Impact of OTT (Over-the-top) Media on Consumer Buying Behaviour in Purba Bardhaman District in West Bengal: An Empirical Study

Abstract

The purpose of this study is to examine how OTT (Over-thetop) media affects Indian consumers’ preferences for online entertainment
platforms. It also looks at how customers in Purba Bardhaman district perceive subscription-based entertainment services and what factors influence their behaviour on these platforms. The study also looks into how social media influences consumers’ decision-making when it comes to choosing and using online entertainment platforms. The research methodology for this study primarily focuses on data collection and analysis. A combination of qualitative and quantitative data has been collected using a mixed methods approach in order to fully comprehend the ways in which social media influences consumer behaviour with regard to online entertainment platforms. Primary data for this study has been gathered using a self-structured questionnaire. Likert scalebased survey questions has been used to measure respondents’ opinions on social media, online entertainment platforms, and their content
preferences. The questionnaire also inquiries about the frequency and impact of social media usage on purchasing decisions. The sample size of Purba Bardhaman district has been determined using suitable statistical methods to reliable and generalizable results. Random convenience sampling has been used for qualitative sampling. In addition to graphical data representations, content and frequency analysis approaches were used in the examination of qualitative data. These findings have been drawn based on these analyses.