Published Online:February 2026
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM010226
DOI:10.71329/IUPJMM/2026.25.1.5-29
Author Name:Rashmi Gotecha and Nirav Mandavia
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:5-29
The rise of Over-the-Top (OTT) platforms has transformed content consumption, necessitating a deeper understanding of consumer behavior. This study explores the interplay between demographics, content preferences, and subscription dynamics to identify key drivers of user engagement. A structured survey collected 175 responses using a convenience sampling method. The study follows a descriptive research design and applies chi-square and regression analysis to examine platform selection, subscription flexibility, and content affinity. The key findings highlight that demographics significantly shape content preferences, with thriller/mystery genres and web series finding favor among 25 to 45 year olds. Subscription decisions are driven by content exclusivity, free trials, and peer recommendations, while streaming quality and device compatibility are critical evaluation metrics. Higher-income households exhibit stronger platform loyalty, whereas students and low-income groups prioritize affordability. These insights will be of use to OTT providers to refine content curation, enhance personalization, and develop adaptive subscription models.
The rapid evolution of Over-the-Top (OTT) platforms has disrupted traditional content distribution channels, revolutionizing how audiences consume entertainment. The rise of on-demand digital streaming has been fueled by increased smartphone penetration, affordable high-speed Internet, and AI-driven personalized content recommendations (Statista, 2023). As of 2023, the global OTT market is projected to reach $434.5 bn by 2027, growing at a compound annual growth rate (CAGR) of 16.7% (PwC, 2023). India, a key driver of this growth, is set to become a $15 bn OTT market by 2030, propelled by an expanding digital consumer base, regional content consumption, and diverse monetization models (KPMG, 2022).