Understanding Content-Centric Determinants of OTT Platform Choice: Evidence from Viewers
DOI:
https://doi.org/10.62737/sqpd3471Keywords:
OTT Platforms, Content, Recommendation and Personalization, Social Trend, Influence, Viewer ChoiceAbstract
The growing popularity of Over-the-Top (OTT) platforms has changed the consumption patterns of digital entertainment among young audiences significantly. This study examines the association between demographic characteristics and selected content-driven factors that determine the choice of OTT platforms. The study investigates four factors Content, Recommendation and Personalization, Social Trend and Influence. A total of 576 respondents aged 16-29 years from Ahmedabad were selected by convenience sampling and data were collected through structured questionnaire. The relationship between Gender, Age and Occupation with the selected factors was explored using Chi-Square tests. The results show that Content, Social Trend and Influence are not significantly related to the demographic variables under study. Likewise, Recommendation and Personalization are not significantly related to Age and Occupation. However, the Gender and Recommendation and Personalization had a significant association, which suggests that male and female viewers perceive personalized recommendations differently. It finds that demographic factors have little influence on content-related perceptions of OTT users. The results underpin the value of good personalization strategies, while showing that quality content is appealing across demographic segments.
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