An analysis of customer preference towards OTT Platform during a pandemic: A special reference to Jamshedpur Market
January 12, 2022
Over the top media platform is a streaming media service offered directly to viewers via the internet. It bypasses cable, broadcast, and satellite television platforms. The prominent players among the OTT platforms in India are ‘NETFLIX’ and ‘HOTSTAR’. India is expected to become second biggest OTT market after the US with over 500 million users in 2020. The Study on customer preference towards Netflix and Hotstar among the masses of Jamshedpur was done to find the acceptance of the OTT platforms and the underlying influencing factors. The statistical tools like descriptive statistics were used to analyze the collected data through survey with the help of a self designed questionnaire.The findings of these studies gave conclusive status of the customer acceptance and preference of the OTT platforms in Jamshedpur with a higher preference towards Hotstar among the masses.
