A Study on Consumer Perception towards OTT (Over-The-Top) Platform (KEY IJP************583)

• Mr. K.murugan, Mr. K.murugan

Abstract

OTT platforms have revolutionized the way consumers access and engage with digital content, offering a diverse array of streaming services accessible anytime, anywhere. This study aims to delve into the multifaceted landscape of consumer perception surrounding OTT platforms, examining factors influencing adoption, satisfaction, and loyalty among users. Information is gathered from both primary and secondary sources. A questionnaire was developed and administered to 50 participants to gather primary data, while secondary data was sourced from various books and websites. The research employs One-way ANOVA and One-sample t-test as the statistical methods for analysis. This study sheds light on the nuances of consumer behavior and preferences within the quickly changing OTT ecosystem by examining data collected from a wide sample of OTT subscribers. The results throw light on important issues like the influence of original content, cross-platform behavior, cultural variances, and emerging trends. These insights have implications for policymakers, OTT providers, content creators, and advertisers. In the end, this research advances our knowledge of how consumers perceive the OTT environment, which will help inform strategic choices and promote creativity in the digital entertainment sector.