Chapter 3 Reaseach Methodology

CHAPTER 3
RESEARCH METHODLOGY
STATEMENT OF THE PROBLEM
OTT platforms have become a vital part of many people’s lives. They offer a wide range of
content and services that are convenient and easy to use. However, OTT platforms face a
challenge in terms of customer lifetime value. Customer Lifetime Value measures the
monetary value of a customer to a company. It considers the revenue that a customer brings
in and the costs associated with keeping them as a customer.
CLV is the total amount of money a customer spends with a company throughout their
relationship. It takes into account both the purchase price and the repeat purchase price. CLV
is important for OTT platforms because it helps them understand how much revenue they can
generate from each customer.
OTT platforms need to strike the right balance to succeed. They need to offer attractive
prices and content offerings while also ensuring that they generate enough revenue from
each subscriber. CLV can help OTT platforms achieve this goal. Factors impacting customer
lifetime value include prices, viewing habits, and content offerings. OTT platforms need to
take these into account to maximize their revenue
Impacts of customer lifetime value on OTT platforms:
Generally speaking, businesses want customers with a high Customer Lifetime Value because
they will bring in more revenue than they cost to keep as a customer.
However, OTT Platforms often have different business models than other companies. They
may not be as focused on purely profit maximizing and may instead prioritize other things
like user growth or engagement.
OTT Platforms may be willing to accept customers with a lower Customer Lifetime Value to
achieve their broader goals.While Customer Lifetime Value is still an essential consideration
for OTT Platforms, it may not be as vital as it is for other businesses.
The main reason behind the success of customer life time value can be summarized as below:
 Improved Profitability
 Decrease Churn
 Streamline your Business Goals
 Strategize Marketing Campaigns
SCOPE OF STUDY
Customer lifetime value is important because it allows you to maximize the value of every
customer relationship. This means that you're providing a better customer experience that
keeps people around for longer, which can also help improve the quality of your products and
services. When it comes to your marketing decisions, lifetime customer value is just as
important as understanding the marketing funnel. CLV helps shape your marketing strategy,
whether that strategy primarily focuses on short-term or long-term marketing efforts.
Customer retention is a vital part of making sure your business gets the most value out of
each customer.
CLV measures the entire value of a customer to a business. It means taking into account the
revenue from subscriptions and transactions and things like engagement, retention, and
referrals. In other words, it shows the profit a customer will likely be over their lifetime.
CLV is important for OTT platforms because they need to know which customers are worth
investing in and which are not. CLV can help them make those decisions. OTT platforms rely
on customers returning again and again to boost their revenues. Given this, customer lifetime
value is an essential metric for them. OTT platform providers can optimize their offerings
and strategies to maximize customer lifetime values by understanding how much each
customer is worth to their business.
OTT platforms need to focus on Customer Lifetime Value for several reasons.
1. Customer Lifetime value represents the total revenue a customer will generate for a
platform throughout their relationship.
2. This number is essential for OTT platforms because it can help them determine how
much to spend on acquiring and retaining customers.
3. If a platform can successfully increase its Customer Lifetime Value, it will be able to
drive more revenue and growth in the long term.
OBJECTIVE OF THE STUDY
1. To examine the customer life time value in OTT Platform.

2. To find out the customer satisfaction towards OTT (Amazon, Netflix and Sony LIV).
3. To identify customers grievances in OTT platform and suggest relevant solutions
4. To find how long customer is retaining on Amazon, Netflix and Sony LIV
5. To know the usage of the customer in Amazon, Netflix and Sony LIV
RESEARCH METHODOLOGY
The methodology section is the blue print of researcher activity and tells how
the researcher has to study the people or describe social settings of respondents. We
can also say that the methodology section make easy for the researcher to know the
desire study and how to do it.
Research design
A research design is the arrangement of condition for collection and analysis of

data in a manner which may result in an economy in procedure. It stands for advance
planning for collection of the relevant data and the techniques to be used in analysis,
keeping in view the objective of the research availability of time.
Sampling method
The simple random sampling technique was employed in the selection of the sample.
Sample Size: 50
Place of study: Bengaluru.
Topic of study: Customer lifetime value on OTT platforms
Tools Used: Questionnaire; Online Feedback Forms and Secondary Data.
Data Collection Method:
The data collection method for the study the researcher should keep in the
mind the two sources of data.
 Primary data
 Secondary data.
Primary Data Collection:

Sources of primary data: Questionnaire schedule
Primary data has been collected through structured questionnaire. The
questionnaire consisted of a variety of questions that lay consistent with the objective
of the research. It helps us to recognize customer attributes and assess technical
features as well.
The questionnaire was prepared keeping in view the objectives of study.

Different questions were so arranged to know satisfaction level of customers towards
services provided by company. The questionnaire not only focused gathering
information on the above-mentioned areas but also about the service suggestions to be
envisaged under support, update and engage.
The primary data was gathered through personal interaction and through
online feedback form. The information was gathered from the structured
questionnaire. The set of replies from the respondents led to the formulation of our
data analysis and findings.
Simple Percentage Analysis:

Percentage analysis is the method to represent raw streams of data as a percentage (a
part in100‐ percent) for better understanding of collected data.
Graphs:
Graphical representations are used to show the results in simple form. The graphs are
prepared on the basis of data that is received from the percentage analysis.
Secondary Data Collection:

Secondary data whatever have been used has been collected from the
Company Website, Internet etc. The secondary data has been used in the report to
obtain various statistics regarding the impact of the study. The following
 Companies’ website and web resources.
 Books.
 Journals & Magazines.
 Related research papers.
LIMITATIONS OF THE STUDY
Each and every study will have its own limitations. Some among such limitations
of this study are:
 Difficult to find all the suitable information in such a short span of time.
 Difficulty in the formulation of question for questionnaire.
 All necessary information could not be gathered from the formulated set of
questionnaire as many question related to the research still remained
unanswered.
 Some respondents did not answer all questions in the questionnaire with
accuracy.
 Difficulties to distribute the questionnaire to respondents to collect

information.
 The findings of the study are solely based on the information provided by the
respondents; hence actual information may vary from real world data.
 The survey is limited to 50 individuals.
 The observance would be based on the responses provided by the

respondents and hence may vary from the actual scenario.
 Few employees were unwilling to answer all questions.

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CHAPTER 3

STATEMENT OF THE PROBLEM

Impacts of customer lifetime value on OTT platforms:

OBJECTIVE OF THE STUDY

1. To examine the customer life time value in OTT Platform.

A research design is the arrangement of condition for collection and analysis of

Data Collection Method:

Primary Data Collection:

The questionnaire was prepared keeping in view the objectives of study.

Simple Percentage Analysis:

Secondary Data Collection:

 Difficulty in the formulation of question for questionnaire.

 Difficulties to distribute the questionnaire to respondents to collect

 The survey is limited to 50 individuals.

 The observance would be based on the responses provided by the

 Few employees were unwilling to answer all questions.

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