Impact of Smartphone Penetration on Over-the-Top (OTT) Video Streaming in Kashmir

Abstract

This research paper presents a comprehensive quantitative analysis of the impact of smartphone penetration on Over-the-Top (OTT) video streaming preferences and habits in Kashmir. The study collected responses from 170 participants through a structured questionnaire, providing valuable insights into various aspects related to OTT usage. The analysis covers gender distribution, age groups, educational background, smartphone ownership, internet usage frequency, preferred OTT platforms, content preferences, the influence of smartphones on traditional media consumption, internet connectivity importance, major challenges faced, preference for regional content, opinions on content regulations, and privacy concerns. The findings indicate that smartphone penetration is prevalent in Kashmir, with all respondents owning smartphones, highlighting their role as the primary means for accessing the internet and OTT content. Netflix emerged as the most preferred OTT platform, followed by Hotstar and Amazon Prime, indicating a preference for global platforms over regional ones. The study further reveals a diverse range of content preferences, with sports events, movies, and documentaries being the most favoured types of content. The transformative impact of smartphones on OTT consumption habits is evident, with the availability of smartphones significantly increasing OTT video streaming usage for a majority of respondents. Traditional media consumption has witnessed a decline, with OTT platforms becoming a popular substitute. Internet connectivity emerges as a critical factor for a seamless OTT experience, with respondents emphasizing its importance. The study also highlights the major challenges faced by users, including slow internet connectivity and limited data plans, indicating the need for improvements in internet infrastructure and affordability. Respondents express a strong preference for regional or locally produced content, demonstrating a desire to preserve cultural relevance and cater to local tastes. Opinions on content regulations reveal support for stricter guidelines for content suitable for all age groups and potentially harmful content. The concern over privacy and personal data while using OTT platforms underscores the need for robust data protection measures.Overall, the analysis provides valuable insights for content providers, policymakers, and stakeholders in the media industry to better understand user preferences and adapt to the evolving digital landscape. The findings emphasize the need for regionally relevant content and improved internet infrastructure to enhance the OTT experience for users in Kashmir. The research contributes to a deeper understanding of how smartphones have transformed media consumption patterns and highlights the importance of responsible content curation and data privacy in shaping a user-centric OTT ecosystem in the region.

Keywords: Smartphone Penetration, OTT Video Streaming, Kashmir and OTT, Content Preferences, Internet Connectivity