Customer perception of subscription of OTT services

Abstract

Amidst the global pandemic, consumption of online content has skyrocketed in a short span of time. The Indian video OTT market which was valued at INR 42.5 Bn in FY 2019, is expected to reach INR 237.86 Bn by FY 2025, expanding at a CAGR of ~33.10% during the forecast period. However, this surge in viewership might be temporary and people returning to their normal lifestyles in post-COVID-19 times would pose a huge threat of churn. Mmajority of these OTT platforms are working on subscription-based model and would need to understand their customers’ needs for them to retain and attract users. Primary literature survey and other research pointed us to factors like social media marketing, multiple subscription plans options, customer service with relation to customer attraction ability. We developed three hypotheses based on these findings and the surveys were developed and distributed using snowball sampling method.