Smart Viewing: Redefining Value in Over-the-Top Streaming Experiences

This research work analyses the consumer perception value in the streaming services in terms of features, content, price, etc. and toward different streaming platforms currently available in India. A survey consumer survey of video streamers is conducted to understand usage pattern and analyzing consumer perception of video streaming services. Statistical analysis of repeated measures ANOVA, multiple response analysis and descriptive statistical analysis of the data is performed to extract the usage pattern. This study mainly focuses on; analyzing the consumer perception of the popular video streaming platforms available in Indian with respect to 6 parameters namely quantity of content, quality of content, user interface, recommendations, value for money, and audio and video quality; and examining what features and attributes attract consumers toward the video streaming services. This research shows that there is no significant difference in the ratings of YouTube and Netflix. Considering that Netflix is heavily charged and YouTube is free, Netflix is performing much better than any other service provider. This research could be used by organizations to understand Over-The-Top (OTT) video streaming industry in India.