Perception Of Pricing And Subscription Value Of OTT Platform Among OTT Viewers Of Mayiladuthurai District

Abstract

This study investigates the evolving dynamics of consumer behaviour within the Over-the-Top (OTT) streaming market, focusing on the intersection of perceived cost and value. As the industry shifts from content acquisition to aggressive pricing strategies, subscription fatigue has emerged as a significant threat to platform retention. Utilizing a quantitative research design and a survey of 60 respondents, the study employs descriptive statistics and ANOVA to analyse demographic spending patterns and price elasticity. Findings reveal an Amazon Prime is perceived as the most affordable due to its multi-utility bundling, Netflix maintains the highest stickiness (retention) among younger demographics (18–40years) despite being viewed as the least affordable. This suggests that exclusive content acts as a primary buffer against price sensitivity. Statistical analysis indicates that while income significantly dictates churn rates during price hikes (p=0.007), the demand for flexible pricing models—such as sachet or pay-per-view options—is universal across all demographics (p=0.646). The study concludes that to mitigate subscription hopping, platforms must transition from rigid monthly models to hyper-personalized, tiered, or bundled pricing strategies that balance profitability with the psychological value thresholds of Gen Z and Millennial consumers.