To study the factors affecting preference of OTT platforms over theaters among Generation Z in Ahmedabad City.

Abstract

The way people enjoy entertainment has changed a lot with the growing popularity of Over-The-Top (OTT) platforms, especially among Generation Z. This study looks at why Generation Z in Ahmedabad prefers OTT platforms over traditional movie theaters. Using a survey-based approach, it examines factors like convenience, affordability, variety of content, the trend of binge-watching, and the absence of censorship. The results show clear links (p < 0.05) between age and preferences for watching content anytime, cheaper OTT subscriptions compared to cinema tickets, and binge-watching. Although the correlations are weak (R values between 0.001 and 0.008), the findings indicate that Generation Z values OTT platforms for their affordability, on-demand access, and diverse content, which fit well with their digital lifestyles. Peer influence and social media also boost the popularity of OTT content. While theaters provide a unique experience, they struggle to match the convenience and lower costs of OTT platforms. This study offers useful insights for OTT providers, cinema owners, and marketers to adapt to changing audience tastes. It also encourages further research on generational differences, trends in content preferences, and how new technologies affect entertainment choices.