Streaming Services.docx

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RESEARCH REPORT

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SUBMITTED BY: SARTHAK ARORA FY PGDM-B Roll .no: 20182165

DURGADEVI SARAF INSTITUTE OF MANAGEMENT STUDIES, MALAD (WEST) MUMBAI.

SUBMITTED TO: DR.SHARAD KUMAR ACADEMIC YEAR (2018-2019)

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ACKNOWLEDGEMENT I would like to express my sincere gratitude towards DURGADEVI SARAF INSTITUTE OF MANAGEMENT STUDIES for introducing a course like PGDM and giving all the students a platform to keep abreast with the changing business scenario. I would also wish to extend my appreciation, to our Director Dr. C. Babu and first year chairperson Dr. Sanchita Banerji for their co-ordination and support. I would also like to extend my sincere gratitude to my research guide and our Dean Dr. Sharad Kumar for instilling confidence in me to carry out this study and extending valuable guidance and encouragement from time to time, without whom it would not have been possible to undertake and complete this research. Also this project would not have been possible without the support of my teachers and friends who helped me find data for this project. Last but not the least my colleagues for their valuable comments and suggestions for making this a cherishable experience for me.

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Sr.no

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Topic covered

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Executive summary

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Introduction

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Data analysis

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Suggestion

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Reference

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Annexure

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Executive summary Just like the smartphone segment, the video streaming space (also known as OTT or over the top) in the country is witnessing a fierce fight between indigenous and global players with the latter gaining a stronger foothold in the domestic market. According to the latest data, Netflix and Amazon Prime Video, two of the dominant players globally, have steadily grown their market share in the country this year at the expense of local firms such as market leader Hotstar, Jio TV and Jio Cinema.

This study is conducted to know people’s perception towards streaming services and to know which aspect has greater influence on the perception. To know problem and to find solution this research is done to some extent. The rise of streaming services .

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Introduction Streaming services is the future of home entertainment in India. Streaming services like Netflix that shook over mind space in 2018. Thanks to new technology and cheaper data charges , universalization of entertainment and smartphones for increasing the popularity and making them more accessible. OTT, short for Over the Top are streaming services that presently just 16 per cent compared to traditional TV channels and other media, but study says OTT platform in India presently is worth Rs 3,500 crore but can grow ten-fold to a whopping Rs 35,000 crore in the next five years. Another study, says OTT users in the country will reach 500 million by 2020, making India the second biggest market after the US Netflix may have become synonymous with OTT, but surprisingly, the market leader among the 30 odd players is Hotstar, from satellite TV biggie Star Network, which sensed the way the wind was blowing and started a digital platform branch for its vast repertoire of original shows across many languages (the Star network, beside running popular Hindi entertainment channels like Star Plus also has a bouquet of regional partners, from Vijay TV to Asianet). Hotstar, reportedly has more than 7 crore users, though it is not clear whether all are paid subscribers, since this platform has lots of free content available which does not need users to pay up.

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Objectives  To analyze the viewing pattern of the people watching television in India.  To find out why streaming services are dominating over digital operators/ cable networks  To find the overall people’s perception what they like to watch at leisure time. Market share of OTT (over the top) “OTT demand in India is growing on the back of cheaper data and smartphones, the very concept of prime time is changing — as a result libraries need to be larger and cater to a broader audience than they used to,” said Aman Kumar, chief business officer at KalaGato. “The market is in a stage where users are spoilt for choice. So, all these indicates that platforms who have bigger libraries and provide quality content will win.” Jio TV and Jio Cinema, the apps that come bundled with Jio mobile connection, have also seen their market share dwindle. Jio managed a 25 odd per cent market share for Jio Cinema, its main OTT offering, by shipping it pre-installed in its low-budget Jio Phones that was launched in July 2017. The dip in the apps installed base is because of a slowdown in Jio phone sales in anticipation of the launch of a newer model, telecom experts say. Sony Liv is the only Indian app that registered user growth in the period under review, growing its market share from 3.9 per cent in January to 6.7 per cent in October. It had exclusive streaming rights for FIFA World Cup that was held in June and July, and also the latest season of Kaun Banega Crorepati.

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Research Methodology Type of Research- Exploratory Sample Design- Probability of Simple Random Sample Size- 30 Sample- The sampling is selected in a random way irrespective of employ. It was collected through mails, forms and personal visits. Data Type – Primary Data Primary Data- Collected from a questionnaire in the form of Google forms circulated through social media. The questionnaire is so formulated as to understand the people’s Perception for the television One of the most important uses of research methodology is that it helps in identifying the problem, collecting, analyzing the required information data and providing an alternative solution to the problem. It also helps in collecting the vital information that is required by the government, OTTs etc. to assist them for the better decision regarding television industry

Limitations of the Research  This research reflects on the individual response in the area of Western Suburbs of Mumbai only. Hence this research cannot be extrapolated to the entire population. .  There may be biasness in answering the questions given.  Sample size 30 which is comparatively very small to understand the perception of the people toward streaming services and interpret for the whole country.

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Data analysis After preparing questionnaire of 13questions in which first 3 questions are about demographics, 10 questions are about the viewing preference of people what they prefer : streaming services or direct – to – home(DTH) .

AGE GROUP

Interpretation The above diagram shows that out of the total 30 respondents, 96.7% were between the age group of 18-25 while 3.3% are 25-40 respectively. This means that majority of the people between 18-25 had responded to the survey.

GENDER

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Interpretation The above diagram shows that out of the total 30 respondents where 56.7% are male and 43.3% are female. This means the majority is of males

OCCUPATION

Interpretation The above diagram shows that out of the total 30 respondents, 90% were students, 10% were having there own business This shows that majority of students responded and are more sensitive towards streaming services .So the first objective of this research that

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which occupation is having greater sensitivity towards the streaming sevices is answered.

1. How do you watch television?

Interpretation The above diagram shows that out of the total 30 respondents, 36.7% were having cable connection, 43.3% were direct tv and 36.7% were having online streaming services , 13.3% were having online free subscription and 6.7% doesn’t watch television. This shows that majority of students responded and are more still watching DTH tv.

2. In addition to your DTH services, do you also have a subscription to an online streaming service such as Netflix or Hulu?

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Interpretation The above diagram shows that out of the total 30 respondents, where 66.7% yes and 33.3% said no they will pay more in addition of their dth services for streaming services

4. Do you foresee you'll be watching TV exclusively online (free streaming OR subscription streaming) within the next:

5. Interpretation The above diagram shows that out of the total 30 respondents, 40% doesn’t know 20% think yes in1-6 months 10% thinks yes in 1-2 years , 13.3%thinks it will take more than 2 years .

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6. Do you consider yourself a heavy viewer of TV content?

Interpretation The above diagram shows that out of the total 30 respondents where 63.3% doesn’t think they are heavy user , 13.3% thinks they are heavy user and 23.3 % doesn’t know

7. How many hours a day would you say you watch TV?

8. Interpretation The above diagram shows that out of the total 30 respondents where majority of 73.3% spends less than 3 hours on streaming services and 13% doesn’t watch tv.

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9. What is the price you are willing to pay for the streaming services (Netflix/ Amazon prime etc.)Considering you already have DTH services?

Interpretation The above diagram shows that out of the total 30 respondents where 63.3% wants to pay 200 to 400 amount 20% wants to pay 400 to 600 and 16.7% wants to pay 600 to 800

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Please rank how much you watch each of these options

Interpretation

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The above diagram shows that out of the total 30 respondents shoes most have cable network on antenna network where people are watching netflix

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What attracts you to subscribe streaming services (Netflix/ Hulu)?

Interpretation The above diagram shows that out of the total 30 respondents where 80% thinks more about the content before subscribing 23.3% thinks about the pricing and 6.7% does none of the above.

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What is the favorite genre you like to watch on any platform of media?

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Interpretation The above diagram shows that out of the total 30 respondents where majority tlike 46.7% like all of the above 6.7% like musical and 33.3% like comedy.

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Do you like to binge watch all the episodes at once (Netflix/ Hulu) or you prefer one episode at a time (day/week)?

Interpretation The above diagram shows that out of the total 30 respondents where 80% likes to binge watch episodes all at once 10% each watch a episode one at a time and doesn’t watch tv series on streaming services

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SUGGESTIONS After seeing the data and analyzing some aspects of it my suggestions for improving child labour in India are shown as below:  Government should put some barriers for the streaming giants such as Netflix and hulu etc.  Streaming services should not put high prices just to make more profits.  Some regulations should be made to tackle the competition

Reference  https://www.savethechildren.in/articles/top-5-ways-to-tackle-theproblem-of-child-labor-inindia?gclid=EAIaIQobChMIxuz5wbTF4AIVmQ4rCh1XEQ8CEAAYAS AAEgLL6fD_BwE  https://en.wikipedia.org/wiki

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Annexure Q1 Gender 1) Female 2) Male Q2 Age group 1) 20-30 2) 30-40 3) 40-50 Q3 Occupation 1) Student 2) Self employed 3) Employed

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