A study on User Perspective on OTT platform in India

Abstract

When we think of OTT (Over the Top), I remind the older days when CD player used to be popular and people were crazy & love to see the programmes or movies on DVD player. Slowly it transforms to the availability of cable connection then the technology brought the concept of pen drive and the YouTube which grow as major channel for viewers. TV, itself brought major evolution as LED, touch screen, inbuilt internet availability etc. With these variations the recent trends in market is OTT video streaming. The availability of content, easy access to variety of shows, user friendly nature and continuity in shows compels the users to subscription of OTT video streaming.

Deloitte report encompasses the video streaming subscription around 8 US$ billion in 2020. The total number of smartphone users in India is expected to almost double to cross 700 million by 2022, cementing the country’s position as the second-largest market for smartphones in the world. One of the key drivers of mobile advertising is the Indian consumer’s insatiable appetite for video content, which is expected to constitute 75 percent of the data consumption in the country by 2021 (Deloitte Report, 2020).

The growth is being driven primarily by consumers’ ever-increasing hunger for streaming video over the internet, now amplified by the migration of more broadcast and cable TV onto direct-to-consumer over-the-top (OTT) internet delivery networks.

This study aims to pinpoint the features that influence the OTT video streaming and the effect of cost element on user subscription for OTT video streaming.