Synthesis of Factors Impacting Usage of OTT Platforms: Sustainability of OTT Industry Post Pandemic

Abstract

India’s OTT streaming market has made a remarkable growth and prominence, positioning it as one of the largest and fastest-growing in the world. With a diverse range of popular streaming platforms such as Voot, Alt Balaji, Zee5, MX Player, Amazon Prime, Disney + Hotstar, Netflix, Sony Liv, Aha, and numerous others. The main objective is to Synthesise factors impacting the usage of OTT platforms. The study adopted a cross-sectional descriptive approach. Three hundred and eighty responses were collected using convenience sampling method. Six factors, i.e., content, convenience, features, price & quality, satisfaction and willingness to continue usage of OTT platforms were considered. The effect of these five factors along with willingness to continue usage is tested on subscription decisions using correlation and regression analysis. Given the highly diverse nature of the Indian OTT service market, this descriptive study offers valuable insights into streaming service providers operating in this fiercely competitive landscape. The findings can assist OTT service providers in making informed decisions and devising effective strategies to cater to the specific needs and preferences of Indian consumers.