
4,17 Positive and negative impact of OTT platforms on children 57
4.18 Choice of content by children 58
4.19 Accompaniment during watch time 59
4.20 Reasons for using OTT platforms by children 60
4.21 Time spent on OTT platforms by children 61
4.22 Impact of OTT platforms on children 62

5
CHAPTER I

6
CHAPTER 1
1.1 RISE OF OVER-THE-TOP (OTT) PLATFORMS
Marketing as a field of study firstly emerged for the product sector and many researchers
recognized the need to have a concept called service marketing very recently. Businesses that
provide a service to their consumers use services marketing to enhance brand awareness and
revenue. Services marketing, unlike product marketing, emphasizes intangible activities that
provide value to customers. This concept of service marketing has aided service businesses in
reaching greater heights by boosting client satisfaction. Extending further, service marketing
now plays a major role in many industries and one such being the media field.
The new gen media of Over- the- Top services are at an unimaginable hike with the COVID-19
pandemic prevalent. The increasing influence of over-the-top (OTT) platforms has demonstrated
that entertainment has entered a new era, and information may be broadcast in a variety of ways.
These platforms are said to be a great place to market products/services as these audio-visual
contents stay in the minds of people for a very long time thus making a positive effect for
companies. Over-the-top platform or the OTT platform is a transition from the basic Television
which used the cable connections or satellite signals to broadcast content. These platforms can be
accessed through the smart phone, tabs, laptops, Smart TV or any other gadget which has
internet connection.
According to a survey published by MICA's Center for Media and Entertainment Studies
(CMES), Disney+ Hotstar has 43 million users, making it India's most extensive OTT channel,
backed by Netflix (5 million) and Amazon Prime (17 million). By 2023, India will have a
massive increase in OTT subscribers. There are currently 350 million users, but it is expected to
grow to 500 million by 2023. Smartphones and mobile network plans become more widely
available, prompting a significant number of people to watch movies and other entertainment
items online.

7
1.2 NEED FOR THE STUDY
The COVID-19 pandemic has lead to the nation-wide lockdown which paved way for the
concepts of work-from-home and online classes. People who had been active during the pre
COVID times are curbed inside their homes due to the sudden lockdown. Individuals' physical
and mental health suffered as a result of this. To adjust to the situation, they had to change their
lifestyle. One such major change that the entertainment industry also made use of, was the
extensive marketing of OTT platforms. Cinema theatres were considered a recreational spot
during pre COVID times and since there was a ban on the functioning of theatres too, people
lacked entertainment. OTT platforms stepped in to fill the void. Therefore, this study focuses on
the consumer attitude towards OTT platforms and how this lifestyle change is impacting the
climate as a whole.
1.3 SCOPE OF THE STUDY-
• To study the most preferred OTT platform, reasons and consumer attitude towards OTT
platforms
• To understand the viewing behavior of consumers
• To investigate the many aspects that influence a customer's decision to use online video
streaming services.
• The research looks at aspects of OTT services like Hotstar, Netflix, Amazon Prime, and
Youtube
1.4 OBJECTIVES OF THE STUDY-
• To understand the consumer’s attitude towards selected Online Video Platforms like
Netflix, YouTube, Amazon Prime and Hotstar.
• To analyze the various factors that influence the consumer to choose online video
streaming services.
• To determine how streaming videos contribute to climate change and create awareness
among the users.
• To evaluate the impact of OTT platforms on kids mental and physical well-being

8
1.5 RESEARCH METHODOLOGY
1.5.1 FIELD OF THE STUDY:
The survey responses are collected from OTT Viewers in Chennai city.
1.5.2 RESEARCH DESIGN:
The technique for structuring how the research project will be conducted is known as research
design. This study is both descriptive and quantitative in nature and describes the attitude of OTT
viewers
1.5.3 POPULATION:
This study's participants are OTT viewers of all ages.
1.6 PILOT TESTING:
The purpose of the pilot study was to determine the influence of OTT platforms on customer
attitudes. The study's participants were OTT viewers from Chennai. The study was done with
sample size 30.
1.7 RESEARCH INSTRUMENT:
The structured questionnaire had total 21 questions which were framed in English for the easy
understanding of the respondents. The first part of the questionnaire was to know the personal
details or the demographics of respondents and the second part was intended to identify the
consumer’s behavior towards OTT platforms which intended to understand the viewing
behaviors like time, type of content, subscription type, reasons for choosing particular OTT
platforms, and also to check their level of awareness with regard to the impact on climate
change.

9
1.8 SAMPLE :
For the research process, a sample is selection of people from a population.
1.8.1 SAMPLE SIZE:
The sample size for this study is 320. Sample respondents were OTT viewers in Chennai.
1.8.2 SAMPLING TECHNIQUE:
The term sampling technique is used to identify the type of sampling process for research.
Convenience sampling is chosen for the study as this type of sampling provides convenience to
the surveyor to collect data. The data collected is purely based on the proximity of the
respondents. This is a type of non-probability sampling. Data collection from 320 questionnaires
was analysed for this survey.
1.9 DATA COLLECTION:
The data for this study is collected from primary, secondary and tertiary sources.
1.9.1 PRIMARY DATA:
Primary data was collected from OTT viewers in Chennai. Data was collected through a
structured questionnaire.
1.9.2 SECONDARY DATA:
Secondary data was collected through previous research papers, journals, articles, conference
proceedings.
1.9.3 TERTIARY DATA:
Tertiary data was collected from online study material, newspaper reports and blogs.
1.9.4 STUDY PERIOD:
The survey was done between the months October 2021 to March 2022.

10
1.10 DATA ANALYSIS:
Data collection from the respondents were condensed, tabulated and analysed into logical
statements using SPSS.
1.11 LIMITATIONS OF THE STUDY:
• The study is limited to only OTT viewers in Chennai
• The study is done on the basis of data provided by the respondents.
• The study is limited to the features of Netflix, Amazon Prime, YouTube and Hotstar
• The number of respondents is restricted to 320 only.
1.12 CHAPTER SCHEME:
The present research study consists of five chapters:
1. FIRST CHAPTER deals with introduction, need for the study, scope of the study, objectives,
research methodology, data collection, data analysis, limitation of the study and scheme chapter.
2. SECOND CHAPTER covers the review of literature about consumer behavior towards OTT
platforms, traditional television and the digital media, and the growth of OTT platforms
3. THIRD CHAPTER covers the theoretical aspects relating Youtube, Netflix, Amazon Prime,
Hotstar, and the recent trends in OTT platforms
4. FOURTH CHAPTER deals with analysis and interpretation of the data collected through the
questionnaire. Statistical tools like Percentage analysis, Chi Squared Test, One-way Anova, and
Independent T-test
5. FIFTH CHAPTER covers the summary of findings, suggestions for further research and
conclusion.

11
CHAPTER II

12
CHAPTER II
“Marketing 5.0, by definition, is the application of human-mimicking technologies to create,
communicate, deliver, and enhance value across the customer journey.”
( Source: Philip Kotler, 2021)
The above quote was penned by Philip Kotler (born May 27,1931) in his book named
‘Marketing 5.0: Technology for Humanity’. He is also known as the father of marketing. This
quote written by him emphasizes the importance of marketing and the importance of adapting to
the uprooting technologies.
1.B. Suresh Babu –July, 2013
Service marketing: Trends, challenges and strategies:
The service sector contributes the most to the Indian GDP. This paper has studied the trends,
challenges and strategies in service marketing. The author points out that innovation, quality of
service, expanding the scales of service, and improving exports are the major trends. Since,
services are consumed while producing there is no physical evidence. This is a barrier for the
service marketing as customers cannot see, touch, hear or smell before they accept to get the
service done. Also, consumers have started using new media like internet, mobile phones for
getting information; marketers have also started making investments in online marketing. By
using the right marketing mix, marketers can design a good marketing strategy.
2.Thimmanna G Bhat – February, 2015
A study on scope of service marketing:
This paper has studied the concept of service marketing, its scope and challenges. The services
sector has been immensely contributing to the economic growth. Over the years a lot of new
services have emerged due to accessibility to the internet and various other technological
advancements. The scope of service marketing is increasing day after day due to improvements
in technology. Improved technology has led to easy accessibility of service, service providers
getting closer to customers, global audience and cost rationalization. One prominent challenge

13
that gives rise to other challenges is that, services are intangible. Due to this, customers will not
know how the service will look like. They have to experience the service so as to fulfil the need.
Also, they cannot return the service if customers are not satisfied unlike a tangible product. In
spite of these challenges, the service marketing firms must use the marketing mix rationale so as
to expand and grow.
3.IBS Centre for Management Studies (ICMR)
Media Services Marketing - (Broadcasting, Entertainment & Print Media Industries)
All communication methods that aid in the transmission of information from the source to the
destination are considered media services. Media can be either point-to-point or mass. While
point-to-point media transmits data one-to-one, mass media disseminates data from a single
source to a vast audience. Broadcasting, entertainment, and print media are the three types of
media services. The marketing mix of service businesses is made up of seven components:
product, pricing, location, promotion, people, and physical assets. All these elements has to
strategically planned and implemented for a service firm to be successful. Growth of internet and
use of online services has paved for a globally interconnected society. Globalisation is the trend
that the media firms have to cater to immediately.
4.Mahak Gaoshinde – May, 2020
Impact of embedded marketing on OTT platforms:
Embedded marketing is a technique where mentions to specific brands or products are included
into another work, such as a film or television program, with precise promotional intention. This
type of marketing is also referred as product placement. In a survey taken with 125 respondents,
around 44% of people agree that they get influenced by the products/services that are portrayed
on any entertainment forum like television, OTT platform etc and 28% of people say that they
may or may not be influenced by those portrayals. Majority of the respondents use OTT
platforms so they are considered to be the target audience for the embedded marketing that is
done. The survey also consisted of certain brand symbols which are supposed to be identified by
the respondents. Here, about 81.6% of respondents successfully identified the brands and thus
this makes the conclusion that OTT platform is a huge stage for embedded marketing strategies
to be implemented.

14
5.Sidneyeve Matrix – January, 2014
The Netflix Effect: Teens, Binge Watching, and On-Demand Digital Media Trends:
This study observes that viewers especially the youth have become active curators of content and
they no longer are forced to take up whatever content that the producers push to them. Youth feel
the content to be inspiring and immersive. Also, watching commercial free content is bliss.
People, especially teens watch content on OTT platforms to keep up with the trend and be active
in their social circle. Binge watching has become everyone’s cup of tea these days. The author
highlights a report from 2013, that almost 10% of people watch all the episodes of a series on a
single day itself and majority of then in just few days. Netflix caters to this preference of viewers
and releases lots of web series. The Netflix generation enjoys personalised yet socially connected
media across the globe.
6.Deloitte - 2015
Digital Media: Rise of on-demand Content:
It is stated that large scale availability of internet and highly penetrated smartphones market are
boosting the demand for on-demand content. Internet speed may be obstacle to these services,
but in the future, the internet speed will also increase from 2G to 3G/4G which will naturally
make these platforms to boom. It mentions that an Indian youth, on an average spends 14% of
their time and nearly 17% of their monthly expenditures on entertainment. An internet content
consumer in India consumes an average of 6.2 hours of content on an everyday basis out of
which 21% of the time is spent on audio-visual entertainment. This article also points out how
these service providers monetize their contents. They provide freemium and premium packs to
users; in a freemium the company monetizes through the advertisements and sponsors whereas in
premium packs through the subscription fee collected from users. The companies would come up
with lot more strategies as they have a profitable future.

15
7.Ritu Bhavsar – October, 2018
The Burgeoning Digital Media Consumption: A Challenge for Traditional Television and
Advertising Industries – An Analysis:
This paper has identified the major driving forces of digital media to be: mobility,
personalization, easy accessibility, increased number of smartphone users, high internet speed
and cost effective data plans. The author also puts forth the challenges of online advertising.
Primary challenge being that viewers have the liberty to skip or close the advertisement if they
feel annoyed and they also have the option to remove advertisements completely by paying a
minimal amount. Digital media has become the part and parcel of this generation. It has become
a favourite medium for information gathering, interaction, entertainment and advertising. As
consumers shift towards online media, marketers are also spending a lot on online advertising.
8.Quresh Moochhala - September, 2018
The Future of Online OTT Entertainment Services in India:
This paper aims to find out the factors that drive internet users to move towards OTT platforms
from the traditional media and to know if there is any relation between gender and genre of
content they watch. A questionnaire was circulated and responded by 300 people. It is inferred
that, people watch on OTT because there is continuity of content and the quality still stays
unmatched by any other forms. The results strongly suggest that there is a relation between
gender and genre they wish to watch. Romance is mostly preferred by women, whereas comedy
is preferred by both men and women. The researcher also shows the relation between gender
and brand. Here, Amazon Prime and Netflix are preferred by both men and women followed by
that, Alt-Balaji and Eros are chosen by female as they are streaming romance genre more. It is
seen although an overwhelming majority of respondents, who are mainly smartphone and smart
TV users, agree to switch over to OTT in the near future but there is still significant scope for
traditional media (cable TV & Cinema) to continue successfully for now although eventually
there may be a complete shift.

16
9.Sabyasachi Dasgupta, Priya Grover – February, 2019
Understanding adoption factors of Over-the-top video services among millennial
consumers:
This paper highlights the factors that made people choose OTT platforms, their traits and
behaviours and the type of content they prefer. For this purpose, a one on one interview was
conducted by the researcher with about 35 people of the age group 18-30 who are living the
metro cities. Four reasons have been listed out for choosing OTT platforms by millennial. They
are convenience, mobility, content and cost. OTT platforms have attracted a lot of attention and
money, but it's tough to assume that they will ever replace television as the primary video source
consumption platform as subscription cost of OTT platforms seems to be high for majority of
respondents as per the survey results. This situation is not very conducive for the OTT
companies as they have to maintain low cost subscriptions or give lot of freemium subscriptions
and at the same time earn profits. The marketers play a mammoth role in defining what their
companies are, and they must be able to convince customers that they are paying for what they
watch and nothing more is charged. If this point of trust is attained by customers, people will
start moving towards premium packs which will boost company’s revenue. Another crucial part
is the content. The millennial expect newer and fresh content without any replica of any previous
works every time they visit the platform and the companies must be able to cater to this need.
Unfortunately, small companies have a tough time creating fresh content with their budget and
they are not able to cope up with the industry giants.
10.Girish Menon – 2019
Media and entertainment post COVID-19:
The COVID19 pandemic is changing the way we use media and entertainment (M&E). With
people confined to their homes, our social lives have evolved online, and entertainment
consumption has increased dramatically in home segments such as TV, online games, and video
games on Over the top network (OTT). On the other hand, cinemas, amusement parks, museums
and other outside consumption patterns are affected by the enforced physical lockdowns and
standards. Even after the crisis passes, the pervasiveness of the virus could mean that it will take

17
some time for consumers to re-enter outside forms of consumption, especially in regions hardest
hit by this crisis. Here, the recovery in outdoor M&E consumption may lag behind in parts of
India which may be affected relatively more. Online game consumption is likely to become even
more popular among the younger population, while older people are likely to favour traditional
TV content distributed through the digital ecosystem. The demand for OTT originals, identified
as a competitive differentiator in the report.
11.Dr. Paramveer Singh – June, 2019
New Media as a Change Agent of Indian Television and cinema: A study of over the top
platforms:
This study analyses the responses of 100 people and reports that, Hotstar, Netflix and Jio TV are
the most preferred platforms, they spend minimum of one to two hours watching those contents
and they are ready to spend upto Rs.200 for availing these services. Webseries is the most
watched content on these platforms followed by movies. Fresh releases of movies can be
conveniently watched on these platforms. People want to feel entertained and that’s the major
reason for them to look upon OTT platforms.
12.Dr. Sushil Mavale and Ramandeep Singh – February, 2020
Study of Perception of College Going Young Adults towards Online Streaming Services:
This study shows that YouTube has 92.6% viewership, followed by Netflix and Amazon Prime.
Majority of the youth spend a minimum of 30 minutes to a maximum of 60 minutes on these
platforms. Many of them feel that subscription costs are slightly higher; by watching contents on
OTT platforms their daily schedule gets affected and also they have connect with the content
they watch. Nearly 57% of people say that their perceptions have changed ever since they
started binge watching. Survey also reveals that social media will be next option through which
they can socialize. Youth highly recommend these platforms to anybody who wishes to have a
taste of varied contents around the globe.

18
13.Tripti Kumari – February, 2020
A Study on Growth of Over the Top (OTT) Video Services in India:
This paper has analysed the technological reasons of why and why don’t people use OTT
platforms. The major reason why people prefer OTT platforms are that, they have access to
internet at affordable prices, convenience to watch it at anytime and anywhere and customization
of content according to their preference. It is also highlighted that people don’t prefer OTT
platform due to lack of censorship and there is lot of openness in the content which is not being
regulated by Government bodies. Also, technological illiteracy is playing a major role for not
preferring OTT platforms. On the whole, OTT platforms has become a new source of
entertainment for which people don’t mind spending a part of their disposable income and so the
future of OTT platforms will grow on a lavishly higher pace in the upcoming years.
14.Sundaravel and Elangovan –January, 2020
Emergence and future of over-the-top (OTT) video services in India: an analytical
research:
This paper has a detailed analysis of various aspects of OTT platforms. It gives description of
various traditional sources of entertainment like television, theatres, radio that are prevalent and
why people are shifting towards the digital medium of OTT platforms. The authors have
identified that the smartphone industry is the major backbone for the OTT platforms to throb.
They have also pointed out very rightly that OTT platforms were once a luxury which has now
become a commodity. Majority of the smartphones are compatible for video streaming and so
people find it very much convenient to use it. Even though OTT platforms seem to possess a
great threat to the traditional entertainment industry, this study shows that Indians also spend
time on traditional sources and so it cannot be neglected from the market in anytime soon. It is
imperative for the traditional media sources to produce content that is original and more
attractive to the audience to withstand in the long run.

19
15.Prof. Ripal Madhani , Dr. Vidya Nakhate – May, 2020
Comparative Study of Viewers’ Behaviour over Traditional Television Channels And Over
Ott Video Platforms In Maharashtra:
This paper aims to analyse the shift in the use of traditional television channels to OTT
platforms; viewer’s behaviour towards these OTT platforms and to find out if there is any
relationship between age, gender and behaviour in the usage of OTT platforms. A survey was
taken among 110 respondents and the results suggest that freedom to choose and watch contents
that they feel like watching anytime anywhere is the main reason why people have shifted to
OTT platforms. Also, people tend to spend more time on an OTT platform when compared to a
television channel due to sheer comfort and freedom of choice of content. People choose to
watch drama and comedy on OTT platform while they prefer to watch sports and news on a
television channel. It is also stated that the age and gender of the viewer also affects the content
they consume and the time they spend on OTT platforms. This brings to the conclusion that OTT
platforms are being used on a wide scale which does not make the traditional television channels
lose the market since viewers are loyal to those channels and it will take lots of time for viewers
to completely shift to a OTT only world if the television industry takes steps to safeguard its
stake in the market.
16.Prof Ria Patnaik, Prof Reema Shah, Prof Upendra More – April, 2021
Rise of OTT Platforms: Effect of the C-19 Pandemic:
This paper aims to find out the effect of COVID-19 pandemic on the usage of OTT platforms.
Due to COVID-19, countries have been under strict lockdown and people started searching for
viable sources of entertainment. OTT platforms were the perfect match for their search. Also, in
this pandemic shootings for the television were also restricted which made the television
channels to re-telecast old episodes and shows. This is also a main reason why people have
moved to OTT platforms in search of fresh and original content. This paper drives to the
conclusion that majority of the people have started using OTT platforms during the lockdown
and their consumption time has also drastically increased. The researcher drives us to the future
scope of OTT platforms too, which is a big yes among the consumers.

20
17.Marcos Ramos, M., Pérez Alaejos, M. P. M, Cerezo Prieto, M. &
Hernán-dez Prieto. M. –July, 2020
Childhood and online audio-visual content in Spain: An approach to consumption and
parental mediation on OTT platforms:
A survey was taken among 413 people to analyse the consumption pattern and parental
mediation of audio visual content by kids of the age group 3-12 years. It was found that Spanish
kids are prone to these audio visual contents from a very young age and surprisingly majority of
the kids consume these contents alone without any parental mediation. Kids also own their own
personal tablets or any other gadgets which gives them much more freedom and lesser parental
mediation. This curve is slightly lower for kids of the age group 3-6 years. This implies that as
the kids grow, their freedom to choose contents they wish increases. That is, there is very less or
no parental mediation. Also, the average time they spend on watching these contents are
increasing as they become older. Parents of younger children watch the content beforehand
whereas the parents of older children review the content beforehand sometimes or very rarely.
Children need to be media literate to understand how they should perceive the content they
watch. This ability is not something that is in-built in every child and so it becomes the necessity
of the parents, schools and educational institution to intellect them on these areas.
18. Garima Sharma Nijhawan , Prof. (Dr.) Surbhi Dahiya - December, 2020
Role of COVID as a Catalyst in increasing adoption of OTT’s in India: A Study of evolving
consumer consumption patterns and future business scope:
This study tracks down the evolution of television, consumption pattern of OTT platforms pre
and post COVID, pros and cons of OTT platforms. According to the survey conducted among 80
respondents in Delhi-NCR, it is evident that 87% of respondents feel the increase in screen time
which is mainly because of growing content availability in OTT platforms, lack of other
entertainment options during the pandemic and work from home option which has made the
working schedules flexible. When it comes to choice of platform, Netflix is the most used
platform followed by YouTube and Amazon Prime. Although OTT platforms has many
advantages like diversity of content, trendy, user friendly, etc., people also have few concerns
like lack of censorship, high subscription charges, need for high speed internet, leading to

21
addiction, content overload etc. The pandemic has however made people in the urban areas to
adapt to these OTT platforms as they seem to have the purchasing power.
19.Federal Ministry for Environment, Nature Conservation and Nuclear Safety – 2020
Video streaming: data transmission technology crucial for climate footprint:
This report by the German Federal Ministry emphasizes on the importance of using the right
transmission channel to reduce the emission of CO2 and conserve the environment. It states that
using a copper cable for transmitting data, could emit 4 grams of CO2 per hour, whereas
streaming HD videos through fibre cable could emit only 2 grams per hour. Similarly
transmitting data through UTMS or 3G could emit 90 grams of CO2 per hour which is very
dangerous in the long run. The report suggests expansion of 5G networks in the future will only
produce 5 grams per hour and setting up public WiFi, hotspots can emit very less CO2 when
compared to mobile networks.
20.CII-Boston Consulting Group report - 2020
Paid OTT subscriptions up by nearly 60%:
According to this report, Subscription Video-on-demand (SVoD) has increased to 100-125
million which is about 55-60% in 2020 when in comparison with 2018 which was only 49
million raise. This is because people did not have any other major spending avenues and the only
source of entertainment became OTT platform. The OTT subscription was also affordable and
the ease of making payments is an influencing factor. There has also been first time users from
the tier 2, 3, 4 cities which has increased by 1.5 times when compared with tier 1 cities. Growth
in India’s media and entertainment sector continues to be multi-modal, with all categories
including television (6.7 per cent) and print (0.3 per cent) showing increased consumption during
2018-20 but digital video emerged as the fastest growing medium at 14.5 % CAGR.

22
21.Rachita Ota, Sushree Sangita Ray, Animesh Chandra - August, 2020
An analysis of customer preference towards OTT Platform during a pandemic: A special
reference to Jamshedpur Market:
This report examines customer choice for OTT platforms, specifically Netflix and Hotstar,
among the people of Jamshedpur. With reference to the survey results, 51% of people preferred
Hotstar and the rest preferred Netflix. People prefer Netflix for watching series and movies while
Hotstar is used majorly for viewing sports and live streams. The millennial access foreign
content too which is possible because of cheaper 4G data packs provided by Reliance Jio
Company.
22.Dr. S. Anbumalar – August, 2021
Adoption of OTT Platform in India during COVID-19:
This study conducted amidst COVID-19, observes that YouTube is the most preferred OTT
platform followed by Hotstar and MX Player. 55% of respondents say that they spend 1-4 hours
a week on the OTT platform. This raise in usage is mainly because of national lockdown and the
fear to go out even for necessities. Film makers were not able to produce their films on theatres
due to which they have faced huge loses, but OTT platforms had come to rescue.
23.Niveditha (Blog) – 2021
A quick guide to set up an exclusive OTT space for kids:
Since this pandemic started, most of the kids are exposed to gadgets and naturally they have
access to all the applications on the gadget. Children getting exposed to variety of contents may
disrupt their mental health at a younger age. To prevent such happenings, Netflix has a devoted
section for kids with parental control. To create a safe and enjoyable niche for kids, parents can
induce their kids into edutainment like solving puzzles, quizzes etc. They can also have parent
control enabled with a password so that kids will not be able access the parent’s watch list. They
can also have the history turned on, so as to have track of what their kid consumes on daily basis.
Also, setting screen time limit can also ensure that the kid does not use the OTT platform for a

23
very long time and can prevent addiction. Enabling ad-free mode can prevent them from
watching unwanted content.
24.Dr. SomabhusanaJanakiballav Mishra, Debasish Rout, Dr Ranjan Kumar Kantha –
March, 2021
A case study on perception of people of Bhuvaneswar city towards OTT applications:
The study looked at teen content viewing patterns to see if there have been any changes in the
way kids watch television and movies. According to research, the Indian OTT service market is
dominated by Hotstar, Netflix, and Amazon Prime. The majority of viewers watch these
programmes for up to two hours per day. Web series and movies are the most popular types of
content for over-the-top web applications. The movie is the second most popular programme.
The primary motivation for OTT is entertainment. Almost all respondents believe that, in
addition to increased demand, India's television and cinema viewing habits are changing.
Changes may be made since it is easier to run the app in-person and for international content
availability. The investigation indicated that India's future in High Performance is promising,
owing to smartphone penetration, cost effectiveness, and the digital quality of that medium.
25.Dr. Gajendra Awasya, Manoj Kumar Patel – February, 2021
OTT Viewership and Pandemic: A study on New Trends of online video content and
cinema hall footfalls:
OTT video streaming services have become one of the most popular ways to watch videos. The
availability of the internet, the variety of content in one place, big starrer productions, HD
quality, not being time restricted, uncensored content, and the availability of the internet are all
key factors in its reach and audience. OTT is the only way to stay entertained during the
lockdown because all cinemas are closed and TV content is replayed. This is also one of the
compelling reasons for users to add more OTT channels to their subscriptions. Another driver for
its increased audience was the direct release of large starring movies on OTT platforms,
bypassing all traditional media such as TV and cinema halls. It will have a significant impact on
traditional media in the future.

24
26.Manish Sinha -2021 –fortune India article
Trending now: Local content on OTT platforms:
This article brings about the importance of content localization as the internet has made us
globally interconnected. Content localization includes services like dubbing, subtitling,
translation, audio descriptions etc. Due to COVID-19 outbreak, people have started searching for
fresh content and they have ended up consuming contents from various other foreign languages
too. This article is backed with inferences from a survey conducted by YouGov, which says
South India has the highest number of people watching content with subtitles. Also, people of the
North and Eastern parts prefer dubbed contents unlike South Indians. So, for the OTT platforms
to sail and have a competitive niche it is necessary for the companies to serve according to
consumer preferences and content localization is a huge chunk of the consumer preference.
27.Sumitra Saha,V.K. Satya Prasad – March, 2021
Consumption Pattern of OTT platforms in India:
The aim of the research was to find the most used OTT platform, approximate usage time on
daily basis, reason for shift from traditional TV to OTT platforms and the most viewed genre of
content. The researcher has surveyed 120 people and concluded that: YouTube, Netflix followed
by Amazon Prime are the major players in the OTT market. Majority of people use OTT
platforms for 41-90 minutes a day. Viewers prefer web series, originals on OTT platform
followed by Movies when compared to News, Sports and TV Shows. Availability and
accessibility of internet and smartphones are the major reasons for digital platforms to grow.

25
2.1 Research Gap-
Many researches have been conducted to find the consumer perception of Over-the-Top (OTT)
platforms which were limited to finding the most preferred OTT platform, reasons for choosing
OTT platforms, to find the reasons for shift from traditional media to the digital media and so on
and so forth. This research paper goes on to find the impact on OTT platforms on climate change
and create awareness among the people. Also, since this pandemic has laid the red carpet for the
kids to have access to the gadgets, it is important to analyse this factor also. Impact of OTT
platforms on kids during COVID-19 is also analysed in this paper.

26
CHAPTER III
THEORETICAL ASPECTS OF OVER-
THE-TOP (OTT) PLATFORMS

27
CHAPTER III
3.1 OVER-THE-TOP PLATFORMS-AN OVERVIEW
Any online content provider that offers streaming media as an independent item is called an
"over-the-top" media service. Although most people identify the term with video-on-demand
platforms, it can also refer to audio streaming, messaging services, or internet-based voice calls.
Traditional media distribution channels such as telecommunications networks and cable
television providers are bypassed by OTT services. Anyone can access the complete service
whenever the user wants to, as long as they have access to the internet - either locally or through
a mobile network. The most typical manner for OTT services to be financed is through paid
subscriptions, however there are exceptions. Some OTT platforms may offer in-app purchases or
advertising.
Streaming services are usually regarded as a more affordable option than regular cable packages.
Even if you only want to see a small portion of the content available, OTT companies demand a
decent fee.
In recent years, OTT firms such as Netflix and Amazon Prime have begun generating original
content that is only available through their services. On platforms like HBO Max and Disney+,
exclusive streaming rights for previously broadcasted shows are also available. For many
generations, watching cable television demanded the use of a television. OTT entertainment is
now available on a variety of devices. On a smartphone, tablet, smart TV, or any other device,
the same OTT experience can be had. The Ministry of Electronics and Information Technology
was given jurisdiction over video streaming OTT services by the government. The ministry is
reported to keep an eye on how these platforms are operating in the country. OTT platforms are
also expected to have to apply for certification and permission for the content they want to
stream from the ministry.

28
3.2 EVOLUTION OF OTT PLATFORMS
In the year 2008, Reliance Entertainment launched the first on-demand movie platform named
BIGFlix. Users can watch movies online or download them at any time. It does not rely on
adverts and instead relies on subscription payments for revenue. BIGFlix promotes itself as a
"Personal Blockbuster Theatre" for its users. The website features a diverse selection of films,
trailers, and reviews pertaining to and about Indian entertainment. Action, comedy, drama,
romance, and other genres of films are available, with Hindi, Telugu, Tamil, and Bengali among
the Indian languages supported. The films are streamed in high quality with the ability to cancel
subscription at any moment.
Following this, Digivive released the first mobile application called nexGTV in 2010, which had
the live TV and on-demand movies. This application live telecasted the cricket tournament-
Indian Premier League (IPL) during 2013-14. OTT platforms caught the attention of people
when Ditto TV launched its services in 2012. Ditto TV had more than 100 live streams of TV
channels. DittoTV featured programmes from Sony, Star, Viacom, Colors, Zee, and other media
outlets. Sensing the huge market for OTT platforms in India, American streaming service Netflix
entered the Indian market in 2016. Since its inception, its subscriber rate, revenue and the content
has been drastically increasing year after year due to availability of foreign content. Companies
like Youtube, Amazon Prime had their foot in India by that time. As years passed, many Indian
OTT platforms like Hotstar, ZEE5, Voot cropped up and surprisingly many people preferred
Indian OTT’s rather than the foreign OTT’s. This was majorly because of the availability of
regional content in the Indian OTT’s which was absent in the foreign OTT’s. This backlog was
soon set aside by the foreign OTT’s by introducing content localization and they stood as strong
rivals to the Indian OTT’s.
FIGURE 3.1: LOGO OF BIG FLIX

29
3.3 YOUTUBE-
YouTube is a video-sharing service which allows users to watch, like, share, comment, and
upload their videos. People who possess laptops, tablets, and mobile phones can access these
video streaming services. It was developed as a platform for anyone to post videos of their
choice, the option of sharing them with the world was also provided to the users. The main
objective of the founders Steve Chan, Chad Hurley and Jawed Karim was to provide a platform
to upload, share, and view content without any restriction.
In May 2005, the company opened on a small-scale basis, and to their surprise, there were about
30,000 visitors per day. With this satisfactory rate, YouTube was officially launched on
December 15, 2005. People started noticing the platform and all of a sudden their viewership
increased to 2 million, proving its grand success.
Many YouTubers, especially during the COVID times make a decent living by selling
advertisement space before or on videos they create and upload onto the platform. Google has
begun to embed targeted advertising directly into the video clips that its users will watch and also
by this way they will also be able to promote the featured content. Now, this has been replaced
by playing paid advertisements before a user starts to watch a video.
The company has also recently added the two-ads feature, which shows two ads at once which
boosts the potential revenue from the content. But this is not the only revenue source for the
platform but also a great marketing tool. YouTube also drives in money through its subscriber-
based model, called YouTube Premium, Music Premium service. The premium plan gives users
exclusive benefits, like ad-free watch time, and charges subscribers a regular subscription fee.
FIGURE 3.2 FEATURES OF YOUTUBE PREMIUM

30
3.4 DISNEY+ HOTSTAR-
Disney+Hotstar is an Indian subscription video-on-demand over-the-top streaming service
owned by Disney Star's Novi Digital Entertainment and administered by The Walt Disney
Company's Disney Media and Entertainment Distribution.
The brand was first introduced as Hotstar a streaming service that provided Disney’s content in
localized languages including films, television series, and live sports. They also have partnered
with HBO and Showtime which makes Hotstar a platform of vast content. This was the time
when the internet on mobile phones became very prominent and Hotstar started gaining
attention.
In 2020, the brand had tie-ups with the Disney company and started streaming animated movies
of those companies too. The subscriptions of Disney+ Hotstar have tripled in a year from 8
million in April to around 25 million by the end-20, the major pushback being the Indian
Premier League (IPL) cricket coverage and the competitive pricing of its annual plan. The
company aims at increasing its subscription revenues as the majority of the advertisement
revenue is taken up by YouTube. The company also believes in customer retention as it can give
them a stable source of income.
Outside India, the Disney+ Hotstar service also has its arms spread across Indonesia, Malaysia,
and Thailand, which also contain content from the Disney company. Hotstar is on the verge of
launching in the Philippines and Vietnam in 2022. The company is also to partner with local
networks in each country so that they can build a stronger platform with much more variety.
FIGURE 3.3: LOGO OF DISNEY+ HOTSTAR

31
3.5 AMAZON PRIME VIDEO-
Amazon’s biggest and best-known video-streaming unit is Amazon Prime Video, actually
launched back in 2006 as Amazon Unbox It is presently available in over 200 countries, with the
exceptions of mainland China, North Korea, Iran, and Syria. The company sensed the
opportunity for selling instantly downloaded videos and they got to the customers as Amazon
Instant Video which also gave access to 5,000 movies and TV shows to Amazon Prime
members.
Amazon had partnered with various channels and all of them had to be purchased separately.
This was called the Streaming Partners Programme. In June 2018, it also announced that
Amazon had bagged the UK rights to broadcast 20 live Premier League football matches from
the 2019–20 season on a three-year deal. This was the first time that the football league was
shown on a domestic live streaming service, as opposed to being shown traditionally on
television. By this time, Amazon Prime also started producing Originals like Netflix which were
widely recognized. Netflix is its close rival to date.
There are around 200 million subscribers as of 2020 and is expected to go up drastically in the
upcoming years. With the increasing subscription rates, it recognized the need to categorize
content according to age. So, they introduced Amazon Kids to children below the age of 17
which basically allows parents to have control over what their child watches. The Amazon kids
scheme has kindle books, child-friendly comic and fun videos, and learning videos.
Amazon gives its customers a reason to choose its brand over others by having the best
marketing strategies. They do content marketing by producing and providing original movies and
series under the head of Amazon Originals. They are also active on social media and they
interact with customers. They also do affiliate marketing and television commercials. All of their
marketing strategies are eye-catching and that's the reason behind their success.
FIGURE 3.4 LOGO OF AMAZON PRIME

32
3.6 NETFLIX-
As early as 1997, Netflix deployed a unique strategy of renting out DVDs at a fixed monthly
rate. Blockbuster Co. was also in the same field of business. The founders of the company are
Reed Hastings and Marc Randolph. To differentiate his business, he started delivering DVDs via
mail. This ensured the highest convenience and customer satisfaction. This brilliant technique
helped the organisation gain a large number of consumers.
Ever since then, Netflix was always a step ahead of the crowd and tried to differentiate the
service and gain customer attention. The company kept pace with the technological changes and
so got into online streaming services in 2006. Seeing this Blockbuster Co. which was financially
wealthy, came into the market with similar services. But, it was already late as Netflix had got
the first-mover advantage. Similarly, when smartphones were introduced, Netflix came up with a
mobile-friendly application for easy access to the content. The concept of Binge watching is the
highlight of this platform. Netflix also differentiates its audience and introduces Netflix kids.
With this option, the adult and child profiles are differentiated. Netflix also sends a monthly
report to the parents about the child's viewing behavior.
The pricing of Netflix subscriptions was however high when compared to other streaming
services, but they assured value for money. The company still has high pricing but is making
high subscription rates also. It is able to maintain its competitive edge without altering its pricing
strategy. Netflix managers are always looking out to identify and grab the newest technological
advancements that can help in improving their business. With the help of the procurement
department, Netflix managers can easily identify and analyze the needs of their customers and
address them accordingly.
FIGURE 3.5 LOGO OF NETFLIX

33
3.7 TRENDS IN OTT PLATFORMS-
1. 5G is a major driver of OTT adoption.
The expansion of OTT platforms has been aided by easy access to high-speed internet and the
affordability of smartphones. With the launch of 5G connection, this trend will gain even more
traction. Streaming videos in 4K resolution on mobile devices is now possible thanks to 5G's
blistering speeds. It's important to note that 29% of users are willing to pay a higher price for 5G
in exchange for improved video quality and less buffering. It will also assist OTT service
providers in breaking into remote locations with poor connectivity.
FIGURE 3.6: WILLINGNESS TO PAY MORE FOR 5G SERVICES

34
2. OTT localization Content
OTT platforms have benefited from increased internet access in emerging countries, such as
India. It has also expanded the reach of OTT viewing outside major metropolitan areas. Many of
the top OTT services' viewers now come from Tier II and Tier III cities. You must grasp the
likes and preferences of different audience segments if you wish to cater to such a diversified
audience. It's also critical to create localized content that speaks to the hopes and struggles of
young people in smaller towns and villages. The practice has already caught on in India, where
top OTT platforms are producing high-quality content in small towns. Content developers in
India are focusing on developing tales from the ground up, from realistic characters to regional
languages.
3. Possibilities for Immersive Live Streaming
The live streaming of sports, award shows, and other events on OTT platforms is a significant
departure from traditional television. OTT providers have done everything from airing a cricket
league on Disney+ Hotstar to live streaming an award ceremony on Facebook. As a result, it
shouldn't come as a surprise if more OTT media companies and publishers try out this content
format. The adoption of 5G will allow for low-latency live streaming of high-resolution videos.
It will also make 360-degree live streaming easier to access. Virtual reality (VR) technology will
also enhance the engaging and entertaining element of the viewing experience.
4. User Experience and Personalization Will Take Priority
Retaining viewers will be difficult with the expanding number of OTT platforms on the market.
Offering attractive subscription packages and high-quality, original material will not suffice.
Winners will be platforms with user-friendly interfaces, clever search options, and personalised
content recommendations.
Using machine learning (ML) to assess your subscribers' watching habits and preferences will be
a boost to the business. Identifying collective-behavior links between information that aren't

35
organically associated using artificial intelligence (AI) will also serve the purpose. Establish
a platform that provides a consistent and unified user experience across all devices.
3.8 IMPACT OF COVID-19-
The COVID-19-induced shutdown resulted in a massive surge in online material consumption.
OTTs in India used to be a niche market. As movie theaters were closed, many people started
reaching out to OTT platforms for entertainment. To minimize costs, even producers discovered
that streaming platforms might be used to release their films. Last year, the term "over-the-top"
(OTT) became commonplace in the film industry. However, when things return to normal and
movie theaters are now permitted to operate at full capacity, the number of OTT releases may
decrease this year. While this is unlikely to have a significant impact on OTT platforms' revenue,
it will undoubtedly drive away from some moviegoers who prefer to view films on the big screen
in theaters.
The number of households in India having a subscription-based video-on-demand service, or
SVOD, has increased by 51%. The increased popularity of subscription-based OTT services such
as Netflix, Amazon Prime Video, and Disney+ Hotstar can be linked to increased internet and
smartphone penetration, as well as improved payment systems.
Above all, these companies have invested heavily in content, price innovations, and bundling to
develop niche properties.
Streaming behemoths like Netflix, for example, are offering India plans at lower prices than
those offered in other countries. According to the Confederation of Indian Industry and Boston
Consulting Group research, global streaming giants' Indian pricing plans are on average 70-90
percent lower than their charges for the US market.

36
CHAPTER IV

37
CHAPTER IV
4.1 STATEMENT OF HYPOTHESIS
A hypothesis is a prediction or guess based on insufficient evidence that can be tested and
experimented with further. A hypothesis may typically be proven correct or wrong with more
testing.
4.1.1 MEANING OF NULL HYPOTHESIS:
The null hypothesis states that no relationship exists between two population factors, such as an
independent and dependent variable. H0 stands for the null hypothesis. The outcome could be
due to an experimental or sampling mistake if the hypothesis reveals a link between the two
factors. However, if the null hypothesis is false, the measured phenomena has a relationship.
4.1.2 MEANING OF ALTERNATIVE HYPOTHESIS:
An alternative hypothesis suggests that multiple variables have statistical significance. If the null
hypothesis is rejected, the alternate hypothesis is accepted. This is denoted by H1.

38
4.1.4. HYPOTHESIS FOR THIS STUDY
The following are the hypothesis for this study-
H01 : There is no significant association between duration of usage and age group of respondents
H02: There is no significant association between duration of usage and gender of respondents
H03: There is no significant association between duration of usage and subscription type of
respondents
H04 : There is no significant association between subscription type of respondents and their
monthly income
H05: There is no significant association between gender and choice of content by children
H06: There is no significant association between accompaniment and consumption time by
children
H07: There is no significant difference between measures taken to minimize energy consumption
H08: There is no significant difference between type of content consumed and reasons for using
OTT platforms during COVID-19
H09: There is no significant difference between age group of respondents and reasons for using
OTT platforms during COVID 19
H010: There is no significant difference between gender of respondents and awareness about
impact of OTT platforms on climate change
4.2 STATISTICAL METHODS USED:
The following are the tools used to depict the analysed data:
• Pie chart

39
• Bar diagram
4.3 STATISTICAL TOOLS USED FOR THE STUDY
4.3.1 Percentage Analysis
A percentage frequency distribution is a visual representation of data that shows the number of
observations for each data point or cluster of data points. It's a great way to express the relative
frequency of survey results and other information. Tables, bar graphs, and pie charts are
frequently used to depict percentage frequency distributions.
To make a percentage frequency distribution, start by determining the total number of
observations to be represented, then counting the total number of observations within each data
point or grouping of data points, and finally dividing the total number of observations by the
number of observations within each data point or grouping of data points.
Percentage= Frequency of the variable/ Sample Size *100
4.3.2 Chi-Squared Test
The chi-square test is a statistical tool that compares observed and expected outcomes. The goal
of this test is to figure out whether a disparity between observed and expected data is due to
chance or a relationship between the variables you're looking at. As a result, using a chi-square
test to better understand and interpret the relationship between our two categorical variables is an
ideal choice. It's a hypothesis test that asks if the values of one categorical variable are influenced
by the values of other categorical variables. The chi-square test of association is another name
for this test.
X2
= ∑ (O-E)2
E
Where,
X2
=Chi Squared
E= Expected Value

40
O= Observed Value
4.3.3 One way Anova Test
One-Way ANOVA ("analysis of variance") examines the means of two or more independent
groups to see if the related population means differ statistically. A parametric test is a one-way
ANOVA.
By determining whether the means of the treatment levels differ from the overall mean of the
dependent variable, ANOVA establishes if the groups formed by the levels of the independent
variable are statistically different. The null hypothesis is rejected if any of the group means
deviate considerably from the overall mean.
4.3.4 Independent Sample T-Test
The Independent Samples t Test examines the means of two independent groups to see if
statistical evidence exists that the related population means differ significantly. A parametric test
is the Independent Samples t Test. It is not capable of comparing more than two groups.
ANOVA should be used when comparing the means of more than two groups.
When two samples from the same population are used in an independent samples t-test, the mean
of the two samples may be identical. However, if samples are gathered from two different
populations, the sample mean may differ. It is utilised in this situation to draw inferences about
the means of two populations and to determine whether they are similar.
4.3.5 Ranking analysis
The frequencies of each variable is tabulated and the percentage analysis is performed. With the
percentage scores, each variable is ranked. The variable with highest percentage is given Rank I
and the second highest as Rank II and so on and so forth. This method helps in easy
understanding of results.

41
4.4 PERCENTAGE ANALYSIS
TABLE 4.1: GENDER OF RESPONDENTS
Gender Frequency Percentage (%)
Male 121 37.81
Female 199 62.19
TOTAL 320 100.00
INFERENCE:
From the above table, it can be observed that majority of the respondents are Female (62%) and
the rest are Male (38%)
38%
62%
Male
Female
FIGURE 4.1 : GENDER OF RESPONDENTS

42
TABLE 4.2: AGE GROUP OF RESPONDENTS
INFERENCE:
From the above table, it can be inferred that majority of the respondents are in the age group
18-24 years (40%)
24%
40%
16%
14%
6%
11-17 yrs 18-24 yrs 25-34 yrs 35-49 yrs 50 yrs and above
Age group Frequency Percentage (%)
11-17 78 24.38
18-24 127 39.69
25-34 51 15.94
35-49 45 14.06
50 and above 19 5.94
TOTAL 320 100
FIGURE 4.2: AGE GROUP OF RESPONDENTS

43
TABLE 4.3: EDUCATIONAL QUALIFICATION OF RESPONDENTS
Educational Qualification Frequency Percentage (%)
Student 78 24.39
Under graduate 125 39.06
Post graduate 57 17.81
Professional 27 8.43
Others 33 10.31
TOTAL 320 100
INFERENCE:
From the above table, it can be observed that 39% of respondents are Under Graduates and 24%
of respondents are students
24%
39%
18%
9%
10%
Student
Under graduate
Post graduate
Professional
Others
FIGURE 4.3: EDUCATIONAL QUALIFICATION OF
RESPONDENTS

44
TABLE 4.4: MONTHLY INCOME OF RESPONDENTS
Monthly Income Frequency Percentage (%)
Below Rs.20,000 47 19.42
Rs.20,000-Rs.40,000 62 25.62
Rs.40,000- Rs.60,000 35 14.46
Above Rs.60,000 98 40.50
Total 242* 100.00
*78 respondents in the age group 11-17 years excluded
INFERENCE:
The monthly income of majority of respondents is above Rs.60,000 i.e 41%, followed by 26% of
them belonging to the Rs.20,000- Rs.40,000 income category.
19%
26%
14%
41%
Below Rs.20,000
Rs.20,000-Rs.40,000
Rs.40,000- Rs.60,000
Above Rs.60,000
FIGURE 4.4: MONTHLY INCOME OF RESPONDENTS

45
TABLE 4.5: OCCUPATION OF RESPONDENTS
Occupation Frequency Percentage (%)
Student 110 45.45
Salaried individual 67 27.69
Self employed 34 14.05
Unemployed 5 2.07
Home maker 21 8.68
Retired 5 2.07
TOTAL 242* 100
*78 respondents in the age group 11-17 years excluded
INFERENCE:
45% of the respondents are students and 28% of them are salaried individuals who earn a
monthly income.
45%
28%
14%
2%
9%
2%
Student
Salaried individual
Self employed
Unemployed
Home maker
Retired
FIGURE 4.5: OCCUPATION OF RESPONDENTS

46
TABLE 4.6: CHOICE OF OTT PLATFORMS
RANKING ANALYSIS
Choice of OTT
Frequency
Percentage Ranks
Platforms (%)
Netflix 92 16.64 4
Youtube 183 33.09 1
Amazon prime 129 23.33 3
Hotstar 144 26.04 2
Others 5 0.9 5
TOTAL 553 100
INFERENCE:
From the above ranking analysis, it can be observed that Youtube has Rank I and it is widely
used followed Hotstar in Rank II and Amazon Prime in Rank III
0
20
40
60
80
100
120
140
160
180
200
Netflix Youtube Amazon
prime
Hotstar Others
Frequency
FIGURE 4.6: CHOICE OF OTT PLATFORMS

47
TABLE 4.7: REASONS FOR CHOOSING OTT PLATFORMS
Reasons Frequency Percentage (%)
Vast variety 134 30.11
Personalised suggestions 86 19.33
Ease of use 139 31.24
Cost of subscription 86 19.33
TOTAL 445 100.00
INFERENCE:
From the above table, it can be observed that majority of respondents use OTT Platforms as it is
easy to use (31%) and also contains vast variety of content (30%)
30%
20%
31%
19%
Vast variety
Personalised suggestions
Ease of use
Cost of subscription
FIGURE 4.7: REASONS FOR CHOOSING OTT
PLATFORMS

48
TABLE 4.8: FACTORS INFLUENCING CHOICE OF OTT PLATFORMS
Influencing factors Frequency Percentage
Friends family and neighbours 214 67.94
Extensive advertising 41 13.02
Humpty offers 12 3.81
Part of a Bundled offer 36 11.43
Endorsed by celebrities 12 3.81
TOTAL 315 100.00
INFERENCE:
Results indicate that family, friends and neighbors (68%) are the main influencers while deciding
on a OTT platform. Even when consumers are taken away by advertising (13%), a word from the
social circle acts as an additional push to try out the OTT platform.
68%
13%
4% 11%
4%
Friends family and
neighbours
Extensive advertising
Humpty offers
Part of a Bundled offer
Endorsed by celebrities
FIGURE 4.8: FACTORS INFLENCING CHOICE OF OTT
PLATFORMS

49
TABLE 4.9: TYPE OF CONTENT WATCHED ON OTT PLATFORMS
RANKING ANALYSIS
Type of Content Frequency Percentage (%) Ranking
Movies 115 47.52 1
TV Shows 70 28.93 2
Originals 32 13.22 3
Others 25 10.33 4
TOTAL 242 100
INFERENCE:
From the above ranking analysis, it can be observed that majority of respondents watch Movies
which is ranked as I and rank II is given to TV Shows
0
20
40
60
80
100
120
Movies TV Shows Originals Others
Frequency
FIGURE 4.9: TYPE OF CONTENT

50
TABLE 4.10: INCREASE IN SCREEN TIME DURING COVID 19
Screen Time Frequency Percentage(%)
30 mins to 1 hr a day 35 14.46
2 hrs to 3 hrs a day 78 32.23
3hrs to 4 hrs a day 41 16.94
4 hrs to 5 hrs a day 23 9.50
More than 5 hrs a day 36 14.88
No change 29 11.98
TOTAL 242 100
INFERENCE:
From the above table, it can be observed that majority of respondents (32%) content
consumption time has gone up by 2 hrs to 3 hrs a day
14%
32%
17%
10%
15%
12%
30 mins to 1 hr a day
2 hrs to 3 hrs a day
3hrs to 4 hrs a day
4 hrs to 5 hrs a day
More than 5 hrs a day
No change
FIGURE 4.10: INCREASE IN SCREEN TIME DURING
COVID 19

51
TABLE 4.11: CHANGE IN SUBSCRIPTION TYPE DURING COVID-19
Subscription Type Frequency Percentage(%)
Freemium to 1 month plan 26 10.74
1 month to yearly plan 65 26.86
No change as I already have a Premium plan 66 27.27
No change, I still use a Freemium 85 35.12
TOTAL 242 100
INFERENCE:
Around 35% of respondents still use a freemium plan even during COVID-19. This may be
because they are new users and they enjoy freemium for some months. The starting free trial is
available in almost all OTT platforms.
11%
27%
27%
35%
Freemium to 1 month
plan
1 month to yearly plan
No change as I already
have a premiumplan
No change, I still use a
freemium
FIGURE 4.11: CHANGE IN SUBSCRIPTION
TYPE DURING COVID-19

52
TABLE 4.12: PARENTAL CONTROL
Parental Control Frequency Percentage (%)
Yes, I have/advised their parents to enable parent control 175 72.31
No, I haven’t thought about it till date 67 27.69
TOTAL 242 100
INFERENCE:
From the above table, it can be observed that 72% of respondents are aware of parental control
measures and have enabled/advised parents to enable it on their gadgets.
0
50
100
150
200
Yes, I have/advised
their parents toenable
parent control
No, I haven’t thought
about it till date
Frequency
FIGURE 4.12: PARENTAL CONTROL

53
TABLE 4.13: WAYS TO COMBAT OTT ADDICTION IN CHILDREN
Ways Frequency Percentage (%)
Parents spending time with their children 188 32.64
Customizing and sorting the content they consume 73 12.67
Having open conversation with children 126 21.88
Engaging them in physical activities 185 32.12
Others 4 0.69
TOTAL 576 100.00
INFERENCE:
Best ways to combat OTT addiction suggested by adults are parents spending time with children
(32%) and engaging them in physical activity (32%)
32%
13%
22%
32%
1%
Parents spending time with
their children
Customizing and sorting the
content they consume
Having a open conversation
with children
Engaging them in physical
activities
Others
FIGURE 4.13: WAYS TO COMBAT OTT
ADDICTION IN CHILDREN

54
TABLE 4.14: POSSESSION OF SEPARATE GADGETS BY CHILDREN
Particulars Frequency Percentage
Yes 60 76.92
No 18 23.08
TOTAL 78 100.00
INFERENCE:
From the above table, it can be observed that majority of respondents i.e 77% own a separate
gadget
77%
23%
Yes
No
FIGURE 4.14: POSSESSION OF SEPERATE
GADGETS BY CHILDREN

55
TABLE 4.15: CHOICE OF OTT PLATFORMS BY CHILDREN
Choice of OTT Platforms Frequency Percentage (%)
Youtube Kids 1 0.59
Voot Kids 1 0.59
Amazon Kids 1 0.59
Netflix 30 17.65
Hotstar 35 20.59
Amazo Prime 31 18.24
Youtube 65 38.24
Others 6 3.53
TOTAL 170 100.00
INFERENCE:
Majority of respondents i.e 38% use Youtube followed by Hotstar (20%) . Netflix and Amazon
Prime has 18% viewership each.
1% 1% 1%
18%
20%
18%
38%
3%
Youtube Kids
Voot Kids
Amazon Kids
Netflix
Hotstar
Amazon Prime
Youtube
Others
FIGURE 4.15: CHOICE OF OTT PLATFORM

56
TABLE 4.16: USAGE PATTERN BY CHILDREN
Particulars Frequency Percentage(%)
After coming back from school 26 33.33
While eating 5 6.41
Before going to bed 4 5.13
No specific routine 43 55.13
TOTAL 78 100
INFERENCE:
Around 55% of respondents have no specific routine and 33% of respondents watch it after they
come back from school. This is because gadgets are around all day long and the have the
capacity to use it anytime, anywhere.
33%
7%
5%
55%
After coming back from
school
While eating
Before going to bed
No specific routine
FIGURE 4.16: USAGE PATTERN BY CHILDREN

57
TABLE 4.4.17: POSITIVE AND NEGATIVE IMPACT OF OTT ON CHILDREN
Particulars Frequency Percentage
7 8.97
71 91.03
TOTAL 78 100.00
INFERENCE:
From the above table, it can be observed that 71% of respondents like to watch happy and
positive content rather than negative and violent content
10%
90% 1 2
FIGURE 4.17: POSITIVE AND NEGATIVE IMPACT OF OTT ON CHILDREN

58
TABLE 4.18: CHOICE OF CONTENT BY CHILDREN
Particulars Frequency Percentage (%)
53 67.95
22 28.21
Others 3 3.85
TOTAL 78 100.00
INFERENCE:
About 68% of respondents prefer watching Shinchan – cartoon content in local language
whereas 28% prefer Koren Dramas.
0
10
20
30
40
50
60
1 2 Others
FIGURE 4.18: CHOICE OF CONTENT BY CHILDREN

59
TABLE 4.4.19: ACCOMPANIMENT DURING WATCH TIME
Particulars Frequency Percentage (%)
I watch it alone 46 58.97
Parents/Grandparents/Guardian 12 15.38
Brother or sister 18 23.08
Others 2 2.56
TOTAL 78 100.00
FIGURE 4.19: ACCOMPANIMENT DURING WATCH TIME
INFERENCE:
From the above table, it can be observed that 59% of respondents consume content alone without
any accompaniment whereas 23% of the respondents watch it with their brother or sister.
59%
15%
23%
3%
I watch it alone
Parents/Grandparents/Gu
ardian
Brother or sister
Others

60
TABLE 4.20: REASONS FOR USING OTT PLATFORMS BY CHILDREN
Reasons Frequency Percentage (%)
Interesting shows 61 62.24
Parents don’t allow me to go out and play 4 4.08
Friend suggested 23 23.47
No friends in neighbouhood 5 5.10
Others 5 5.10
TOTAL 98 100.00
INFERENCE:
From the above table, it can be observed that 62% of respondents watch OTT platforms as it
contains interesting shows and 24% use it under the influence of their friends.
62%
4%
24%
5% 5%
Interesting shows
Parents don’t allow me to
go out and play
Friend suggested
No friends in
neighbouhood
Others
FIGURE 4.4.20: REASONS FOR USING OTT PLATFORMS BY
CHILDREN

61
TABLE 4.21: TIME SPENT ON OTT PLATFORMS BY CHILDREN
Consumption time Frequency Percentage (%)
30 mins to 1 hr 15 19.23
1 hr to 2 hrs 25 32.05
More than 2 hrs 19 24.36
I don’t use it everyday 19 24.36
TOTAL 78 100.00
INFERENCE:
From the above table, it can be observed that 32% of respondents spend about 1 to 2 hrs on OTT
platforms and 25% of respondents spend more than 2 hrs on these OTT platforms.
19%
32%
25%
24%
30 mins to 1 hr
1 hr to 2 hrs
More than 2 hrs
I don’t use it everyday
FIGURE 4.21: TIME SPENT ON OTT PLATFORMS BY
CHILDREN

62
TABLE 4.22: IMPACT OF OTT PLATFORMS BY CHILDREN
Impact Frequency Percentage
Head ache, eye irritation, back pain 34 31.78
Spend no time with my family 7 6.54
Difficult to sleep when I watch it before I go to
bed 4 3.74
End up not completing my school work 34 31.78
Not able to concentrate on my studies 18 16.82
Others 10 9.35
TOTAL 107 100.00
INFERENCE:
About 32% of respondents experience head ache, eye irritation and back pain whereas another
32% say that they end up not completing school work.
32%
6%
4%
32%
17%
9%
Head ache, eye irritation,
back pain
Spend no time with my
family
Difficult to sleep when I
watch it before I go to bed
End up not completing my
school work
Not able to concentrate on
my studies
Others
FIGURE 4.22: IMPACT OF OTT PLATFORMS ON CHILDREN

63
4.5 INTERPRETATIONS
4.5.1 Reliability test
TABLE 4.23: RELIABILITY TEST
Reliability Statistics
Cronbach's Alpha N of Items
.777 21
Reliability test is used to measure the consistency and the correlation between variables of the
measuring instrument ie. the questionnaire. A score of 0.6 and above is considered to be reliable
for research. Therefore the questionnaire for this research is reliable.

64
4.5.2 Chi Squared Test
AIM: To find whether there is any significant association between duration of usage and age
group of respondents.
H0 : There is no significant association between duration of usage and age group of respondents
TABLE 4.24 CHI-SQUARE TABLE SHOWING THE ASSOCIATION BETWEEN
DURATION OF USAGE AND AGE GROUP OF RESPONDENTS
Chi-Square Tests
Value df
Asymptotic
Significance (2-sided)
Pearson Chi-Square 36.858a
15 .001
Likelihood Ratio 39.485 15 <.001
Linear-by-Linear Association 4.184 1 .041
N of Valid Cases 242
a. 7 cells (29.2%) have expected count less than 5. The minimum expected count is 1.81.
Interpretation:
The above table shows that the significance level is 0.001 which is less than 0.05 (0.001<0.05),
so the null hypothesis is rejected and the alternate hypothesis is accepted. It can be inferred from
the Chi-Squared Test that, there is a significant association between duration of usage and the
age group of respondents.

65
AIM: To find whether there is any significant association between duration of usage and age
gender of respondents.
H0 : There is no significant association between duration of usage and gender of respondents
DURATION OF USAGE AND GENDER OF RESPONDENTS
Chi-Square Tests
Value df
Asymptotic
5 .034
Likelihood Ratio 13.267 5 .021
Interpretation:
so the null hypothesis is rejected and the alternate hypothesis is accepted. It can be inferred from
the Chi-Squared Test that, there is a significant association between duration of usage and the
gender of respondents.

66
AIM: To find whether there is any significant association between duration of usage and
subscription type of respondents
H0 : There is no significant association between duration of usage and subscription type of
respondents
DURATION OF USAGE AND SUBSCRIPTION TYPE OF RESPONDENTS
Chi-Square Tests
Value df
Asymptotic
15 .043
Interpretation:
so the null hypothesis is rejected and the alternate hypothesis is accepted. The Chi-Squared Test
shows that there is a significant association between duration of usage and subscription type of
respondents.

67
AIM: To find whether there is any significant association between subscription type of
respondents and their monthly income
H0 : There is no significant association between subscription type of respondents and their
monthly income
TABLE 4.27: CHI-SQUARE TABLE SHOWING THE ASSOCIATION BETWEEN
SUBSCRIPTION TYPE OF RESPONDENTS AND MONTHLY INCOME
Chi-Square Tests
Value df
Asymptotic
9 .373
Linear-by-Linear Association .180 1 .671
Interpretation:
The above table shows that the significance level is 0.373 which is more than 0.05 (0.373>0.05),
so the null hypothesis is accepted and the alternate hypothesis is rejected. The Chi-Squared Test
shows that there is no significant association between subscription type of respondents and their
monthly income

68
AIM: To find whether there is any significant association between gender and choice of content
by children
H0 : There is no significant association between gender and choice of content by children
TABLE 4.28: CHISQUARE TABLE SHOWING THE ASSOCIATION BETWEEN
GENDER AND CHOICE OF CONTENT BY CHILDREN
Chi-Square Tests
Value df
Asymptotic
2 <.001
Likelihood Ratio 17.687 2 <.001
Linear-by-Linear Association 14.003 1 <.001
N of Valid Cases 78
a. 2 cells (33.3%) have expected count less than 5. The minimum expected count is .64.
Interpretation:
The above table shows that the significance level is 0.001 which is less than 0.05 (0.001< 0.05),
so the null hypothesis is rejected and the alternate hypothesis is accepted. The Chi-Squared Test
shows that there is a significant association between gender and choice of content by children

69
AIM: To find whether there is any significant association between accompaniment and
consumption time by children
H0 : There is no significant association between accompaniment and consumption time by
children
TABLE 4.29: CHI-SQUARE TABLE SHOWING THE ASSOCIATION BETWEEN
ACCOMPANIMENT AND CONSUMPTION TIME BY CHILDREN
Chi-Square Tests
Value df
Asymptotic
9 .096
Linear-by-Linear Association .156 1 .693
N of Valid Cases 78
a. 11 cells (68.8%) have expected count less than 5. The minimum expected count is .38.
Interpretation:
so the null hypothesis is accepted and the alternate hypothesis is rejected. The Chi-Squared Test
shows that there is no significant association between accompaniment and consumption time by
children

70
4.5.8 One-way Anova Test
AIM: To find whether there is any significant difference between measures taken to minimize
energy consumption and the age group of respondents
H0 : There is no significant difference between measures taken to minimize energy consumption
TABLE 4.30: ANOVA TABLE SHOWING THE DIFFERENCE BETWEEN MEASURES
TAKEN TO MINIMIZE ENERGY CONSUMPTION AND THE AGE GROUP OF
RESPONDENTS
ANOVA
MinimiseEC
Sum of Squares df Mean Square F Sig.
Between Groups 4.985 3 1.662 1.187 .315
Within Groups 333.091 238 1.400
Total 338.075 241
Interpretation:
so the null hypothesis is accepted and the alternate hypothesis is rejected. The One way Anova
Test shows that there is no significant difference between measures taken to minimize energy
consumption and the age group of respondents

71
AIM: To find whether there is any significant difference between type of content consumed and
reasons for using OTT platforms during COVID-19
H0 : There is no significant difference between type of content consumed and reasons for using
OTT platforms during COVID-19
TABLE 4.31: ANOVA TABLE SHOWING THE DIFFERENCE BETWEEN TYPE OF
CONTENT CONSUMED AND REASONS FOR USING OTT PLATFORMS DURING
COVID-19
ANOVA
ReasonsAdults
Between Groups .747 3 .249 .876 .454
Within Groups 66.723 235 .284
Total 67.470 238
Interpretation:
Test shows that there is no significant difference between type of content consumed and reasons
for using OTT platforms during COVID-19

72
AIM: To find whether there is any significant difference between age group of respondents and
reasons for using OTT platforms during COVID 19
H0 : There is no significant difference between age group of respondents and reasons for using
TABLE 4.32: ANOVA TABLE SHOWING THE DIFFERENCE BETWEEN AGE
GROUP OF RESPONDENTS AND REASONS FOR USING OTT PLATFORMS
DURING COVID 19
ANOVA
ReasonsAdults
Between Groups .385 3 .128 .448 .719
Within Groups 68.109 238 .286
Total 68.493 241
Interpretation:
Test shows that there is no significant difference between age group of respondents and reasons
for using OTT platforms during COVID 19

73
4.5.11 Independent Sample T- Test
AIM: To find whether there is any significant difference between gender of respondents and
awareness about impact of OTT platforms on climate change
H0 : There is no significant difference between gender of respondents and awareness about
TABLE 4.33: T-TEST TABLE SHOWING THE DIFFERENCE BETWEEN GENDER OF
RESPONDENTS AND AWARENESS ABOUT IMPACT OF OTT PLATFORMS ON CLIMATE
CHANGE
Independent Samples Test
Levene's Test
for Equality of
Variances t-test for Equality of Means
F Sig. t df
Significance
Mean
Difference
Std. Error
Difference
95%
Confidence
Interval of the
Difference
One-
Sided
p
Two-
Sided
p Lower Upper
AwareCC Equal
variances
assumed
.110 .740 -
.729
240 .233 .467 -.03213 .04407 -
.11894
.05467
Equal
variances not
assumed
-
.727
201.679 .234 .468 -.03213 .04417 -
.11924
.05497
Interpretation:
so the null hypothesis is accepted and the alternate hypothesis is rejected. The Independent
Sample T-Test shows that there is no significant difference between gender of respondents and
awareness about impact of OTT platforms on climate change.

74
CHAPTER V
SUMMARY OF FINDINGS,
SUGGESTIONS AND CONCLUSION

75
CHAPTER V
5.1 FINDINGS:
➢ Out of the total respondents are 62% Female and 38% are Male
➢ Majority of the respondents are in the age group 18-24 years (40%)
➢ 39% of respondents are Under Graduates and 24% of respondents are students
➢ Majority of respondents have an income of above Rs.60,000 i.e 41%
➢ Youtube (33.09%) is widely used followed by Hotstar (26.04%) and Amazon Prime
(23.33%)
➢ Top reasons for using OTT platforms are its easy to use (31%) and it contains vast variety
of content (30%)
➢ 68% of respondents are influenced by their friends, family and neighbours for using a
OTT platform
➢ 48% of respondents prefer watching Movies ,29% of the respondents watch TV Shows
and 13% of respondents watch Originals produced by OTT platforms
➢ During COVID-19, about 32% of respondents screen time has gone up from 2 to 3 hours
a day.
➢ Majority of respondents (35%) still use a freemium plan even during the COVID-19
➢ 72% of respondents are aware of parental control measures and have enabled/advised
parents to enable it on their gadgets.
➢ Best ways to combat OTT addiction could be parents spending time with children (32%)
and engaging them in physical activity (32%)
➢ 77% of respondents in the age group 11-17 years own a separate gadget
➢ Respondents in the age group 11-17 years use Youtube (38% ) followed by Amazon
Prime (20%)
➢ 55% of respondents have no specific routine in consuming OTT content whereas 33% of
respondents watch it after they come back from school
➢ About 71% of respondents like to watch happy and positive content rather than negative
and violent content

76
➢ Respondents in the age group 11-17 years prefer watching Shinchan (68%) – cartoon
content in local language and 28% of them watch K-Dramas- content in Koren language
➢ The majority of 59% of respondents consume content alone without any accompaniment
whereas 23% of the respondents watch it with their brother or sister.
➢ Children users prefer OTT platforms because they found interesting content (62%) and
24% use it under the influence of their friends.
➢ 32% of respondents spend about 1 to 2 hrs on OTT platforms and 25% of respondents
spend more than 2 hrs on these OTT platforms.
➢ Major impacts of using OTT platforms identified by children users are that experience
head ache, eye irritation and back pain (32%) whereas another 32% say that they end up
not completing school work.
➢ There is an association between duration of usage and the age group of respondents.
➢ There is an association between duration of usage and the gender of respondents.
➢ There is an association between duration of usage and subscription type of respondents.
➢ There is no significant association between subscription type of respondents and their
monthly income
➢ There is a significant association between gender and choice of content by children
➢ There is no significant association between accompaniment during watch time and
consumption time by children
➢ There is no significant difference between measures taken to minimize energy
consumption and the age group of respondents
➢ There is no significant difference between type of content consumed and reasons for
using OTT platforms during COVID-19
➢ There is no significant difference between age group of respondents and reasons for using
➢ There is no significant difference between gender of respondents and awareness about

77
5.2 SUGGESTIONS:
➢ Switching off energy consuming devices and streaming platforms when not in use. This
can help to an extent to reduce CO2 emission
➢ Consumers should come forward to use Standard Definition (SD) mode rather than High
Definition (HD) mode as HD mode produces more CO2 when compared to SD
➢ The craze for OTT platforms is the driving force for the service providers, people should
try and experiment other sources of entertainment also.
➢ Watching OTT platforms with a group of people can bring in conversations in between
the watch time and can avoid isolated watching
➢ Censorship of content should be taken seriously and the censorship board should work
effectively
➢ Children must be taught to take a break from continuous screen time and complete their
responsibilities
➢ Parents must select OTT platforms that have parental control option so that children are
safe and secure with the content they consume in terms of mental health
➢ Parents must spend time with children and also engage them in some kind of physical
activity so that they maintain a distance from OTT platforms.
➢ It is a huge responsibility on the part of OTT platforms and the Media Board as to
classify which content is child friendly and which may affect them inversely

78
5.3 CONCLUSION
OTT platforms have become part and parcel of every electronic gadget user’s lives. These
platforms provide variety of content to the consumers and are indeed a boon during the COVID-
19 nation-wide lockdown. Although these platforms provide much convenience, consumers say
that OTT platforms cannot match the cinema theatre experience. So, even if OTT platforms grow
drastically, cinema theatres have a separate consumer base who will not move on any time soon.
This new gen entertainment however has few setbacks when it comes to the mental and physical
well-being of kids and also the environment as a whole. When it comes to technology, it is in the
hands of consumers to use it effectively and efficiently.
5.4 SUGGESTIONS FOR FURTHER RESEARCH
➢ Study on the features of any one specific OTT platform like Youtube or Netflix
➢ Study limited to the children users of OTT platforms
➢ The scope of advertising in OTT platforms
➢ OTT platforms and the 5G networks
➢ OTT takeover possibilities in future
➢ Impact of Binge watching on viewers

80
CHAPTER VI
APPENDIX A
I. Books-
1. Kapoor, .. (n.d.). SERVICE MARKETING: CONCEPTS & PRACTICES. Tata McGraw-
Hill Education.
2. Levinson, J. C. (2007). Guerrilla Marketing: Easy and Inexpensive Strategies for Making
Big Profits from Your Small Business. Piatkus.
3. Wolk, A. (2015). Over the Top: How the Internet is (slowly But Surely) Changing the
Television Industry. CreateSpace Independent Publishing Platform.
4. Mitomo, H., Sudtasan, T. (2016). Effects of OTT Services on Consumer's Willingness to
Pay for Optical Fiber Broadband Connection in Thailand. United Kingdom: International
Telecommunications Society.
5. Digital Media Distribution: Portals, Platforms, Pipelines. (2021). United States: NYU
Press.
6. Hastings, R., Meyer, E. (2020). No Rules Rules: Netflix and the Culture of
Reinvention. United Kingdom: Ebury Publishing.
7. Arvidsson, A., Delfanti, A. (2019). Introduction to Digital Media. United
Kingdom: Wiley.
8. Athique, A. (2013). Digital Media and Society: An Introduction. Germany: Polity Press.
II. Journal Publications and Research Projects-
1. TriptiKumari. (n.d.). A Study on Growth of Over the Top (OTT) Video Services in India.
International Journal of Latest Research in Humanities and Social Science (IJLRHSS),
Volume 03(Issue 09, 2020), PP. 68-73. www.ijlrhss.com
2. RipalMadhani,&Dr.VidyaNakhate. (2020). Comparative Study Of Viewers’ Behaviour
Over Traditional Television Channels And Over Ott Video Platforms In Maharashtra.
International Journal of Advanced Science and Technology, Vol. 29(No. 12s, (2020)),
1046-1057. http://sersc.org/journals/index.php/ijast
3. Prof. Thimmanna G Bhat. (2015). A study on scope of service marketing. International
Journal of Research and Analytical Reviews (IJRAR), 2(1). www.ijrar.org

81
4. MahakGaoshinde. (n.d.). “ Impact of Embedded marketing on OTT Platforms”.
http://27.109.7.66:8080/xmlui/bitstream/handle/123456789/606/17165039_%20MAHAk
%20EMBEDDED%20MARKETING_BHARGAVP%28COVER_PAGE%29-
.pdf?sequence=1&isAllowed=y
5. SumitraSaha, & ,V.K. Satya Prasad. (2021). Consumption pattern of OTT Platforms in
India. International Journal of Modern Agriculture, 10(No.2), 641-655.
http://www.modern-journals.com/index.php/ijma/article/view/780/676
6. Nijhawan, G. S. (n.d.). role of covid as a catalyst in increasing adoption of otts in india: a
study of evolving consumer consumption patterns and future business scope. Journal of
Content, Community & Communication, Vol. 12.
https://www.amity.edu/gwalior/jccc/pdf/dec_28.pdf
7. María Marcos Ramos, Marta Cerezo Prieto, María de la Peña Mónica Pérez Alaejos, &
Marina Hernández Prieto. (n.d.). Childhood and online audiovisual content in Spain: An
approach to consumption and parental mediation on OTT platforms. MONOGRAPH,
Volume 18.
Reports-
1. IBS Centre for Management Studies (ICMR)- Media Services Marketing - (Broadcasting,
Entertainment & Print Media Industries)
2. Deloitte – 2015- Digital Media: Rise of on-demand Content-
https://www2.deloitte.com/content/dam/Deloitte/in/Documents/technology-media-
telecommunications/in-tmt-rise-of-on-demand-content.pdf
3. GirishMenon – 2019-Media and entertainment post COVID-19-
https://home.kpmg/in/en/home/insights/2020/05/media-and-entertainment-post-covid-19-
the-best-of-times-the-worst-of-times.html
4. Video streaming: data transmission technology crucial for climate footprint
https://www.umweltbundesamt.de/en/press/pressinformation/video-streaming-data-
transmission-technology
III. Websites-
1. https://www.business-standard.com/podcast/current-affairs/indian-ott-industry-poised-for-
growth-but-are-low-prices-sustainable-122010400106_1.html

82
2. https://www.91mobiles.com/hub/ott-platform-full-form-best-services-india/
3. https://www.tapjoy.com/resources/what-is-ott/
4. https://www.mazsystems.com/en/blog/4-major-trends-shaping-the-future-of-ott
5. https://kilowott.com/blog/ott-guide-to-advertising/
6. https://www.hindustantimes.com/brand-post/guess-which-ott-platform-in-india-has-the-
most-subscriptions-now-101640865543902.html
7. https://indianonlineseller.com/top-10-ott-platforms-in-india
APPENDIX B

83
PILOT STUDY QUESTIONNAIRE
1) Age
o 18-24
o 25-34
o 35-49
o 50 and above
2) Gender
o Male
o Female
o Transgender
3) Marital status
o Married
o Unmarried
4) Educational qualification
o Higher secondary
o Under graduate
o Post graduate
o Professional
5) Monthly income
o Below Rs.20,000
o Rs.20,000-Rs.40,000
o Rs.40,000- Rs.60,000
o Above Rs.60,000
6) Occupation
o Salaried individual
o Self employed
o Unemployed
o Home maker
o Retired
7) Which video OTT platform do you use?
o Netflix
o Amazon Prime
o Youtube

Finaldraft-converted.pdf

Recommended

Recommended

More Related Content

Similar to Finaldraft-converted.pdf

Similar to Finaldraft-converted.pdf (20)

Recently uploaded

Recently uploaded (20)

Finaldraft-converted.pdf