CONSUMER PREFERENCES AND STREAMING CHOICES: AN ANALYSIS OF OTT PLATFORM USAGE IN KERALA

Abstract

The television consumption landscape in India is swiftly transforming, propelled by the rapid rise of online streaming video services. The COVID-19 pandemic has notably influenced the expansion of the OTT market, as individuals confined to their homes seek entertainment within their own spaces. This study aims to economically analyse the evolving OTT landscape, examining user preferences, experiences, and impacts. Through a questionnaire- based approach involving 100 respondents in Kerala; it identifies notable trends such as youth dominance, economic accessibility, and the prevalence of smartphones. The findings shed light on users’ content preferences, satisfaction levels, and the resilience of platforms during the pandemic. This study not only provides insights into the current OTT scenario but also informs strategic decisions for the sector’s dynamic future.