To Study on Moviegoer’s Adoption of OTT platforms Ahmedabad, Gujarat
Keywords:
OTT platforms, gender differences, regional content, social media advertisementsAbstract
This study investigates the factors influencing moviegoers' adoption of OTT platforms in Ahmedabad, Gujarat, with a focus on gender differences. The research examines how various factors, including content preferences, the importance of regional language content, usage patterns, and the influence of social media advertisements, impact users' decisions to subscribe to and use OTT services. The study tests four hypotheses related to the association between gender and these factors. The results reveal weak but statistically significant associations, indicating that gender does play a role in shaping OTT platform usage, though it is not the dominant factor. Both male and female users value regional language content, although it is not the primary deciding factor in platform selection. Additionally, gender influences usage patterns and the effectiveness of social media advertisements in driving subscription choices. The study’s findings suggest that while gender-based preferences exist, OTT platforms should prioritize offering diverse content and personalized user experiences to appeal to a broad audience. Based on these results, practical recommendations are provided for content creators, marketers, and OTT providers to enhance user engagement and retention. The study concludes by suggesting several avenues for future research, including exploring additional demographic factors, the impact of emerging technologies, and cross-cultural comparisons to further understand the dynamics of OTT platform adoption.
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