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.
Crossref Cited-by Linking logo

  • Abstract
  • Cite This Article as
  • Corresponding Author

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.

[Sameer Velankar (2025); DECODING MILLENNIAL PREFERENCES: DRIVERS OF OTT PLATFORM ADOPTION IN THE DIGITAL ERA Int. J. of Adv. Res. (Aug). 480-484] (ISSN 2320-5407). www.journalijar.com

Dr. Sameer Velankar

India

DOI:

Article DOI: 10.21474/IJAR01/21537      
DOI URL: https://dx.doi.org/10.21474/IJAR01/21537

Download Full Paper

Download PDF No. of Downloads: 1 | No. of Views: 6