Streaming Apps - A Study on Consumer Satisfaction Toward the Usage of These Platforms During COVID-19 in Kolkata, West Bengal

Abstract

In today’s world, virtual streaming platforms are the primary source of entertainment. People gradually shift from traditional entertainment channels to online streaming platforms as they offer more improvised services. During the COVID-19 period, the streaming sector saw massive growth in the number of users. As a result, streaming platforms are now widely seen as the entertainment industry’s future. From offering high-quality material to connecting individuals through various streaming platforms, OTT platforms have gained prominence recently, particularly during the pandemic. Purpose: To identify the factors influencing users’ satisfaction with a streaming platform in Kolkata, West Bengal, and to establish how these attributes and different streaming platforms are related. Methodology: Kolkata, West Bengal, was selected for the survey, and it was undertaken with the help of a structured questionnaire and casual interaction with the users. Findings: This study discovered that consumer satisfaction was primarily determined by two critical factors: “Fringe Benefits” and “Refreshment.” The factor “Fringe Benefits” was found to be substantially influential. In addition, users’ satisfaction could also correlate to the quality of services provided to the streaming platforms using correspondence analysis. Various online streaming platforms were discovered to be popular, delivering high-quality material with a wide range of alternatives, limited advertisements, and high-quality and extensive features at a reasonable price. Furthermore, we used cluster analysis to discover three clusters that influenced consumers of various ages when watching online on various streaming sites. These clusters were “Gen Z Socializing,” “Gen Y Entertaining,” and “Gen X Quality Essence.”. © 2022, Associated Management Consultants Pvt. Ltd.. All rights reserved.