OTT Market Segmentation and Consumer Profiling: A Cluster Approach to the Emerging OTT Consumerism
Description
Abstract: Purpose: As OTT platforms expand, stakeholders need to grasp OTT consumers' distinctively dynamic behaviors. The study addresses the following question: What key determinants affect consumer perception of OTT platforms, and how can the Indian audience be segmented? This study aims to analyze OTT customer segments, preferences, and viewing patterns. Design: An online survey questionnaire was designed to obtain responses (343) from a convenience sample of OTT consumers in India. The research employed psychographic and demographic characteristics from OTT consumers. These characteristics were used for audience profiling. Findings: The study reveals how value delivery, content quality, convenience, affordability, peer group influence, and personalization affect Indian consumer perception. It illustrates that the five OTT media consumer segments possess distinct perceptions and preferences. Clusters vary demographically and psychographically. Originality: Previous research analyzed the OTT market and consumer behaviors. This study adds to the existing literature by defining Indian customer clusters more precisely to better understand the heterogeneity of the growing OTT audience and provide focused insights that can fuel Indian business strategies. The novelty lies in knowing the emerging market’s audience and updating business strategies accordingly. Implications: Understanding clusters by industry strategists, media academicians, and professionals helps develop targeted advertising campaigns and personalized content recommendations, enhancing user engagement. The study offers to update marketing, content curation, and client retention strategies by helping stakeholders comprehend the dynamic OTT consumer landscape and tailor products to cater to distinct consumer clusters. Keywords: OTT platforms, consumer perception, customer segments, audience profiling, demographic and psychographic characteristics, Indian business strategies.