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The International journal of analytical and experimental modal analysis ISSN NO:0886-9367
A STUDY ON THE DIGITAL VIDEO WATCHING BEHAVIOR PARTICULARLY
ON THE OTT ( OVER -THE-TOP) APPLICATIONS .
Dr Tanu Narang , Associate Professor , AURO University , Surat
Dr Richa Agarwal , Assistant Professor , AURO University ,Surat
Dr Pritesh Shukla , Assistant Professor , AURO University , Surat
1. INTRODUCTION
India has shown strong appetite for content across streaming services. The concept of home
entertainment has evolved hugely in India . Due to huge digitisation the entertainment industry
has made an enormous shift Movies are shifting their base to over-the-top (OTT) streaming
platforms services. India’s video streaming industry is set to be valued at INR 11.97K Cr by
2023. This is linked to the surge in the number of internet users in India which are expected to
cross 735 Mn by 2021 with more than 73% of them consuming content in Indian regional
languages (Rawat,2019).
2. LITERATURE REVIEW
With affordable smartphones and abundant access to data , the small screen is becoming the
preferred medium of entertainment for new consumers . Consumers across different
demographics and geographies are more accessible than ever before and propositions to these
consumers are being reimagined through an enterprising mix of content and technology
(Hotstar, 2019). The video OTT revenue in India was Rs. 2,019 crores in 2017. It is expected
to reach Rs. 5,955 crores by 2022. With 500 million internet users, another number which is
growing steadily at the rate of 8 percent, India has become the number one market for media
and entertainment sector. It is also reported that the Indian OTT market is set to outperform the
global OTT market and will likely be ranked among the top 10 by 2022 ( Mishra , 2019)
Before 2015, many content companies tried their hands at the play, but nobody could make a
dent with the right mix of technology and content. However, the turning point was when Star
India launched Hotstar in 2015, which got the mix right. Though Sony Pictures Networks
India’s Sony Liv was already in the market, the big bang launch of Hotstar, supported by multi-
million dollar marketing and promotion blitzkrieg, ensured a top-of-the-mind recall of the
product. The international and national players followed soon with Netflix switching on its
service in India in January 2016, followed by Voot from Viacom18 and Amazon’s Prime Video
finally launching in December 2016 (Laghate , 2017)
Binge Watching is a practice of watching multiple episodes in one single sitting or session .
This trend has been drastically increasing since the introduction of digital streaming apps which
provide all episodes . India's apparent addiction with Netflix has seen us watching -- streaming
-- on buses, trains and planes, but new research has revealed that India has the second-highest
public bingers in the world. According to a Netflix survey, a staggering 88 per cent of Indians
are now watching on the go - 71 per cent more than last year - "ranking having access to movies
or shows higher than food and water as 'essential' items for travelling or commuting."( Singh,
2017)
Volume XII, Issue V, May/2020 Page No:548The International journal of analytical and experimental modal analysis ISSN NO:0886-9367
3. OBJECTIVE OF THE STUDY
The main purpose of conducting this research is to analyse the demographic variable and their
impact on the digital video consumption of the respondents along with understanding their
general viewing behaviour. Following are the objectives of the study: -
To investigate how demographic (age, sex) effect respondents towards the digital video
consumption of content on OTT Apps
To understand the content viewing behaviour of the respondents related to the various
Subscription based OTT apps.
4. RESEARCH METHODOLOGY
Descriptive and causal research design was used in this research . Descriptive research design
is used to describe the characteristics of respondents while causal research design was used to
analyse the influence of various variables like age and sex on time zone of watching content ,
Binge watching behaviour , preferred content etc of the respondents . Data has been collected
from both primary and secondary sources . For collecting data through primary source a
questionnaire on the google forms was generated and non probability sampling method was
used by distributing the forms from social messaging apps to the convenience of researchers .
A total of 243 respondents were surveyed .
5. DATA ANALYSIS
Statistical tests such as Chi-square , independent t-test was conducted to test the statistical
hypothesis . Also graphs were generated with the help of SPSS .
Descriptive Statistics
Table 5.1 :- Sample description
Statistics
Age Sex
N Valid 243 243
Missing 0 0
Mean 1.58 1.56
Std. Deviation .769 .521
Table 5.2 :- Frequency table of respondents -Age
Frequency Percent
Valid 15-24 141 58.0
25-36 66 27.2
37-50 33 13.6
50+ 3 1.2
Total 243 100.0
Volume XII, Issue V, May/2020 Page No:549The International journal of analytical and experimental modal analysis ISSN NO:0886-9367
Table 5.3 :- Frequency table of respondents- Sex
Frequency Percent
Valid Female 108 44.4
Male 134 55.1
Total 243 100.0
The Descriptive statistics reveals that in the sample size of 243 respondents the mean of the
age is 1.58 which according to the data variable is age bracket of 15-24 are the maximum
respondents and that comes to 58% of the sample which is more than half . Also from the 243
respondents 44.4 % are female and 55.1% are male , which seems to be balanced enough . The
standard Deviation of the sample in regards to the variable age is .769 and the standard
deviation in regards to the variable sex is .521 .
A series of test were conducted to test the following hypothesis in order to test the significant
association and difference between various variable .The tests that have been listed below in
the table help to interprete the mentioned objective of investigating the demographic ( age &
sex) effect on the respondents towards the digital Video consumption of content on OTT Apps.
Table 5.4 :- Summary of Statistical Analysis of Hypothesis
Specific Objective Hypothesis Statistical Tool Result Discuss
H01 There is no Chi- Square test Value= 41.382a Null Hypothesis
significant df = 12 Reject
association p=0.000
between age and (Significant)
time zone of
watching the
content
H02 There is no Chi-Square test Value =27.531a Null Hypothesis
significant df=12 Reject
association p=0.006
To investigate how between age and
demographic (age, Binge-watching
sex) effect behaviour of the
respondents respondents
towards the digital H03 There is no Chi-Square test Value=16.841a Null Hypothesis
video consumption significant df=3 Reject
of content on OTT association p=0.001
Apps between age and (Significant)
most preferred
content on the
OTT apps
H04 There is no Chi-Square test Value=16.841a Null Hypothesis
significant df= 3 Reject
association p=0.001
between age and (Significant)
language preferred
by the respondents
Volume XII, Issue V, May/2020 Page No:550The International journal of analytical and experimental modal analysis ISSN NO:0886-9367
H05 There is no Chi-Square test Value=18.177a Null Hypothesis
significant df=3 Reject
association p=0.000
between age and (Significant)
the sharing mode
of the OTT apps
H06 There is no Independent t-Test f=0.01 Fail to Reject
significant p=0.916
difference df=240
between impact on
productivity and
the sex of the
respondents
H07 There is no Independent t-Test f=3.819 Null Hypothesis
significant p=0.052 Reject
difference df=240
between the usage (Significant)
of the download
feature and the sex
of the respondents
The Figure 5.1 shows that the most preferred OTT application amonst the respondents is
Netflix, which by the way also has the highest subscription fee and has no free content
available. As compared to Hotstar which was one of the initial OTT apps to be launched in
India in 2016. Hotstar is a subscription based but a lot of free content is available on this
platfom, This graph means that the content is king on the OTT apps and therefore the
respondents prefer paying for the content.
Figure 5.1 :- Graph depicting the most watched and subscribed OTT app .
From the Figure 5.2 , Interestingly enough the sample has maximum respondents between the
age bracket of 15-24 and the most preferred language to view the content has been English .
henceforth the younger generation wants to watch content which is international and global in
its approach .
Volume XII, Issue V, May/2020 Page No:551The International journal of analytical and experimental modal analysis ISSN NO:0886-9367
Figure 5.2 :- The language of the of the content preferred
Also , in the literature review it has been mentioned that the OTT apps hare largely accessed
via the mobile handsets and in the figure 5.3 we can see that the same has been depicted in the
sample wherein respondents are preferring the mobile as their device to watch the content , this
could be because of the flexibility , mobility and accessibility that a mobile device provides
Figure 5.3 :- The device which is preferred the most to watch the content on OTT
apps
Once again we have observed that the time post 8:00 pm is the most preferred time
zone for watching the content but also in Figure 5.4 we observe that a large chunk
watches the content late night .
Volume XII, Issue V, May/2020 Page No:552The International journal of analytical and experimental modal analysis ISSN NO:0886-9367
Figure 5.4 :- The most preferred time Zone of watching the Content on OTT apps
In Figure 5.5 we have observed that due to the binge watching and time zone effect
most of the respondents agree that the OTT apps have a negative effect on their
productivity or performance.
Figure 5.5 :- Respondents opinion on negative impact on productivity or performance
due to OTT apps.
Volume XII, Issue V, May/2020 Page No:553The International journal of analytical and experimental modal analysis ISSN NO:0886-9367
6. FINDINGS & CONCLUSION
The major findings of the study indicate a few things that respondents below the age of
24 usually prefer late night as the best time zone for viewing the content and henceforth
they usually watch the content on their personal devices ( Mobile phone) alone whereas
the respondents above the age of 25 prefer the prime time zone of 8pm-11pm – after
dinner and before sleeping . This indicates that due to this the TV viewership has
drastically come down during the prime television time zone .
In terms of the content it has been found from the study that the digital video consumers
prefer original content and web series and this is again preferred mostly by the younger
respondents whereas the elder age group preferred movies. Looking at this viewing
behaviour there seems to be immense scope for the new artists, production firms to
make content rich and low investment entertainment content . Many existing production
firms are already having their digital content making verticals in place .
The trend of using one subscription on multiple device is being practised by all and
especially this has become a major advantage within the young respondents as they use
this feature amongst their friends on a sharing mode. Also the most preferred language
within the young viewers is English ( not necessarily Hollywood ) but even Indian
content in English language .
References
1. Aman Rawat . ( 2019, Dec 10) . Regional Content Accounted for 40% overall video
consumption on Hotstat . Retrieved from https://inc42.com/resources/hungry-to-
binge-watch-here-are-10-best-ott-platforms-in-india/
2. Hotstar (2019) . India Watch Report (2019) . Retrieved from https://secure-
media.hotstar.com/media-
website/indiawatchreport2019/India_Watch_Report_2019.pdf
3. Sucharita Mishra ( 2019, September 24) . The Rise of OTT platforms Ind India .
Retrieved from https://www.startupstories.in/stories/the-rise-of-ott-platforms-in-india
4. Gaurav Laghate (2017, March 02) . How OTT players are geared up to woo Indian
Viewers . Retrieved from
https://brandequity.economictimes.indiatimes.com/news/media/how-ott-players-are-
geared-up-to-woo-indian-viewers/57275909
5. Saurabh Singh ( 2017 , November 14). India has the second-highest public binge-
watchers in the world, says Netflix. Retrieved from
https://www.indiatoday.in/technology/news/story/india-has-the-second-highest-
public-binge-watchers-in-the-world-says-netflix-1086315-2017-11-14
Volume XII, Issue V, May/2020 Page No:554The International journal of analytical and experimental modal analysis ISSN NO:0886-9367 Volume XII, Issue V, May/2020 Page No:555
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