Impact Assessment of Over-The-Top (OTT) Platforms on Youth: A Survey Questionnaire Study

Authors

  • Dikscha Sapra, Sakshi Taaresh Khanna, , Vashu Tangri, Anukool Johri , Gautam Gupta

Keywords:

Audience demographics, considerations,willingness

Abstract

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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Published

12.06.2024

How to Cite

Dikscha Sapra. (2024). Impact Assessment of Over-The-Top (OTT) Platforms on Youth: A Survey Questionnaire Study. International Journal of Intelligent Systems and Applications in Engineering, 12(4), 3122–3135. Retrieved from https://ijisae.org/index.php/IJISAE/article/view/6805

Issue

Section

Research Article