Consumer Behaviour and Subscription-Based OTT Services

Abstract

This thesis explores the dynamic interplay between consumer behavior and subscription-based Over-The-Top (OTT) services in India, focusing on how various factors influence subscription decisions and user engagement. Utilizing quantitative approach, the study investigates key determinants such as pricing strategies, content preferences, and the impact of technological advancements on consumer choices. Through a comprehensive survey and statistical analysis, the research identifies critical patterns in consumer preferences, highlighting a strong inclination towards platforms offering original content and personalized viewing experiences. The findings emphasize the role of economic factors, with price sensitivity being a significant driver of subscription decisions. Moreover, the study explores the influence of cultural and demographic variables on the consumption of digital media, providing insights into the diverse consumer base of OTT platforms in India. The thesis contributes to the field by offering a nuanced understanding of the factors that drive consumer behavior in the digital streaming domain. It also provides actionable recommendations for OTT service providers to enhance customer satisfaction and retention, suggesting strategies for content differentiation, pricing models, and user experience optimization. These insights not only help in tailoring services to meet the evolving demands of consumers but also assist in strategic decision-making in the highly competitive OTT market.