Study of consumer preferences in the emerging OTT Industry in India

Abstract

As per PricewaterhouseCoopers’ (PwC) report, the over the- top (OTT) video industry in next 4 years is expected to record one of the highest growth rates in the Indian media and entertainment industry. India’s subscription video on demand (SVoD) industry is projected to grow at a CAGR of 21.82% to reach Rs. 11,977 crores by 2023 (Lata Jha, 2019). In this highly competitive industry, we have seen the rise of numerous domestic and global players such as Netflix, Amazon Prime, Hotstar, Voot, SonyLiv, etc. Given the diaspora of the Indian consumers, it is interesting to understand how these OTT platforms strive to garner larger share of the pie via multiple marketing & product techniques to keep up with the ever-changing preferences of the consumers. Owing to the myriad needs & preferences of Indian consumers, OTT industry is an intriguing sector to study from the lens of marketing. We aim to understand the preferences of Indian 5 consumers in OTT platforms, features that work for them and in detail analyze the competitive OTT market based on the insights and data collected.