The document summarizes research on trends shaping the over-the-top (OTT) video market. It introduces the research team and agenda. The research problem is around the rapid evolution of OTT video consumption in India and globally. The objective is to understand the future of OTT. The literature review covers 14 sources on topics like OTT platforms, the Indian market, and competition. A pilot survey was conducted with 213 responses on questions about OTT usage, preferences, and spending. The results showed popularity for YouTube and Netflix, a preference for multiple subscriptions, and most spending less than INR 500. Hypotheses about customization, availability of mediums, and the relation between income and medium were supported.

1. Business Research
Method
Group 5

2. Meet Our Team
Uma Chhabria 2 MMM
Hitesh Rathod 10 MMM
Nishit Parmar 79 MFM
Akansh Parwani 80 MFM
Ashutosh Baindoor 62 MFM
Nitesh Mahtani 74 MFM
Harsh Vyas 83 MFM

3. AGENDA
Research
Problem
Research
Objective
Literature Review
Factor affecting
Hypothesis
Data Collection
Pilot Survey
Survey

4. Trends Shaping the
Over-the-top (OTT)
Market .
Research
Problem

5. Research Objective
• The ‘Over the top’ (OTT) video consumption in India as well
as globally has rapidly evolved over the last year.
• Media and Entertainment companies are developing and
integrating digital strategies and story telling in order to
connect better with digitally-enabled consumers for
meaningful experiences and long-term relationship.
• So main objective of research is future of “over the top”?

6. Literature Review
1. KPMG – The Digital First journey How OTT platforms can remain ‘on-
demand ready’ - 2017
2. KPMG – Media ecosystems: The walls fall down – KPMG in India’s Media
and entertainment report 2018.
3. INDIAN OTT PLATFORMS REPORT 2018 Streaming the new age narrative
4. What is Affecting OTT Video Growth? By imitar Serafimov| Thu Jul 23
2015 (https://cleeng.com/blog/factors-affecting-ott-video-
growth#gs.QlxXkLHd)
5. How OTT is Revolutionizing TV Experience in India
(https://www.vdocipher.com/blog/2018/08/ott-india-revolution-vod/)
6. OTT vs. Television – tug of war or an era of collaboration? By Vinod
Kumar July 2018 (https://www.robosoftin.com/blog/ott-vs-television)
7. Impact of Over the Top (OTT) Services on Telecom Service Providers
February 2015
8. how OTT is changing The shape of pay TV – 2015

7. Literature Review
9. Mr. Reed Hastings CEO Netflix on Indian Market & Competition. (Video on
Slide 8)
10. OTT Market in Asia August, 2016 (Video on Slide 9)
(https://www.muvi.com/blogs/deeper-look-future-ott-video-streaming-
market-asia.html)
11. OTT market in Southeast Asia(2018)
(https://blog.ventunotech.com/2018/10/ott-market-southeast-asia/)
12. Netflix Business Model : World’s Largest Video Selling Platform
(https://www.vdocipher.com/blog/2019/03/netflix-business-model-video-
selling-platform/)
13. The State of the New TV Industry
14. Indian OTT market has a potential to reach $5bn by 2023 : BCG - Nov 2018
Read more at:
(https://economictimes.indiatimes.com/industry/media/entertainment/indi
an-ott-market-has-a-potential-to-reach-5bn-by-2023-
bcg/articleshow/66709416.cms?from=mdr)

8. CEO on Indian Market
& Competition
Mr. Reed Hastings

9. OTT Market in Asia

10. Changing
consumer
attitudes
to TV and
media

11. Device share and
average number of
viewing hours per week,
with prediction* for 2020
India : 397% Mobile
Audience Hike

12. Media & entertainment entities on digital
space ranked by total number of unique
visitors

13. The JIO Effect

14. YouTube Unique Viewership

15. Revenue Growth Netflix

16. Factors affecting Trends in OTT
Platform
 Sharing of Subscription
Charges
 No time restriction
 Personal viewing
 Smart TV viewing
 Lesser cost compare to theater
movie ticket cost
 Content heavy – original series
 Various regional language
content
 No Ads , uninterrupted
streaming.

17. Alternative hypothesis
HYPOTHESIS
 Customization freedom has association with the medium you use to watch
because there is privacy, freedom to watch and lot of choice
 There is a demand and availability of various mediums.
 There is a relation between what an individual earns and what medium he
uses

18.  Through Surveys/
questionnaires
 Published Data

19. Pilot Survey
5
1
3
1 1 1 1
0
1
2
3
4
5
6
Yes Yes Yes Yes Yes Yes Yes
1 - 2 hours 3 - 5 hours 1 - 2 hours 1 - 2 hours 1 - 2 hours Don't watch 3 - 5 hours
Female Male Female Male Male
20 to 30 30 to 40 Above 50
• Age
• Gender
• Do you use OTT Service?
• If yes, than how much time do you spend in a day watching your favorite Content?

20. Pilot Survey
How did you find out of OTT (Eg:-
Netflix, Amazon prime, Hotstar,
You Tube, Sony Liv, Voot etc)
How did you find out of OTT?
Ads Ok
Advertisement and
word of mouth
Online
Entertaining Social media
Friends
Technology
updates
Friends , TV Television ads
Hotstar, you tube,
voot
Internet
Which OTT is your favorite
and why?
Netflix No
Amazon prime
Hotstar Hotstar
Netflix coz of variety hotstar
Netflix Netflix , youtube
Netflix NETFLIX
Which OTT is your favorite
and why?

21. Pilot Survey
How do you watch your
content on TV?
5
1
7
0
1
2
3
4
5
6
7
8
Both OTT (Eg:- Netflix,
Amazon prime,
Hotstar, You Tube,
Sony Liv, Voot etc)
Set-up Boxes
(Hatway, Dish TV,
Tata sky etc)
What do you like about OTT?
7
1
5
0 0 0
0
1
2
3
4
5
6
7
8
Allofabove
Livesteaming
fromAnywhere.
Timeconvenient
Noadvertisement
Sharingcontentwith
others
DislikeOTT

22. Pilot Survey
How do you watching OTT? Will you pay for OTT service?
7
1
5
0
1
2
3
4
5
6
7
8
Both Through Mobile
Internet
Through WiFi
4
5
4
0
1
2
3
4
5
6
Maybe No Yes

23. Pilot Survey
If Yes, than how much? Do you use Single or Multiple
subscription?
8
1 1
3
0
1
2
3
4
5
6
7
8
9
INR 100 - 500 INR 1000 and
Above
INR 500 -
1000
Not Applicable
7
6
5.4
5.6
5.8
6
6.2
6.4
6.6
6.8
7
7.2
Multiple Single

24. 220 Responses
213 Responses Data Considered.

25. Total: Female – 108
• Less than 20 - 33
• 21 to 30 – 54
• 31 to 40 – 18
• 41 to 50 – 2
• Above 50 - 1
3
37
8
5 1 3
31
19
5
16
2 2
13
6
1 1 3 1 1 3 1
20
6 6
9
5 3 2
0
5
10
15
20
25
30
35
40
Don'twatch
1-2hours
2-3hours
3-5hours
6andAbove
Don'twatch
1-2hours
2-3hours
3-5hours
1-2hours
2-3hours
Don'twatch
1-2hours
2-3hours
1-2hours
2-3hours
1-2hours
6andAbove
Don'twatch
1-2hours
Don'twatch
1-2hours
2-3hours
3-5hours
1-2hours
2-3hours
3-5hours
6andAbove
No Yes No Yes Yes No Yes Yes Yes Yes No Yes No Yes Yes
F M F M F M F M F M
21 to 30 31 to 40 41 to 50 Above 51 Less than 20
Total: Male – 105
• Less than 20 - 19
• 21 to 30 – 58
• 31 to 40 – 21
• 41 to 50 – 3
• Above 50 - 4
• Age
• Gender
• Do you use OTT Service?
• If yes, than how much time do you spend in a day watching your favorite Content?

26. Home-maker - 7
Retired – 1
Self-Employeed – 22
Service – 98
Student – 83
Unemployed – 2
• Occupation
Home-maker
3%
Retired
1% Self-Employeed
10%
Student
39%
Unemployed 1%
Service
46%

27. • YouTube – 106
• Netflix – 103
• Hotstar – 49
• Amazon Prime Videos – 31
• Voot – 22
• SonyLiv – 16
• Viu – 5
• Airtel TV – 1
• AltBalaji – 1
• Others - 1
• Which is your favorite OTT service
provider?
Airtel TV, 1, 0%
AltBalaji, 1, 0% Amazon Prime Videos,
31, 9%
Hotstar, 49, 15%
Netflix , 103, 31%
Other, 1, 0%
Sony Liv, 16, 5%
Viu, 5, 1%
Voot, 22, 7%
YouTube, 106, 32%
Others,
1, 0%

28. Live steaming from anywhere 112
Multiple Subscriptions 45
No advertisement 69
Sharing content with others 30
Time convenience 147
• What do you like about OTT?
Live steaming from
anywhere., 112, 28%
Multiple Subscriptions,
45, 11%
Sharing content with
others, 30, 7%
Time convenience, 147,
37%
No advertisement, 69,

29. Both 116
Mobile Data 39
WiFi47
• How do you watch OTT?
Both, 116, 58%
Mobile Data
39, 19%
WiFi, 47, 23%

30. • Will you pay for OTT service?
• If Yes, than how much?
1
10
24
46
33
35
53
0
10
20
30
40
50
60
Maybe Maybe Yes Maybe Yes Maybe No No (blank)
INR 1000 and
Above
INR 500 - 1000 Less than 500 Prefer Free (blank)

31. Multiple 90
Single 109
• Do you use Single Or Multiple
subscription ?
Multiple, 90
Single, 109

32. Both - 89
None - 2
OTT media service apps (Eg:- Netflix, Amazon
prime, Hotstar, YouTube, Sony Liv, Voot etc) -
66
Set-up Boxes (Dish TV, Tata sky. etc) - 53
• How do you watch your content on
TV?
Both, 89, 42%
None, 2, 1%
OTT media service
apps (Eg:- Netflix,
Amazon prime, Hotstar,
YouTube, Sony Liv, Voot
etc) – 66, 32%
Set-up Boxes (Dish
TV, Tata sky. etc), 53,
25%

33. How did you find out about OTT?
Advertisement and Social
Media
Friends and Family

34. Relation between Hypothesis and Survey :
Hp-1 : Customization freedom has association with the medium you use to
watch because there is privacy, freedom and lots of choice.
Survey: Out of 213 data 206 numbers are watching OTT (96,71%) and 7
numbers don’t watch (3.28%).
Hp2: There is a demand and availability of various mediums.
Survey: Out of the 213 respondents there are at least 2 mediums which has
more than 100 responds (YouTube 106 and Netflix 103) which indicates
customers use more than 1 medium of OTT.
Hp3: There is a relation between what an individual earns and what medium
he/she uses.
Survey : Out of the 213 data
 Preferred Free – 88 (Occupation: Students, Service and Home-
Maker)
 Less Than INR500 – 79 (Occupation: Students, Service Home-Maker
and Self employed)
 INR 500 – 1000 – 34 (Occupation: Students and Service)
 More than 1000 – 1 (Occupation: Service)