Mass Communicator: International Journal of Communication Studies
  • Year: 2022
  • Volume: 16
  • Issue: 3

A comparative study on consumer preferences in OTT platforms & DTH services in Bengaluru city

1Associate Professor, Department of Journalism and Mass Communication, Jain (Deemed-to-be University), Bengaluru, India

2Student (M.A.), Department of Journalism and Mass Communication, Jain (Deemed-to-be University), Bengaluru, India

Online Published on 03 December, 2022.

Abstract

The entrance of over-the-top (OTT) platforms like Amazon Prime, Netflix, and Disney+ Hotstar in India has caused a significant shift in the entertainment industry. Due to the popularity of OTT platforms, there has been a decline in the viewership of traditional TV services like DTH and Cable TV. Today, OTT platforms are on par with DTH and Cable TV in popularity and diversity. This study aims to understand the consumer preferences on video content platforms, both in terms of which platforms they prefer and the types of content viewed on each platform.

Keywords

OTT, Traditional TV, DTH, Video Streaming, Consumer Preference