Consumer Attitudes and Preferences regarding the streaming services Towards Disney+ and Netflix in Ahmadabad City

Abstract

This study aims to explore the consumer attitudes and preferences towards streaming services, specifically Disney+ and Netflix, in Ahmedabad city. The research employs a mixed-methods approach, combining surveys and interviews to gather comprehensive data. The survey, distributed among a diverse sample of Ahmedabad residents, investigates factors influencing the choice between Disney+ and Netflix. Key aspects considered include content variety, pricing, user interface, and overall satisfaction. Additionally, interviews with a subset of participants delve deeper into specific preferences and experiences. Preliminary findings suggest that content diversity is a significant factor in consumer decision-making, with participants expressing interest in both exclusive and diverse content libraries. Pricing and subscription plan also play a crucial role, influencing the perceived value of each streaming service. The research provides valuable insights into the dynamics of the streaming market in Ahmedabad, shedding light on factors shaping consumer choices between Disney+ and Netflix. The findings can be instrumental for streaming platforms, marketers, and policymakers aiming to understand and cater to the preferences of consumers in this specific urban context.