MAJOR PROJECT

ON

“A study on the consumption of OTT platforms among youth.”

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF

THE DEGREE OF BACHELORS IN BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF:

Dr. Surbhi Pahuja

Assistant Professor, RDIAS

SUBMITTED BY:

Name of the Student: Palak Mundhra

Enrolment No.: 09915901720

BBA Semester VI

Batch 2020– 2023

RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES

An ISO 9001:2015 Certified Institute

NAAC Accredited: A+ Grade (2nd Cycle), Category A+ Institution (by SFRC, Govt. of NCT Delhi)

(Approved by AICTE, HRD Ministry, Govt. of India)

Affiliated to Guru Gobind Singh Indraprastha University, Delhi

2A & 2B, Madhuban Chowk, Outer Ring Road, Phase-1, Delhi-110085

1
 Table of Content

Particulars Page No.

Student Declaration 3

Certificate from Faculty Guide 4

Acknowledgement 5

Executive Summary 6

Chapter 1: Introduction 7-9

Chapter 2: Review of Literature 10-15

Chapter 3: Research Methodology 16-17

Chapter 4: Data Analysis 18-24

Chapter 5: Findings 25-26

Chapter 6: Conclusion 27-28

References 29-30

Annexures 31-36

2
 STUDENT DECLARATION

This is to certify that I have completed the project titled “A study on the consumption of OTT platforms
among youth” under the guidance of “Dr. Surbhi Pahuja” in the partial fulfilment of the requirement
for the award of the degree of “Bachelors in Business Administration” from “Rukmini Devi Institute of
Advanced Studies, New Delhi.”

It is also certified that the project of mine is an original work and the same has not been submitted
earlier elsewhere.

Name of the Student: Palak Mundhra

Enrolment Number: 09915901720

Class & Section: BBA, Semester 6

3
 CERTIFICATE FROM FACULTY GUIDE

This is to certify that the project titled “A study on the consumption of OTT platforms among
youth” is an academic work done by “Palak Mundhra” submitted in the partial fulfilment of the
requirement for the award of the degree of “Bachelors in Business Administration” from “Rukmini
Devi Institute of Advanced Studies, New Delhi.” under my guidance and direction.

To the best of my knowledge and belief the data and information presented by him / her in the project
has not been submitted earlier elsewhere.

Dr. Surbhi Pahuja

Assistant Professor,

RDIAS

4
 ACKNOWLEDGEMENT

I would like to thank all the individuals who have been helping me and been with me throughout the
project. I am thankful to our faculty “Dr. Surbhi Pahuja” for her ongoing support during the project,
from initial advice, and encouragement, which led to the final report of this project.

A special acknowledgement goes to my group members who helped me in completing the project by
exchanging interesting ideas and sharing their experience.

I wish to thank my parents as well for their undivided support that encouraged me, without whom I
would be unable to complete my project.

At the end, I want to thank all the respondents who devoted their time and gave valuable inputs that
helped in completion of my project.

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 EXECUTIVE SUMMARY

This project will investigate the effects to improve is to change; to be perfect is to change often Over-
the- top technology is also referred to as OTT known as streaming video. Over-the-top applications and
content are in high demand after Jio released a more affordable data package. Only in the last two years
have more than a dozen extravagant service providers begun offering their products and services. Given
the availability of more than 400 million smartphones and the more affordable and quicker 4G internet
connection, the Indian entertainment sector is expanding quickly. Over 80% of online video viewing is
done on smartphones, according to a research in Business Standard.

With full control over the exact kind and quantity of content they wish to see, viewers will now be able
to choose their own pricing and content. The introduction of OTT platforms by individual media
organisations is a significant trend in television content consumption. The number of devices that
support these platforms is growing, and there has been a huge growth in the number of internet and
mobile data subscribers.

With full control over the exact kind and quantity of content they wish to see, viewers will now be able
to choose their own pricing and content. The introduction of OTT platforms by individual media
organisations is a significant trend in television content consumption. The number of devices that
support these platforms is growing, and there has been a huge growth in the number of internet and
mobile data subscribers

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 CHAPTER 1

INTRODUCTION

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“To improve is to change; to be perfect is to change often” (Winston Churchil).

According to Winston Churchill's famous phrase, "Change is the foundation for improvement and
therefore development," India is considered to be a developing country. Change may take many
different forms, such as new ideas, innovations in technology, and new ways of doing things, whose
adoption is now necessary.

When it comes to visual presentation, digital media has demonstrated to be a significant game changer.
People are switching from viewing television, their traditional medium, to new media. A TV set, often
known as an old-fashioned or traditional television, is a device used to watch television. It is a form of
communication that acts as the centre of audio-visual enjoyment in homes. The old methods of
advertising have been put to the test as digital media has changed the way people communicate and
obtain information. Global advertising budgets have changed as a result of its rising popularity. Large
circulation newspapers and traditional TV/broadcast television are no longer seen as the primary or best
ways to reach smaller niche audiences for advertising. Increasing numbers of businesses are
personalising and communicating online.

Over-the-top technology is also referred to as OTT known as streaming video. Over-the-top

applications and content are in high demand after Jio released a more affordable data package. Only in
the last two years have more than a dozen extravagant service providers begun offering their products
and services. Given the availability of more than 400 million smartphones and the more affordable and
quicker 4G internet connection, the Indian entertainment sector is expanding quickly. Over 80% of
online video viewing is done on smartphones, according to a research in Business Standard.

With full control over the exact kind and quantity of content they wish to see, viewers will now be able
to choose their own pricing and content. The introduction of OTT platforms by individual media
organisations is a significant trend in television content consumption. The number of devices that
support these platforms is growing, and there has been a huge growth in the number of internet and
mobile data subscribers. One of the major prospects in the market is the rise of OTT platforms due to
the gradual but positive increase in the number of individuals who want and want both "Produced-for
TV" and exclusive freshly brewed content on demand anytime of the day.

Netflix and Amazon are major international player in online streaming media in India, both have started
their business in 2016 in this country. These international players are steadily growing in India. India
has
8
seen a phenomenal expansion of this industry. Players from India and throughout the world are
investing in the Indian market. In the past few years, domestic players including Hotstar, Zee5, Jio TV,
Alt Balaji, and Jio Cinema have established themselves in the market. More than a dozen OTT service
companies recently launched operations in India. In our nation, all major media companies have
launched their OTT operations. Major domestic players include Viacom18 (Voot), Zed (Zee5), Balaji
(Alt Balaji), and Star (Hotstar).
These internet platforms are limiting how often films are seen in theatres and how often people view
videos on television. The introduction of 4G services and the widespread use of smartphones present
chances for creators of films and television shows to monetize their video content via digital channels.
Due to their modest needs and reasonable costs, these digital platforms reduce producer risk.

9
 CHAPTER 2
REVIEW OF LITERATURE

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 Moochhala, Q. (2018) - This paper showcased that the future of various streaming entertainment
media platforms by evaluating each of them in the Indian market.
 Bhavsar, R. (2018) - The goal of this essay is to evaluate prior studies on online television
viewing, digital media consumption patterns, news agency findings, and predictions made by
international consulting and professional service businesses. Digital media is replacing
traditional television viewership and advertising in the same way that smartphones have
replaced classic radios in the house. These are the significant topics for which this study was
conducted, and in it, the motivating factors for rising digital media consumption have been
carefully examined and covered. The paper also summarizes recommendations made by looking
at content to improve the advertising industries and highlights difficulties facing traditional
television and the advertising industry.
 Park, S., & Kwon, Y. (2019) - This paper infers those strategies like Content Differentiation and
Better Service Optimisation can be considered for the growth and preference of people towards
of OTT Platforms.
 Singh, P. (2019) - This research lays out the facts that entertainment is the biggest reason for the
use of OTT Platforms, second being the mobility of gadgets and last but not the least
Availability of Content on Demand.
 Chen, Y. N. K. (2019) - Through this paper, it is evident that nowadays OTT platforms are
gaining more popularity among the audience as compared to traditional television. OTT TV’s
strong influence is centered on a few western brands alone and not the local ones.
 Dasgupta, Dr. S., & Grover, Dr. P. (2019) - This study uses a novel approach to superimpose the
theoretical framework of Uses and Gratification designed for television onto the internet
platform in an effort to comprehend consumer consumption patterns and OTT adoption drivers.
Four factors that contribute to the success of this platform were identified by the qualitative
technique used in this study: convenience, mobility, content, and subscription tactics. These
strategic considerations will guarantee greater consumer engagement with OTT content.
 Kumari, T. (2020) -The findings of this study shows that OTT Platforms have affected the
television and movie watching habits of more than 88% users. It can also be concluded that
Smart Phones are the most preferred devices for consuming this Over-The-Top Media.

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 Malewar, S., & Bajaj, S. (2020). - This paper aims at identifying factors that stimulates the
customers to adopt and use OTT video streaming platforms in India by applying Unified Theory
of Acceptance and Use of Technology 2 (UTAUT2) Model. It accomplishes that the key drivers
of adopting and using OTT video streaming platforms are performance expectancy, price value,
habit and content availability.
 Saini, N. (2020) - According to the survey, using OTT multimedia services like Netflix,
Amazon Prime, Voot, and Hotstar (formerly Disney Hotstar), etc., has increased, notably among
the population's younger age cohorts. The popularity of the content is due to the informational
and entertaining value it brings, as well as the interest it provides to those who enjoy learning
about various cultures throughout the world. A noticeable increase can also be seen in how
frequently series are watched instead of films. This pattern suggests a growth in OTT content
demand as well as a rise in OTT video-on-demand platform popularity.
 Jain, M. K. (2021) - This research paper reflects that with people becoming more tech savvy and
new advancements in the technology, with the rising usage of Internet and Mobile Phones, OTT
Platforms have grown rapidly. The COVID-19 pandemic has also contributed largely in the
increasing subscriptions of OTT Platforms. People are positively adopting OTT Platforms and
are happy to use it.
 Gupta, M. P. (2021). - This research paper tells us that the features like 24x7 availability,
variety of content, easy access for the public are some of the factors that gives Web Series (on
OTT Platforms) an edge over TV Series (on Traditional Platforms).
 Gupta, G., & Singharia, K. (2021) - This paper explains that with the world facing the impact of
the pandemic, the implications emerging from the study present an opportunity to the providers
of OTT platforms to capitalize on the perceived change to the best of their advantage.
 Parihar, S., & Kant, M. K. (2021) - This report primarily focuses on consumer satisfaction
levels and the influence of the marketing mix on OTT platform users. 200 populations were
chosen as the sample size for the study, and the data were analysed using the frequency test,
correlation, regression, and ANOVA test. The study examined that OTT and discovered
consumer satisfaction levels. Today's most popular platforms are Amazon, Netflix, Hotstar,
Voot, and Sonyliv, which are used by children, working men, homemakers, and businesspeople
in addition to young people.

12
 Singh, Dr. R. & Singh, U. (2022) - The goal of the study is to determine the prevalence of binge
watching among adolescents and the relationship between binge watching and loneliness. There
were 60 people in the sample, 30 of whom were boys and 30 of whom were girls. The age range
for the purposive sampling was 14 to 18-year-old adolescents. Teenagers (boys and girls) are
the independent variable in this study, and loneliness & binge watching are the dependent
factors. Adnan Hamid & Mohammad Parvez created their own surveys for binge watching and
the loneliness scale (Social interaction, Interpersonal relationship, Distressed reaction, Social
isolation, Emptiness). For the outcome, a descriptive statistical analysis was conducted.
According to the research, teenage loneliness and binge watching are significantly correlated.
 Mulla, T. (2022). - This paper reflects why people are adopting OTT Platforms over
Conventional Platforms of Media. Reasons for the same include versatile content, more
features, convenience, etc.
 Wagh, V. W., Deshpande, R. G., Patil, K. S., & Hadole, S. V. (2022) - In this study, the effects
of streaming media on Indian adolescent audiences are investigated.The survey examined the
attitudes of young people towards web series and other forms of online streaming media,
including those offered by Netflix, Amazon Prime, YouTube, and BitTorrent downloads, among
other websites.This study examines the psychological effects and behavioural modifications that
young people experience as a result of watching internet shows. This study, which uses
quantitative research methodology, is conducted using the questionnaire research
approach.Young professionals working in Pune, as well as undergraduate and graduate students,
were among those who responded to the survey and consumed online video content.
 Negi, V. (2022) - This study sought to examine how young people's OTT (Over-the-Top)
consumption habits changed under lockdown. The research on the effects of the OTT platform
on psychological, behavioural, eating, and binge-watching behaviours from March 25, 2020, to
March 31, 2021, is thoroughly reviewed in this paper. In the study, the PRISMA methodology
for systematic literature was employed, and 381 research publications specifically related to the
topic were found using structured keyword searches in the Google Scholar and Web of Science
databases. Only 63 records were determined to be appropriate following the screening process
and included for evaluation in the study. The findings showed that during the Covid-19
pandemic, researchers studied psychological factors, binge-watching, eating behaviours, and
suicidal cases in their research piece.

13
 Pinge, C. & Shinde, C. (2023) - The research is important because it identifies the
characteristics that influence customer use of multiplexes and OTT platforms, which will help
the entertainment business thrive. The result reached will aid industry in understanding the
variables influencing customers' use of OTT platforms and multiplexes. The study emphasises
the need to improve the social interaction, visual and audio quality, and overall moviewatching
experience in multiplexes. The focus should be on diverse content, ad-free streaming, top-notch
audio and video, and affordability for OTT platforms. The report also shows that OTT platforms
have the biggest influence on young people.
 Pratap, S., Jain, M., Singh, S. K., & Pandey, S. K.(2023) - The goal of the study is to conduct a
thorough analysis of OTT (over-the-top) platforms, including how and why they are developing
in India. The OTT platforms are also examined in this study during the COVID-19 epidemic.
We discovered that a number of films have been huge successes across India in recent years,
and the emergence of other platforms has only increased the prospects for performers and
producers. Filmmakers need to step up their game because, according to this survey, there is no
competition between theatres and digital platforms. OTT has increased options and changed
viewership trends. Because the same performers and creators are experimenting with several
platforms, films and other types of media will flourish together.
 Behera, J. (2023) - The purpose of this study is to investigate how regular exposure to graphic
material on OTT platforms affects young people's tolerance for it. The popularity of web series
and films on OTT platforms has recently increased. It has been noted that the majority of these
online series and films are loaded with graphic and violent imagery. It is important to look into
the connection between the increase in viewing and such content in light of the popularity of
these web series. The interaction between these factors is underlined in this study in relation to
the desensitization of young people to graphic content. The study makes use of both the
Cultivation theory and the desensitization theory's contributions.

14
 NEED OF THE STUDY

There are several reasons why studying the consumption of OTT platforms among youth is important.
Here are a few:

Changing Viewing Habits: The rise of OTT platforms has led to a shift in viewing habits among young
people. This shift has implications for the media industry and the way content is produced, distributed,
and consumed.

Impact on Traditional Media: The growing popularity of OTT platforms has had a significant impact on
traditional media such as television and cinema. Understanding the factors that influence young
people's consumption of OTT platforms can help traditional media companies adapt to changing market
conditions.

Business Opportunities: OTT platforms have become a major player in the media industry, and
understanding the consumption patterns of young people can help businesses identify new opportunities
and strategies to capitalize on this trend.

Social Impact: The content available on OTT platforms can have a significant social impact,
particularly among young people who are more susceptible to the messages conveyed in media.
Studying their consumption patterns can help us understand the influence of media on young people
and develop strategies to promote positive values.

Policy Implications: The growth of OTT platforms has raised questions about the need for regulatory
oversight and the impact on traditional media. Understanding the consumption patterns of young people
can inform policy decisions related to media regulation and support the development of a sustainable
media ecosystem. In summary, studying the consumption of OTT platforms among youth is important
for understanding the changing media landscape, identifying business opportunities, promoting positive
values, and informing policy decisions.

15
 CHAPTER 3
RESEARCH METHODOLOGY

16
1. Research Objective

• To study the popularity of OTT media platforms in comparison to films/ TV channels post
lockdown.
• To assess the reasons of the enhancement on on-demand content popularity among youth.
• To examine the implications, it will have on the content production and distribution vis-a-vis
the change in consumption habits of audience.

2. Research Design
A Descriptive research design is used to conduct this research. Descriptive research is a type of
research that describes a population, situation, or phenomenon that is being studied. It
focuses on answering the how, what, when, and where questions If a research problem, rather
than the why.

3. Source of Data
Primary Data: These are the data which are collected from some primary sources i.e., a source
of origin where the data generate. These are collected for the first time by an investigator or an
agency for any statistical analysis. “Data which are gathered originally for a certain purpose are
known as primary data”.

Secondary Data: Secondary data is the data that has already been collected through primary
sources and made readily available for researchers to use for their own research. It is a type of
data that has already been collected in the past.

4. Time Period of the study

The time of the study for the above research is 3 Months.

5. Analytical Tools
The Following tool are used to analysis the research as
follow: MS- Excel

17
 CHAPTER 4
DATA ANALYSIS

18
  Age

 Gender

19
  Occupation

 Questions

Interpretation- From the above data, it can be concluded that 92.1% respondents prefer OTT
Platforms over the traditional TV or Films.

20
  Questions

Interpretation- It can be seen that 57.4% of the respondents use OTT Platforms for wide variety of
content, followed by ad-free or limited ads (47.5%) and then for the sake of flexibility and convenience
(41.6%).

 Questions

Interpretation: It can be concluded from the above data that the respondents are willing to pay a
decent amount to watch content on OTT Platforms.

21
  Questions

Interpretation- From the above data, it can be concluded that the amount of money the respondents are
spending is mainly less than Rs300 (25.7%) and very less number of people are spending more than
Rs1000 (12.9%).

 Question-

Interpretation- From the above data, it can be concluded that the most common OTT Platform is
Disney Hotstar (59.4%), followed by Amazon Prime (58.4%), then followed by Netflix (51.5%).

22
  Question-

Interpretation- From the above data, it can be concluded that mostly people are spending an
approximate of 3-4 hours a day using OTT Platforms.

 Question-

23
Interpretation- From the above data, it can be concluded that the most common content watched on
OTT Platforms is movies (56.4%) followed by TV shows and series (52.5%) and the least watched
content is Kids and Family content (10.9%).

 Question-

Interpretation- 93.1% of the respondents feel that there is a possible future for OTT Platform in India.

24
CHAPTER 5
FINDINGS

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1. OTT platforms are increasingly becoming popular among youth, with many turning to them as an
alternative to traditional TV and movie watching.

2. The majority of youth are turning to OTT platforms for convenience and cost-savings, with most
reporting that they prefer to watch content on these platforms rather than traditional TV or movie
theaters.

3. Youth also report that they prefer to watch content on OTT platforms due to the increased selection
and availability of content, as well as the higher quality of video and audio.

4. OTT platforms are also seen as being more interactive and engaging than traditional TV or movie
theaters, with many youth reporting that they appreciate the ability to comment and interact with other
viewers.

5. The majority of youth also report that they prefer to watch content on OTT platforms due to the
ability to watch it on their own time, and the availability of content that may not be available on
traditional TV or movie theaters.

6. The majority of youth report that they are willing to pay for content on OTT platforms, with many
preferring to pay a subscription fee rather than purchase individual episodes or movies

26
CHAPTER 6
CONCLUSION

27
The conclusion of this project is that OTT platforms have experienced a tremendous surge in usage
among youth due to the flexibility, convenience, and cost-effectiveness they offer. OTT platforms
provide a wide array of content that is tailored to the needs of the youth, including exclusive shows,
movies, and other content. Furthermore, OTT platforms are continuing to expand their offerings,
making them increasingly attractive to the youth demographic. As a result, it appears that youth are
increasingly turning to OTT platforms for their entertainment needs.

The conclusion of this project is that OTT platforms have experienced a tremendous surge in usage
among youth due to the flexibility, convenience, and cost-effectiveness they offer. OTT platforms
provide a wide array of content that is tailored to the needs of the youth, including exclusive shows,
movies, and other content. Furthermore, OTT platforms are continuing to expand their offerings,
making them increasingly attractive to the youth demographic. As a result, it appears that youth are
increasingly turning to OTT platforms for their entertainment needs.

28
REFERENCES
• Jain, M. K. (2021). The Rise of OTT Platform: Changing Consumer Preferences. EPRA
International Journal of Multidisciplinary Research (IJMR), 7(6), 257-261.
• Singh, P. (2019). New Media as a Change Agent of Indian Television and Cinema: A study of
over the top Platforms. Journal of Content, Community and Communication, 9(1), 131-137
• Kumari, T. (2020). A study on growth of over the top (OTT) video services in India.
International Journal of Latest Research in Humanities and Social Science (IJLRHSS), 3(9), 68-
73.
• Moochhala, Q. (2018). The future of online OTT entertainment services in India. Actionesque
Consulting, Pune–India.
• Park, S., & Kwon, Y. (2019). Research on the Relationship between the Growth of OTT Service
Market and the Change in the Structure of the Pay-TV Market.
• Gupta, M. P. (2021). The factors effecting shift of Indian customers from TV series to web
series- the future of OTT services in India. EPRA International Journal of Multidisciplinary
Research (IJMR), 7(2), 143-150.
• Gupta, G., & Singharia, K. (2021). Consumption of OTT media streaming in COVID-19
lockdown: Insights from PLS analysis. Vision, 25(1), 36-46.
• Malewar, S., & Bajaj, S. (2020). Acceptance of OTT video streaming platforms in India during
covid-19: Extending UTAUT2 with content availability. Journal of Content, Community and
Communication, 12, 89- 106.
• Mulla, T. (2022). Assessing the factors influencing the adoption of over-the-top streaming
platforms: A literature review from 2007 to 2021. Telematics and Informatics, 101797.
• Chen, Y. N. K. (2019). Competitions between OTT TV platforms and traditional television in
Taiwan: A Niche analysis. Telecommunications Policy, 43(9), 101793.
• Singh, R., & Singh, U. Binge Watching on OTT Platforms: Loneliness in Adolescents.

• Saini, N. (2020). Usage of OTT platforms during COVID-19 lockdown: trends, rationale and
implications. PalArch's Journal of Archaeology of Egypt/Egyptology, 17(6), 4212-4222.
• Bhavsar, R. (2018). The Burgeoning Digital Media Consumption: A Challenge for Traditional
Television and Advertising Industries-An Analysis. Amity Journal of Media & Communications

29
Studies (AJMCS), 8(1).

30
• Dasgupta, D., & Grover, D. (2019). Understanding adoption factors of over-the-top video
services among millennial consumers. International Journal of Computer Engineering and
Technology, 10(1).
• Pinge, C., & Shinde, C. A STUDY OF FACTORS INFLUENCING THE USE OF OTT
PLATFORMS AND MULTIPLEXES.
• Pratap, S., Jain, M., Singh, S. K., & Pandey, S. K. Analyzing The Factors Affecting Media
Consumer Trends During The COVID-19 Period-The Rise Of Web Series By Different Otts V/S
Traditional TV Serials In India. European Journal of Molecular & Clinical Medicine (EJMCM),
10(01), 2023.
• Behera, J. (2023). Gore Content and Desensitisation: An Impact Study of OTT Platforms on
Youth.

• Parihar, S., & Kant, M. K. (2021). Impact of Marketing Mix on Consumers Satisfaction-A Study
of Consumers of OTT Platforms in India. International Journal of Research and Analytical
Reviews (IJRAR).
• Wagh, V. W., Deshpande, R. G., Patil, K. S., & Hadole, S. V. (2022). A Study of Impact of Web
Series and Streaming Content on Youth of India. Journal of Positive School Psychology, 6(2),
392-397.
• Negi, V. (2022). A Systematic Review of Literature on the Changing Consumption Patterns of
Youth through OTT Platforms during the Covid-19 Lockdown. Journal of Optoelectronics
Laser, 41(4), 693-704.

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Annexure

32
33
34
35
36
Plagiarism Report

37