CONSUMER BEHAVIOR ANALYSIS TOWARDS OTT PLATFORMS

The rapid growth of digital technology and internet penetration has significantly transformed the global
entertainment industry, with Over-The-Top (OTT) platforms emerging as dominant channels for content
consumption. This study analyzes consumer behavior towards OTT platforms based on primary data collected
from 138 respondents. Findings reveal that Netflix (33.6%) and Amazon Prime (32.5%) are the most preferred
platforms, while exclusive content (41.9%) and affordable pricing are the primary subscription motivators. Mean
analysis indicates high satisfaction with value for money (mean: 4.15) and moderate satisfaction with content
variety (mean: 3.81), but significant dissatisfaction with customer support (mean: 2.3) and advertisement policy
(mean: 2.09). The study provides strategic insights for OTT service providers to improve service quality, digital
marketing, and subscriber retention in a competitive digital environment.