The IUP Journal of Marketing Management
Factors Affecting Millennials’ Preference for Online Video Streaming Apps in Ahmedabad

Article Details
Pub. Date : Feb, 2020
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM20220
Author Name : Amish Soni, Hammad Puthawala
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 32



The study was carried out to examine the millennials' preference towards online video streaming apps in Ahmedabad, Gujarat. Video streaming is becoming a part of our modern daily lives. Today, millennials want to be entertained with stories made for them and consumed on devices at a time and place of their choice. Millennials start their day with technology, live along with technology and end with technology, and nowadays viewers engage in binge watching. The purpose of this study is to know why which millennials shift from traditional media to streaming platforms and how much time and money millennials spend on streaming apps. The results show that convenience/flexibility, choice-related content, catalogue of video, advertisement and technical glitch in the television are the factors which move respondents towards online video streaming apps. Based on the factor analysis, two factors were summarized out of the total items. Most of the respondents spend two to three hours daily on online video streaming app and a majority of them prefer movies, web series, TV shows, comedy, action and live sports contents on streaming platforms.


Millennials are using social media networks much more than older cohorts. Consumer behavior is changing, considering young and old, rich and poor all are hooked to their phone screens. In the last three to four years, more than 30 video streaming platforms have been launched in India. This includes ALTBalaji, Hotstar, SonyLIV, Zee 5, Viu (from Vuclip), Press Play, FastFilmz, nexGTv, Voot, Spuul, Amazon Prime and Netflix are among the dozens of video streaming apps or OTT (over-the-top) brands in India (Figure 1).


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