Influence of demographic factors on satisfaction of OTT video streaming platform users in Kerala
By: Sujith, T.S. and Sumathy, M
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Material type: 
BookPublisher: South Asian Journal of Socio-Political Studies Description: 23(1), Jul-Dec, 2022: p.135-138.Subject(s): Demographic, OTT, Satisfaction, User
In:
South Asian Journal of Socio-Political StudiesSummary: In India, OTT video streaming platforms have become very popular in recent years. When theatres closed due to the coronavirus pandemic, people turned to OTT video streaming platforms to watch movies and shows. According to PwC’s Global Entertainment and Media Outlook 2019–2023, the OTT video streaming market in India is expected to raise at a 21.8 % CAGR from INR 4,464 crore in 2018 to INR 11,976 crore in 2023. The aim of this paper is to examine the impact of demographic variables on OTT video platform user’s satisfaction. One hundred and fifty users of the OTT video streaming platform services from Kerala as selected as sample. The study used convenience sampling method for collecting data. The study used a well-structured questionnaire for data collection and the questionnaire send through e-mail. The data were collected from three regions of Kerala such as north, central and south. Accordingly the researcher selected one district from each regions namely Thiruvananthapuram from southern region, Thrissur from central region and Kozhikode from northern region. The study founded that there is a significant difference among demographic variables on user satisfaction. The study concluded that rural users are more satisfied with OTT video streaming platform and they are happy with using OTT video streaming platform services.- Reproduced
| Item type | Current location | Call number | Vol info | Status | Date due | Barcode |
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Articles
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Indian Institute of Public Administration | 23(1), Jul-Dec, 2022: p.135-138 | Available | AR128374 |
In India, OTT video streaming platforms have become very popular in recent years. When theatres closed due to the coronavirus pandemic, people turned to OTT video streaming platforms to watch movies and shows. According to PwC’s Global Entertainment and Media Outlook 2019–2023, the OTT video streaming market in India is expected to raise at a 21.8 % CAGR from INR 4,464 crore in 2018 to INR 11,976 crore in 2023. The aim of this paper is to examine the impact of demographic variables on OTT video platform user’s satisfaction. One hundred and fifty users of the OTT video streaming platform services from Kerala as selected as sample. The study used convenience sampling method for collecting data. The study used a well-structured questionnaire for data collection and the questionnaire send through e-mail. The data were collected from three regions of Kerala such as north, central and south. Accordingly the researcher selected one district from each regions namely Thiruvananthapuram from southern region, Thrissur from central region and Kozhikode from northern region. The study founded that there is a significant difference among demographic variables on user satisfaction. The study concluded that rural users are more satisfied with OTT video streaming platform and they are happy with using OTT video streaming platform services.- Reproduced
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