CHAPTER 1: INTRODUCTION TO THE TOPIC

The OTT(Over-The-Top) media platform is a digital media service delivered directly to

audiences over the Internet. The companies that historically serve as a controller or distributor of
such content, such as cable, radio, and satellite television channels, are bypassed by OTT. It's
also been extended to no-carrier cellphones, which bill all communications as data, preventing
monopolistic competition. OTT also refers to a new generation of modern television networks
that, like conventional satellite or cable TV providers, offer live streams of linear specialty
channels over the public Internet rather than a closed, private network of proprietary equipment
like set-top boxes.

In this paper a study is conducted on the consumption of this OTT platforms among youth.
Analysis of the consumption includes determination of the OTT platforms used, time spent on
them and their experience. Consumers can watch OTT content on phones (including Android,
iOS, and Windows-type mobile devices), smart TVs (like Google TV and LG Electronics'
Channel Plus), set-top boxes (like Apple TV, Nvidia Shield, Fire TV, and Roku), gaming
consoles (like the PlayStation 4, Wii U, and Xbox One), tablets, and desktop and laptop
computers.
The growing popularity and increased usage of the OTT platforms are aided with various
benefits like ;
(i) Connectivity - OTT platforms are easy to use. OTT platforms requires only minimal
things to access. It requires only a stable internet connection and a device like Mobile
Phone or PC.
(ii) Cost friendly - OTT platforms are Cost Friendly in compare to the Traditional TV
connection. The content you can get on TV cable for a premium costly package is
accessible on OTT for minimal prices.
(iii) Convenience - OTT platforms allows you to access your favourite media content
whenever, wherever and as often as you want.Also, considering physical
requirements for cable TV based on location, OTT allows freedom over geographic
location.
(iv) Variety content - Through VOD service, one can access hundreds and thousands of
movies and shows. Also including, news, sports, kids content and many more. Thanks
to OTT, users can watch and enjoy most content from other countries.

Significance of the study

The spread of the COVID-19 pandemic has significantly affected almost all industries in many
ways. The OTT platforms have themselves undergone and moved to the next stage during these
times. Not only youth, but all age groups have increased the use of OTT platforms during these
times. The researchers have graded India as the highest and rapidly growing OTT market in the

1
world. The ease of availing worldwide entertainment is been satisfied through these platforms
which made the OTT wider acceptance.

1.1 The objectives of the study

1. To examine the reasons behind the increasing popularity of OTT platforms in India:
The study aims to identify and analyze the factors that have contributed to the significant
rise in the usage of OTT platforms. This includes exploring the convenience and
accessibility of OTT platforms, the affordability of data plans, and the availability of
diverse and original content.
2. To understand the changing viewing habits of Indian audiences: The project seeks to
gain insights into how the viewing habits of Indian audiences have shifted from
traditional television to OTT platforms. This involves studying the binge-watching
culture, the prevalence of mobile viewing, and the impact of social media integration on
viewers' engagement.
3. To explore the impact of the rise in OTT platform usage on traditional media
channels: The study aims to examine the implications of the growing popularity of OTT
platforms on traditional media channels, such as television. This includes analyzing the
decline in traditional TV viewership, the challenges faced by cable and satellite
providers, and the strategies adopted by traditional media to compete with OTT
platforms.
4. To analyze the content preferences of Indian viewers on OTT platforms: The project
seeks to investigate the genres and trends that resonate with Indian audiences on OTT
platforms. This includes examining the popularity of regional content, the impact of
international content, and the emergence of niche and alternative content.
5. To study the business models and monetization strategies employed by OTT
platforms: The study aims to explore the various business models, such as subscription-
based and ad-supported models, used by OTT platforms to generate revenue. This
includes analyzing partnerships and collaborations in the industry and identifying the
opportunities and challenges for OTT platforms in India.
6. To understand the regulatory and legal challenges faced by OTT platforms: The
project seeks to examine the regulatory landscape and legal challenges associated with
OTT platforms in India. This includes studying self-regulation and content moderation
practices, government regulations and censorship, and the need to balance freedom of
expression with societal norms.

2
1.2 Need for the Study

1. Emerging Trend: The increasing usage of OTT platforms in India represents a

significant shift in the way entertainment is consumed. This trend has transformed the
entertainment industry, making it essential to understand the factors driving this change
and its implications.
2. Impact on Traditional Media: The rise of OTT platforms has had a profound impact on
traditional media channels, such as television. Understanding this impact is crucial for
traditional broadcasters and advertisers to adapt their strategies and stay relevant in the
evolving media landscape.
3. Viewer Preferences: By studying the preferences and behavior of Indian viewers on
OTT platforms, content creators and platforms can tailor their offerings to meet the
demands of the audience, ensuring a better user experience and driving engagement.
4. Policy and Regulation: As the popularity of OTT platforms grows, there is a need to
understand the regulatory and legal challenges associated with this medium.
Policymakers and regulatory bodies can benefit from insights into content moderation,
censorship, and the balance between freedom of expression and societal norms.

Scope of the Study:

1. User Behavior and Preferences: The study will explore the factors that attract users to
OTT platforms, such as convenience, affordability, and diverse content offerings. It will
delve into user preferences, binge-watching habits, mobile viewing patterns, and
engagement through social media.
2. Impact on Traditional Media Channels: The project will examine the impact of OTT
platforms on traditional media channels, including the decline in TV viewership,
challenges faced by cable and satellite providers, and strategies employed by traditional
media to compete with OTT platforms.
3. Content Analysis: The study will analyze the content preferences of Indian viewers on
OTT platforms, including popular genres, trends, regional content preferences, the impact
of international content, and the emergence of niche and alternative content.
4. Business Models and Monetization Strategies: The project will explore the various
business models employed by OTT platforms, such as subscription-based and ad-
supported models. It will investigate partnerships, collaborations, and the opportunities
and challenges faced by OTT platforms in India.

3
 5. Regulatory Landscape: The study will examine the regulatory and legal challenges
associated with OTT platforms in India. It will explore self-regulation practices,
government regulations, censorship issues, and the need to strike a balance between
freedom of expression and societal norms.
The scope of the study encompasses a comprehensive analysis of the rise in usage of
OTT platforms in India, including user behavior, content preferences, impact on
traditional media, business models, and regulatory challenges. The findings will provide
valuable insights for industry stakeholders, policymakers, and content creators to make
informed decisions, drive innovation, and cater to the evolving needs of Indian viewers.

1.3 LITERATURE REVIEW

The purpose of conducting a literature review is to:
1. Identify the Current State of Knowledge: A literature review helps identify the existing
body of knowledge on the topic and establishes the context for the study. It allows the
researcher to become familiar with the key concepts, theories, and findings related to the
rise in usage of OTT platforms in India and the viewer's preferences.
2. Identify Research Gaps: By reviewing the existing literature, researchers can identify
gaps or limitations in the current knowledge base. These gaps may point to areas that
require further investigation or specific aspects of the topic that have not been adequately
explored.
3. Inform Research Design and Methodology: A literature review helps researchers
understand the methodologies, research designs, and analytical frameworks used in
previous studies. This information can guide the formulation of research questions,
selection of appropriate data collection methods, and data analysis techniques for the
current study.
4. Support Theoretical Framework: Literature review provides researchers with insights
into the relevant theories, models, and frameworks used in previous studies. This
information helps in establishing a theoretical framework that informs the current study's
analysis and interpretation.
5. Provide Evidence and Support for Findings: Literature review helps researchers
strengthen their arguments, findings, and conclusions by providing evidence from
previous studies. It allows researchers to compare and contrast their findings with
existing research and establish the novelty and significance of their work.
By conducting a thorough literature review, researchers can establish the current knowledge
base, identify gaps, and build a strong theoretical foundation for their study. It provides a
framework for the research design, data analysis, and interpretation of findings, contributing to
the overall rigor and validity of the study.

4
The literature review is a written overview of major writings and other sources on a selected
topic. Sources covered in the review may include scholarly journal articles, books, government
reports, Web sites, etc. The literature review provides a description, summary and evaluation of
each source. It is usually presented as a distinct section of a graduate thesis or dissertation.

'Digital Media: Rise of on-demand Content' a report by Deloitte - it is noted that the rise of
internet- enabled digital devices capable of supporting digitized content has led to an increase in
the use of digital content globally. In India, this trend is observed across diverse platforms such
as audio, visual, news, music etc. It mentions that an Indian youth, on an average spends 14% of
their time and nearly 17% of their monthly expenditures on entertainment. An internet content
consumer in India consumes an average of 6.2 hours of content on an everyday basis out of
which 21% of the time is spent on audio-visual entertainment. A shift in consumer attitude with
regard to a favoritism for OTT content and easy access to vast libraries at any time and place
over content ownership is notable.

'Understanding adoption factors of over-the-top video services among millennial

consumers' a study by Dr. Sabyasachi Dasgupta and Dr. Priya Grover - takes note that Indian
audiences have swayedtowards OTT content and are willing to spend for easy and unlimited
access tocontent without a place and time limitation. It again notes the inverse impact of pricing
strategy of OTT on its popularity. Data consumption is another attribute that makes it a tough
choice for Indian viewers and so are habits and preferences for TV as a medium.

A study by Sidneyeve Matrix on 'Netflix' - observes that viewers especially youth are
becoming active curators of content than couch potatoes taking in 'whatever producers 14 feed
them'. Supporting this paradigm shift in consumers is the need to share, stay connected and
discuss the content on social media forums. In the process of these social media transactions, the
viewers are setting new standards of expectations from producers thereby becoming an active
catalyst in the production process too.

'New media as a change agent of Indian television and cinema' a study by Dr.Paramveer
Singh - finds that Netflix, Hotstar and Jio are most popular among Indian youth. The youth is
skewed towards free trials available on these platforms, are nocturnal viewers and prefer web
series format over films. The respondents affirm that over-the-top applications are changing
media consumption patterns in India. The shift can be attributed to convenience of service,
personalized experience and availability of global content etc.The study finds the future of OTT
in india to be promising due to increasing smartphone penetration, economic convergence of
media companies at national or international level, and quality of reception of digital content.
Also instrumental is the competitive internet data plans offered by telecom service providers in
India.

5
'The burgeoning digital media consumption: a challenge for traditional television and
advertising industries - an analysis' a study by Ritu Bhavsar - mentions that digital media has
become an indispensable part of everyday lives and is a prominent medium used for gathering
and disseminating information, socialization, entertainment and marketing. An ever-increasing
consumption of content via digital media effects a change in the consumer preferences and
attitudes and this transformations trend can be associated with better internet connectivity,
advanced digital devices, competitive data prices in India and the accessible, on-the-go nature of
internet media.

The reports of PwC India - has similar observations that slated a huge opportunity for OTT
platforms in India. The report however states that pricing of content can be a hindrance to the
growth and suggests a revised policy to foster the OTT market in India. 15 It can therefore be
concluded from the literature review that the popularity of OTT is on the rise owing to increasing
smartphone penetration, competitive internet data plans offered by Indian telecom service
providers, the abundance and quality of content on these platforms and the global media industry
dynamics that have a sizable impact on the economic and policy matters of OTT service
providers. To add to this is the personalized nature of smartphone media and the availability of
content from around the globe. Also instrumental is the preference of youth for free and
unlimited access to content as opposed to complete content ownership in a limited manner. Thus
the consumption of the OTT platforms are thus in huge rise especially among the youth.

1.4 RESEARCH METHODOLOGY

The research methodology for the study on the rise in usage of OTT platforms in India and
understanding the shift in viewer's preferences involves the systematic approach and methods
used to collect and analyze data. Here is an outline of the research methodology for this study:
1. Research Design:
• The study may adopt a mixed-methods approach, combining both qualitative and
quantitative research methods. This allows for a comprehensive understanding of
the topic and triangulation of findings.
• The research design may include both primary and secondary data collection.
2. Data Collection: a) Primary Data:
• Surveys: Conducting surveys to gather quantitative data on viewer preferences,
usage patterns, and satisfaction with OTT platforms. The survey questions can be
designed to capture information about content preferences, viewing habits, and
factors influencing platform choices.

6
 • Interviews or Focus Group Discussions: Conducting interviews or focus group
discussions with viewers, content creators, industry experts, and stakeholders to
obtain qualitative insights, perspectives, and experiences related to OTT platform
usage.
b) Secondary Data:
• Literature Review: Conducting a comprehensive review of existing literature,
academic articles, research papers, reports, and industry publications to gather
relevant background information and insights on the topic.
• Data Analysis: Analyzing publicly available data, market reports, and industry
data to understand market trends, user demographics, and growth patterns of OTT
platforms in India.
3. Data Analysis:
• Quantitative Analysis: Analyzing the survey data using statistical techniques such
as descriptive statistics, correlations, and regression analysis to identify patterns,
trends, and relationships among variables.
• Qualitative Analysis: Conducting thematic analysis of qualitative data obtained
from interviews or focus group discussions. This involves identifying recurring
themes, coding the data, and drawing meaningful conclusions.
• Integration of Findings: Integrating the quantitative and qualitative findings to
provide a comprehensive analysis and interpretation of the data.
4. Ethical Considerations:
• Ensuring confidentiality and anonymity of the survey respondents and interview
participants.
• Obtaining informed consent from participants and adhering to ethical guidelines
and regulations.
5. Limitations:
• Identifying and acknowledging any limitations of the research methodology, such
as sample size limitations, potential bias, or limitations of the data sources.
6. Reporting and Presentation of Findings:
• Presenting the research findings in a clear, organized, and coherent manner.
• Using visual aids such as charts, graphs, and tables to enhance the presentation of
quantitative data.
• Providing interpretations, insights, and recommendations based on the research
findings.

7
By employing a well-designed research methodology, researchers can gather reliable and
relevant data to understand the rise in usage of OTT platforms in India and the shift in viewer's
preferences. The use of both qualitative and quantitative methods allows for a comprehensive
analysis and a more robust understanding of the topic.

1.5 LIMITATIONS OF THE STUDY

Every research study has certain limitations that should be acknowledged. For the study on the
rise in usage of OTT platforms in India and understanding the shift in viewer's preferences, some
potential limitations could be:
1. Sample Bias: The study's findings may be influenced by the characteristics and behaviors
of the selected sample. If the sample is not representative of the entire population of
Indian OTT platform users, the generalizability of the findings may be limited.
2. Self-Reporting Bias: The study relies on self-reported data obtained through surveys or
interviews, which may be subject to respondent bias. Participants may provide inaccurate
or biased information, leading to potential distortions in the findings.
3. Generalizability: The findings of the study may be specific to the time period and
context in which the data was collected. As OTT platforms and viewer preferences
continue to evolve rapidly, the study's findings may not be applicable to future trends and
changes in the industry.
4. Data Availability and Quality: The availability and quality of secondary data sources
may vary, which can impact the accuracy and reliability of the findings. Data obtained
from market reports or industry publications may have limitations in terms of coverage,
methodology, or representativeness.
5. Subjectivity in Qualitative Analysis: Thematic analysis of qualitative data involves
interpretation by the researcher, which introduces subjectivity. Different researchers may
interpret the data differently, leading to potential variations in the findings.
6. Time and Resource Constraints: The study's scope and resources may impose
limitations on the depth and breadth of the research. Time constraints may limit the
ability to collect data from a large and diverse sample or conduct a longitudinal study to
track changes over time.
7. External Factors: External factors such as changes in technology, government policies,
or market dynamics can influence viewer preferences and OTT platform usage. These
external factors may not be fully accounted for in the study.

8
 CHAPTER 2: COMPANY PROFILE

2.1 INDUSTRY OVERVIEW

The OTT (Over-the-Top) industry has experienced significant growth and transformation in
recent years, reshaping the way people consume entertainment and media content. Here is an
overview of the OTT industry:
1. Definition and Concept:
• OTT refers to the delivery of video, audio, and other media content over the
internet directly to users, bypassing traditional distribution channels.
• OTT platforms provide on-demand access to a wide range of content, including
movies, TV shows, web series, sports, documentaries, and original programming.
2. Market Size and Growth:
• The global OTT market has been growing rapidly, driven by factors such as
increasing internet penetration, widespread adoption of smartphones, and the
demand for personalized and on-demand content.
• According to a report by Grand View Research, the global OTT market size was
valued at over USD 85 billion in 2020 and is expected to witness a compound
annual growth rate (CAGR) of over 14% from 2021 to 2028.
3. Key Players and Platforms:
• The OTT market is highly competitive and includes both global and regional
players.
• Global players include Netflix, Amazon Prime Video, Disney+, Hulu, and Apple
TV+, which have a strong international presence and offer a wide range of content
across multiple languages and genres.
• Regional players in India include platforms such as Hotstar (now Disney+
Hotstar), Zee5, SonyLIV, ALTBalaji, Voot, and MX Player, among others.
4. Content and Viewer Preferences:
• OTT platforms offer a diverse range of content, including international movies
and TV shows, regional content in various languages, and original productions.
• Viewer preferences have shifted towards personalized, on-demand content and
binge-watching. The availability of a wide range of genres, convenience, and
content discovery algorithms have contributed to increased user engagement.

9
 5. Monetization Models:
• OTT platforms employ various monetization models to generate revenue.
• Subscription-based models: Users pay a subscription fee to access the platform's
content library, with options for different pricing tiers and plans.
• Ad-supported models: Platforms offer free access to content, supported by
advertising revenue.
• Hybrid models: Some platforms combine subscription and ad-supported models,
providing both free and premium content options.
6. Regulatory Landscape:
• Governments and regulatory bodies are increasingly focusing on the OTT
industry, aiming to establish guidelines and regulations to ensure content
moderation, consumer protection, and adherence to local laws and cultural
sensitivities.
• Countries have implemented different approaches, ranging from self-regulation to
government censorship and classification systems.
7. Impact on Traditional Media:
• The rise of OTT platforms has disrupted traditional media channels, such as
broadcast television and cable/satellite providers.
• Traditional media faces challenges due to declining viewership and shifting
advertising budgets towards digital platforms. Some broadcasters and content
creators have adapted by launching their own OTT platforms or partnering with
existing ones.
The OTT industry continues to evolve rapidly, driven by technological advancements, changing
viewer preferences, and regulatory developments. It offers significant opportunities for content
creators, distributors, and advertisers, while also posing challenges related to competition,
content discovery, and sustainability.

Evolution of OTT platforms

● The first structured Indian OTT platform was BIGFlix, released by Reliance Entertainment in
2008.
● In 2010, Digivive released India's first OTT cellular app referred to as nexGTv and it was the
first app to live stream Indian Premier League matches on smart telephones and did so through
2013 and 2014.
● It gained more momentum by the introduction of DittoTV and Sonyliv around 2013.

10
● ErosNow was launched in 2012 by Eros International which became much popular.
● American streaming service Netflix entered India in January 2016. It further registered a
Limited Liability Partnership (LLP) and started commissioning content.
● Amazon Prime Video was launched in 2016. Amazon India launched Amazon Prime Music in
February 2018.
● Star India officially launched Hotstar on 11 February 2015 after fifteen months of
development, coinciding with the upcoming 2015 Indian Premier League. In April 2016, Hotstar
launched a subscription tier primarily oriented towards international content and the possibility
of premium sports content.
● Voot was launched in march 2016, from the digital arms of Viacom 18.
● Hoichoi is the first dedicated regional–language OTT service in India. It has launched in 2017
with 30 new shows and 12 original films in Bengali and has acquired about 200 Bengali films
and dubbed content from English, Hindi and Arabic.
● In June 2017, Sun TV Network launched their Sun NXT regional OTT service in Telugu,
Tamil, Malayalam, Bengali and Kannada. Reasons for growth of OTT platforms

REASONS FOR GROWTH OF OTT PLATFORMS

● OTT bypasses cable, broadcast, satellite television and other platforms that generally act as a
controller or distributor and enables disintermediation. The sole gateway to consumers, in the age
of traditional media, was through film distributors, theatre runners,television networks or
Multiple System Operators (MSOs). With OTT, the content creators can interact with their
audience directly through a web page or Smartphone app. This offers the comfort of viewing
movies and other entertainment at one’s convenient time and place.
● The OTT platforms are easily accessible through the respective OTT apps available.The OTT
apps have become the most downloaded app category ahead of social networking apps like
Facebook, messaging apps like WhatsApp and e-commerce apps like Amazon and Flipkart.The
streaming market will collectively account for 46% of the overall growth in the Indian
entertainment and media industry from 2017 to 2022.
● Another significant factor driving the rise of OTT platforms are rising Internet & broadband
penetration and declining data charges, the proliferation of internet enabled mobile phones,
personalization of content and pricing. At the end of 2019, India had 451 million monthly active
Internet users, which is projected at 666.4 million by 2023 and currently has the 2nd largest
population of internet users.
● Consumption of OTT platforms heavily relied on the availability of devices that are
compatible with online video viewing. The Smartphone is the preferred video streaming device
in India. In February 2019, nearly 144 million people spent a total of 362 million hours on an
OTT platform as per the reports of Gevers, 2019.

11
● The next important factor for higher popularity of OTT platforms is the availability of
personalized content. Research by IHS Markit reported that 76% of those surveyed gave their
opinion that availability localized content, and 74% opted for the quality of dubbing and subtitles
of international content as the critical decision-making factors.

Impact of COVID-19 pandemic on OTT platforms

The COVID-19 pandemic has played a major role in the increase in viewership of OTT
platforms, as people working from home are also using OTT platforms more.The satisfaction
level of customers have also risen due to space to watch with family, time to use OTT platforms,
the quality of content on OTT platforms and preference of OTT platform over television.
As a result of these factors, according to a report by Media Partners Asia, streaming services are
estimated to have spent more than Rs 5,100 crore ($700 million) in India during last year 2020.
The suspension of major sports leagues around the globe was a massive blow since sports
advertisements accounted for a significant share of the revenue for these OTT platforms. 18
However, sitting in October, most major leagues have returned as a relief to both the sports fans
as well as the OTT service providers.
As per various reports of 'research dive' the Compound annual growth rate(CAGR) for OTT
industry before the pandemic was around 16% and the CAGR post-pandemic is expected to be
over 19%. The OTT platforms have filled the void caused by people stopping going to malls and
theatres.
Trends such as customized content delivery and personalization that encourages user
participation are expected to further fuel the growth and expansion of this segment. With over
300 streaming service providers to choose from on an average, users have been spoiled to expect
TV-like, and near-flawless experience while watching the streaming content. More people are
subscribing to the OTT platforms during this lockdown. Not only this, but governments of many
countries are encouraging investments into the supporting infrastructure. The OTT is seen as a
channel to push educational content, communicate government policies as well as give a boost to
local service providers and product companies that use the OTT platform to connect with their
consumers.

12
2.2 COMPANY PROFILE

NETFLIX

Netflix entered India in January 2016. Their Unique Selling Proposition is the abundance of
original movies and television shows it offers. As they initially lacked many India-oriented or
localized content, Netflix has made its highest investment ever in India to produce more original
content. Netflix comes with three different subscription plans with various benefits. The Basic
subscription starts at Rs. 500 and does not support HD streaming. The Standard subscription
costs Rs. 650 per month and supports HD streaming. The Premium subscription costs Rs. 800
per month and supports ultra-HD streaming and allows up to four devices to stream
simultaneously. Netflix is a lot costlier than all of its competitors. So additionally, they launched
a low-cost, mobile-only version of its service exclusively in India. The plan costs Rs. 199, and it
is aiming to bring a unique personalized experience to the Smartphone users in India
.
It is an American over-the-top content platform and production company headquartered in Los
Gatos, California. Netflix was founded in 1997. The company's primary business is a
subscription-based streaming service offering online streaming from a library of films and
television series. In January 2021, Netflix reached 203.7 million subscribers.

13
 AMAZON PRIME VIDEO

Amazon Prime Video is owned by Amazon Inc having American origin. It provides various
services as primarily distributes films and television series produced by Amazon Studios or
licensed to Amazon, as Prime Originals (or Amazon Originals) or Exclusives, with the service
also hosting content from other providers, content add-ons, live sporting events, and video rental
and purchasing services.

In India, the Prime Video hosts over 2,000 movies and 400 television shows. The subscription
costs around Rs. 129 per month or Rs. 999 per year. With over 10 million subscribers, India is
the biggest market in the world for Prime Video. In an annual letter to shareholders, Jeff Bezos,
Founder and CEO of Amazon, stated that India is the company’s most valuable market outside
America. Prime Video Mobile Edition, for which Amazon has partnered with Indian telecom
network Airtel, will feature 28-day mobile-only, single-user, standard definition (SD) access to
customers in India for Rs 89 ($1.22). This tier will include 6GB of mobile data that customers
can consume during the subscription period. There’s also a slightly expensive plan for Prime
Video Mobile Edition that will charge customers Rs 299 but will offer 1.5GB mobile data for
each day of the subscription. To anyone who subscribes to Prime Video Mobile Edition, Amazon
says it will pick the tab for the first month.

14
 DISNEY+ HOTSTAR

Disney+ Hotstar is ideal for watching movies, daily soaps, live sports and news channels. The
users can create an account and view the content for free with advertisements between. Whereas,
a Hotstar Premium subscription offers ad-free access to exclusive international movies and TV
shows for a price of Rs. 299 per month or Rs.1,499 per year.There’s also a monthly Premium
subscription plan which costs Rs 299 per month.Premium members will also get exclusive access
to the latest Hindi and regional movies. Since its official launch in India, Disney Plus Hotstar has
accumulated over 28 million paid subscribers.Overall, Hotstar has more than 300 million
monthly active users, making it the biggest streaming platform in India. Disney Plus alone has
over 94 million subscribers worldwide, about 29% of which are from India
.

Disney+ Hotstar is an Indian subscription video on-demand streaming service owned and
operated by Star India, a subsidiary of The Walt Disney Company India. The service primarily
distributes Hotstar originals, Disney+ originals, films and television series produced by Star, The
Walt Disney Studios and Walt Disney Television, with dedicated content hubs for Disney, Pixar,
Marvel, Star Wars, and National Geographic. In India, it also offers HBO, Showtime, live sports
from Star Sports &ESPN , and select Hulu content. Unlike Disney Plus in other countries, 4K
content on Disney Plus Hotstar is very limited.

15
 SONYLIV

Sony Liv is an OTT platform with streaming service operated by Sony Pictures Networks. It has
more than 40,000 hours of content from a wide variety of genres. SonyLiv had a higher growth
rate in non-metropolitan cities like Lucknow, Indore, Patna and Jaipur, as compared to the
metropolitan cities. Similar to Hotstar, it is available as a freemium service with content which
viewers can see without signing-up or subscribing. The entry-level SonyLiv Special plan is
priced at Rs 199. The top-end SonyLiv Premium plan, which includes live sports, original TV
shows and movies, among others, is priced starting at Rs 299. The platform recorded 70 million
viewers during the FIFA World Cup in 2018. It has access to 18 years of content from channels
that are part of the Sony Entertainment Network, that translates to more than 700 movies and
40,000+ hours of television show coverage in Hindi, English, Telugu and Tamil.

Sony Liv has reached about 25 million views on a monthly basis on its website, app and
YouTube channel. SonyLIV’s technology is mostly based on a distributed microservices
architecture, to make sure there is no single point of failure to manage multiple locations The
regional programmes boosts the popularity of SonyLIV.

16
 ZEE5

ZEE5 is the OTT platform run by the Essel Group via its subsidiary Zee Entertainment
Enterprises. It was launched in India on 14 February 2018 with content in 12 languages. The
ZEE5 mobile app is available on Web, Android, iOS, Smart TVs, among other devices. ZEE5
claimed 56 million monthly active users in December 2019. ZEE5 was a late entrant to the group
of OTT platforms but has made its own impact.

Launched 18 months ago, Zee5 India boasts 70 million+ downloads and has an active subscriber
base around the 0.5 million mark. Most of the content, if not all, is paid and restricted to only
ZEE5's premium users.The ZEE5 'All Access' subscription price in India starts at Rs 99/ month
and goes up to Rs 999 for a year. It also supports five screens at a time and offline viewing.
ZEE5 premium subscription is available for free to prepaid Airtel and Vodafone Idea users with
select prepaid packs that also include unlimited voice calling, data, SMSs and other benefits.

The nationwide lockdown brought about a change in content consumption patterns, which
accelerated ZEE5’s growth & a report released earlier this year by Sensor Tower stated that
ZEE5 is the sixth-most downloaded app on Google Play Store among streaming platforms

17
VISION AND MISSION

Vision: Our vision is to become the leading OTT platform in India, revolutionizing the way
entertainment is consumed and connecting audiences with captivating content that resonates with
their preferences and interests. We strive to be the go-to destination for users seeking high-
quality, diverse, and personalized entertainment experiences.

Mission: Our mission is to provide Indian viewers with a seamless and immersive entertainment
platform that offers a vast library of engaging content across multiple genres and languages. We
aim to empower users by giving them control over their entertainment choices and preferences,
enabling them to enjoy a personalized and flexible viewing experience.

They are committed to:

1. Curating a Rich Content Library: We aim to continuously expand and diversify our
content library, offering a wide range of regional and international movies, TV shows,
web series, documentaries, and original productions. Our goal is to cater to the diverse
tastes and preferences of our users.
2. Enhancing User Experience: We prioritize the user experience by providing a user-
friendly interface, intuitive navigation, and seamless streaming capabilities. We strive to
offer a platform that is easy to access, navigate, and enjoy across multiple devices,
ensuring a hassle-free entertainment experience.
3. Leveraging Advanced Technology: We invest in cutting-edge technologies and data
analytics to deliver personalized content recommendations and an optimized viewing
experience. By leveraging innovative algorithms and machine learning, we aim to
provide users with curated content that aligns with their interests and viewing habits.
4. Fostering Creativity and Originality: We are dedicated to nurturing and promoting
creative talent by producing original content that reflects the diversity of Indian
storytelling. Our aim is to showcase unique narratives, exceptional performances, and
high production values, giving artists a platform to express their creativity.
5. Adapting to Evolving Viewer Preferences: We closely monitor viewer preferences,
market trends, and technological advancements to stay ahead of the curve. We adapt and
innovate to meet the changing needs of our users, ensuring that our platform remains
relevant and captivating in an ever-evolving entertainment landscape.
Through our vision and mission, we aim to create a lasting impact on the Indian entertainment
industry, connecting viewers with compelling content and shaping the way they consume and
experience entertainment.

18
BEST PRACTICES / USP’S

When it comes to best practices or unique selling propositions (USPs) in the OTT platform
industry, there are several key factors that can contribute to the success and differentiation of a
platform. Here are some examples:

1. Extensive Content Library: Building a vast and diverse content library is crucial to
attract and retain viewers. Offering a wide range of content across different genres,
languages, and formats ensures that users can find something that caters to their
preferences and interests.
2. Personalized Recommendations: Implementing sophisticated recommendation
algorithms and personalization techniques can enhance the user experience. By analyzing
user data, viewing patterns, and preferences, platforms can provide tailored content
suggestions, improving content discovery and user engagement.
3. Original Content Productions: Investing in the creation of original and exclusive
content can help a platform stand out in a competitive market. Producing high-quality and
unique content that resonates with the target audience can drive user acquisition, loyalty,
and brand differentiation.
4. User-Friendly Interface and Seamless Experience: Providing a user-friendly interface
and ensuring a seamless streaming experience across devices is essential. Platforms
should focus on intuitive navigation, fast load times, high-quality video streaming, and
responsive customer support to enhance user satisfaction.
5. Offline Viewing and Download Options: Enabling users to download content for offline
viewing can be a valuable feature, especially in areas with limited internet connectivity.
This feature allows users to enjoy their favorite content without interruptions and expands
the accessibility of the platform.
6. Competitive Pricing and Subscription Models: Offering competitive pricing plans and
flexible subscription models can attract and retain users. Providing different pricing tiers,
including options for free access with ads, can cater to diverse user segments and increase
the platform's reach.
7. Cross-Platform Compatibility: Ensuring compatibility across various devices and
operating systems is important for accessibility and user convenience. Users should be
able to access the platform and enjoy a consistent experience on smartphones, tablets,
smart TVs, and streaming devices.
8. Data Security and Privacy: Prioritizing data security and user privacy is critical to
establish trust with users. Implementing robust security measures, adhering to data

19
 protection regulations, and being transparent about data handling practices can enhance
user confidence.
9. Collaborations and Partnerships: Collaborating with content creators, production
houses, and distributors can strengthen the content portfolio and bring exclusive offerings
to the platform. Partnerships with telecom operators, payment gateways, or other relevant
service providers can also enhance user acquisition and monetization opportunities.
10. Continuous Innovation and Adaptation: Staying abreast of technological
advancements, market trends, and evolving viewer preferences is crucial. Platforms
should continuously innovate, experiment with new features and technologies, and adapt
to changing user needs to stay relevant and ahead of the competition.

PRESENT LEADERSHIP
.

A research conducted by Ormax Media revealed the Indian OTT market has grown by 20 per
cent in 2022. The user base for OTT in the country is now pegged at 42.38 crore (423.8 million).
Paid OTT users in India are now at 11.9 crore.

Top OTT platforms of the country have experimented with versatile content, rolled out various
offers on monthly/yearly plans and taken other initiatives to keep the wide spectrum of viewers

20
glued to their platforms. As the OTT gambit gained momentum, personalised viewing became a
trend, which further encouraged experimental works and opened doors for many production
houses. Industry leaders witnessed various trends evolving this year which is gradually paving
the way for the platforms in securing a relevant position in the Indian entertainment space, giving
huge competition to linear television.

Animation Xpress reached out to leading OTT platforms to get a clear understanding of the
growth of the Indian OTT market, their milestones and future plans.
Milestones achieved-
MX Player continues to rank two in India and #6 worldwide, in terms of downloads as per the
latest State of Mobile Report by data.ai. Last year, MX Player witnessed growth opportunities
with new products and services like MX Gold, MX Live, MX One, MX Blue, MX Studios, and
MX Advantage. MX Player launched new exciting features on the local player – MCloud, Video
Clipping, Video Downloader and Video Playlist. Also, on OTT, it has a separate MX Gold Tab
and Watch Party.
For Prime Video India also, 2022 was a landmark year, as they transformed from a pure SVOD s
If you look at Netflix India, their members watched local and global stories across languages,
genres and formats, with the uniqueness and entertainment factor being of utmost priority. With
the finest films and series, captivating documentaries, entertaining reality shows and more, every
night was a Netflix night in 2022.
They launched 27 Netflix films and series in India in 2022 across 10 plus genres and five
formats. Seven out of nine films released this year featured in the global top 10 for non-English
films and six out of seven returning seasons of Netflix series featured in the number one spot in
TV shows in India.

21
2.3 ENVIRONMENTAL ANALYSIS OF THE COMPANY

SWOT Analysis

Strengths:
• Wide Content Selection: OTT platforms offer a vast and diverse range of content,
including movies, TV shows, web series, documentaries, and original productions. This
wide selection caters to the varied preferences of viewers and keeps them engaged.
• Convenience and Flexibility: OTT platforms provide viewers with the flexibility to
access content anytime and anywhere, using various devices such as smartphones, tablets,
smart TVs, and laptops. This convenience has contributed to the rise in usage and
popularity of these platforms.
• Personalization and Recommendation Algorithms: OTT platforms leverage advanced
algorithms to provide personalized content recommendations based on viewer
preferences, viewing history, and behavior. This enhances the user experience and
increases engagement.
Weaknesses:
• Internet Infrastructure: In certain parts of India, especially rural areas, the internet
infrastructure may be inadequate, leading to connectivity issues and hindering the
seamless streaming experience. Limited internet access can pose a challenge to the
growth and adoption of OTT platforms.
• Language and Regional Content: While OTT platforms offer content in multiple
languages, the availability of regional content may be limited compared to mainstream
content. This can impact their ability to cater to the diverse linguistic preferences of
viewers across India.
Opportunities:
• Growing Internet Penetration: India has witnessed a significant increase in internet
penetration, driven by affordable data plans and the availability of low-cost smartphones.
This presents an opportunity for OTT platforms to reach a larger audience and expand
their user base.
• Rising Demand for Local and Original Content: Viewers in India are increasingly
showing a preference for local and original content that reflects their culture, language,
and social realities. OTT platforms can capitalize on this trend by producing or acquiring
more regional and original content to cater to the evolving viewer preferences.

22
Threats:
• Intense Competition: The OTT market in India is highly competitive, with several major
players vying for viewer attention. The presence of global platforms as well as domestic
players intensifies the competition and poses a challenge for market share and user
acquisition.
• Regulatory Landscape: The regulatory landscape for OTT platforms in India is
evolving. The introduction of content guidelines and regulations can impact the way
content is produced, distributed, and consumed. Compliance with changing regulations
can pose challenges and affect the content strategies of OTT platforms.
• Piracy and Copyright Infringement: Piracy and copyright infringement continue to be
major threats to the OTT industry. Unauthorized distribution and consumption of content
can lead to revenue losses and undermine the value proposition of legitimate platforms.
This SWOT analysis provides insights into the strengths, weaknesses, opportunities, and threats
related to the rise in usage of OTT platforms in India. By understanding these factors,
stakeholders in the industry can make informed decisions and develop strategies to leverage
strengths, address weaknesses, seize opportunities, and mitigate threats for sustained growth and
success.

EXTERNAL ENVIRONMENT ANALYSIS BASED ON FOLLOWING

PESTEL ANALYSIS -

Political Factors:
• Content Regulation: The Indian government has implemented guidelines and
regulations for digital content, including OTT platforms. These regulations may influence
content production, censorship, and compliance requirements, impacting the operations
and offerings of OTT platforms.
• Intellectual Property Rights: Intellectual property laws and regulations play a crucial
role in protecting original content on OTT platforms. Ensuring compliance with
copyright laws and securing proper licensing agreements is essential to avoid legal
complications.
Economic Factors:
• Economic Growth: India's robust economic growth has contributed to an increase in
disposable incomes and consumer spending power. This economic prosperity has created
a favorable environment for the adoption of OTT platforms and subscription-based
services.

23
 • Advertising Revenues: OTT platforms in India generate revenue through
advertisements. Economic factors such as advertising budgets, market competition, and
consumer purchasing power can impact the advertising revenue potential for these
platforms.
Social Factors:
• Changing Viewer Preferences: Viewer preferences in India are shifting towards digital
platforms for content consumption. Factors such as changing lifestyles, urbanization, and
the influence of social media are driving the demand for OTT platforms and shaping
viewer preferences.
• Language and Regional Diversity: India is a linguistically and culturally diverse
country. OTT platforms need to cater to the preferences of viewers across various
languages and regions by offering content in regional languages and reflecting diverse
cultural sensibilities.
Technological Factors:
• Internet Penetration: The increasing availability of affordable internet services and the
expansion of internet infrastructure across India have facilitated the rise in usage of OTT
platforms. Improved internet penetration enables a larger audience to access and stream
content seamlessly.
• Mobile Technology: The widespread adoption of smartphones and mobile devices has
significantly contributed to the growth of OTT platforms. Mobile-friendly apps and
platforms have made it more convenient for viewers to access and consume content on
the go.
Environmental Factors:
• Sustainability Initiatives: With the increasing focus on sustainability and environmental
consciousness, OTT platforms have an opportunity to adopt eco-friendly practices in their
operations. This includes minimizing carbon footprints, promoting energy efficiency, and
incorporating sustainable production practices.
Legal Factors:
• Data Privacy and Security: Data privacy regulations, such as the Personal Data
Protection Bill, impact the collection, storage, and usage of user data by OTT platforms.
Compliance with these regulations is vital for maintaining user trust and avoiding legal
repercussions.
• Content Regulations: OTT platforms need to adhere to content regulations set by the
government, including guidelines related to violence, obscenity, and cultural sensitivity.
Understanding and complying with these regulations is crucial to avoid legal challenges
and reputational risks.

24
 CHAPTER 3
ANALYSIS AND INTERPRETATION OF DATA/THEORETICAL
FRAMEWORK

3.1 FOR FUNCTIONAL ANALYSIS – MARKETING

1 - PRICING
Pricing is a critical aspect of the OTT platform business model. Here's a detailed analysis of
pricing considerations for OTT platforms in the context of the rise in usage of OTT platforms in
India:
1. Subscription-Based Pricing:
• Many OTT platforms in India follow a subscription-based pricing model. They offer
different subscription tiers or plans that provide users access to various content libraries
and features.
• Pricing tiers can be based on factors such as content exclusivity, video quality (SD, HD,
or Ultra HD), simultaneous device streaming, and additional benefits like offline viewing.
• The pricing should strike a balance between affordability for users and revenue
generation for the platform.

2. Freemium Model:
• Some OTT platforms in India adopt a freemium model, where they offer a basic version
of the platform with limited content for free and charge for premium content or additional
features.
• This model helps attract a larger user base and provides an opportunity to upsell premium
subscriptions.
• The pricing for premium content or features should be enticing enough to motivate users
to upgrade from the free version.

25
3. Ad-Supported Model:
• Some OTT platforms offer free access to content but monetize through advertisements.
Users can watch content for free, but they are shown ads during their streaming
experience.
• Pricing in this model is based on advertising rates, which can vary depending on factors
such as ad format, placement, targeting capabilities, and viewer demographics.
• Ad-supported models require a balance between the number and length of ads to ensure a
positive user experience.

4. Pricing Strategies:
• OTT platforms can employ various pricing strategies to attract and retain users, such as
introductory pricing, bundling options, promotional discounts, and loyalty programs.
• Dynamic pricing strategies can be implemented to adjust pricing based on demand,
content popularity, or specific events like festivals or special releases.
• Price testing and analysis can help determine the optimal pricing structure to maximize
revenue and subscriber growth.

5. Regional Pricing Considerations:

• India is a diverse market with varying purchasing power across different regions. OTT
platforms may need to consider regional pricing variations to make their services
affordable and accessible to users from different economic backgrounds.
• Offering localized pricing options can help capture a wider audience and cater to regional
preferences and sensitivities.

6. Value-added Partnerships:
• OTT platforms can explore partnerships with telecom operators, internet service
providers, or other organizations to offer bundled services or discounted rates to their
subscribers.
• These partnerships can enhance the value proposition for users and help increase market
penetration.

26
2 - PROMOTION

Promotion is a crucial aspect of marketing for OTT platforms to attract and engage users. Here's
a detailed analysis of promotion strategies for OTT platforms in the context of the rise in usage
of OTT platforms in India:
1. Digital Advertising:
• OTT platforms heavily rely on digital advertising to reach their target audience. This
includes display ads, video ads, and native ads across websites, social media platforms,
and mobile apps.
• Targeted advertising allows platforms to reach users based on demographics, interests,
and browsing behavior, ensuring efficient and effective promotion.
• Collaborating with popular digital platforms and content creators to promote the platform
through sponsored content, influencer marketing, and brand partnerships.
2. Social Media Marketing:
• Leveraging social media platforms, such as Facebook, Instagram, Twitter, and YouTube,
to engage with users, build brand awareness, and drive user acquisition.
• Sharing engaging content, behind-the-scenes footage, teasers, and exclusive clips to
generate buzz and anticipation around upcoming releases.
• Encouraging user-generated content and promoting user interactions, such as contests,
challenges, and hashtag campaigns, to create a sense of community and virality.
3. Content Partnerships and Collaborations:
• Partnering with content creators, production houses, and popular celebrities to create
exclusive content or collaborations that can be promoted across various channels.
• Co-marketing initiatives, where OTT platforms and content creators mutually promote
each other, can help expand reach and tap into existing fan bases.
4. Public Relations and Press Releases:
• Engaging with media outlets, journalists, and influencers to generate positive coverage
and reviews about the platform's content and offerings.
• Issuing press releases for major announcements, new content releases, partnerships, and
significant milestones to generate media interest and increase visibility.
5. Referral Programs and User Incentives:
• Implementing referral programs to encourage existing users to refer their friends and
family to the platform in exchange for rewards or incentives.

27
 • Offering promotional discounts, extended free trials, or exclusive content access to
incentivize new users to sign up and try the platform.
6. Cross-Promotion and Integration:
• Collaborating with other non-competing brands or platforms to cross-promote each
other's services or integrate features.
• For example, partnering with telecom operators to offer bundled services or integrating
the OTT platform into smart TVs or streaming devices for easier access.
7. Offline Marketing:
• Supplementing online promotion with offline marketing activities such as billboards,
print advertisements, radio spots, and event sponsorships.
• Participating in industry events, film festivals, or trade shows to showcase the platform,
engage with industry professionals, and gain exposure.
8. Email Marketing and Customer Relationship Management:
• Utilizing email marketing to communicate with users, share personalized content
recommendations, and inform them about new releases or exclusive offers.
• Implementing customer relationship management strategies to nurture and retain existing
subscribers through targeted communication and personalized experiences.
It's important for OTT platforms to adopt a multi-channel promotional approach and
continuously analyze the effectiveness of different strategies. Tracking metrics such as user
acquisition, engagement, conversion rates, and customer feedback is crucial to optimize
promotional efforts and ensure the platform's growth and success in the competitive Indian OTT
market

28
3 – CUSTOMER RELARIONSHIP MANAGEMENT

Customer Relationship Management (CRM) is a strategy and set of practices implemented by

businesses to build and maintain strong relationships with their customers. Here's a detailed
analysis of CRM in the context of OTT platforms:
1. User Onboarding:
• Effective CRM starts with a smooth and user-friendly onboarding process. OTT
platforms should provide clear instructions, simple registration, and an intuitive interface
to make it easy for users to sign up and start using the platform.
2. Personalization:
• OTT platforms can use CRM to personalize the user experience by collecting and
analyzing data on user preferences, viewing habits, and engagement metrics. This data
can then be leveraged to provide personalized content recommendations, customized
playlists, and targeted promotions.
3. Customer Support:
• Prompt and efficient customer support is crucial for maintaining a positive customer
experience. OTT platforms should offer multiple support channels such as email, live
chat, or phone support to address user queries, technical issues, and content-related
concerns in a timely manner.
4. Feedback and Surveys:
• Implementing feedback mechanisms and conducting user surveys can help OTT
platforms gather valuable insights into user preferences, pain points, and suggestions for
improvement. This information can be used to enhance the platform's offerings and
address user needs effectively.
5. Loyalty Programs:
• Implementing loyalty programs can incentivize customer engagement and retention. OTT
platforms can offer loyalty points, exclusive content access, or discounts to users who
have been with the platform for a certain duration or have achieved specific milestones.
6. Communication and Engagement:
• Regular and targeted communication is key to maintaining customer engagement. OTT
platforms can send personalized emails, notifications, or newsletters to update users
about new releases, upcoming content, and special promotions.

29
 7.Social Media Engagement:
• Leveraging social media platforms, OTT platforms can actively engage with users,
respond to comments and queries, conduct interactive campaigns, and build a sense of
community. This helps foster brand loyalty and create a positive brand image.
8. Churn Prevention:
• CRM can be used to identify potential churn risks by analyzing user behavior, viewing
patterns, and engagement metrics. OTT platforms can then implement targeted retention
strategies such as offering exclusive content, personalized recommendations, or
subscription renewal incentives to prevent churn.
9. Data Security and Privacy:
• Maintaining user trust is paramount for successful CRM. OTT platforms must prioritize
data security and comply with privacy regulations to ensure that user data is protected
and handled responsibly.
10. Continuous Improvement:
• OTT platforms should consistently analyze CRM metrics, user feedback, and market
trends to identify areas for improvement. This includes optimizing the user interface,
enhancing content discovery features, and addressing user pain points.
By implementing effective CRM strategies, OTT platforms can enhance customer satisfaction,
increase user retention, and drive advocacy among their user base. A customer-centric approach,
fueled by CRM, helps in building a loyal user community and staying competitive in the
dynamic Indian OTT market.

30
4 – BRAND MANAGEMENT

Brand management is a comprehensive approach to creating, developing, and maintaining a

strong and favorable brand image for a company or organization. In the context of OTT
platforms, brand management plays a crucial role in attracting and retaining users. Here's a
detailed analysis of brand management for OTT platforms:
1. Brand Identity:
• Establishing a clear and consistent brand identity is essential. This includes defining the
platform's unique value proposition, brand positioning, and target audience.
• Developing a compelling brand name, logo, color palette, typography, and visual
elements that resonate with the target audience.
• Crafting a brand story that communicates the platform's mission, values, and what sets it
apart from competitors.
2. Brand Messaging:
• Creating a consistent and compelling brand messaging strategy that aligns with the brand
identity.
• Developing key brand messages that effectively communicate the platform's value,
benefits, and content offerings.
• Ensuring that brand messaging is reflected consistently across all communication
channels, including marketing materials, website content, social media, and customer
support interactions.
3. Content Curation and Quality:
• Content is at the core of an OTT platform's brand image. Curating high-quality content
that aligns with the platform's brand identity and target audience is crucial.
• Ensuring that content is diverse, relevant, and engaging, catering to different viewer
preferences and demographics.
• Implementing content quality control measures to maintain consistent standards and
prevent the presence of low-quality or inappropriate content.
4. User Experience:
• Brand management also encompasses delivering a seamless and enjoyable user
experience. The platform's interface, navigation, and functionality should be intuitive and
user-friendly.
• Optimizing the streaming experience, ensuring quick load times, minimal buffering, and
high-quality video and audio.

31
 • Paying attention to user feedback and continuously improving the user interface and
overall user experience.
5. Brand Communication:
• Developing a comprehensive brand communication strategy to effectively engage with
the target audience.
• Leveraging various communication channels such as social media, email marketing,
content marketing, and public relations to deliver brand messages, share updates, and
engage with users.
• Consistently communicating the platform's unique selling points, new content releases,
and special promotions to keep users informed and excited about the brand.
6. Partnerships and Collaborations:
• Building strategic partnerships and collaborations with content creators, production
houses, influencers, and celebrities can enhance the platform's brand image and expand
its reach.
• Partnering with renowned brands or events for co-marketing initiatives that align with the
platform's target audience and brand values.
7. Reputation Management:
• Monitoring and managing the platform's online reputation through proactive brand
monitoring and response to user reviews, feedback, and social media mentions.
• Addressing negative feedback or issues promptly and transparently to maintain a positive
brand image and user trust.
8. Brand Consistency:
• Ensuring consistency across all brand touchpoints, including visual identity, messaging,
content quality, and user experience.
• Implementing brand guidelines and brand training to ensure that all internal and external
stakeholders understand and adhere to the brand standards.
Brand management is an ongoing process that requires constant monitoring, adaptation, and
refinement to maintain a strong brand presence and resonate with the target audience. A well-
managed brand helps OTT platforms build credibility, attract new users, retain existing
subscribers, and stay competitive in the dynamic Indian OTT market.

32
 CHAPTER 4 : CONCLUSIONS AND RECOMMENDATIONS

Conclusion

The rise in usage of OTT platforms in India has revolutionized the way viewers consume
entertainment content. This project explored the factors contributing to this shift in viewer
preferences and analyzed the impact on the Indian entertainment industry. The following key
findings have emerged from the study:
1. Convenience and Accessibility: OTT platforms offer viewers the flexibility to access a
wide range of content anytime and anywhere. This convenience factor has played a
significant role in attracting viewers towards OTT platforms.
2. Diverse Content Catalog: OTT platforms provide a vast library of content, including
movies, TV shows, web series, documentaries, and original productions. This diverse
range of content caters to the varied preferences of viewers, allowing them to explore and
discover new genres and stories.
3. Personalized Viewing Experience: OTT platforms leverage advanced algorithms and
recommendation systems to personalize the viewing experience for each user. By
analyzing user preferences and viewing history, these platforms offer tailored
recommendations, enhancing engagement and satisfaction.
4. Cost-effective Subscription Models: Many OTT platforms offer affordable subscription
plans compared to traditional cable or satellite TV services. Viewers can choose from a
range of subscription options and pay only for the content they wish to consume, leading
to cost savings.
5. Shift from Traditional Television: The project findings indicate a significant shift in
viewer behavior from traditional television to OTT platforms. Younger generations, in
particular, are embracing OTT platforms as their primary source of entertainment, which
poses challenges for traditional broadcasters.

33
 Recommendations

Based on the findings of this study, the following recommendations can guide content creators,
distributors, and policymakers in effectively adapting to the rise in usage of OTT platforms in
India:
1. Focus on Diverse and Original Content: Content creators should continue to invest in
diverse and original content that caters to the evolving preferences of viewers. Emphasize
storytelling, unique narratives, and local/regional content to attract and engage a wide
audience base.
2. Enhance User Experience and Personalization: OTT platforms should continuously
refine their recommendation algorithms to provide more accurate and personalized
content suggestions. This can improve user satisfaction, increase engagement, and drive
retention.
3. Collaboration and Partnerships: Content creators and production houses should
explore collaborations and partnerships with OTT platforms to leverage their reach and
distribution capabilities. This can help in increasing the visibility of content and reaching
a wider audience.
4. Invest in Technology Infrastructure: To ensure smooth streaming and high-quality user
experience, OTT platforms need to invest in robust technology infrastructure. This
includes optimizing bandwidth, server capacity, and video compression techniques to
deliver seamless content playback.
5. Regulatory Framework: Policymakers should establish a clear and comprehensive
regulatory framework for OTT platforms that balances creative freedom with responsible
content governance. This framework should address concerns related to censorship, data
privacy, and consumer protection while fostering growth and innovation.
6. Strengthen Data Security and Privacy: OTT platforms must prioritize data security and
privacy to build trust among viewers. Implement robust security measures, comply with
data protection regulations, and provide transparent privacy policies to safeguard user
information.
7. Collaboration with Traditional Media: Traditional broadcasters and OTT platforms can
explore partnerships to create hybrid models that combine the strengths of both mediums.
This collaboration can help broadcasters adapt to changing viewer preferences and
leverage the digital distribution capabilities of OTT platforms.

34
In conclusion, the rise in usage of OTT platforms in India has reshaped the entertainment
landscape, presenting new opportunities and challenges. By understanding viewer preferences,
enhancing user experience, and adapting to the evolving market dynamics, stakeholders can
effectively capitalize on this trend and ensure sustainable growth in the OTT industry.

35
BIBLIOGRAPHY WEBSITES

https://en.wikipedia.org/wiki/Over-the-top_media_service
https://www.consultancy.in/news/3551/indias-over-the-top-streaming-ott-market-continues-
growth
https://www.pwc.in/industries/entertainment-and-media/television-and-ott.html
http://www.livemint.com
https://www.ipsos.com/en/evolution-entertainment-india
https://www.endavomedia.com/what-is-ott/

NEWSPAPERS
● The Hindu
● The Indian Express
● The Times of India
● The Economic Times

JOURNALS

● International Journal of Advanced Science and Technology(2020) - Factors influencing the

shift from traditional TV to OTT platforms in India (by Rohit Jacob)

● SAGE Journals (2021) - Consumption of OTT Media Streaming in COVID-19 Lockdown (by
Garim Gupta & Komal Singharia)

● ResearchGate Journals(2020) - Emergence & future of OTT video services in India (by
E.Sundaravel & Elongovan N

36