CHAPTER – 4

DATA ANALYSIS
This chapter examines transformation in television consumption before and
after the rise of OTT , the factors influencing to prefer OTT platforms. Data is
analyzed and presented using tables and graphs for better understanding

A. PERSONAL PROFILE

Personal profiles include general information such as gender, age

group, educational qualification, occupation.

• Gender classification

100 samples collected from various peoples for conducting this study. The
following table shows the gender classification of the respondents.

Table: 4.1 – Division of respondents according to gender

Particulars Number of people Percentage

Female 80 80 %
Male 20 20%
Others 0 0%
TOTAL 100 100%
 20%
Female
Male
Others

80%

Figure – 4.1 Division of respondents according to gender

Interpretation

Above table and diagram shows that 80% female and 20% are male.

• Classification according to their age group

The age of the respondents was classified into different groups and
numbers of respondents belonging to each group were analyzed.

Table: 4.2 – Age group

Particulars Number of people Percentage
Below 25 80 80%
25 – 40 15 15%
Above 40 5 5%
 5%
15%
Below 25
25 - 40
Above 40

80%

Figure - 4.2 Age group

Interpretation

It is observed that 80% of the respondents belongs to the age group of below
25, While 15% respondents belong to 25 – 40. The number of responses from
above 40 years is of 5%.

• Classification based on educational qualification

The educational qualification of the respondents was classified into

different segments and number of respondents belonging to each group were
analyzed
Table:4.3 – Educational qualification
Particulars Number of people Percentage
Plus two 52 52%
Graduate 40 40%
Postgraduate 8 8%
 8%

Plus two
Graduate
52%
40%
Post graduate

Figure – 4.3 Educational qualification

Interpretation
From the above table and diagram, 52% of respondents are plus two
qualified. 40% of respondents are graduate and 8% are post graduate.
• Occupation
The occupation of the respondents was classified into different
groups and numbers of respondents belonging to each group were analyzed.

Table – 4.3 - Division based on occupation

Particulars Number of people Percentage

Student 71 71%

Self employed 14 14%

Salaried / Professional 15 15%
 Figure – 4.3 Occupation

Interpretation

According to this table and diagram, 71% of the respondents are

students, 14% are self-employed and the 15% of the respondents are salaried /
professional.

B. TELEVISION CONSUMPTION IN THE PRE -OTT ERA

A brief analysis of television consumption of peoples is included here.

• Before OTT become popular, contents watching through

Before OTT become popular people primarily watch contents

through cable television, DVDs, and movie theatres.
 Table – 4.4 – Division based on traditional ways of content watching.
Particulars Number of people Percentage
Traditional 79 79%
TV with
scheduled
programming
Recorded 12 12%
shows on
DVR or VHS
Others 9 9%

9%

12% Traditional TV wit h scheduled

programming
Recorded shows on DVR or VHS

Others

79%

Figure – 4.4 Traditional ways of content watching

Interpretation
From the above table and diagram, it is analyzed that 79% of respondents
watched contents through traditional TV with scheduled programming.12%
respondents were watched through recorded shows on DVRs or VHS and 9% of
respondents were watched through other ways.

• Time spends to watch traditional TV

Table - 4.5 – Division based on time spend to watch traditional TV

 Particulars Numbers of people Percentage
Less than 1 35 35%
hour
1 – 3 hours 48 48%
4 – 6 hours 9 9%
More than 6 8 8%
hours

Figure –4.5 Time spends to watch

Interpretation
From the above table and diagram, it is analyzed that 35% of respondents spend
less than 1 hour to watch traditional tv before the rise of OTT. 48% of the
respondents spend 1 – 3 hours to watch, 9% of respondents spend 4 – 6 hours to
watch, and the 8% of respondents spend more than 6 hours to watch traditional
tv.

• Types of contents prefer on traditional tv before OTT emerged

Before OTT emerged, peoples prefer special dramas, news or live events,
movies or reality shows etc.
 Table – 4.6 - Division based on types of contents prefer on traditional tv

Particulars Number of people Percentage

Special dramas 8 8%
News or live 8 8%
events
Movies or reality 80 80%
shows
Others 4 4%

Figure- 4.6 Types of contents prefer on traditional tv

Interpretation
 The table and diagram indicate that the 80% of the respondents preferred
to watch movies and reality shows on traditional tv before the rise of OTT
platforms. 8% of the respondents preferred to watch special dramas.8% of the
respondents preferred to watch news or live events and the remaining 4% of the
respondents preferred to watch other types of contents.

• Satisfaction of people with the delivery of contents

Table- 4.7 - Division based on satisfaction of the people

Particulars Number of people Percentage

Very satisfied 51 51%

Somewhat 20 20%
satisfied
Neutral 26 26%
Dissatisfied 3 3%

Figure – 4.7 Satisfaction with the delivery of contents

Interpretation
The above table and diagram indicate that the 51% of the respondents
were very satisfied with the contents delivered on traditional tv before the
emergence of OTT. 20% of respondents were somewhat satisfied with the
contents.26% of were neutral towards the contents and the remaining 3% of
respondents were dissatisfied with the contents delivered.

• Primary access to live content

Before the emergence of OTT people were choose the way to access live
contents through traditional tv, movie theatres, DVDs / CDs.

Table – 4.8 - Division based on primary access to live content

Particulars Number of people Percentage
Traditional TV 55 55%
Movie theatres 26 26%
DVDs / CDs 12 7%
I didn’t watch live 7 12%
content

Figure – 4.8 Primary access to live content

Interpretation
The above table and diagram show that the 55% of the respondents
choose the way to access live content through traditional tv. 26% of the
respondents choose the way to access through movie theatres. 7% of the
respondents choose DVDs / CDs. And the remaining 12% of the respondents
didn’t watch live contents before the emergence of OTT.

C. SHIFT TO OTT PLATFORMS

• The most preferred OTT platforms

The emergence of OTT people prefers different types of OTT
platforms.

Table – 4.9 Division based on preferred OTT platforms

Particulars Number of people Percentage

Netflix 40 40%

Hotstar 60 59%

Zee5 8 8%

Amazone prime 16 16%

Manorama Max 3 3%
Sony Liv 3 3%
Others 5 5%
 Figure – 4.9 Preferred OTT platforms

Interpretation
The respondents can choose any two preferred OTT platforms. Hotstar is
the most used OTT platform, with 59% of respondents selecting it, Netflix is
followed by 40%, Amazone prime is preferred by 16%, while zee5 attracts 8%
of respondents. Sony Liv and Manorama Max are preferred by 3% 0f each
platform. And other platforms like Sun NXT, Voot, JioCinema, etc. are
preferred by 5% of respondents.

• Time spends to watch OTT contents daily

Table – 4.10 - Division based on time spend to watch OTT

contents
Particulars Number of people Percentage
Less than 2 65 65%
hours
2 – 4 hours 27 27%
4 – 6 hours 7 7%
More than 6 1 1%
hours
 Figure – 4.10 Time spend to watch OTT contents

Interpretation
The above table and diagram indicates that 65% of the respondents spend
less than to 2 hours to watch OTT contents daily, 27% of the respondents spend
2 – 4 hours to watch the contents daily, 7% of the respondents spend 4 – 6 hours
to watch daily and the remaining 1% of the respondents spend more than 6
hours to watch OTT contents daily.

• Types of OTT contents watch

After the rise of OTT people choose to different kinds of

contents through OTT platforms.

Table – 4.11 - Division based on types OTT contents watch

Particulars Number of people Percentage
Movies 66 66%
Series 23 23%
Sports 7 7%
Others 4 4%
 Figure – 4.11 Types of contents

Interpretation
The above table and diagram show that the 66% of the respondents
watch movies on OTT platforms, 23% of the respondents watch series, 7% of
the respondents watch sports and the remaining 4% of the respondents watch
other contents like news, live contents, reality shows etc.

• Most preferred genres

Peoples prefers different kinds of genres to watch on OTT
platforms
Table 4.12 - Division based on preferred genres
Particulars Number of people Percentage
Drama 22 22%
Action &Adventure 30 30%

Comedy 44 44%
Suspense & Thriller 40 40%
Horror 13 13%
 Science & Fiction 9 9%
Animation 5 5%

Figure – 4.12 Most preferred genres

Interpretation
The respondents can choose any three genres that they preferred.
The above tables and diagrams indicates that 44% of respondents prefer comedy
contents on OTT platforms, 40% of the respondents prefer suspense and thriller
contents to watch, 30% of the respondents prefer action and adventure contents
to watch, 22% of the respondents follows drama contents, 13% of the
respondents likes to watch horror types of contents, 9% prefer to watch science
and fiction contents, and the remaining 5% of the respondents prefers to watch
animation types of contents.

• Devices use to access OTT platforms

People use different kinds of devices to access OTT
platforms such as Smartphone, Tablets / iPad, Laptop / PC, Smart TV
etc.
Table – 4.13 - Division based on devices use to access OTT platforms
Particulars Number of people Percentage
Smartphone 79 79%
Tablets / iPad 5 5%
 Laptop / PC 7 7%
Smart TV 9 9%

Figure – 4.13 Devices use to access OTT platforms

Interpretation
The above table and diagram show that the 79% of the respondents use
smartphones to access OTT platforms, 9% of the respondents use smart tv to
access, 7% of the respondents use laptop or PC to use access, and the remaining
5% of the respondents use tablets or iPad to access OTT platforms to watch.

• Changes in the live content consumption after the rise of OTT

After the rise of OTT platforms people’s live content
consumption changed significantly.

Table – 4.14 - Division based on changes in the live content

consumption
Particulars Number of people Percentage

Increased 41 41%
significantly
Increased slightly 37 37%
 No change 18 18%

Decreased slightly 2 2%

Decreased 2 2%
significantly

Figure – 4.14 Changes in the live content consumption

Interpretation
According to the survey 41% of the respondents agree that their live
content consumption has increased significantly after the rise of OTT platforms,
37% of the respondents agree that their live content consumption has increased
slightly, live content consumption of the 18% respondents has not changed,
consumption of 2% respondents has decreased significantly, and the
consumption of remaining 2% respondents has decreased slightly.

• Satisfation of OTT contents

Table – 4.15 - Division of the basis of satisfaction of OTT contents
Particulars Number of people Percentage

Very satisfied 36 36%

Satisfied 59 59%
 Neutral 3 3%

Dissatisfied 2 2%

Figure – 4.15 Satisfaction of OTT contents

Interpretation
The above table and diagram indicate that the 59% of the respondents
satisfied with the OTT contents, 36% of the respondents very satisfied with the
contents, 2% of the respondents dissatisfied with the contents, and the
remaining 2% of the respondents were neutral towards the OTT contents
D. COMPARISON: PRE VS POST – OTT ERA
• Changes in the content consumption
Introduction of OTT the content consumption of peoples was
changed.

Table - 4.16 Division based on changes in the content consumption

with the introduction of OTT
Particulars Number of people Percentage
Fully transitioned 34 34%
to OTT
Balanced between 50 50%
OTT and
traditional
Mainly use 10 10%
traditional with
occasional OTT
use
 No significant 6 6%
change

Figure 4.16 Changes of content consumption with the introduction of OTT

Interpretation
The above table and diagram show that the consumption of
34% of respondents fully transitioned to OTT, consumption of 50% of the
respondents balanced between OTT and traditional, 10% of respondents mainly
use traditional with occasional use of OTT, and the remaining 6% of the
respondent has no significant changes in their consumption of content with the
introduction of OTT.

• Most influenced factor to shift from traditional to OTT platforms

So many factors influence the traditional tv viewers to prefer OTT
platforms such as, on demand content availability, accessibility and
device compatibility, etc.

Table – 4.17 - Division based on the factor influenced

Particulars Number of people Percentage
On demand content 50 50%
availability
Accessibility& 37 37%
device
compatibility
Others 13 13%
 Figure – 4.17 Factors influences
Interpretation
According to this survey, on demand content availability is the major
factor for 50% of the respondents, Accessibility and device compatibility to
37% of the respondents, other factors influence the 13% of the respondents.

• Comparison: traditional tv consumption before and after OTT

Compared to before OTT traditional tv has a huge viewership.
After OTT there is a significant change in traditional tv consumption.

Table – 4.18 - Division based on traditional tv consumption now, compared

to before OTT
Particulars Number of people Percentage
More often than 35 35%
before
About the same as 32 32%
before
Less often than before 16 16%
17 17%
Rarely or not at all
Figure – 4.18 Traditional tv consumption now, compared to before OTT
Interpretation
According to the above table and diagram 35% of the respondents watch
traditional tv more often than before, 32% of the respondents watch about the
same as before, 16% of the respondents watch less often than before, and the
remaining 17% of the respondents watch traditional tv rarely or not at all.

• Changes in screen time since started using OTT platforms compared

to traditional tv
Since started using OTT, screen time of the general
audience were changed. That may be increased, decreased and has no
significant changes.

Table – 4.19 - Division based on the changes in screen time since started
using OTT
Particulars Number of people Percentage
Increased 66 66%
No change 28 28%
Decreased 6 6%
 Figure - 4.19 - Changes in screen time since started using OTT
Interpretation
The above table and diagram show that the screen time of 66% of the
respondents has increased since started using OTT, screen time of 28% of the
respondents has not changed, and the screen time of the remaining 6% of the
respondents has decreased.

• Easier to access content compared to traditional tv

Table – 4.20 - Division based on the opinion by the audience about

the easiness of the accessibility of contents
Particulars Number of people Percentage
Yes, significantly 69 69%
easier
Yes, somewhat easier 28 28%
No, about the same 2 2%
No, traditional tv was 2 2%
easier
 Figure – 4.20 Easiness of accessibility of the content
Interpretation
According to the survey 69% of the respondents agree that accessibility of
OTT platform have made it significantly easier compared to traditional tv,
according to 28% of the respondents, accessibility of the OTT platforms have
somewhat easier, according to 1.5% of the respondents, accessibility of the OTT
platforms easier about the same as the traditional tv, and to the remaining 1.5%
of the respondents, traditional tv was easier to access.

E. SUBSCRIPTION AND SPENDING PATTERN

• Currently subscribed OTT platforms

Table – 4.21 - Division based on currently subscribed OTT platforms

Particulars Number of people Percentage
0-2 75 75%
2-4 17 17%
More than 4 8 8%
 Figure – 4.21 Currently subscribed OTT platforms

Interpretation
According to this survey,75% of the respondents subscribed OTT
platforms in between 0 – 2, 17% of the respondents subscribed in between 2 –
4, and the remaining 8% of the respondents subscribed more than 4 OTT
platforms.

• Types of subscription

There are two types of subscription available on OTT platforms

such as; Paid subscription and Free subscription.

Table – 4.22 - Division based on preferred subscription type

Particulars Number of people Percentage

Paid subscription 17 17%

Free subscription 59 59%

Both 24 24%
 Figure – 4.22 Preferred subscription type

Interpretation
According to this survey most of the respondents prefer free
subscription method. This states that 17% of the respondents prefer paid
subscription, 59% of the respondents prefer free subscription, and the remaining
24% of the respondents prefer both paid and free subscription.

• Average money spends on subscription

Table – 4.23 - Division based on average money spends on subscription of

OTT
Particulars Number of people Percentage
Less than 500 81 81%
500 - 999 16 16%
More than 999 3 3%
 Figure - 4.23 Average money spends on subscription

Interpretation
This survey states that 81% of the respondents spends less than 500 to
subscribe OTT platforms, 16% of the respondents spends in between 500 – 999
on subscription, and the remaining 3% of the respondents spends more than 999
on subscription of OTT platforms.

• Opinion about the charges of subscription in OTT

Table – 4. 24 – Division based on the opinion about the charges of

subscription in OTT
Particulars Number of people Percentage

Low 26 26%
Medium 60 60%
High 14 14%
 Figure – 4.24 Charges of subscription in OTT

Interpretation
According to this survey, 26% of the respondents agree that OTT
platforms has comparatively low subscription charge, 60% of the respondents,
states that the charge of subscription is medium, and the remaining 14% of the
respondents, states that charges of subscription is high.

• Preferred payment model

In the audience, they prefer different kinds of payment method to
subscribe OTT platforms. That maybe annual subscription, monthly
subscription, pay – per – view, free with ads, etc.

Table – 4.25 - Division based on preferred payment method

Particulars Number of people Percentage
Monthly 41 41%
subscription
Annual subscription 21 21%
Pay – per - view 6 6%
Free with ads 24 24%
Others 8 8%
 Figure – 4.25 Preferred payment method
Interpretation
Above table and diagram indicates that the 41% of the respondents follow
monthly subscription, 21% of the respondents follows annual subscription, 6%
of the respondents follows pay – per – view, 24% of the respondents follows
free with ads, and the 8% of the respondents follows other methods.

• Factor influences the decision to subscribe to a new OTT platform

Nowadays people are going with the trend. Likely traditional tv
consumption of the audience were moved to watching OTT platforms, and to
subscribe. They were moving on to the subscription of new OTT platforms due
to various reasons such as; Price, Content library, Free trial period, Streaming
quality, Social media influence etc.
Table – 4.26 - Division based on factor influences the decision to subscribe
to a new OTT platform
Particulars Number of people Percentage
Price 38 38%
Content library 41 41%
Free trial period 34 34%
Streaming quality 35 35%
Exclusive shows / 44 44%
Movies
Social media 27 27%
influence
 Figure - 4.26 Factor influences the decision to subscribe to a new OTT
platform

Interpretation
The respondents can choose any two factors that influences their
decision to subscribe to a new OTT platform. Price for 38% of the viewers,
content library appeals to 41%. Exclusive shows / Movies attract the highest
percentage at 44 %. Social media influence guides 27% of viewers in making
subscribing decisions, while the streaming quality is important for 35% of the
viewers. 34% of the viewers selecting free trial period.

F. FUTURE TRENDS AND PREFERENCES

• Thoughts on OTT replaces traditional TV

This section explores viewer’s opinions on OTT
consumption

Table – 4.27 - OTT replaces traditional tv

Particulars Number of people Percentage
Yes 24 24%
No 26 26%
Maybe 50 50%
 Figure – 4.27 OTT replaces traditional tv
Interpretation
From the above data we understood that 24% of the respondents
believe OTT will completely replace traditional tv in the future, indicating
confidence in the growth of OTT consumption. However,26% disagree,
suggesting that traditional tv will continue. Meanwhile, 50% are unsure,
reflecting uncertainty about how OTT trends will evolve. This suggests that
while OTT is dominant, many still see a future for traditional tv.
 Chapter – 5
FINDINGS AND CONCLUSION
5.1 FINDINGS

• According to gender, 80% of the respondents are female and the 20% of
the respondents are male. From this data majority are female.

• According to age category, it is observed that 80% of the respondents

belongs to the age group of below 25, While 15% respondents belong to
25 – 40. The number of responses from above 40 years is of 5%. This
data clear that majority of them belongs to the age group of below 25.

• According to educational qualification, 52% of respondents are plus two

qualified. 40% of respondents are graduate and 8% are post graduate. This
data states that majority of them are plus two qualified.

• According to occupation, 71% of the respondents are students, 14% are

self-employed and the 15% of the respondents are salaried / professional.
This data clear that majority of them are students.

• According to traditional ways of content watching before OTT become

popular, it is analyzed that 79% of respondents watched contents through
traditional TV with scheduled programming.12% respondents were
watched through recorded shows on DVRs or VHS and 9% of respondents
were watched through other ways. From this data, it is states that majority
of them watched through traditional tv.

• According to time spends to watch traditional TV before the rise of OTT,

it is analyzed that 35% of respondents were spend less than 1 hour to watch
traditional tv before the rise of OTT. 48% of them spend 1 – 3 hours to
watch, 9% of respondents spend 4 – 6 hours to watch, and the 8% of
respondents spend more than 6 hours to watch traditional tv. This data clear
that majority of them spend 1 – 3 hours to watch traditional tv.

• According to types of contents prefer on traditional tv before OTT

emerged, 80% of the respondents preferred to watch movies and reality
shows on traditional tv before the rise of OTT platforms. 8% of the
respondents preferred to watch special dramas.8% of the respondents
preferred to watch news or live events and the remaining 4% of the
 respondents preferred to watch other types of contents. From this data, the
majority of them preferred to watch movies and reality shows on traditional
tv.

• According to the satisfaction of people with the delivery of contents

through traditional tv, 51% of the respondents very satisfied with the
contents delivered on traditional tv before the emergence of OTT. 20% of
respondents somewhat satisfied with the contents. 26% of neutral towards
the contents and the remaining 3% of respondents dissatisfied with the
contents delivered. It indicates that, majority of them very satisfied with
contents delivered through traditional tv.

• According to primary access to live content before the emergence of OTT,

55% of the respondents choose the way to access live content through
traditional tv. 26% of the respondents choose the way to access through
movie theatres. 7% of the respondents choose DVDs / CDs. And the
remaining 12% of the respondents didn’t watch live contents before the
emergence of OTT. This data states that majority of them watched live
contents through traditional tv.

• According to preferred OTT platforms, Hotstar is the most used OTT

platform, with 59% of respondents selecting it, Netflix is followed by 40%,
Amazone prime is preferred by 16%, while zee5 attracts 8% of
respondents. Sony Liv and Manorama Max are preferred by 3% 0f each
platform. And other platforms like Sun NXT, Voot, JioCinema, etc. are
preferred by 5% of respondents. This data states that majority of them
prefer Hotstar.

• According to time spends to watch OTT contents daily, 65% of the

respondents spend less than to 2 hours to watch OTT contents daily, 27%
of the respondents spend 2 – 4 hours to watch the contents daily, 7% of the
respondents spend 4 – 6 hours to watch daily and the remaining 1% of the
respondents spend more than 6 hours to watch OTT contents daily. This
data indicates that majority of them spend less than 2 hours to watch OTT
contents daily.

• According to types of OTT contents watch on OTT platforms, 66% of the

respondents watch movies on OTT platforms, 23% of the respondents
watch series, 7% of the respondents watch sports and the remaining 4% of
the respondents watch other contents like news, live contents, reality shows
 etc. From this data it clears that most of them watch movies on OTT
platforms.

• According to most preferred genres, 44% of respondents prefer comedy

contents on OTT platforms, 40% of the respondents prefer suspense and
thriller contents to watch, 30% of the respondents prefer action and
adventure contents to watch, 22% of the respondents follows drama
contents, 13% of the respondents likes to watch horror types of contents,
9% prefer to watch science and fiction contents, and the remaining 5% of
the respondents prefers to watch animation types of contents. It indicates
that most preferred genre is comedy.

• According to devices use to access OTT platforms, 79% of the respondents

use smartphones to access OTT platforms, 9% of the respondents use smart
tv to access, 7% of the respondents use laptop or PC to use access, and the
remaining 5% of the respondents use tablets or iPad to access OTT
platforms to watch. From this data it indicates that most of them are use
smartphone to access OTT platforms.

• According to the changes in the live content consumption after the rise of
OTT, 41% of the respondents agree that their live content consumption has
increased significantly after the rise of OTT platforms, 37% of the
respondents agree that their live content consumption has increased
slightly, live content consumption of the 18% respondents has not changed,
consumption of 2% respondents has decreased significantly, and the
consumption of remaining 2% respondents has decreased slightly. This
data states that live content consumption of most of them are increased
significantly.

• According to the satisfaction of OTT contents, 59% of the respondents

satisfied with the OTT contents, 36% of the respondents very satisfied with
the contents, 2% of the respondents dissatisfied with the contents, and the
remaining 2% of the respondents were neutral towards the OTT contents.
From this data it clears that majority of them satisfied with the content
available through OTT platforms.

• According to the changes in the content consumption with the introduction

of OTT platforms, the consumption of 34% of respondents fully
transitioned to OTT, consumption of 50% of the respondents balanced
between OTT and traditional, 10% of respondents mainly use traditional
 with occasional use of OTT, and the remaining 6% of the respondent has
no significant changes in their consumption of content with the
introduction of OTT. This data indicates that majority of them balanced
between OTT and traditional tv.

• According to the factors influenced to shift from traditional to OTT

platforms, on demand content availability is the major factor for 50% of
the respondents, Accessibility and device compatibility to 37% of the
respondents, other factors influence the 13% of the respondents. This data
clears that most of them influenced by the on-demand content availability.

• According to the comparison of traditional tv consumption before and after

the rise of OTT, 35% of the respondents watch traditional tv more often
than before, 32% of the respondents watch about the same as before, 16%
of the respondents watch less often than before, and the remaining 17% of
the respondents watch traditional tv rarely or not at all. From this data
clears that majority of the respondents watch traditional tv more often than
before.

• According to the changes in screen time since started using OTT platforms
compared to traditional tv, the screen time of 66% of the respondents has
increased since started using OTT, screen time of 28% of the respondents
has not changed, and the screen time of the remaining 6% of the
respondents has decreased. This states that screen time of majority
respondents increased.

• According to easiness of the accessibility of OTT contents compared to

traditional tv, 69% of the respondents agree that accessibility of OTT
platform have made it significantly easier compared to traditional tv,
according to 28% of the respondents, accessibility of the OTT platforms
have somewhat easier, according to 1.5% of the respondents, accessibility
of the OTT platforms easier about the same as the traditional tv, and to the
remaining 1.5% of the respondents, traditional tv was easier to access.
From this data, most of them are agreed that the accessibility of OTT
contents have made it significantly easier.

• According to the number of currently subscribed OTT platforms, 75% of

the respondents subscribed OTT platforms in between 0 – 2, 17% of the
respondents subscribed in between 2 – 4, and the remaining 8% of the
respondents subscribed more than 4 OTT platforms. From this data
majority the respondents subscribed in between 0 – 2.
• According to the preferred subscription type, 17% of the respondents
prefer paid subscription, 59% of the respondents prefer free subscription,
and the remaining 24% of the respondents prefer both paid and free
subscription. This states that most of the respondents prefer free
subscription method.

• According to average money spends on subscription of OTT, 81% of the

respondents spends less than 500 to subscribe OTT platforms, 16% of the
respondents spends in between 500 – 999 on subscription, and the
remaining 3% of the respondents spends more than 999 on subscription of
OTT platforms. This data states that majority of the respondents spends
less than 500 to subscribe OTT platforms.

• According to the opinion about the charges of subscription in OTT

platforms, 26% of the respondents agree that OTT platforms has
comparatively low subscription charge, 60% of the respondents, states that
the charge of subscription is medium, and the remaining 14% of the
respondents, states that charges of subscription is high. This data indicates
that most of states that the charge of subscription is medium.

• According to the preferred payment method, 41% of the respondents

follow monthly subscription, 21% of the respondents follows annual
subscription, 6% of the respondents follows pay – per – view, 24% of the
respondents follows free with ads, and the 8% of the respondents follows
other methods. This data states that most of them follow monthly
subscription.

• According to factors influences the decision to subscribe to a new OTT

platform, Price for 38% of the viewers, content library appeals to 41%.
Exclusive shows / Movies attract the highest percentage at 44 %. Social
media influence guides 27% of viewers in making subscribing decisions,
while the streaming quality is important for 35% of the viewers. 34% of
the viewers selecting free trial period. From this data states that exclusive
shows and movies attracts the majority.

• According to the viewer’s opinions on OTT consumption, 24% of the

respondents believe OTT will completely replace traditional tv in the
future, indicating confidence in the growth of OTT consumption.
However,26% disagree, suggesting that traditional tv will continue.
Meanwhile, 50% are unsure, reflecting uncertainty about how OTT trends
will evolve. From this data, states that majority of the respondents are
unsure about the future survival of traditional tv. This suggests that while
OTT is dominant, many still see a future for traditional tv.