Customers Preferences and Satisfaction Towards OTT Platforms with Reference to Netflix, Amazon Prime and Disney+Hotstar- A Comparative Study

Abstract

Introduction: India is seeing an incredible growth for over the top (OTT) services. Main reason for this growth is that OTT’s are providing better content for all kind of age groups just a click away.

Objectives: to analyze the comparison between top 3 platforms i.e., Netflix, Amazon prime and Disney+Hotstar and to find the consumers preference on these OTT platforms in a particular geographical region which helps in developing OTT’s with more advanced features which helps in acquiring more number of subscribers.

Methods: This study is confined to particular geographical area i.e., in Nagole , Hyderabad. Sample size of 130 respondents is taken using convenience sampling method. Data collection is done through online survey i.e., questionnaire and Secondary data is been collected from various Research articles and papers regarding consumers preferences towards OTT’s

Results: The results show that among 3 OTT platforms Amazon prime is preferred by majority of respondents followed by Disney+Hotstar. Important factors considered while opting any OTT platforms are Subscription cost, Content preference, Video quality, Ad-free content, offers, mobility etc. Customers with age group from 18-28 are more interested in OTT’s and their first preferred platform among these 3 is Amazon Prime. Females are more interested than men and are more interested to watch Disney+Hotstar. Employees are more interested in all 3 OTT’s.

Conclusions: It is said that the demand for OTT’s, will continue to increase gradually and they have bright future in India. Since the invention of over the top (OTT) platforms, we can only witness its growth and there is no downfall for these OTT’s. Subscribers for OTT’s are gradually increasing day by day. In today’s world consumer’s psychology is that they want everything quicker and easier. OTT’s main objective is to provide content, entertainment, knowledge and everything just a click away. This is the reason many people are switching towards OTT’s.