A STUDY ON CUSTOMER PREFERENCE TOWARDS OTT PLATFORMS IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

With the rapid advancement of digital technology, affordable smartphones, and increased internet penetration, OTT platforms have become a major source of entertainment, replacing traditional television and cinema for many users. The study aims to identify the most preferred OTT platforms, understand viewing patterns, and evaluate the key factors affecting customer choice such as content variety, regional language availability, subscription cost, convenience, user interface, and accessibility. It also examines the influence of demographic variables including age, gender, occupation, education level, and income on OTT usage behavior. Primary data was collected through structured questionnaires distributed among respondents in Madurai City, and secondary data was gathered from journals, websites, and industry reports. The collected data was analyzed using statistical tools such as percentage analysis, tables, and charts to interpret customer opinions effectively. The findings of the study reveal that content quality, affordable pricing, and availability of Tamil and other regional content significantly influence customer preference. The study provides valuable insights for OTT service providers to improve their marketing strategies, subscription models, and content offerings to better satisfy customer expectations and enhance user experience in Madurai City.

References

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   ????https://www.ijssrr.com/journal/article/view/2801
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Keywords

Consumer behaviour, Digital entertainment, Subscription plans, content preference, , Usage pattern, Platform loyalty, Pricing sensitivity