SUMMER INTERNSHIP PROJECT REPORT

ON
“FACTORS INFLUENCING THE SHIFT FROM
TRADITIONAL TV TO OVER-THE-TOP PLATFORMS
IN AHMEDABAD”
SUBMITTED TO

SAL INSTITUTE OF MANAGEMENT

INSTITUTE CODE: 807

IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE

AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION (MBA) OFFERED BY

GUJARAT TECHNOLOGICAL UNIVERSITY

AHMEDABAD

UNDER THE GUIDANCE OF:

ASST. PROF. DIPANTI JOSHI
SUBMITTED BY:
VAGHELA JAIMINKUMAR ALPESHKUMAR
ENROLLMENT NO.: 208070592008
MBA SEMESTER- III

(Batch: 2020-2022)
STUDENT DECLARATION
Page | 1
I hereby declare that the Summer Internship Project Report titled “Factors Influencing
the Shift from Traditional TV to OTT Platforms in Ahmedabad” is a result of my own
work that has not previously been appropriately acknowledged. The work conforms to
the guidelines for presentation and style set out in the relevant documentation. If I am
found guilty of copying from any other report or published information and showing
it as my original work or extending plagiarism limit, I understand that I shall be liable
and punishable by the university, which may include ‘Fail’ in examination or any
other punishment that university may decide.

Enrollment No. Name Signature

208070592008 Vaghela Jaiminkumar

Alpeshkumar

Place: Ahmedabad Date: / /2021

Page | 2
 PLAGIARISM CERTIFICATE

Document Information

Analyzed document: Vaghela Jaimin, 208070592008, SIP on OTT Platform.docx (D116619280)

Submitted: 2021-10-28 07:33:00

Submitted by: SAL MBA

Submitter email: mba807owner@gtu.edu.in

Similarity: 17%

Analysis address: mba807owner.gtuni@analysis.urkund.com

Page | 3
This is to certify that this Summer Internship Project Report titled “FACTORS
INFLUENCING THE SHIFT FROM TRADITIONAL TV TO OVER-THE-
TOP PLATFORMS IN AHMEDABAD” is the bonafide work of VAGHELA
JAIMINKUMAR ALPESHKUMAR (208070592008) who has/have carried out his
project under my supervision. I also certify further, that to the best of my knowledge
the work reported here in does not form part of any other project report or dissertation
on the basis of which a degree or award was conferred on an earlier occasion on this
or any other candidate. I have also checked the plagiarism extent of this report
which is 17% and it is below the prescribed limit of 30%. The separate
plagiarism report in the form of html/pdf file is enclosed with this.

Rating of Project Report [A/B/C/D/E]: _________

(A=Excellent; B=Good; C=Average; D=Poor; E=Worst) (By Faculty Guide)

Signature of the Faculty Guide/s

(Asst. Prof. Dipanti Joshi)

Signature of Principal/Director with Stamp of Institute

(Dr. Viral Bhatt)

CERTIFICATE OF EXAMINER
Page | 4
This is to certify that project work embodied in this report entitled “FACTORS
INFLUENCING THE SHIFT FROM TRADITIONAL TV TO OVER-THE-
TOP PLATFORMS IN AHMEDABAD” was carried out by Vaghela
Jaiminkumar Alpeshkumar (208070592008) of SAL Institute of Management
(807)

The report is approved / not approved

Comments of External Examiner:

This report is for the partial fulfillment of the requirement of the award of the degree
of Master of Business Administration offered by Gujarat Technological University.
-------------------------- (Examiner’s Sign)

Name of Examiner:
External Examiner’s Institute Name:
External Examiner’s Institute Code:

Place: Ahmedabad Date: / /2021

ACKNOWLEDGEMENT

Page | 5
The completion of this work would not be possible without the support and the help
of many people. However, words are not enough to give their rights.

At the onset, I would like to thank our university “Gujarat Technological

University” and our college “SAL Institute of Management” and Dr. Viral Bhatt,
the director of our college for giving us the opportunity to undergo this project.

I would like to express my deep gratitude and appreciation to Asst. prof. Dipanti
Joshi for her valuable comments and constructive suggestions. I feel blessed to have
the opportunity and be honored to work under supervision, guidance and gain some of
her knowledge. I am grateful for the time and efforts she devoted to me. I would also
like to thank Dr. Viral Bhatt for his encouragement and support, especially at the early
stages of my research.

I would also like to thank all those who directly or indirectly helped me in the
preparation of this report.

EXECUTIVE SUMMARY

Page | 6
This project is prepared on “Factors influencing the shift from Traditional TV to OTT
platforms in Ahmedabad” as a part of our curriculum for the partial fulfillment for the
award of the degree “Master of Business Administration”.

The main objective of this study lies in understanding the factors influencing the shift
from Traditional TV to OTT platforms in Ahmedabad city and how much impact
OTT in our day-to-day lifestyle.

The OTT video market in India is developing quickly with new services and members
making their encroach upon this serious market. With the dispatch of Reliance Jio, the
business has acquired a fillip with simpler admittance to Internet availability and
online video utilization. The market contest will strengthen with more than 45
members and a unique purchaser base exploring different avenues regarding these
administrations.

Growth in the number of operators in the market (with over 7 new service launches)
and proposed launches by Facebook and Twitter are testament to the lucrative online
video streaming market in India. The influx of investment into regional and original
production indicates the high appetite for OTT content from diverse demography.
This segment showcases vast growth potential as OTT video transcends urban barriers
and becomes more mass market.

OTT platforms are now monetizing their operations mainly from advertising revenues
as the SVOD model grapples with low adoption and high churn. This is gradually
evolving with audiences experiencing high-quality premium content and getting
accustomed to paying for such content.

TABLE OF CONTENTS

Page | 7
CHAPTER SR.NO. PARTICULARS PAGE
NO. NO.

 Student declaration ii

 Plagiarism Report iii

 Certificate of examiner v


Acknowledgement vi


Executive Summary vii

1 Introduction 1-5

2 Literature Review 6-12

2.1
Conceptual Model 11

3 Research Methodology 13-16

3.1
Rational of the study 14

3.2
Six W’s 14

3.3
Research Questions 14

3.4
Research Objective 15
Page | 8
3.5
Research Design 15
 TABLE OF CHARTS

SR.NO. PARTICULARS PAGE

NO.

1. What is your Age group? 18

2. What is your Gender? 19

3. What is your Qualification? 20

4. What is your Occupation? 21

5. Marital status 22

6. What is your current annual family 23

income?

7. How do you prefer to watch 24

Television?

8. Are you using any paid OTT 25

platform currently?

9. What do you prefer as a consumer in 26

OTT?

Page | 9
10. In which device you prefer to watch 27
OTT?

11. Which of these OTT have you heard 28

about?

12. In the Genres/Categories, what do 30

you prefer the most to watch?

13. Have OTT platforms rejuvenated 32

interest in old shows and movies that
are not currently airing on
Traditional TV?

14. How many hours did you spend 33

watching movies and web series on
OTT platforms?

15. Rank these factors based on how 34-40

important they are when you are
considering OTT.

16. Will you continue to re-subscription 41

to the OTT platform?

17. Will you recommend others to use 42

OTT platforms?

Page | 10
CHAPTER-1 INTRODUCTION

Page | 1
1. Introduction:

The world has seen intense changes in the manner it burns through
content in the course of recent many years; the standard TV plan of action was
generally steady and basic. TV slots obtained content further up the worth chain,
depended on restrictive transmission framework or oversaw conveyance manages
satellite and link administrators for giving the projects to the watchers, and offered
these watchers to intrigued promoters. Fundamentally, the media esteem chain was
described by linearity and coordinated connections inside the TV market. Lately,
notwithstanding, the broadcast business went through a key change because of
political, financial, social, and innovative turns of events. While liberation and
progression permitted new contenders to enter the gathering and circulation phase of
the business, digitization set out a window of open doors for inventive TV
administrations and problematic plans of action. The broad sign of the Internet as a
worldwide dispersion organization, animated by the intermingling between media,
broadcast communications, and informatics, worked with the arrangement of TV
programming over merged IP organizations. Driven by clients' longing to stare at the
TV content on cell phones, TV wholesalers investigate multi-screen TV benefits (any
program, any gadget, and any time) and dispatch 'television wherever' stages. As an
outcome, the computerized setting of TV creation, circulation, and utilization has
advanced during an intricate biological system, portrayed by the development of
(conceivably) troublesome plans of action and a hypercompetitive climate that
officeholder multichannel administrators can scarcely.

One of the first unmistakable changes in the present business is that the
extensive joining between conventional transmission content and broadband
conveyance stages. Bringing down passage hindrances and ensuring worldwide come
to, the web market has set out open doors for fresh out of the box new players and
problematic stages (consider YouTube, Netflix, Hulu) to enter this generally shut TV
environment. Over-the-top platforms (OTT TV) aggregators presently permit TV
makers and telecasters to venture out onto shoppers, bypassing customary
organization guards and access suppliers.

Page | 2
 One of the more modern shifts inside how we are devouring substance
is that the shift from TV to OTT stages. OTT platforms like Netflix, Amazon Prime,
Hotstar, and so on, are getting more well known by each spending day and expanding
their endorser base. An OTT stage contains a huge vault of films and TV series serials
from across the world which can be gotten to through various gadgets like telephones,
workstations, and so on these stages are in any event, creating their unique shows and
giving their clients an entirely unexpected encounter. It is essentially a media real-
time feature that is presented to the clients through the net. With the expanding
entrance levels of the net and less expensive information rates, OTT stages turned out
to be more open to most Indians. Although the vast majority of the watchers are as yet
subject to TV, we can see a shift towards OTT stages in a couple of years. These
stages are turning out to be increasingly more clients situated and have been
predictable advancements to the pleasure of the client. One of the significant
developments that OTT stages have achieved is a component where motion pictures
and TV shows are proposed to the client dependent on the substance that they have
observed already with the assistance of examination. They give the content of
different dialects and give English captions to a comparative. Clients can interrupt and
view content whenever they please.

In India, BigFlix was the primary OTT stage which was dispatched by
Reliance Entertainment in 2008. The market continued to advance with the passage of
players like Sony Liv, DittoTV, and so forth Starting in 2019, Hotstar has the biggest
supporter base in India with around 150 million dynamic clients and over 350 million
downloads. Aside from the films and TV shows, Hotstar is a stage that additionally,
streams live games competitions that incorporate all BCCI matches, Indian Premier
Page | 3
League, English Premier League, and so forth With the expanding prevalence of the
OTT platforms, Hotstar had supported 120 crore rupees for the creation of a unique
substance to give solid rivalry to its opponents. After the securing of its parent
organization by Disney, plans have been made to incorporate the worldwide
streaming brand Disney+ with Hotstar. Two of the greatest contenders for Hotstar in
India are the global web-based features Prime Video and Netflix. Prime Video, the
real-time feature which is possessed by Amazon dispatched in India in 2016. Aside
from offering an enormous scope of worldwide and territorial substance, Prime clients
get extraordinary offices like quicker conveyances and rebate offers while utilizing
Amazon's shopping entryway. Netflix is one of the biggest worldwide real-time
features and dispatched its web-based features in India in 2016. While the greater part
of the substance Netflix gives is global, they have been additionally attempting to take
into account the flavor of the Indian subcontinent by delivering unique substance.
Sacred Games, Lust Stories, and so forth, were several of the Indian firsts that
proceeded to be an incredible hit among the Indian crowds. To acquire than 100
million supporters, Netflix plans to contribute an enormous amount of 30 billion
rupees to deliver more Indian substances by 2020. Indeed, even with the presence of
two worldwide players inside the market, Hotstar has been prepared to keep up with
its best position with the assistance of its less expensive bundles, sports content, and a
huge store of Indian substance. Alt Balaji and Zee5 are the impending Indian
opponents for these OTT stages. The 2 organizations have occupied with a
partnership to give 60 unique substance series in Hindi. By utilizing each other's
qualities, the two stages are set to get a firm contest to the enormous players inside the
market. Organizations are restricting with telecoms and are giving proposals to clients
to broaden their supporter base. The majority of those stages have an underlying free
preliminary for the buyers to evaluate their administration after which they'll like to
proceed or leave the help. A review by the Boston Consultancy Group gauges that the
on-request market will hit 5 billion dollars by 2023 and that supporters might go up to
50 million. Analysts additionally said between OTT firms and MSOs, buyers will
incline toward the one which is more powerful and simpler to utilize. In this
exploration, the analyst discusses how purchasers need to move from the customary
utilization of media where the client is bound to the pre-chosen schedule openings.
Organizations have perceived that the clients can move to online stages.

Page | 4
 People behavioral and lifestyle changes, including a shift in media
consumption, are reflecting the devastating effect of the COVID-19 epidemic. Social
distancing norms and isolation have increased at-home digital consumption, resulting
in a surge in demand for subscription-based streaming services. It is in the backdrop
of this changed consumption behavior that the present study examines the select
relevant factors in influencing consumers’ willingness to continue and subscribe
(WCS) for streaming services in the future. This study makes a novel part by
assessing the possibility of ‘habit’ consumption of these services during the period of
lockdown and its likely impact on affecting the relationship between consumers’
satisfaction and their future behavior with respect to these services/service providers.

In the exploration done by Bastiaan Baccarne, Tom Evens, and

Dimitri Schuurman, it is said that the extension for OTT stages to develop is
exceptionally high and the extraordinary rivalry between rival stages will prompt
nonstop improvement and lower rates. They have additionally referenced that clients
need OTT stages to convey the content of predictable standards presented by TV at
better rates. Here is some finding of a report titled ‘Indian OTT Platforms report,
2018; Gujarat has emerged as the fifth largest market in terms of active users of OTT
and On-demand video platforms. Gujarat had 1.87crore users of broadband internet as
of December 2017 who account for the majority of subscribers of OTT.

The OTT business in India is looking encouraging and furthermore, the

advancements across the business rouse us to know the elements that are empowering
a shift of clients from Traditional TV to OTT platforms.

Page | 5
CHAPTER-2 LITERATURE REVIEW

Page | 6
2. Literature Review:

(Urgelles, 2017) The term OTT is the abbreviation of "Over-The-Top", which means
that audiovisual content is delivered over the top of existing types of TV receivers
such as cables, satellite dishes, and set-top boxes. Synonyms for OTT, on-demand
audiovisual media service” or “Video-On-Demand” are also used.

(Moochaala, 2018) In this study, the researcher compares the Cable TV and OTT
platform and in this researchers also predict the future of OTT platforms. Researcher
claim that according to the use of daily Internet data and cheaper price of the Internet
there is a bright future for OTT platforms in both video and audio services.

(PWC, 2019) The examination broke down that the Indian market is developing
rapidly regarding OTT stages. Compared with other agricultural nations, the
justification is that development is expanding the use of the web and broadband
associations. During this study the report covers two major and worldwide growing
platforms Netflix and Hotstar this is often two significant giant in OTT platform
within the Indian Media and Entertainment (M&E) Industry. Covid19 has changed the
way audience consumes media. A certain pattern surfaced during this period with the
reception of OTTs; with better organization access, computerized network, and
Smartphone OTT stage in India has progressively drawn in endorsers on a concurrent
basis. Aside from foreign services many local and regional OTT platforms, like
SonyLiv, Voot, Zee5, ErosNow, and Adda Times among others.

(IAMAI, 2019) As indicated by the present circumstances, we can't envision our

existence without the Internet. The worldwide population is utilizing the Internet, so
we can say that India is the second-biggest web client country after China. According
to the information, toward the end of 2019, India had 451 million online world
dynamic clients and it is expected that before the end of 2023, it will have 666.4
million.

(Li, 2015) Today, the Internet isn't only a technology that can have a selected effect
on how business is conducted in certain sectors, but it's also a marketplace, as
demonstrated by the big success of OTT providers.

Page | 7
(Jirakasem et al., 2019) During the study, the examination broke down that to
overcome the burden of data traffic, telecom Industries are giving the provider
high-frequency data service. For that reason, every customer enjoys high Internet
speed without any buffering, and customers are satisfied with this service.

(Keshavdev, 2019) The study analyzed that JIO is one of the biggest internet service
providers. As per the info, 55% of the population uses the JIO network & uses
Smartphones. In this study, I included that India has the second-highest per capita
consumption of online video in the world, because of the price rate of the Internet.
India has the cheapest mobile data in the world; it is priced at Rs.18.5/GB thanks to
Reliance JIO to make the internet cheaper.

(Beccarne et al., 2013) in their paper The TV battle: an evaluation of over-the-top TV

advancements in a link predominant market mentioned the deficiency of syndication
of conventional TV because of the presentation of digitalization and expansion of the
number of screens in our day to day existence. In his exploration, he recognized
different variables like value, video quality, convenience, customized channel
contributions, intelligence, adaptability, and so on adding to the accomplishment of
the OTT platform.

(Banejee et al., 2012) So both crowd conduct and TV offering have changed over the
previous years. This puts customary transmission and appropriation models under
pressing factors and causes each partner inside the worth organization to search for
better approaches to increment or keep up with their piece of the pie. Does this imply
that customary TV is consistently being supplanted by choices? Most examinations
show that OTT TV is chiefly being tamed as an integral rather than as a substitutional
wellspring of TV content. In this study at that time subscriptions is costly and TV
cable is at a cheap price for that reason customers do not buy a subscription of the
OTT they more focus on Cable TVs.

(Malewar and Bajaj, 2020) Before Covid19, people were aware of the OTT platform
but they refused to watch it because, at that time, people had less time to watch
movies and web series. But during the Covid19 situation, the government declared a
lockdown and also declared work from home, so people had more time to do their
work and watch movies and web series. For that reason, OTT platforms got more

Page | 8
demand during the pandemic. At that time, Netflix, Disney + Hotstar, Amazon Prime
videos, Zee TV, Hulu, MX Player and all earned millions and gained more
subscribers/customers. OTT platforms provide the various genres like Horror, thriller,
Drama, Romance, Historical and others genres for that reason customer is more
satisfied with online video platforms. In the OTT services, the Audio market is also
part of the services; this includes JioSavan, Spotify, Gaana, and Wynk music.

(Leung & Chen, 2017) applied the idea of planned behavior to elucidate the intentions
of consumers in adopting mobile, television and their interest in the content offered. It
additionally considered that channel insufficiency, portable review propensities, and
interest in content could fundamentally impact consumers’ goals to embrace versatile
TV services. Although lifestyle types don't come out as a big indicator of behavioral
intention they had a strong influence on the content interest of consumers. In this
study, they do not fully write about customer satisfaction they only write consumer
behavior.

(KPMG, 2018) As per the KPMG media and diversion report 2018, the Indian
OTT market is anticipated to develop by 45% to accomplish Rs. 138 billion by
the highest point of monetary 2023.

(livemint, 2021) The study shows the future of the Indian M&E market. The
Massive Investment made by these OTT services, also as acquired content, will
help subscription video-on-demand structure 93% of the entire OTT revenue in
India as compared to 87% globally. It will increment at a Compound Annual
Growth Rate (CAGR) of 30.7% in 6 years (2019-2024) as per the report. To the
extent the OTT administrations go; it is the order by Netflix and Amazon prime
video both control a 20% offer, Disney + Hotstar has 17% control, Zee5 at 9%,
and SonyLiv at 4%. The sound market, then again, is driven by Gaana at 30%
control, JioSavan at 24%, Wynk Music, and Spotify at 15% each, as indicated by
this article.

(Mann et al., 2015) The report "Digital Video and the connected buyer" advised
that with 50% of smartphone application users matured between 18-24 years, the
OTT media platforms are targeting a younger demographic.

Page | 9
(Jirakasem, 2019) during this research, paper researchers claim that advertising
takes an important part in OTT platforms and each medium or electronic media.
It’s true because without any advertisement customers or we say viewers didn’t
get awareness about existing or new launched video and music. In OTT platforms
advertisements make a major role to be aware and make more knowledgeable.

(Dasgupta and Grover, 2019) In this investigation, specialists featured the four
main considerations that influence buyer adaption towards various stages. The
four central point are Convenience, Mobility, Control, and Cost. These elements
influence the most in customer adaption and buyer fulfillment.

(Khanna, 2016) During this report, the researcher stated that Indian Consumers
are more inclined to observe free content online instead of paying a fee for the
web content or online video platforms. In the Netflix case study, low subscription
of Netflix is due to the non-availability of regional and local TV shows and
movies to according research by Khanna in 2016. Now in the present time, the
Indian M&E industry is bigger in this segment the Industry makes such good
movies and web series to relate to every religion in India so customers are happier
and also customers satisfy with the services they provide. That reason OTT
platforms markets growing more and more in India.

(Gupta & Bhardwaj, 2021) In this news, article researchers say that the government
has to take steps and make a three-tier grievance redress mechanism in this first step
is the level of each OTT provider, the second step is a self-regulatory body with
censoring powers if the issue is not addressed at the first level and the third step is
related to overriding power in the form of oversight mechanism and it is performed by
an inter-ministerial committee, seeing the current rule on OTT platforms and
especially in video service there are so many lakes because of the existing rules the
rules like no censor board for that reason customers are a little bit dissatisfied because
of some contents for that government have to take steps in this.

(Yougov and Brightcove, 2018) In this examination analysts need to find how
shoppers today are reacting to OTT TV Services, they research how watchers
regularly burn through TV media, which stages and gadgets they like, and what
variables persuade them to one or the other sign up or withdraw, their installment

Page | 10
inclinations, and their capacity to bear advertisements; according to the
investigation led, a correlation of Yougov and splendid inlet presumed that 29%
of purchasers lean toward OTT stages and 23% compensation lower expenses to
watch OTT stages with promotions.

(Begum, 2018) The study analyzed that the most important reason to adopt OTT
Platforms by the Indians is the easy availability of the content; data revealed that 74%
of the viewers are using original content & 26% of them are using international
dubbing content.

Conceptual Model/Framework:

User Friendly

Price
H1
Factors influencing the
H2
shift from Traditional

Richness of Content H3 TV to OTT platforms

H4

H5

Flexibility

Services

Page | 11
 Since we have our new factors now, we can frame our hypothesis:

i. H1: User Friendliness is a significant factor for the shift of consumers

from Traditional TV to OTT platforms.

ii. H2: Price matters to everyone so this is the factor for the shift from
Traditional TV to OTT platforms.

iii. H3: Content Richness is a significant factor for the shift of consumers
from Traditional TV to OTT platforms.

iv. H4: Flexibility is a significant factor for the shift of consumers from
Traditional TV to OTT platforms.

v. H5: Services also a significant factor for the shift of consumers from
Traditional TV to OTT platforms.

Page | 12
CHAPTER-3 RESEARCH METHODOLOGY

Page | 13
3. Research Methodology:

3.1 Rationale of the study:

The research is relevant to understanding the Factors influencing

the shift from traditional TV to OTT platforms in Ahmedabad. In this study,
we know that how many people change their interest to watch television, how
many people watch TV in old (Traditional) style or they watch TV with new
segment it is called as Over the Top Platforms (OTT). It is necessary to study
and find out that what factors influence change people's minds to shift from
traditional TV to OTT.

3.2 Six W’s:

These six, one word questions are an excellent way to help you evaluate an
information source:

 Who gets benefits from OTT platforms?

 What are the different sources for OTT platforms?
 When do people prefer to watch OTT platforms?
 Where do they know about OTT platforms?
 Why do people shift from Traditional TV to OTT platforms?
 How many hours they do prefer to watch OTT platforms?

3.3 Research Questions:

The study aims to find out answers to the below research questions:
 How many people watch OTT platforms?
 How many people prefer to watch OTT with a subscription?
 In which device do they prefer to watch?
 Which OTT platforms the most watch?
 How many hours do people spend on OTT platforms?
 They re-subscribe OTT platforms?

Page | 14
3.4 Research Objective:

In order to examine the issues and opportunities raised above, this research has the
following objectives:

 To understand the behavior of people towards OTT platforms.

 To identify how many people are still using the Traditional TV method and
how many people are using OTT platforms.
 To know their watching behavior like what type of genres/categories they like
to watch, how much time they spend watching OTT platforms.
 To identify exactly what factors influence the shift from traditional TV to OTT
platforms.
 To understand subscription-based OTT viewer age, gender, occupation,
qualification, annual family income, etc.
 To know people’s loyalty on OTT platforms, like they will re-subscribe the
using OTT platforms in future or not.

3.5 Research Design:

 In this study descriptive research design was used since the data required was
objective in nature. Descriptive research design is widely used in a similar act
finding an approach to a study of the present situation.
 The study is the best on quantitative research method and convenience
sampling method used Google form questionnaire methods the researcher
collected responses from 150 throve who live in Ahmedabad. A structured
questionnaire having closed-ended and Likert scale questions with options
chosen among strongly dissatisfied, dissatisfied, neutral, satisfy, and strongly
satisfied.
 The responses have been analyzed and relevant results have been drowned out
of the answers.

Page | 15
3.6 Data Analysis Tool:

 The data obtained has been tabular and structured using a pivot table.
 SPSS statistical software has been used for data analysis in this research data.
 MS Excel and Google spreadsheet has been used to create research variables.
 Obtained through the research has been analyzed using descriptive statistics
percentage.

3.7 Limitations of the study:

 There are millions of users who used OTT platforms however the researcher
could omit randomly identity 150 respondents as is a sample.
 There are so many people who watch OTT but so many people do not
subscribe to the platforms but they watch with the help of other 3rd party
platforms so data is not clear.
 To analyze this study I found that majority of OTT viewers are younger 18-30
years old respondents and other old people barely know about OTT platforms.

Page | 16
CHAPTER-4 DATA ANALYSIS AND
INTERPRETATION

Page | 17
4. Data Analysis and Interpretation:

Question 1:

What is your Age group?

Valid Cumulative
Frequency Percent Percent Percent
Valid 18-30 126 84.0 84.0 84.0
31-45 17 11.3 11.3 95.3
Above 7 4.7 4.7 100.0
45
Total 150 100.0 100.0

Interpretation:

According to the study it is observed from the above table and chart that out of 150
respondents, 126 i.e. 84% respondent's age is 18 to 30 years, 17 i.e. 11.3%
respondents age is 31-45 years, and 7 i.e. 4.7% respondents age is above 45 years.
Most answered respondents ages are 18 to 30 years old.

Page | 18
Question 2:

What is your Gender?

Valid Cumulative
Frequency Percent Percent Percent
Valid Male 97 64.7 64.7 64.7
Female 53 35.3 35.3 100.0
Total 150 100.0 100.0

Interpretation:

According to the study it is observed from the above table and chart that out of 150
respondents, 97 i.e. 64.7% respondents are Male, and 53 i.e. 35.3% respondents are
Female. Most of the respondents are Male.

Page | 19
Question 3:

What is your Qualification?

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Under Graduate 32 21.3 21.3 21.3
Graduate 64 42.7 42.7 64.0
Post Graduate 35 23.3 23.3 87.3
Professional 11 7.3 7.3 94.7
degree Holder
Other 8 5.3 5.3 100.0
Total 150 100.0 100.0

Interpretation:

According to the study it is observed from the above table and chart that out of 150
respondents, 32 i.e. 21.3% respondents are Under Graduate, 64 i.e. 42.7% respondents
are Graduate, 35 i.e. 23.3% respondents are Post Graduate, 11 i.e. 7.3% respondents
are Professional degree Holder, and 8 i.e. 5.3% respondents are having other
qualifications. Most of them are graduated.

Page | 20
Question 4:

What is your Occupation?

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Student 77 51.3 51.3 51.3
Self 39 26.0 26.0 77.3
employed
Employed 23 15.3 15.3 92.7
Unemployed 5 3.3 3.3 96.0
Retired 4 2.7 2.7 98.7
Homemaker 2 1.3 1.3 100.0
Total 150 100.0 100.0

Interpretation:

According to the study it is observed from the above table and chart that out of 150
respondents, 77 i.e. 51.3% respondents are Students, 39 i.e. 26% respondents are Self
Employed, 23 i.e. 15.3% respondents are Employed, 5 i.e. 3.3% respondents are
Unemployed, 4 i.e. 2.7% respondents are Retired, and 2 i.e. 1.3% respondents are
Homemaker. Most of them are Students.

Page | 21
Question 5:

Marital status
Valid Cumulative
Frequency Percent Percent Percent
Valid Married 32 21.3 21.3 21.3
Unmarried 118 78.7 78.7 100.0
Total 150 100.0 100.0

Interpretation:

According to the study it is observed from the above table and chart that out of 150
respondents, 32 i.e. 21.3% respondents are Married, and 118 i.e. 78.7% respondents
are Unmarried. Most of them are Unmarried.

Page | 22
Question 6:

What is your current annual family income?

Frequenc Valid Cumulative
y Percent Percent Percent
Valid Below 2,00,000 53 35.3 35.3 35.3
2,00,000- 38 25.3 25.3 60.7
5,00,000
5,00,000- 41 27.3 27.3 88.0
10,00,000
Above 18 12.0 12.0 100.0
10,00,000
Total 150 100.0 100.0

Interpre
tation:
According to the study it is observed from the above table and chart that out of 150
respondents, 53 i.e. 35.3% respondents annual family income are below 200000, 38
i.e. 25.3% respondents annual family income are 200000-500000, 41 i.e. 27.3%
respondents annual family income are 500000-1000000, and 18 i.e. 12% respondents
annual family income are above 1000000. In this research study most of the
respondent’s annual family income is less than 200000.

Page | 23
Question 7:

How do you prefer to watch Television?

Valid Cumulative
Frequency Percent Percent Percent
Valid Cable 25 16.7 16.7 16.7
OTT/Online video 125 83.3 83.3 100.0
Streaming
platforms
Total 150 100.0 100.0

Interpretation:

According to the study it is observed from the above table and chart that out of 150
respondents, 25 i.e. 16.7% respondents are watch TV with Cable connection, and 125
i.e. 83.3% respondents are watch OTT platforms. In this study most of the
respondents are using OTT platforms.

Page | 24
Question 8:

Are you using any paid OTT platform currently?

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 60 40.0 40.0 40.0
No 90 60.0 60.0 100.0
Total 150 100.0 100.0

Interpretation:

According to the study it is observed from the above table and chart that out of 150
respondents, 60 i.e. 40% respondents are watch OTT platforms with subscription, and
90 i.e. 60% respondents are watch OTT platforms without subscription. In this study
most of the respondents are using without subscription based OTT platforms.

Page | 25
Question 9:

What do you prefer as a consumer in OTT?

Valid Cumulative
Frequency Percent Percent Percent
Valid Paid Subscription 38 25.3 25.3 25.3
with no ads
Free Streaming with 112 74.7 74.7 100.0
ads
Total 150 100.0 100.0

Interpretation:

According to the study it is observed from the above table and chart that out of 150
respondents, 38 i.e. 25.3% respondents are prefer paid subscription with no ads, and
112 i.e. 74.7% respondents are prefer free video streaming with ads. In this study that
most of the respondents are using free video streaming with ads based OTT platforms.

Page | 26
Question 10:

In which device you prefer to watch OTT?

Valid Cumulative
Frequency Percent Percent Percent
Valid Mobile 105 70.0 70.0 70.0
Tablet 1 00.7 00.7 70.7
P/C or 12 8.0 8.0 78.7
Laptop
Television 32 21.3 21.3 100.0
Total 150 100.0 100.0

I
nterpretation:

According to the study it is observed from the above table and chart that out of 150
respondents, 105 i.e. 70% respondents are prefer to watch in Mobile, and 1 i.e. 0.7%
respondents are prefer to watch in Tablet, 12 i.e. 8% respondents are prefer to watch
in PC or Laptop, and 32 i.e. 21.3% respondents are prefer to watch in Television. In
this study most of the respondents are using OTT platforms in Mobile.

Page | 27
Question 11:

Which of these OTT have you heard about?

Responses Percent of
N Percent Cases
Valid Netflix 148 11.8% 98.7%
Amazon Prime 140 11.1% 93.3%
Disney+ 149 11.9% 99.3%
Hotstar
MX Player 133 10.6% 88.7%
Zee5 131 10.4% 87.3%
Sony Liv 134 10.7% 89.3%
Voot 97 7.7% 64.7%
Shemaroo 137 10.9% 91.3%
Alt Balaji 97 7.7% 64.7%
HBO 90 7.2% 60.0%
Total 1256 100.0% 837.3%
a. Dichotomy group tabulated at value 1.

Page | 28
Interpretation:

This question includes Check box/Multi answers so according to the study it is

observed from the above table and chart that out of 150 respondents, 148 i.e. 98.7%
respondents are aware about Netflix, 140 i.e. 93.3% respondents are aware about
Amazon Prime, 149 i.e. 99.3% respondents are aware about Disney+ Hotstar, 133 i.e.
88.7% respondents are aware about MX Player, 131 i.e. 87.3% respondents are aware
about Zee5, 134 i.e. 89.3% respondents are aware about Sony Liv, 97 i.e. 64.7%
respondents are aware about Voot, 137 i.e. 91.3% respondents are aware about
Shemaroo, 97 i.e. 64.7% respondents are aware about Alt Balaji, and 90 i.e. 60%
respondents are aware about HBO. In this study most of the respondents are aware
about Netflix and Disney+ Hotstar.

Page | 29
Question 12:

In the Genres/Categories, what do you prefer the most to watch? 

Responses Percent of
N Percent Cases
Valid Drama 142 11.4% 94.7%
Sci-fi 148 11.9% 98.7%
Comedy 143 11.5% 95.3%
Romance 136 11.0% 90.7%
Mystery 144 11.6% 96.0%
Adventure 139 11.2% 92.7%
Fantasy 143 11.5% 95.3%
Horror 123 9.9% 82.0%
Thriller 124 10.0% 82.7%
Total 1242 100.0% 828.0%
a. Dichotomy group tabulated at value 1.

Page | 30
Interpretation:

This question includes Check box/Multi answers so according to the study it is

observed from the above table and chart that out of 150 respondents, 142 i.e. 94.7%
respondents like to watch Drama categories movies or web series, 148 i.e. 98.7%
respondents like to watch Sci-fi categories movies or web series, 143 i.e. 95.3%
respondents like to watch Comedy categories movies or web series, 136 i.e. 90.7%
respondents like to watch Romance categories movies or web series, 144 i.e. 96%
respondents like to watch Mystery categories movies or web series, 139 i.e. 92.7%
respondents like to watch Adventure categories movies or web series, 143 i.e. 95.3%
respondents like to watch Fantasy categories movie or web series, 123 i.e. 82%
respondents like to watch Horror categories movies or web series, and 124 i.e. 82.7%
respondents like to watch Thriller categories movies or web series. In this study most
of the respondents like to watch Sci-fi movies and web series.

Page | 31
Question 13:

Have OTT platforms rejuvenated interest in old shows and movies that
are not currently airing on Traditional TV?
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 5 3.3 3.3 3.3
Disagree
Disagree 5 3.3 3.3 6.7
Neutral 21 14.0 14.0 20.7
Agree 18 12.0 12.0 32.7
Strongly Agree 101 67.3 67.3 100.0
Total 150 100.0 100.0

Inter
pretation:
According to the study it is observed from the above table and chart that out of 150
respondents, 5 i.e. 3.3% respondents are Strongly Disagree for rejuvenated interest in
old shows and movies which is not currently airing on TV, 5 i.e. 3.3% respondents are
Disagree, 21 i.e. 14% respondents are Neutral for this situation, 18 i.e. 12%
respondents are Agree, and 101 i.e. 67.3% respondents are Strongly Agree. In this
study most of the respondents are strongly agree for rejuvenated interest in old shows
and movies which is not currently airing on TV.

Page | 32
Question 14:

How many hours did you spend watching movies and web series on
OTT platforms?
Valid Cumulative
Frequency Percent Percent Percent
Valid Less than 1 16 10.7 10.7 10.7
hour
1-2 hours 47 31.3 31.3 42.0
3-4 hours 72 48.0 48.0 90.0
More than 4 15 10.0 10.0 100.0
hours
Total 150 100.0 100.0

Inter
pretation:

According to the study it is observed from the above table and chart that out of 150
respondents, 16 i.e. 10.7% respondents are watching movies and web series on OTT
platforms Less than 1 hour, 47 i.e. 31.3% respondents are spend 1-2 hours, 72 i.e.
48% respondents are spend 3-4 hours, and 15 i.e. 10% respondents are spend more

Page | 33
than 4 hours. In this study most of the respondents are spend at least 3-4 hours for
movies and web-series.

Question 15:

Rank these factors based on how important they are when you are considering
OTT. (Strongly Dissatisfied to Strongly Satisfied)

F1. Price/cost of the platform

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Dissatisfied 16 10.7 10.7 10.7
Dissatisfy 12 8.0 8.0 18.7
Neutral 19 12.7 12.7 31.3
Satisfy 21 14.0 14.0 45.3
Strongly Satisfied 82 54.7 54.7 100.0
Total 150 100.0 100.0

Page | 34
Interpretation:

This is the Factor/statement based question. According to the study it is observed

from the above table and chart that out of 150 respondents, 16 i.e. 10.7% respondents
are Strongly Dissatisfied for price/cost of the OTT, 12 i.e. 8% respondents are
Dissatisfy, 19 i.e. 12.7% respondents are Neutral, 21 i.e. 14% respondents are Satisfy,
and 82 i.e. 54.7% respondents are Strongly Satisfied. In this study most of the
respondents are Strongly Satisfied with price and cost.

Page | 35
Question 16:

F2. User Friendliness of the platform

Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 8 5.3 5.3 5.3
Dissatisfied
Dissatisfy 18 12.0 12.0 17.3
Neutral 17 11.3 11.3 28.7
Satisfy 18 12.0 12.0 40.7
Strongly 89 59.3 59.3 100.0
Satisfied
Total 150 100.0 100.0

Inte
rpretation:
This is the Factor/statement based question. According to the study it is observed
from the above table and chart that out of 150 respondents, 8 i.e. 5.3% respondents
are Strongly Dissatisfied for User friendliness of the OTT platforms, 18 i.e. 12%

Page | 36
respondents are Dissatisfy, 17 i.e. 11.3% respondents are Neutral, 18 i.e. 12%
respondents are Satisfy, and 89 i.e. 59.3% respondents are Strongly Satisfied. In this
study most of the respondents are Strongly Satisfied with OTT platforms User
Friendliness.
Question 17:
F3. Access to Local Content
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 10 6.7 6.7 6.7
Dissatisfied
Dissatisfy 12 8.0 8.0 14.7
Neutral 22 14.7 14.7 29.3
Satisfy 20 13.3 13.3 42.7
Strongly 86 57.3 57.3 100.0
Satisfied
Total 150 100.0 100.0

In
terpretation:
This is the Factor/statement based question. According to the study it is observed
from the above table and chart that out of 150 respondents, 10 i.e. 6.7% respondents
are Strongly Dissatisfied for Access to local content of the OTT platforms, 12 i.e. 8%

Page | 37
respondents are Dissatisfy, 22 i.e. 14.7% respondents are Neutral, 20 i.e. 13.3%
respondents are Satisfy, and 86 i.e. 57.3% respondents are Strongly Satisfied. In this
study most of the respondents are Strongly Satisfied with OTT platforms Access of
the local content.
Question 18:
F4. Quality of content
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 7 4.7 4.7 4.7
Dissatisfied
Dissatisfy 14 9.3 9.3 14.0
Neutral 16 10.7 10.7 24.7
Satisfy 18 12.0 12.0 36.7
Strongly 95 63.3 63.3 100.0
Satisfied
Total 150 100.0 100.0

Int
erpretation:
This is the Factor/statement based question. According to the study it is observed
from the above table and chart that out of 150 respondents, 7 i.e. 4.7% respondents

Page | 38
are Strongly Dissatisfied for quality of the content, 14 i.e. 9.3% respondents are
Dissatisfy, 16 i.e. 10.7% respondents are Neutral, 18 i.e. 12% respondents are Satisfy,
and 95 i.e. 63.3% respondents are Strongly Satisfied. In this study most of the
respondents are Strongly Satisfied with OTT platforms quality of content.

Question 19:

F5. Availability of languages

Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 8 5.3 5.3 5.3
Dissatisfied
Dissatisfy 13 8.7 8.7 14.0
Neutral 18 12.0 12.0 26.0
Satisfy 14 9.3 9.3 35.3
Strongly Satisfied 97 64.7 64.7 100.0
Total 150 100.0 100.0

Interpretation:

This is the Factor/statement based question. According to the study it is observed

from the above table and chart that out of 150 respondents, 8 i.e. 5.3% respondents

Page | 39
are Strongly Dissatisfied for Availability of languages, 13 i.e. 8.7% respondents are
Dissatisfy, 18 i.e. 12% respondents are Neutral, 14 i.e. 9.3% respondents are Satisfy,
and 97 i.e. 64.7% respondents are Strongly Satisfied. In this study most of the
respondents are Strongly Satisfied with OTT platforms Availability of the language.

Question 20:

F6. Services they provide

Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly 9 6.0 6.0 6.0
Dissatisfied
Dissatisfy 13 8.7 8.7 14.7
Neutral 17 11.3 11.3 26.0
Satisfy 14 9.3 9.3 35.3
Strongly 97 64.7 64.7 100.0
Satisfied
Total 150 100.0 100.0

I
nterpretation:
This is the Factor/statement based question. According to the study it is observed
from the above table and chart that out of 150 respondents, 9 i.e. 6% respondents are

Page | 40
Strongly Dissatisfied for the Services they provide, 13 i.e. 8.7% respondents are
Dissatisfy, 17 i.e. 11.6% respondents are Neutral, 14 i.e. 9.3% respondents are
Satisfy, and 97 i.e. 64.7% respondents are Strongly Satisfied. In this study most of the
respondents are Strongly Satisfied with OTT platforms Services.

Question 21:

Will you continue to re-subscription to the OTT platform?

Valid Cumulative
Frequency Percent Percent Percent
Valid Yes 54 36.0 36.0 36.0
No 96 64.0 64.0 100.0
Total 150 100.0 100.0

Interpretation:

According to the study it is observed from the above table and chart that out of 150
respondents, 54 i.e. 36% respondents are interested to re-subscribe OTT platforms in
future, and 96 i.e. 64% respondents are not interested, In this study most of the
respondents are not interested in re-subscription of OTT platform in future.

Page | 41
Question 22:

Will you recommend others to use OTT platforms?

Valid Cumulative
Frequency Percent Percent Percent
Valid Yes 124 82.7 82.7 82.7
No 26 17.3 17.3 100.0
Total 150 100.0 100.0

Interpretation:

According to the study it is observed from the above table and chart that out of 150
respondents, 124 i.e. 82.7% respondents are recommend others to watch and use OTT
platforms, and 26 i.e. 17.3% respondents are not recommend others to watch and use

Page | 42
OTT platforms, In this study most of the respondents are recommend others to watch
OTT platforms.

CHAPTER-5 FINDINGS

Page | 43
5. Findings:

 To identify the factors influencing the shift from traditional TV to OTT

platforms.
 In this study we analyze the different user’s behavior in the OTT platforms.
 To analyze this research study most of the respondents are male.
 To analyze this study I found that majority of OTT viewers are younger 18-30
years old respondents.
 To analyze this research study majority of respondents are students.
 In this research study majority of respondents earn below 2,00,000 per annum.
 Majority of respondents watch almost every genre or category of movies and
web series.
 There are mainly four factors we found it is price/cost, user-friendliness,
languages availability, quality of content, Local/regional content, services; and
every respondent has their different views in factors.
 To analyze this study then I found that most people are using free streaming
services and very few people use paid services.
 While doing this study I also found that most people use mobile phones for
watching online video streaming content.
 People used to watch content with ads but they don’t take any paid
subscription to avoid ads.
 There are so many Genres or categories to watch any time anywhere.

 Now it is so popular so providers provide local/regional content for the suite to

every person.

Page | 44
CHAPTER-6 SUGGESTION AND
RECOMMENDATION

Page | 45
6. Suggestion and Recommendation:

 Here are some suggestions for improving OTT platforms and Online
Streaming video contents are based on Internet connectivity then we should
have to choose the better place and better network provider according to your
area then you enjoy OTT platforms either you don’t enjoy on OTT.
 Mobile is better than any other device because it is handy and easy to operate
and also movable so we can watch anything and anywhere.
 This is the only one Ahmedabad city research if we find wider research like
different States or Nationally then the report might have much better clarity.
 Price matters to all and if OTT developers make it cheaper than people buy
their subscription.

Page | 46
CHAPTER-7 CONTRIBUTION

Page | 47
7. Contribution:

In this research study there are two types of contribution:

 In the study practical contribution is more difficult then theoretical

contribution because in this I need to go in near towns and tell people to fill
up my questionnaire and I need to wait their responses. In my research
practical contribution is less than theoretical contribution. This is challenge
for me to go with every person and tell them to fill my questionnaire so I used
Google Forms to circular my questionnaire and it is very easy to operate.
People help me a lot to share my work to other and without them I can’t
complete my practical work.
 In the study theoretical contribution is Articles, newspapers, magazines and
Internet sources are helping me to doing and complete my research and it is
help me to understand old theories and help me to improve my research study.

7.1 Conclusion:

This research study concludes that relevant price, User Friendliness, better services,
support all languages, and Content Richness are significant factors that influence the
shift of consumers from Television to OTT platforms in Ahmedabad, whereas Cost
isn’t a significant factor for the same. In Ahmedabad and obvious in Gujarat people
are very conscious about price and costs so in Gujarat it depends who gives better to
them they only buy it. While most people are dependent on Television, we can
definitely see a trend of people shifting cable TV to OTT platforms. This shift is
largely dominated by the youth, this is for all the middle class and upper class of the
society. This shows a great future for OTT platforms and probably a slow demise of
the traditional television system. This research also highlights the factors where OTT
platforms can concentrate more on improving their customer satisfaction and rake in
more subscribers. Netflix and Amazon Prime both are competitors and both have
content richness and user-friendliness. In India, Disney+ Hotstar is a part of our daily

Page | 48
lifestyle because old series are available on it and we can free to watch any time so it
is broadly connected in India. While most platforms have continuously kept focusing
and investing in improving Content Richness and User Friendliness, more has to be
done to make Cost a significant factor for influencing a greater shift.

7.2 Learning from SIP:

The SIP was a great learning opportunity for the researcher, as the researcher was able
to identify research gaps and solve research problems. During the study, the
researcher conducted a large study of the literature, which was a great learning
opportunity. The identification of research objectives and research questions aroused
curiosity in the mind of the researcher. The investigation and the results were of great
excitement. The researcher learned a lot during the data analysis and interpretation
phase.

Page | 49
CHAPTER-8 BIBLIOGRAPHY

Page | 50
8. Bibliography:

Websites:

 https://www.livemint.com/industry/media/indias-streaming-market-to-
be-worth-15-billion-by-2030-11626350404092.html
 https://www.brightcove.com/en/company/press/brightcove-releases-asia-
ott-tv-research-ott-adoption-preferences-partnership-yougov/
 https://www.broadbandtvnews.com/2018/12/18/ihs-markit-in-india-local-
video-service-content-is-as-important-as-price/
 https://home.kpmg/in/en/home/insights/2019/08/india-media-
entertainment-report_2019.html
 https://timesofindia.indiatimes.com/business/india-business/digital-
advertising-sector-recorded-25-growth-in-2018-19-iamai/articleshow/
75845211.cms
 https://www.pwc.in/industries/entertainment-and-media/global-
entertainment-and-media-outlook-2019-2023.html
 https://www.businesswire.com/news/home/20180116006424/en/India-
Over-the-Top-OTT-Video-Executive-Brief-Highlights-of-the-Industry-
April---September-2017---ResearchAndMarkets.com

Articles:

 Begum, 2018, In India, localised content is as important as pricing when

choosing a video service, - IHS Technology. Retrieved January 30, 2020.
 Gupta & Bhardwaj, 2021, India must keep it’s OTT policy independence,
 Dasgupta, Dr. Sabyasachi and Grover, Dr. Priya, Understanding Adoption
Factors of Over-the-Top Video Services Among Millennial Consumers

Page | 51
 (2019). International Journal of Computer Engineering and Technology, 10(1),
2019, pp. 61-71, Available at SSRN: https://ssrn.com/abstract=3537570,
 Jirakasem 2019, Relationship of Over-the-top (OTT) Communications and
Traditional Telecommunications Services: the Case of Thailand, 30th
European Conference of the International Telecommunications Society (ITS):
"Towards a Connected and Automated Society", Helsinki, Finland,
 Leung & Chen, 2017, Extending the theory of planned behavior: A study of
lifestyles, contextual factors, mobile viewing habits, TV content interest, and
intention to adopt mobile TV,

 Malewar and Bajaj, 2020, Acceptance of ott video streaming platforms in

india during covid -19: extending utaut2 with content availability, Amity
School of Communication, Amity University, Madhya Pradesh,
 Urgelles 2017, The Threat of OTT for the Pay-TV Market,

Page | 52
CHAPTER-9 ANNEXURE

Page | 53
9. Annexure:

“Factors influencing the shift from Traditional TV to OTT

platforms in Ahmedabad”

Hello everyone!!!
My name is Vaghela Jaimin; I am doing my MBA and currently doing research on
the OTT platforms. OTT platforms (like Netflix, Amazon prime, and all) contents
are all the rage nowadays and I know your time is valuable but I assure you it will
hardly take 2-3 minutes. Your support will be appreciated. I and any other person
do not take your personal Information so, please tick the option. Thanks in
advance.

* Required

1. What is your Age group? *

o 18-30
o 31-45
o Above 45

2. What is your Gender? *

o Male
o Female

3. What is your Qualification? *

o Under Graduate
o Graduate
o Post Graduate
o Professional degree Holder
o Other

Page | 54
4. What is your Occupation? *

o Student
o Self employed
o Employed
o Unemployed
o Retired
o Homemaker

5. Marital status *

o Married
o Unmarried

6. What is your current annual family income? *

o Below 2,00,000
o 2,00,000-5,00,000
o 5,00,000-10,00,000
o Above 10,00,000

7. How do you prefer to watch Television? *

o Cable
o OTT/Online video Streaming platforms

8. Are you using any paid OTT platform currently? *

o Yes
o No

Page | 55
9. What do you prefer as a consumer in OTT? *

o Paid Subscription with no ads

o Free Streaming with ads

10. In which device you prefer to watch OTT? *

o Mobile
o Tablet
o P/C or Laptop
o Television

11. Which of these OTT have you heard about? *

□ Netflix
□ Amazon Prime
□ Disney+ Hotstar
□ MX Player
□ Zee5
□ Sony Liv
□ Voot
□ Shemaroo
□ Alt Balaji
□ HBO

12. In the Genres/Categories, what do you prefer the most to watch? *

□ Drama
□ Sci-fi
□ Comedy
□ Romance
□ Mystery
□ Adventure

Page | 56
 □ Fantasy
□ Horror
□ Thriller

13. Have OTT platforms rejuvenated interest in old shows and movies that are not
currently airing on Traditional TV? (Strongly Disagree to Strongly Agree) *

Strongly Disagree 1 2 3 4 5 Strongly Agree

14. How many hours did you spend watching movies and web series on OTT
platforms? *

o Less than 1 hour

o 1-2 hours
o 3-4 hours
o More than 4 hours

15. Rank these factors based on how important they are when you are considering
OTT. (Strongly Dissatisfied to Strongly Satisfied) *

1 2 3 4 5

Price/cost of the platform

User Friendliness of the platform

Access to Local Content

Quality of content

Availability of language

Services they provide

Page | 57
16. Will you continue to re-subscription to the OTT platform? *

o Yes
o No

17. Will you recommend others to use OTT platforms? *

o Yes
o No

Page | 58