Abstract
Over- the-top platforms or OTT platforms are streaming platforms that deliver audio, video or audio-visual content through the internet. Theses platforms do not use the usual cable or the satellite signals like the traditional television. Any kind of content will be delivered through the internet. As technology is fast growing and internet is accessible to the majority of the population, Over-the-top (OTT ) platforms have carved their niche in the entertainment market. The Study on customer preference towards Amazon Prime, and Hot star among the masses of Tiruvannamalai was done to find the acceptance of the OTT platforms and the under lying influencing factors. The statistical tools like descriptive statistics were used to analyze the collected data through survey with help of a self designed questionnaire. The findings of these studies gave conclusive status of the customer acceptance and preference of the OTT platforms in Tiruvannamalai with a higher preference towards Netflix among the masses.
References
International Journal of Advanced Science and Technology (2020) - Factors influencing the shift from traditional TV to OTT platforms in India(by RohitJacob)
SAGE Journals(2021) –Consumption of OTT Media Streaming in COVID-19 Lockdown (by Garim Gupta & Komal Singharia).