A Project Report

On

“A Study on The Consumption of OTT Platforms Among Youth”

Submitted for partial fulfillment of the requirements for the degree

Of

BACHELOR OF COMMERCE (HONORS)

BY
Ms. Tanisha Sahni
1910108107

Under The Guidance

of

Mrs. Ruchi Rastogi

Assistant Professor
Department Of Management

INVERTIS UNIVERSITY, BAREILLY 2021-2022

 Certificate

TO WHOM IT MAY CONCERN

This is to certify that Ms. Tanisha Sahni student of B.com (H)- VI Semester in
our institute has completed her project work entitled “A Study on The
Consumption of OTT Platforms Among Youth” for the partial fulfillment of
the degree of Bachelor of Commerce (Honors) for the session 2021-2022.

Mrs. Ruchi Rastogi Dr. Dheeraj Gandhi Prof. Manish Gupta

(Assistant Professor) (HOD, B. com) (Dean Management)
 STUDENT DECLARATION

I, Tanisha Sahni a bonafide student of B.com (H)-VI Semester (2019-2022) in

Invertis University, Bareilly would like to declare that the Field Survey Report
entitled “A Study on The Consumption of OTT Platforms Among Youth”
submitted by me in partial unfulfillment the requirement of the Degree of
Bachelor of Commerce (Honors), is my original work.

Date:
Place:

Signature of the Candidate

Name: Tanisha Sahni

Student Id: BCH2019107
Roll No.: 1910108107
 ACKNOWLEDGEMENT

A project is the pinnacle of many people’s hard work and efforts put together. I take this
opportunity to express my indebtedness to all those who contributed to the completion of this
task.

First of all, I would like to thank the Almighty for showering his blessings upon me and
giving me the courage to take up this task. With a deep sense of gratitude, I acknowledge the
encouragement and guidance received by my Project Coordinator Dr. Mohnish Kumar
and honorable HOD Dr. Dheeraj Gandhi.

The project could never be completed without the help of my Project Guide Mrs. Ruchi
Rastogi, who has always supported me and guided me throughout the project. So, I extend
my gratitude towards his support and mentorship and for helping me in every way which
could be possible to make things easy for me.

I would also like to thank the entire faculty and administration of Invertis University for
providing an environment ambient to encourage the students to take up the challenges and for
being there to support them in every situation.

Last but not the least, I would also thank to my family and friends for their support in this
study.

I convey my heart full affection to all those people who helped and supported me during the
course for the completion of a project report.

Ms. Tanisha Sahni

B.com (Honors)
(VI Semester)
TABLE OF CONTENT
LIST OF TABLES
LIST OF FIGURES
 CHAPTER- 1
INTRODUCTION
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 distributors
of such content, such as cable, radio, and satellite television channels, are bypassed by OTT. It's
also been extended to no-carrier cell phones, 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 these 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 by various benefits like:

Connectivity - OTT platforms are easy to use. OTT platforms require only minimal things to
access. It requires only a stable internet connection and a device like Mobile Phone or PC.

Cost friendly - OTT platforms are Cost Friendly in comparison 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.

Convenience - OTT platforms allow you to access your favorite media content whenever,
wherever, and as often as you want. Also, considering physical requirements for cable TV
based on location, OTT allows freedom over the geographic location.
Variety content - Through the VOD service, one can access hundreds and thousands of movies
and shows. Also includes news, sports, kids’ content, and many more. Thanks to OTT, users
can watch and enjoy most content from other countries.

1.1 CURRENT OTT PLATFORMS

1.1.1 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.

1.1.2 AMAZON PRIME VIDEO

Amazon Prime Video is owned by Amazon Inc having American origin. It provides various
services as primarily distribute 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, 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.
1.1.3 DISNEY + HOTSTAR

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
&ESP, and select Hulu content. Unlike Disney Plus in other countries, 4K content on Disney
Plus Hotstar is very limited.

1.1.4 SONY LIV

SonyLiv is an OTT platform with a 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, Pat,na, and Jaipur, as compared
to the
metropolitan cities. Similar to Hotstar, it is available as a freemium service with content that
viewers can see without signing up and 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, which translates to more than 700
movies and 40,000+ hours of television show coverage in Hindi, English, Telugu,u, and Tamil.
1.2 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 has also risen due to space to watch with family, time to use OTT platforms,
the quality of content on OTT platforms, and preference for OTplatformsrm 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 th the 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
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) e for the OTT industry before the pandemic was around 16% and
the post-pandemic 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-flawlexperiencesence
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.

1.3 PURPOSE OF STUDY

 The purpose of the study is to measure the pattern of use of OTT platforms among youth
and also to determine the factors influencing the use of OTT platforms.

 We will also recognize popular OTT platforms & content preferences of youth in OTT
platforms.

 The research will be done also to understand the use of OTT platforms concerning the
change in pre & post of COVID-19 pandemic.
1.4 RESEARCH OBJECTIVES AND RESEARCH QUESTION

The objectives of this research are: -

 To measure the pattern of use of OTT platforms among youth.

 To recognize popular OTT platforms & content preferences of youth in OTT
platforms.
 To understand the use of OTT platforms concerning the change in pre & post
COVID-19 pandemic.
This study provides the answer to the following research question: -

 What is the preference of content to watch on OTT platforms?

 What is the frequency of using OTT platforms?
 What is the change in your consumption of OTT platforms after Covid-19?
 What is your experience with using OTT platforms (rate your experience)?

1.5 SIGNIFICANCE OF THE RESEARCH

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 world. The ease of availing worldwide entertainment has been
satisfied through these platforms which made the OTT wider acceptance.
 CHAPTER- 2
LITERATURE REVIEW
 Title of Research Objectives of Sampling Research
S No. Publication Details Conclusion
and Author Name Research Design Method

Analyzing the impact International Journal of This study aims to India, Online Descriptive, The study results tell us that
of COVID-19 on Pervasive investigate the impact Survey, and multilinear there has been an increase in
over-the-top media Computing and of COVID-19 on OTT Group regression and the usage of OTT platforms
platforms in India by: Communications, 2020 platforms in India, as it Discussion, Chi-square test. during the lockdown. The
1 Divya Madnani, has led to reshaping 154 responses quality of content, free time,
Semila Fernandes, consumer content convenience, free content, and
Nidhi Madnani preferences. no advertisements have
increased the satisfaction level
of people.
Consumption of OTT Gupta and Singhania, 2021 The objective is to Questionnaires, Descriptive, PLS- The results establish a strong
Media Streaming know the shift from 182 responses SEM impact of CE and QoS in
in COVID-19 conventional media to influencing customers’ WCS in
Lockdown by: over-the-top (OTT) the future. To leverage this
2 Garima Gupta, media, particularly linkage, service providers need
Komal Singharia during the lockdown to provide continuous attention
period due to the to aspects that enhance
COVID-19. engagement and user
experience.
3 Emergence and International Journal of The aim is to study the Questionnaires Descriptive, The Indian television industry
future of Over-the- Business, Management and emergence and analyze and interviews Percentage with a business of 13,314
top (OTT) video Social Research, vol 8, no. the future of OTT. method million USD in 2017 is poised
services in 2, 2020 to grow to the extent of 22,003
India by: Sundaravel million USD in 2022 at a
E. and Elangovan N. CAGR of 10.6%; at the same
time, the global growth average
of television viewership is as
 low as 1.4%.
USAGE OF OTT PalArch's Journal of The objective of the observation, Descriptive The study finds that there is a
PLATFORMS Archaeology of Egypt/ study is to know the focus group discernible rise in the
DURING COVID-19 Egyptology, 2020 usage of OTT study, and prevalence of OTT as a
LOCKDOWN by: platforms during interviews. preferred medium, a habit
Navsangeet Saini lockdown solidified by the formerly
unheard-of lockdown due to the
highly virulent COVID-19
pandemic. The main reasons
4
for OTT’s popularity are the
availability of cross-cultural
content, a subscription to
virtually unlimited content, and
accessibility of informative
content in the form of
documentary/ docu-series
format.
OTT Platforms International Journal of This paper attempts to 395 responses, Descriptive, Bar OTTs are a rapidly growing
Usage Among Youth Research and Analytical get a better Questionnaire charts, Pie Charts, media platform that is gaining
During Lockdown Reviews, vol 9, no.1, 2022 understanding of the etc. momentum with every passing
by: Prof. Dr. Alpana trends and patterns in day. A variety of factors such
5 Vaidya, Ajay the usage of OTT as internet penetration,
Vaidya, Ameya Patil platforms among the accessibility, smartphones, and
youth, especially the lockdown have resulted in
during the lockdown the rise in the number of OTT
period. viewership and subscriptions.
6 New Media as a Journal of Content, To measure the change India, Online Tables, Bar The study reveals that the
Change Agent of Community & in preference level of Survey, and Graphs, Pie future of Over-the-top
Indian Television Communication, vol 9, people towards OTT Questionnaire, Charts, applications is bright in India
and Cinema by: Dr. 2019 platforms 100 responses Percentage and the reasons for this are
Paramveer Singh Methods smartphone penetration,
international collaborations
 between media moguls, Cost-
effectiveness, and digital
quality of the medium.

Is Over the Top Asia Pacific Media The purpose of this India, 223 Descriptive the medium that is more
Video Platform the Educator, 2021 study is to examine the responses, efficient in fulfilling the
Game Changer over competition, Questionnaire particular needs
Traditional TV coexistence, and of users gets a competitive
7 Channels in India? A competitive superiority superiority and displace the
Niche Analysis by: of OTT and TV in other mediums partially or
Hashim Hamza providing consumer sometimes almost completely.
Puthiyakath, Manash satisfaction.
Pratim Goswami
CONSUMPTION International Journal of The aim is to know India, 120 Descriptive, The online video platforms are
PATTERN OF OTT Modern Agriculture, what is the responses, Ranking Analysis, promising enough in bringing a
PLATFORMS IN Vol10, No.2, 2021 consumption pattern of Questionnaires Chi-Square test lot more opportunities for
INDIA by: Sumitra the OTT platforms in business expansion and growth
Saha, V.K. Satya India of the bottom line. Enriched
Prasad and qualitative touchpoints
amalgamated with
technological investments and
8 impacted branding will assist
the online video streaming
platforms in building a critical
mass. The deeper brand
connections and stronger
affinities have led to successful
consumer engagement with the
right content.

VIEWER’S International Journal of This thesis explore and Coimbatore Descriptive, The future of OTT platforms
9
PERCEPTION Creative Research tries to analyze the City, Random Simple will be very bright and video
 TOWARDS ‘OTT’ Thoughts, Vol 8, no. 9, impact of increasing Sampling percentage, WAS, consumption will be increasing
PLATFORM 2021 OTT video streaming Method, 150 Chi-square internet and mobile penetration
DURING services viewership in responses, every day. The present study
PANDEMIC by: lockdown to assess the Interviews says about users' profiles and
Dr.S.GOMATHI future of the collective preferences are different
watching experience in towards content. There has
India. been a lot of investment in
OTT platforms it is very hard
to say that OTT platforms will
replace traditional TV systems.
Over-the-top (OTT) Emerald Insights, vol 16, This paper aims to Latin America, - In the evolving market of
content: implications no. 5, 2014 focus on the interplay Questionnaires telecommunications,
and best response between the market of incumbents and traditional
strategies of contents and telecom operators are forced to develop
traditional telecom operators. new strategies to compete and
operators. Evidence Traditional telecom stay in business. Growing
from Latin America operators are services like Netflix do not
by: Juan José Ganuza vulnerable to the new contribute any type of income
10
and María Fernanda markets and services to access providers, they use
Viecens that appear as a their networks and compete
consequence with the providers’ proprietary
of accessibility to the services. In this context, this
Internet and, in paper has focused on the
particular, in the face interplay between the market of
of over-the-top content contents and telecom operators.
such as Netflix.
Understanding International Journal of With growing Qualitative Descriptive This paper is a novel approach
Computer Engineering and digitization, the methodology that tries to understand the
adoption factors
Technology, 10(1), 2019, challenge for consumption patterns and
11.
of ott video pp. 61-71 marketers is to adaptability factors of OTT
understand how among consumers
services among
consumers consuming
 millennial Over-The-Top (OTT)
content adopt and
consumers: DR.
consume messages in
Sabyasachi this format effectively.
Superimposing the
Dasgupta
theoretical framework
, Priya Grover. of Uses and
Gratification meant for
television to the
internet platform
This research is an attempt to
The prime objective
A study on factors Questionnaire - not only discuss the factors
INTERNATIONAL
to conduct this (100 leading to the adoption of OTT
leading to the
JOURNAL OF responses) services among millennial
research is to
adoption of ott consumers in India, but it also
MULTIDISCIPLINAR
understand various talks about the upcoming
services among
Y RESEARCH AND generations the work of the
12. factors which
millennial network which will have
TECHNOLOGY
Encourage millennia greater capacity, which means
consumers in India:
VOLUME 1, ISSUE 2 the systems will cope with high
of the generation Y
Sant Singh demand applications like
virtual reality experience with
simultaneous HD video
streaming.
Determination and International Journal of Internet, mobile This research enables the
The purpose of this
ranking of factors phones, etc. consumers of the information
13. Innovation Science, Questionnaire
that are important in paper is to determine, to dwelling on the factors that
selecting an ott video 2020 prove to be of comparative
rank, and form
platform service importance to the consumer
among millennial composite relational and plan/forecast their
consumers: Shiva strategies and further research
factors that impact the
 Kou,S uhas Suresh studies accordingly.
millennial
consumer’smindsett
when they opt for an
access-based
subscription of an
over-the-top (OTT)
platform service.
How do ott platforms Article publication date: This research is original and the
This paper aims to
engage young findings of this study are
14. 8 April 2021 Conceptual Structured online
consumers over analyze how the top valuable for online streaming
framework survey
traditional pay services, video-on-demand
over-the-top (OTT)
television services? services, Cable TV operators,
An analysis of platform is becoming and entertainment content
changing consumers’ producers
a preferred source of
preferences and
gamification: entertainment
Mayank Sadana,
amongst young
Bipasha Sharma
consumers over
traditional Pay TV
service
 The inclination of International Journal of Questionnaire Descriptive The study showed that the
In this study, the
Indian youth towards (158 quality of the content streamed
15. Business and Economics
video streaming: factors responsible for responses) through these platforms had
Arun Kumar Ebad, 20 (3), 233-247, 2021 long-term effects on the
the impact of video
Dr. Rehman, viewers. However, the Indian
T.Sowmyya streaming platforms youth preferred video
streaming platforms due to
on the Indian youth
their ease of use, ease of
were identified sharing, ease of accessibility,
the flexibility of use, cost
implications, customer
friendliness, and the flexibility
in watching the content.

The future of online Action Esque Consistent growth over the past
The future of viewing
ott entertainment Questionnaire couple of years indicates that
16. Consulting, Pune–India, Internet, mobile
services in India: entertainment in India OTT streaming platforms are
phones, etc
Quresh Moochhala 2018 here to stay giving Indians a
is changing at a rapid
new alternative to traditional
pace around the world cable television and cinema. It
is clear that entertainment is in
which has led to a
the process of being re-branded
sudden surge of to digital entertainment at a fast
pace in India
online streaming
video services
Impact of ott media \Asia-Pacific Journal of Online Path analysis The paper provides empirical
This study proposes to
on the society: questionnaire insights into the impact of OTT
17. Business
Insides from path investigate the same media. It reveals some
analysis: S.Shyam Administration, 2021 interesting and crucial insights
and discover its
Prasad into its influence.
 impact on the family,
and society, and
whether it has any
effect on individuals'
careers or education
and one's health.
Factors affecting Technology in Society Questionnaire Descriptive The study not only
The main objective is
consumers’ (168 comprehensively attempted to
18. 65, 101534, 2021
willingness to to test the factors responses) identify the reasons for
subscribe to ott video subscribing and not subscribing
affecting consumers'
streaming g in India: to OTT services but also
Samala Nagaraj, OTT subscription identified five major factors
Soumya Singh, and their effect on consumers’
decisions.
Venkat Reddy Yasa. online subscription preferences

Ott media streaming Media Watch 12 (3), 440- Quantitative Online prefer to devote their leisure
Various dimensions
in covid-19 450, and qualitative surveys/interview time before digital screens are
19.
lockdown the Indian 2021 like the socio- method s connected through the Internet,
experience :SC where they have a Consumers
economic,
Nayak, Santosh abundance of possibilities to
Kumar Biswal. employment, choose from a pool of media
content.
consumers’ media
consumption habits,
 and the like have been
radically changed, and
still counting
Rise of ott platforms: PalArch's Journal of Questionnaire Descriptive This has naturally propelled the
This research has
effect of the covid - rise of the OTT platforms
20. Archaeology of
19 pandemic: Ria shown that there is a which were at a very nascent
Patnaik, Reema Egypt/Egyptology and struggling stage before the
huge scope for OTT
Shah, Upendra Mora pandemic
18 (7),
platforms in the future
2277-2287, 2021
and the pandemic has
played a major role in
it.
Dr.S.Gomathi (2021). VIEWER’S PERCEPTION TOWARDS ‘OTT’ PLATFORM
DURING PANDEMIC. International Journal of Creative Research Thoughts (IJCRT),
9(8), 2021, 2320-2882.
The writers used a survey and a focus group discussion to perform primary research. During
the COVID-19 crisis, the first study looked at the impact of several aspects such as time,
content, convenience, contentment, and work from home (WFH) on OTT platforms, while
the second looked at how people's behavior changed before and during lockdown using
visual representation. The outcomes of this study demonstrate that lockdown has played a
significant effect on the growth of OTT platforms' viewing.

Ganuza, J. J., & Viecens, M. F. (2014). Over-the-top (OTT) content: implications and
best response strategies of traditional telecom operators. Evidence from Latin
America.  info.
The current investigation highlights shifts in consumers' media consumption in light of the
current environment of technological breakthroughs in telecommunication and better gadget
capacity. The move from traditional media to over-the-top (OTT) media has resulted in a
battle between streaming service providers to attract and maintain customers, particularly
during the COVID-19 shutdown period. In light of this shift, the current research uses
partial least squares structural equation modeling (PLS-SEM) to investigate the impact of
two key antecedents, customer engagement (CE) and quality of service experience (QoS),
on users' willingness to continue and subscribe (WCS) to streaming services in the future.
The research also looks at how satisfaction and habit play an indirect effect on motivation.

Gupta, G., & Singharia, K. (2021). Consumption of OTT media streaming in COVID-19
lockdown: Insights from PLS analysis.  Vision,  25(1), 36-46.
OTT video platforms, which were formerly considered a luxury, are now a commodity. In
India, a growing number of consumers are adjusting to it. While local streaming services
such as Hotstar and Jio Cinema have grown in popularity, global players such as Netflix and
Amazon Prime have steadily increased their market share in India. Through an analytical
study, this paper investigates the emergence, advantages, and future of streaming services in
India. We also discuss the various OTT services, as well as their growth factors,
technological background, audience characteristics, content, censorship, and predicted
industry advancements.
Madnani, D., Fernandes, S., & Madnani, N. (2020). Analyzing the impact of COVID-19
on over-the-top media platforms in India.  International Journal of Pervasive Computing
and Communications.
The way we access and consume content has changed dramatically as a result of
digitization. Information is always at our fingertips and only a click away. In a metaphorical
sense, the development of the Internet resulted in the globe shrinking. Content that focuses
on fun mixed with information (infotainment), rather than strictly newsy content, tends to
draw in a larger audience. The development of OTT services has given this trend a fresh
lease on life.
Without any fuss, content from all over the world is available. It is fair to say that OTT
platforms such as Netflix, Voot, Amazon Prime Video, and others have accelerated the
transformation of the world into a village. These platforms should be applauded for bringing
the world closer together and for developing a sense of community.

Puthiyakath, H. H., & Goswami, M. P. (2021). Is Over the Top Video Platform the Game
Changer over Traditional TV Channels in India? A Niche Analysis.   Asia Pacific Media
Educator,  31(1), 133-150.
OTT media services are a rapidly emerging media platform that continues to gain traction
with each passing day. The purpose of this study is to have a better knowledge of the trends
and patterns in the use of OTT platforms that are popular among teenagers, particularly
during the lockdown period. There were 395 people in the sample. Respondents ranged in
age from 17 to 26 years old (170 males and 225 females). The questionnaire is made up of
During the lockdown period, the youth were given a total of 30 items via the internet. To
evaluate the data, a percentage analysis was used. The findings revealed that the majority of
Netflix, Amazon Prime, and Hotstar were among the OTT platforms that young people
subscribed to. The top three OTT platforms where the lockdown had come to an end.

Saha, S. (2021). CONSUMPTION PATTERN OF OTT PLATFORMS IN

INDIA.  International Journal of Modern Agriculture,  10(2), 641-655.
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 the
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 the national or international
level, and quality of reception of digital content. Also instrumental in the competitive
internet data plans offered by telecom service providers in India.
Saini, N. (2020). Usage of OTT platforms during COVID-19 lockdown: Trends, rationale,
and implications.  PalArch's Journal of Archaeology of Egypt/Egyptology,   17(6), 4212-
4222.
The use of over-the-top (OTT) platforms has expanded considerably in India since the
outbreak of COVID-19 and the subsequent countrywide lockdown. During pandemics, the
increased popularity of video streaming has had a significant impact on established TV
stations. The goal of this research is to look into the competition, coexistence, and
competitive supremacy of OTT and TV when it comes to giving customers pleasure. The
niche theory was used to empirically quantify the degree of fulfillment provided by OTT
and TV, as well as their similarity and competitive supremacy across seven micro-
dimensions of gratification. The study's data was collected from 223 online users across
India. The study's findings show that OTT is a good option.

Singh, P. (2019). New Media as a Change Agent of Indian Television and Cinema: A
study of over-the-top Platforms.  Journal of Content, Community and
Communication,  9(1), 131-137.
India is a promising country that is at a crossroads in terms of the expansion of Over-The-
Top (OTT) platforms, which are driving the new evolution of the media and entertainment
industries. This includes people from both urban and rural areas, where access to smart
devices has expanded dramatically as a result of decreased costs and cost-cutting data
bundles. The expansion of OTT in the country has been attributed to increased internet
access, increased availability of high-quality content in foreign and regional languages, ad-
free shows, and binge-watching. Favorable demographics, relevant engaging material, free
content, and a variety of premium content subscription programs indicate that there is room
for future growth. The general public has access to their preferred content on various
screens and devices.

Sundaravel, E., & Elangovan, N. (2020). Emergence and future of Over-the-top (OTT)
video services in India: analytical research.  International Journal of Business, vol.
Management and Social Research,  8(2), 489-499
We are currently experiencing a period of lockdown that the people of India have never
experienced before and for such a long time. In such a case, in the age of technology and the
Internet, anyone would prefer to spend their spare time in front of a digital screen, where
they have a wide range of possibilities to choose from. The ever-increasing audience of
OTT video streaming services, as well as the prominent stars' preference for this medium,
support this. The amount of time we spend looking at screens has greatly increased in recent
years.

Vaidya Alpana, Vaidya Ajay, Patil Ameya (2022). OTT Platforms Usage Among Youth
During Lockdown. International Journal of Research and Analytical Reviews, 9(1),
2348-1269.
This article focuses on the interaction between the content market and telecom operators.
Traditional telecommunications companies are vulnerable to new markets and services that
emerge as a result of Internet access, particularly in the face of over-the-top content such as
Netflix. The authors develop a conceptual framework for analyzing telecom operators'
response tactics in the context of changing television technologies. They claim that the
technology that enabled service bundling was telecom operators' entry point into the content
industry and that internet TV may now be their exit point if they do not demonstrate
innovative tactics to stay in the market. This is the first study to look into the interaction.

Dasgupta, Dr. Sabyasachi, and Grover, Dr. Priya, Understanding Adoption Factors of
Over-the-Top Video Services Among Millennial Consumers (2019). International
Journal of Computer Engineering and Technology, 10(1), 2019, pp. 61-71, Available at
SSRN.
Takes note that Indian audiences have swayed towards OTT content and are willing to
spend for easy and unlimited access to content without a place and time limitation. It again
notes the inverse impact of the pricing strategy of OTT on its popularity. Data consumption
is another attribute that makes it a tough choice for Indian viewers and so is his habits and
preferences for TV as a medium.

12.
When it comes to digital media and the availability of new video material among
consumers, especially Generation Y, OTT (over-the-top video) has become a prominent
phrase in today's society. There was a time when everyone in the family sat down together
in the evening to watch traditional TV series like Ramayana, Mahabharata, and other epics
However, since 2013, OTT platforms have seen tremendous growth, and this trend is
expected to continue. By 2025, it is expected that the value of video streaming content
would approach $332 billion. This study, however, is discussing millennial customers'
adoption of OTT services and the different elements that lead to this adoption. The future of
OTT platforms will be bright thanks to 5G technology and advancements in the IT sector.
Future generations will be better equipped to deal with high-stress situations.

Koul, S.,  Ambekar, S.S.  and  Hudnurkar, M.  (2021), "Determination and ranking of
factors that are important in selecting an over-the-top video platform service among
millennial consumers",  International Journal of Innovation Science , Vol. 13 No. 1, pp.
53-66.
The goal of this study is to identify, rank, and create composite relational factors that
influence the mindset of millennial consumers when they choose an access-based
subscription to an over-the-top (OTT) platform service. For a firm intending to grow its
client base or a company trying to keep its customers in the competitive developing Indian
market of OTT platforms, it is necessary to understand what elements drive the subscription
of service. The method entails identifying elements that influence customer purchasing
behavior and having survey participants rate them in order of significance as a factor in
deciding whether or not to subscribe to an OTT platform service. For primary data, a
questionnaire is utilized as a method.

Sadana, M.  and  Sharma, D.  (2021), "How over-the-top (OTT) platforms engage young
consumers over traditional pay television service? An analysis of changing consumer
preferences and gamification",  Young Consumers, Vol. 22 No. 3, pp. 348-367.
The purpose of this study is to examine how the top over-the-top (OTT) platform is
becoming a preferred source of entertainment among young consumers in India over
traditional Pay-TV services (Cable TV/DTH) and what elements, such as gamification of
content, play a part in such preferences. The study is based on the usage and gratifications
theory as well as niche analysis. The study develops a conceptual framework for
understanding consumer preferences, which leads to a shift from old to new media. This
study uses exploratory and confirmatory factor analysis to provide an approach to
identifying the important implications of consumer replies through a structured online
survey done among various age groups.

Kumar, A. A., Rahman, E. U., & Sowmyya, T. (2021). The inclination of Indian Youth
Towards Video Streaming Platforms.  International Journal of Business and
Economics,  20(3), 233-247.
The advancement of technology has increased the number of video streaming services.
People would rather use these platforms than watch television. The current study was
conducted in light of the Indian population's switch to these video streaming sites. The
factors that influence the impact of video streaming platforms on Indian adolescents were
found in this study. A questionnaire-based survey method was used, comprising 15
questions. In India, the statistical population includes 158 respondents of various ages. The
questionnaires were utilized to gather data from the respondents, and the questionnaire's
reliability and validity were confirmed. A descriptive confirmatory factor analysis was used
in this investigation. Three factors emerged from the factor analysis as reasons for viewers
to prefer video streaming services to traditional television programming.

Moochhala, Q. (2018). The future of online OTT entertainment services in

India.  Actionesque Consulting, Pune–India.
The future of entertainment viewing in India is rapidly shifting around the world, resulting
in a spike in internet streaming video services. Although India has been slower to adopt
streaming services than other nations, the increased demand for internet connectivity with
4G and LTE, as well as the impending 5G mobile networks with limitless data, has made
these online services more accessible and inexpensive. This article will aim to investigate
the future of major streaming entertainment media platforms in the Indian market by
assessing each of them using primary and secondary data. The study will look at how
internet users are gradually replacing traditional media platforms like television and movies
with OTT (Over-The-Top) digital apps that provide leisure material.

Prasad, S. S. (2021). Impact of OTT media on the society: insights from path
analysis.  Asia-Pacific Journal of Business Administration.
The rapid spread of over-the-top (OTT) media has been aided by the internet's proliferation.
It is currently on the verge of having a massive social impact. However, no studies have
looked at the influence of OTT media on society, families, or individuals to date. This study
aims to look into it and see how it affects the family, and society, and whether it has an
impact on people's careers, education, and health. The patterns of OTT's effect on the family
and society were investigated using path analysis. This strategy was chosen since it enables
the examination of the data.

Nagaraj, S., Singh, S., & Yasa, V. R. (2021). Factors affecting consumers’ willingness to
subscribe to over-the-top (OTT) video streaming services in India.   Technology in
Society,  65, 101534.
Consumer behavior toward entertainment subscriptions has evolved since the emergence of
Over-the-Top (OTT) video streaming services by national and international providers such
as Netflix, Amazon Prime, and others. The goal of the research is to figure out why people
subscribe to OTT services and why they don't. The major goal is to see what influences
consumers' OTT subscription decisions. One hundred and sixty-eight replies were obtained
using the snowball sampling technique, while 300 responses were obtained using Mturk.
Consumers are divided into three groups: those who only have cable/DTH, those who just
have OTT, and those who have both cable and OTT. A cross-sectional descriptive technique
was used in this investigation. We found and reported fourteen reasons for subscribing and
eleven reasons for not subscribing. Exploratory Factor Analysis was used to identify five
factors: content, convenience, features, price, and quality.

Nayak, S. C., & Biswal, S. K. (2021). OTT Media Streaming in COVID-19 Lockdown:
The Indian Experience.  Media Watch,  12(3), 440-450.
Covid-19 has had a huge impact on people from all walks of life all across the world,
especially in India. Various factors such as socioeconomics, employment, media
consumption patterns, and so on have been drastically altered, and the list goes on.
Consumer media consumption patterns in India have changed dramatically as a result of
enormous technological interventions and penetrations, according to Covid-19. Consumers
prefer to spend their leisure time in front of digital screens connected to the Internet, where
they have a plethora of options for media content to choose from. As a result, OTT video
services, which were formerly seen to be a luxury, have become required. The broad talking
points have been the uses and enjoyment gained from these platforms for the viewers.

Patnaik, R., Shah, R., & More, U. (2021). Rise of OTT Platforms: Effect of the C-19
Pandemic.  PalArch's Journal of Archaeology of Egypt/Egyptology,  18(7), 2277-2287.
The pandemic of Covid-19 has altered the way Indians consume entertainment. While
movie theatres were formerly synonymous with hangout spots and movies, customers are
now more interested in Netflix-n-Chill. The pandemic has forced customers to stay indoors
for more than a year, forcing them to seek out more adaptable forms of entertainment. This
has accelerated the emergence of over-the-top (OTT) platforms, which were in their infancy
and struggled before the pandemic. Disney+ Hotstar, Netflix, Amazon Prime, and other
formerly obscure services have become household names. These OTT platforms cater to all
members of the family, from the youngest to the oldest.

CHAPTER- 3
RESEARCH METHODOLOGY
 RESEARCH OBJECTIVES

Every research is based on some objectives; some are with this research study. The
following are the main objectives of this research: -

1. To measure the use of OTT platforms among youth.

● There is almost an equal majority of youth who use the OTT platforms both
occasionally as well as weekly.
● The majority of the youth uses a single OTT platform regularly and the next large
group
of youth uses 2 OTT platforms regularly.

2. To recognize popular OTT platforms & content preferences of youth in OTT

platforms.
● Amazon Prime Video is the most popular OTT platform among youth followed by
Netflix and then Disney + Hotstar.
● The majority of the youth prefer to watch movies & web series on the OTT platforms
followed by web shows & news.

3. To understand the use of OTT platforms concerning the change in pre & post
COVID-19 pandemic.
 Majority of the youth has started using OTT platforms after the arrival of the
COVID-19 pandemic and the next majority has only been using OTT for 2 years.
 Most of the youth have increased their consumption of OTT platforms after the
occurrence of the COVID-19 pandemic.
 RESEARCH METHODOLOGY

RESEARCH DESIGN

The Research Design of the project is DESCRIPTIVE as it describes data and

characteristics associated with the youth using OTT platforms. In descriptive research
design, a researcher is interested in describing a particular situation or phenomena under the
study. It is a theoretical type of research design based on the collection, design, and
presentation of the collected data. Descriptive research design covers the characteristics of
people, materials, and socio-economic characteristics such as their gender, age, education,
occupation, income, etc.

SAMPLE DESIGN

Universe of the Study:

The preferred location for this research is Bareilly, Uttar Pradesh.

Sampling Unit:
The sample unit will be an Individual.

Sample Size:
The sample size for the research will be 100 responses

Sampling Technique:
The sampling technique will be Nonprobability Convenience Sampling.
Data Collection Technique:
Primary Data (Online and Offline Survey) and Secondary Data (Research Papers, Online
Articles).

METHODS OF DATA COLLECTION

There are two methods of data collection to accomplish the objectives of the study: -
a. Primary Data
b. Secondary Data

In this project research, both these methods of data collection are used.

PRIMARY DATA: -
Primary Data is the data that is collected by a researcher from first-hand sources, using methods like
surveys, interviews, or experiments. The primary data are those which are collected fresh and for the
first time and thus happen to be original. Primary data is also called Raw Data. The Primary Data of
this project Research is collected by ONLINE & OFFLINE surveys in the form of a Questionnaire.

SECONDARY DATA: -
Secondary Data refers to the data collected by someone other than the user i.e., the data is
already available and analyzed by someone else. Common sources of secondary data
include various published or unpublished data, books, research journals, online and offline
articles, etc. This study also comprises Research journals, online articles- both newspaper
and website articles, and Industry Reports.
 CHAPTER- 4
DATA PRESENTATION AND
INTERPRETATION