Name: Harish M.R & Guruprasad B G
Country: India

Year: 2025
Volume: Volume No: 12, Issue No: 2, Year: 2025 (Special Issue)
Page Number: 34-43
DOI: https://doi.org/10.5281/zenodo.17866676

ABSTRACT
This empirical study explores the awareness and preferences of paid subscribers towards
Over-the-Top (OTT) platforms in Bangalore, with a focus on factors influencing their
adoption and usage. The outcomes of 150 participants' responses show a high level of
awareness of OTT services, the researchers with Netflix and Amazon Prime distinguishing
out as the most popular services because of their user experience and high-quality content.
Privacy, content variety, device accessibility, and content quality are important variables that
impact subscription decisions. Although reactions to sensual and romantic content varied,
suggesting personal and multicultural awareness, comedy, thrillers, and action are obviously
preferred genres. Statistically significant variances in platform and content choices (Chisquare p-values about 0.000) demonstrate inconsistent user action. According to the survey,
in order to draw and keep customers in the cutthroat world of digital entertainment, OTT
service providers must prioritize premium, varied, and locally relevant content, improved
privacy features, and adjustable pricing.
Keywords: OTT Platforms, Subscriber Preferences, Content Consumption, Digital
Entertainment and User Awareness