The Factors Effecting Shift of Indian Customers from T.V Series to Web Series- the Future of Ott Services in India

Abstract

The study investigates what factors made Indian consumers to shift towards web series from TV series. It also discussed the future of OTT services in India and gives an idea about India’s acceptance of web series as a primary video consumption platform. This study was conducted before the lockdown period and does not have its effects on its result. It gives answers to several questions like OTT’s capability of replacing Televisions in India. The study will also contribute to marketers in getting connected with the consumers promoting the OTT services. The study was executed by using quantitative methodology of research. Using the questionnaire research method, a survey was conducted to a target group of 120 people from all over India irrespective of gender, age and place of stay. Their responses are carefully analyzed and interpreted followed by a conclusion.

Keywords: OTT- Over the top Services, Media, Subscriptions, Piracy, webseries