Abstract:
This paper has been presented in “International conference” on digital transformation in commerce and management conducted by department of commerce and management in (MAASCArts and Science College, Uthiramerur). Over–the–top media services (OTT) platforms have become quite popular in India in the last few years. An over-the-top (OTT) media service is delivered directly to viewers via the internet. The study revolves around video streaming services that are over-the-top (OTT) platforms. Netflix, Amazon, Disney+ Hotstar, ZEE 5, etc., provide D2C services directly to their consumers without any intermediaries.This study aims to identify the various factors that influence consumers' subscription decisions. The objective is to identify the most popular OTT platform and the factors influencing subscription.
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