{"id":24050,"date":"2026-01-18T23:00:17","date_gmt":"2026-01-18T17:30:17","guid":{"rendered":"http:\/\/www.sachdevajk.in\/?p=24050"},"modified":"2026-01-18T23:00:17","modified_gmt":"2026-01-18T17:30:17","slug":"a-comparative-study-of-viewer-preference-for-leading-ott-platforms-in-india","status":"publish","type":"post","link":"http:\/\/www.sachdevajk.in\/?p=24050","title":{"rendered":"A Comparative Study of Viewer Preference for Leading OTT Platforms in India"},"content":{"rendered":"

Report<\/span><\/b><\/p>\n

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1) <\/b>Title:<\/span><\/b>
<\/span>A Comparative Study of Viewer Preference for Leading OTT Platforms in India<\/p>\n

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2)<\/span> <\/b>Author:<\/span><\/b>
Merlyn Mathew<\/p>\n

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3)<\/span> <\/b>Introduction:<\/span><\/b>
OTT (Over-The-Top) platforms have transformed the way audiences consume entertainment by providing on-demand access to movies, series, and live content. With increasing internet penetration and smartphone usage, digital streaming services have become an integral part of daily life. Platforms such as Netflix, Amazon Prime Video, Disney+ Hotstar, and JioCinema compete by offering diverse content, flexible pricing, and user-friendly technology. Understanding viewer preferences helps platforms improve service quality and customer satisfaction.<\/p>\n

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4)<\/span> <\/b>Objective:<\/span><\/b>
To analyse and compare audience ratings of major OTT platforms and examine whether a significant difference exists among them.<\/p>\n

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5) Literature Review (APA Style):<\/span><\/b><\/p>\n

Gomez-Uribe, C. A., & Hunt, N. (2015). The Netflix recommender system: Algorithms, business value, and innovation. ACM Transactions on Management Information Systems, 6<\/i>(4), 1\u201319.<\/p>\n

Panda, S., & Pandey, S. C. (2017). Factors influencing consumer preference for online streaming services. Journal of Media Studies, 9<\/i>(2), 45\u201360.<\/p>\n

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6)<\/span> <\/b>Data Collection:
<\/span><\/b>Primary data was collected through a structured questionnaire from 40 respondents. Each respondent rated Netflix, Amazon Prime Video, Disney+ Hotstar, and JioCinema on a scale of 1 to 10, where 10 represents the highest level of preference and 1 represents the lowest.<\/p>\n

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7) Data Analysis:<\/span><\/b><\/p>\n

Mean Ratings:
<\/span><\/b>Netflix = 8.65
Amazon Prime Video = 8.18
Disney+ Hotstar = 7.38
JioCinema = 6.83<\/p>\n

ANOVA Results:
<\/span><\/b>F-value = 34.43<\/p>\n

P-value = 3.92<\/p>\n

F-critical value = 2.66<\/p>\n

Level of Significance = 0.05<\/p>\n

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8) Interpretation:<\/span><\/b><\/p>\n

Since the P-value (3.92) is greater than 0.05. Therefore, reject the Null Hypothesis. The large F-value (34.43) and extremely small p-value show strong statistical evidence that at least one OTT platform differs significantly from the others in terms of viewer ratings. This implies that consumers clearly distinguish between these platforms, and their choices are influenced by differences in content quality, pricing, user experience, and overall service value.<\/p>\n

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9) Conclusion:<\/span><\/b>
Since there is a significant difference in ratings, Netflix appears to be the most preferred OTT platform among respondents, indicating stronger viewer satisfaction compared to its competitors.<\/p>\n

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10) References:<\/span><\/b><\/p>\n

Gomez-Uribe, C. A., & Hunt, N. (2015). The Netflix recommender system: Algorithms, business value, and innovation. ACM Transactions on Management Information Systems, 6<\/i>(4), 1\u201319.<\/p>\n

Panda, S., & Pandey, S. C. (2017). Factors influencing consumer preference for online streaming services. Journal of Media Studies, 9<\/i>(2), 45\u201360.<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Report \u00a0 1) Title:A Comparative Study of Viewer Preference for Leading OTT Platforms in India \u00a0 2) Author:Merlyn Mathew \u00a0 3) Introduction:OTT (Over-The-Top) platforms have transformed the way audiences consume entertainment by providing on-demand access to movies, series, and live content. With increasing internet penetration and smartphone usage, digital streaming services have become an integral… Continue reading A Comparative Study of Viewer Preference for Leading OTT Platforms in India<\/span><\/a><\/p>\n","protected":false},"author":140088,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-24050","post","type-post","status-publish","format-standard","hentry","category-uncategorized","entry"],"_links":{"self":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/24050","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/users\/140088"}],"replies":[{"embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=24050"}],"version-history":[{"count":1,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/24050\/revisions"}],"predecessor-version":[{"id":24051,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/24050\/revisions\/24051"}],"wp:attachment":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=24050"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=24050"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=24050"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}