Adoption Factors Influencing OTT Subscription Decisions of Gen Z Consumers in India

Abstract

Over-the-Top (OTT) platforms' explosive growth in India has drastically changed how people consume information, particularly for members of Generation Z (Gen Z), who were born between 1997 and 2012. The highly dynamic, tech-savvy, and content-conscious habits of Gen Z customers are characterized by their digital nativity. In contrast to earlier generations, mobile accessibility, on-demand viewing, and personalized content experiences play a significant role in influencing their entertainment preferences. The purpose of this study is to methodically look at the factors that affect this Indian demographic's decisions to subscribe to OTT services. The study investigates a number of factors that might influence subscription behaviour, such as the perceived variety and quality of the content, peer pressure, the user interface's usability and aesthetics, the flexibility of the subscription model (e.g., pricing, plans, bundling), personal entertainment preferences, and the part social media exposure plays in finding and choosing content. It tries to find outthe factors that are statistically significant indicators of Gen Z's propensity to sign up for OTT services.It is anticipated that the results will give marketers, platform designers, and content producers important information for creating strategies that appeal to this very significant customer group.