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JCR. 2020; 7(15): 3888-3895

Understanding The Ott-Streaming Behavior Among Generation Z Consumers During The Lockdown Period

Mr. Ganesh Anand, Dr. Nagunuri Srinivas.

It was the difficult and the different situation during the lockdown all over the world, but from the many studies
it was found that there has been an authoritative flood in Indians taking new members of different substance
gushing administrations and as indicated by another overview that came out, more than 75 percent of Indians
have bought new memberships for over-the-top (OTT) stages during the lockdown time frame. According to
Jasal Shah, Managing Director & CEO the study from statistical surveying and investigation firm Velocity MR
with a little sample size of 3,000 respondents found that 73 % individuals expressed viewing Hotstar and
YouTube, while Amazon Prime and Netflix saw an expansion in membership with 67% and 65%, separately.
"OTT is the path ahead with portable turning into the be everything, anyway brands and advertisers can't limit
the DTH. With over 40% despite everything favoring DTH, itís still far to interface with the Other India and that
is the thing that presents a chance and market for organizations to tap on. Proceeding, we expect OTT to get
extra offer however DTH will keep on staying pertinent. There will be division going ahead; age familiar with
DTH will proceed with that whereas the generation Z will be adjusted to OTT," Arun Gupta, CEO and author
MoMAGIC Technologies, said. So this paper tries to explore the generation Z preferences, usage patterns, and
factors influencing OTT (Over the Top) subscription. The finding of the study will help the company to
expand/explore/retain / Customize the services after the post lockdown.

Key words: OTT, Generation Z and Lockdown Period.

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