Customer Perception Towards OTT Platforms Among Gen Z with Special Reference to Kottayam District in Kerala State

Abstract

Introduction: OTT platform was first launched in India in the year 2008 through BigFlix by Reliance Entertainment. Initially the market growth of OTT platforms was slow but it started to grew tremendously immediately after nationwide lockdown imposed by central government on 24 March 2020 to control the spread of Covid 19. Before covid lockdown the majority of the OTT users were from urban area but after lockdown even the rural area population in India had started using OTT platforms. As the covid restriction is uplifted and cinema theatre are opened in Kerala, OTT platforms are facing stiff challenge in holding its existing customer and attracting new customers. Generation Z is the customer segment which the OTT platform can target as they are more tech savvy.
Objectives: As new players are entering into the OTT market, this study will help OTT players to understand the customer perception and the factors influencing the customer perception towards OTT platforms among Generation Z with special reference to Kottayam District in Kerala State.
Methods: Primary data is collected by means of a structured questionnaire during client interactions, whereas the secondary data is taken from newspapers, magazines, the internet, and all available catalogs and pre-existing materials. It deals with the research of the people dwelling in the Kottayam District, which include 129 respondents by taking the probability sampling so that there is demographic variety along with age and education. Adopting a descriptive research methodology, the data is analyzed using SPSS software, applying statistical techniques that include descriptive statistics, Chi-Square tests, Factor Analysis (Principal Component Analysis), and Likert scale analysis to derive insights.
Results: The study shows that the respondents have an above-average awareness and satisfaction level regarding OTT platforms, with mean values of 3.52 and 3.95, respectively, as per descriptive statistics and Likert scale analysis. Post-COVID-19, 55.8% of the respondents prefer OTT platforms due to their low cost and high-quality offerings, whereas 40.3% prefer cinema theaters due to their superior viewing experience. Chi-Square analysis shows that demographic factors have a significant association with OTT awareness. The awareness is higher among respondents with postgraduate education, Cramer's V = 0.338, and moderate association with gender, Cramer's V = 0.365. Respondents perceive OTT platforms as safe, entertaining, and user-friendly but remain neutral on aspects like status and experiential viewing. Though OTT platforms are valued for speed, accessibility, and convenience, they are criticized for not having immersive experiences and diversified content. Four key factors influencing customer perception are identified as Usage Features, Quality, Ease of Use, and Convenience. Recommendations include improving OTT subscription offers, policies, and cost structures, while cinema theaters should enhance the quality of their viewing experience.