Impact Assessment of Over-The-Top (OTT) Platforms on Youth: A Survey Questionnaire Study
Keywords:
Audience demographics, considerations,willingnessAbstract
This study analyzes how rapid expansion in Over-The-Top (OTT) platforms affects audience behavior and preferences. It studies consumer demographics, spending, and content preferences. Audience demographics, monthly income and OTT expenditure, platform choice considerations, sharing behaviors, OTT time spent, language preferences, preferred platforms, content satisfaction, watching devices, genres, and subscriber retention methods are important. Age and OTT spending, gender and platform preference, city type and viewing time, educational level and genre preference, employment status and willingness to pay for premium features, salary bracket and platform recommendations, language and content preference, engagement duration and content satisfaction, binge-watching behavior, and retention strategies for shared accounts. Data shows strong demographic correlations with OTT consumption. Younger people binge-watch and spend more on OTT services, while elderly viewers value content quality and recommendations. Gender affects genre and platform. The survey highlights personalized suggestions and smooth-watching experiences as major customer happiness and loyalty drivers. These insights help content creators, marketers, and OTT providers improve user experiences, personalize content, and develop retention tactics to increase user engagement and happiness.
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