Published Online:October 2025
Product Name:The IUP Journal of Applied Economics
Product Type:Article
Product Code:IJAE041025
DOI:10.71329/IUPJAE/2025.24.4.56-92
Author Name:Ritika Rao Veerisetti
Availability:YES
Subject/Domain:Economics
Download Format:PDF
Pages:56-92
The rapid expansion of over-the-top (OTT) video streaming services has transformed content consumption patterns, particularly among digitally literate populations such as college students. This study explores the factors influencing streaming platform preferences and satisfaction levels among Gen Z college students in India. Employing a combination of descriptive statistics, multinomial logit (MNL) and ordered logit (OLOGIT) models, the analysis identifies key determinants of platform choice, including income, bundling strategies, price sensitivity, and regional disparities. The findings suggest that price discrimination, network effects, and behavioral inertia significantly impact subscription decisions, while content diversity and platform usability shape overall satisfaction. The study also highlights the role of peer recommendations, algorithmic content curation, and bundling incentives in consumer retention. The results offer practical insights for streaming platforms seeking to optimize pricing models and content strategies, and policymakers aiming to regulate the rapidly evolving digital entertainment market.
Over two decades ago, movies and television were synonymous with the entertainment industry. However, a new trend has emerged in the recent past. These well-established sources of entertainment have been overtaken by the over-the-top (OTT) platforms, which have transformed entertainment in both the literal and figurative sense. This signals a significant shift in human behavior. Through the lens of economics, the core questions lie in why this transformation has occurred and what it tells about the evolution of economic decisionmaking.