Vatsal Kanabar, Mayur Khamani and Jignesh Vidani (2025) “To study the factors affecting preference of OTT platforms over theaters among Generation Z in Ahmedabad City.”, Journal of Advanced Research in Entrepreneurship, Innovation and SME Management, 8(1), pp. 32-40. Available at: https://adrjournalshouse.com/index.php/Journal-Entrepreneurship-SMEMgt/article/view/2362 (Accessed: 2May2026).