A study on the factors impacting the customers’ preferences towards digital media platforms in Chennai

Abstract

Presently, there is a growing population of Indian users who are increasingly drawn to digital media platforms like Netflix, Amazon Prime, and Hotstar. The transition from television to these platforms commenced with the surge in smartphone usage in recent years, along with the availability of a wide array of content ranging from Western shows and Hollywood movies to local languages, all conveniently accessible in a single location. Following the lifting of the lockdown, there has been a significant surge in the number of these users. Regardless of age, individuals have shown a strong inclination towards new shows and a willingness to engage in prolonged viewing sessions from the convenience of their residences. This study report examines the factors that have contributed to the preference of Chennai users for the popular platforms Netflix, Amazon Prime, and Hotstar. The analysis additionally emphasizes the factors contributing to a substantial decline in cable and satellite television subscribers. The study aims to comprehend the factors that attract users to these platforms and provide further insight into their advantages and disadvantages. This study will provide solid data on the percentage of the population, categorized by age groups, that are more prone to watch specific OTT platforms. Consider, for instance, the vast majority of the Indian populace, particularly the elderly, who have a keen interest in viewing Amazon Prime videos due to the presence of religious content. The study has emphasized the significant impact of the COVID lockout and the subsequent rise in platform utilization. Additionally, it has identified emerging tendencies among users.