The Effect of OTT Platforms usage Pattern among Gen Z: An Empirical Investigation with Special Reference to Kottayam District in Kerala State

Dr.Johney Johnson

OTT is an online entertainment platform and is one of the popular platforms on the internet. The OTT platforms initially struggled to attract customers in India but eventually it started to get popular among Indian customers. After covid 19 restrictions were lifted, the OTT platforms started to face stiff competition in holding its customers as customers got other alternative options for entertainment. So, in order to retain existing customers and acquire new customers OTT platforms need to reframe its service by understanding the customer usage pattern and OTT platform influence on existing customers. The Generation Z will be next market segment which OTT platforms can target to acquire new customers. This study will help OTT players to understand the customer usage pattern and influence of OTT platforms among Generation Z with special reference to Kottayam District in Kerala.