The IUP Journal of Marketing Management
Factors Affecting Buyers' Choice of OTT Platform in Pune Region

Article Details
Pub. Date : November, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM21121
Author Name : Megha Jain, Nitesh Behare and Rashmi Mahajan
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 13



With digitization, the test is to see how customers are getting more relevant content on Over-The-Top (OTT) and whether the companies are working on it to capture more markets. The main aim of the study is to identify the factors leading to buyer's choice of an OTT platform among viewers of the Pune region. This study is basically on some of these OTT platforms-Amazon Prime Video, Netflix, Hotstar, Voot, Jio Play, Zee5 and Alt Balaji. The participants in the study were various viewers of the different platforms. The sample included around 250 respondents to examine the viewpoint, that is, how these consumers got to know about the platforms, and which factors influence consumer choice of the different services, such as, preferred platform for watching shows, awareness medium, preferable place of watching, etc. Based on the analysis of the data, there is enough evidence to show that the factors that influence consumer choice are Ad-free viewing experience, cost of subscription, and payment options. Today, viewers are more into the digital world and the contents provided by these OTT platforms are catchier and hasslefree. Amazon Prime Video was the most preferred platform for viewers among all OTTs available in the market.


In accordance with the worldwide pattern, the Indian buyers have also gradually increased their spending in the digital world. This is witnessed in areas including news (content), music (sound), or video. Increasing Internet penetration and mobile devices proliferation and the added convenience of watching the content any time, anywhere along with the increasing demand for personalized content is the key drivers for this trend.

This study aims to find the impact of influential factors on the buyer's choice of OTT platforms. OTT has caught the attention of the consumers in India. OTT platform is a streaming media offered legitimately to watchers over the Internet. OTTs are commonly adopted by means of paid memberships, however, there are exemptions.