Vol. 13 (08) pp. 480-484 DOI: 10.21474/IJAR01/21537

DECODING MILLENNIAL PREFERENCES: DRIVERS OF OTT PLATFORM ADOPTION IN THE DIGITAL ERA

  • Associate Professor and Dean, Commerce Guru Nanak Khalsa College of Arts, Science and Commerce,Mumbai 400019.
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Abstract

This study identifies the key factors driving the adoption of Over the Top (OTT) streaming services among the millennial demographic. Usingprimary survey data,the research evaluates the influence of determinants such as content diversity, pricing, user experience, and audio visual quality.The analysis reveals distinct consumption patterns,including a preference for on-demand access and binge-watching, alongside a shift in attitude away from traditional television.The findings offer actionable insights for OTT providers to refine their strategies, improve user engagement, and increase retention within this critical market segment.

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How to Cite This Article

Sameer Velankar (2025); DECODING MILLENNIAL PREFERENCES: DRIVERS OF OTT PLATFORM ADOPTION IN THE DIGITAL ERA, Int. J. of Adv. Res., 13 (08), 480-484, ISSN 2320-5407. DOI: https://doi.org/10.21474/IJAR01/21537

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Dr. Sameer Velankar

India
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