A Study on Awareness of OTT Platforms among the Young Generation

Abstract

Over-the-top (OTT) platforms have transformed the landscape of media consumption, particularly among young consumers. This study determines the level of awareness and utilization of OTT by 18- to 30-year-old respondents by taking into account factors shaping their preferences and consumption habits. A total of 500 respondents responded to a structured questionnaire focusing on demographics, platform awareness, and viewing habits. The findings show a high level of awareness with the most known being Netflix, Amazon Prime, and Hulu. The factors affecting the choice of platform include content variety, access, and cost sensitivity. In conclusion, the study found that though awareness is very high, there must be a strategy for ongoing engagement and retention because of the competitive OTT landscape in addressing the changing tastes of the young generation.