Abstract: This paper was an analysis of various factors influencing consumer preferences on Over The Top (OTT) platforms. The researchers examined the consumer preferences regarding the web series and online streaming content that is available on online platforms like Netflix, Amazon Prime, YouTube, Hotstar and more. This study examined the factors influencing consumer preferences for opting and viewing the preferred channels of OTT. The research was conducted after an extensive review of literature and identifying the gap in the study. The study was conducted by using quantitative research methodology, using the questionnaire research method. The sample of respondents was collected through........
Key Words: Online Streaming, OTT, Online platforms, customer preferences, screen time.
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