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VOL. 1, ISSUE 2 (2025)
OTT consumption patterns and consumer experience: An integrated study in Chennai
Authors
Nageeswari N, Dr. N Rajbarath
Abstract
Rapid
globalization and technological progress, media consumption patterns have
significantly evolved, especially with the rise of over-the-top (OTT) services.
The current research examines customer usage patterns, preferences and
experiences with over-the-top services in Chennai. Primary data was collected
using an online questionnaire distributed via google form, while secondary data
was retrieved from OTT platform websites through Google Scholar search results.
Responses received from 150 consumers were evaluated using convenience sampling
and statistical methods including Correlation, Chi-square and ANOVA. The
results indicate that young individuals mostly engage with films and web series
on OTT platforms, motivated by the accessibility of original and unfiltered
content. The research underscores the necessity for improved and adaptable
subscription structures to cater to sporadic users. The research offers
insights into the changing behavior of OTT consumption and underscores the
continuous adaptations and innovations necessary to enhance the OTT service
landscape.
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Pages:99-101
How to cite this article:
Nageeswari N, Dr. N Rajbarath "OTT consumption patterns and consumer experience: An integrated study in Chennai". International Journal of Applied Review
, Vol 1, Issue 2, 2025, Pages 99-101
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