Aniket

A STUDY ON OVER-THE-TOP
PLATFORMS: BASED ON THE SUCCESS

FACTORS OF INNOVATION
By-Aniket Kumar
Introduction
 OTT means ‘over-the-top', which is so called any
media service that gives streaming of video content
like TV shows and films via App or website through
the internet other than traditional distribution
networks like cable and DTH.
 Major players in this segment are Netflix, Amazon
Prime, Hotstar, Voot, Zee Cinema etc. Due to
increasing demand of subscription of OVER-THE-
TOP platforms, big media companies like Disney,
Marvel, Pixar, are joining the streaming marketplace
to deliver their content to consumers.
Research Gap
There are several researches that has been conducted all over the
globe on this related topic. In contrast, there wasn’t any research
related to age and occupation, what age group is more interested
in OVER-THE-TOP platforms. So, I took that initiative to
perform this case study regarding OVER-THE-TOP platforms
and what people think about the innovation.

Objectives of the Study
1. To understand which of the over-the-top platform are more
popular among the customers.
2. To understand the millennials to binge watch content available
on over-the-top platforms.
3. To understand various factors which encourage millennials to
watch video on demand on various OTT platforms such as
Netflix, hotstar, Amazon prime, Voot etc.
Data Analysis and Interpretation
Questionnaire was filled by many people for data analysis and interpretation is discussed
below: -
1 Gender-wise classification
Gender No. of respondents % Of respondents
Female 27 50.9%
Male 26 49.1%
2 Age- wise classification
Age Group No. of respondents % Of respondents

Less than 18 1 1.8%
18-30 41 77.4%
30-45 9 17%
More than 45 2 3.8%
Total 53 100%
3 Occupational status of respondents
Occupation No. of respondents % Of respondents
Student 26 49.1%
Working 22 41.5%
House lady 5 9.4%
Total 53 100%
4 OTT Platform Preference

OTT platform usually used No. of responses
Netflix 43
Amazon Prime Video 42
Hotstar 33
Sony Liv 09
Voot 11
Zee5 11
Alt Balaji 06
Total 155
5 Subscription Preference of respondents 7 Content Preference
Subscription packages No. of responses Content preference No. of responses
Monthly 16 Romantic 28
Thriller 36
Quarterly 7
Horror 18
Half yearly 3
Comedy 32
Yearly 27
Action 23
Other 3
6 Pattern of usage on daily basis
Total 140
Time Duration No. of respondents % Of respondents
Less than 3 hours 33 62.3%
3 hours- 6 hours 13 24.5%
6 hours- 9 hours 5 9.4%
More than 9 hours 2 3.8%

8 Changes preferred by respondents in OTT platforms
Changes needed No. of responses % Of responses
Less expensive monthly 28 52.8%

charges
Low cost, high picture quality 14 26.4%
Same account sink with other 11 20.8%

devices too
9 Leverage of student discount provided by OTT platforms in subscription
Student discount No. of responses
Yes 41
No 12
Total 53
10 Innovations evolved during recent years
Innovations No. of responses
Recommendation services 32
New movie notification 21
Total 53
11 Netflix Surprise me option
Usage of surprise me option No. of responses
No 40
Yes 13
Total 53
Findings
To measure the use of OTT platforms among youth
To recognize popular OTT platforms & content preference of

youth in OTT platforms
To recognize about the content by the respondents
To know about the success factors in Innovation

2 Conclusion
To conclude with, video streaming industry has drastically innovated itself and made an impact on various
age groups. Platforms like Netflix, Amazon Prime video and various others are gathering members from all
over the globe to consume their content on daily basis. Various innovation and features added to the platforms
are used by people but India is a huge market for OTT platforms, so offering different plans to satisfy a
diverse user base with different income levels is the only solution for faster absorption and growth. Focusing
more on Indian-friendly content would be another plus point for OTT providers. For now, it can be said that
Indians will continue to drift towards these platforms, though television would still remain an important
commodity in India. There still exists a section of the population that doesn't have access to smartphones and
internet. Moreover, the older generation prefers the television over OTT platforms for entertainment.
Moreover, features like 'surprise me' on Netflix is not used by much users and some people are not even
aware of it.
Therefore, these platforms should focus more on quality over quantity and should offer more content based
on region so that they can increase their user base which will not only help these platforms to innovate but
also move up their growth at a faster pace.
THANKYOU

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A STUDY ON OVER-THE-TOP

PLATFORMS: BASED ON THE SUCCESS

Gender No. of respondents % Of respondents

Age Group No. of respondents % Of respondents

House lady 5 9.4%

4 OTT Platform Preference

Amazon Prime Video 42

Less than 3 hours 33 62.3%

3 hours- 6 hours 13 24.5%

6 hours- 9 hours 5 9.4%

More than 9 hours 2 3.8%

Less expensive monthly 28 52.8%

Low cost, high picture quality 14 26.4%

Same account sink with other 11 20.8%

9 Leverage of student discount provided by OTT platforms in subscription

Student discount No. of responses

Innovations No. of responses

New movie notification 21

11 Netflix Surprise me option

Usage of surprise me option No. of responses

To recognize popular OTT platforms & content preference of

To recognize about the content by the respondents

To know about the success factors in Innovation

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