Viewers' Perception and Preference towards Ott Platforms – A Study With Reference To Mangaluru City

Abstract Over the past two decades, there has been a drastic change in the way people access and use video content. The age-old experience of watching TV is no longer limited to real- time or TV screen in the living room. Content is now used on laptops, tablets, etc- anytime and anywhere people want. Although not a household name in itself, OTT is the precise technology that has made the transition to broadcasting possible. The advent of online streaming platform such as Netflix, Amazon Prime Video, etc, means children and teenagers now have access to uncensored content, since there is no law or autonomous body to monitor and manage the digital contents provided on these OTT platforms and it is made available to the public at large without any filter or screening. As it is the case, OTT platforms should be responsible to create digital awareness i.e., viewers’ should be made aware of the impacts of their streaming and realise if there is really a need for watching those videos. Therefore, this study has been conducted to know the perception and preference of viewers’ towards OTT platforms and also to identify the factors influencing customers to use OTT