In the contemporary digital era, Over-The-Top (OTT) platforms have emerged as a major source of entertainment for consumers across different age groups. The rapid growth of internet connectivity, increased smartphone penetration, and affordable data plans have significantly accelerated the adoption of digital streaming services. This study examines consumer viewing preferences and subscription patterns towards major OTT platforms in Coimbatore city, namely Netflix, Amazon Prime, Jio Hotstar, Aha, and Sun NXT. Primary data were collected from 50 respondents using a structured questionnaire. Statistical tools such as percentage analysis, chi-square test, ANOVA, and the Garrett Ranking Technique were applied for analysis. The findings reveal that price affordability, content quality, ad-free viewing, and service convenience significantly influence consumer preference and subscription decisions. However, statistical results indicate no significant association between demographic variables and subscription behaviour in most cases. The study provides strategic insights for OTT service providers to enhance customer satisfaction
Aarthy et al. (2026) studied this question.