CONSUMER BEHAVIOR TOWARDS ONLINE STREAMING PLATFORM SUBSCRIPTION

Abstract

Digital Streaming Platforms, also known as Over The Top platforms, are internet streaming media services that have gained a lot of popularity in recent years. NETFLIX, AMAZON PRIME VIDEO, DISNEY + HOTSTAR are just a few of the OTT channels available in India. According to projections, the Indian OTT sector would have $5 billion customers by 2023. The purpose of this study is to examine customer perceptions of purchasing subscriptions of OTT platforms. The study also aims to determine the elements that influence consumers' decision to use OTT platforms as well as their happiness with those services. The several reasons why OTT platforms garnered millions of users in just five years. It has been successful for years due to its effective social media advertising and high-quality content. The average customer spends between 2 and 4 hours each day on OTT services. As the digital media industry grows, so does OTT. With time, platforms will garner more customers. The OTT has benefited from COVID-19 virus. To pass the time during the lockdown, many people have subscribed to OTT platforms.OTT platforms have benefited the telecommunications sector because consumers were spending more money on them. These platforms hold the majority of their internet data. As a result, the movie industry has profited. They can earn money by releasing their films online on these channels. The роint of research was to show the way in which online streaming platform is working in the state of the entertainment world and раrtiсulаrly in the field of Internet Industry. How consumer are switching from cable services to the online streaming platfroms. The study shows how much customers are satisfied with the online streaming platforms. The study also shows if given an option what will they choose online straming platfroms or the channels according to there choices as provided by there cable provider. The research shows how consumers tends to purchase there online subscription platforms whether they go for lower priced option or they want broad choices from online streaming platforms. This research also shows that how the online streaming platforms are affecting there day to day life whether they spend more time on it or they find easier to do there work while watching the content provided by these online streaming platforms.