User Perspectives on Over-The-Top (OTT) Platforms in Kashmir: A Quantitative Analysis
Manzoor Ahmad Dar1, Ranbir Singh2, Balbir Kum3
1Manzoor Ahmad Dar, Department of Journalism and Mass Communication, IKG Punjab Technical University, Jalandhar (Punjab), India.
2Dr. Ranbir Singh, Department of Journalism and Mass Communication, IKG Punjab Technical University, Jalandhar (Punjab), India.
3Dr. Balbir Kumar, Department of Journalism and Mass Communication, IKG Punjab Technical University, Jalandhar (Punjab), India.
Manuscript received on 06 October 2023 | Revised Manuscript received on 13 October 2023 | Manuscript Accepted on 15 December 2023 | Manuscript published on 30 December 2023 | PP: 48-54 | Volume-3 Issue-2, December 2023 | Retrieval Number: 100.1/ijmcj.B1059123223 | DOI:10.54105/ijmcj.B1059.03021223
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Abstract: Over-the-Top (OTT) platforms are gaining popularity in Kashmir, with Netflix emerging as the most preferred platform. The majority of respondents spend 1-2 hours daily on OTT platforms, with movies being the most preferred content type. The primary motivation for watching content on OTT platforms is its simplicity of use, with Urdu being the most chosen language. The study also found that OTT applications are changing television and movie-watching habits in Kashmir, and that a substantial proportion of users believe that these platforms are changing the Indian television and film industry. Respondents are optimistic about the future of OTT platforms in Kashmir, citing factors such as smartphone penetration, digital quality, cost-effectiveness, and international collaboration. This research provides valuable insights for industry stakeholders, content creators, and policymakers seeking to understand user preferences and capitalize on the growing digital entertainment market in Kashmir. The study offers important implications for the future development of OTT platforms and media consumption patterns in the region.
Keywords: Over-the-Top (OTT) Platforms, Kashmir, User Perspectives, Media Consumption, Content Preferences.
Scope of the Article: Media bias Peace Journalism