View AbstractThis research paper presents a comprehensive study on user perspectives of Over-the-Top
(OTT) platforms in Kashmir, based on a quantitative analysis of data collected from a
diverse sample of respondents. The study reveals significant insights into the current state
and potential future of OTT platforms in the region.
The data analysis unveils key trends and preferences among the respondents concerning
their usage of OTT platforms. Among the various platforms available, Netflix emerges as
the most preferred, with over half of the users selecting it as their favourite, followed by
Amazon Prime and Hotstar. The majority of respondents spend 1-2 hours daily on OTT
platforms, indicating significant engagement with the services, while a notable proportion
watches content for less than an hour per day.
The preferred time for content consumption on OTT platforms is during the early night,
indicating users' preference for unwinding and relaxing with digital content during this
time. Most users access OTT platforms for free, but a considerable proportion are willing
to invest in content consumption, with a majority spending between 201 to 400 rupees per
month.
Movies are the most preferred content type, suggesting that cinematic experiences remain
popular among the audience, followed by web series and live sports events. Urdu is the
most preferred language on OTT platforms, highlighting the importance of regional
language content to cater to the linguistic diversity in Kashmir.
The study identifies ease of use as the most compelling reason for watching content on
OTT platforms, followed by on-demand content convenience and cost-effectiveness. The
majority of respondents believe that OTT applications are changing their television and
movie-watching habits, showcasing the disruptive influence of these platforms on
traditional media consumption.
Additionally, a substantial proportion of users believe that OTT applications are changing
the Indian television and film industry, reflecting the transformative effect of digital
streaming on content production and distribution. Respondents express optimism about the
future of OTT platforms in Kashmir, attributing this belief to factors such as smartphone
penetration, digital quality, cost-effectiveness, and international collaboration.
Overall, this research provides a valuable resource for industry stakeholders, content
creators, and policymakers seeking to understand user preferences and capitalize on the
growing digital entertainment market in Kashmir. The study offers important implications
for the future development of OTT platforms and media consumption patterns in the
region. As the landscape of OTT platforms evolves, this research lays the foundation for
further investigations into the dynamic and ever-changing media consumption habits in
Kashmir.