Title: An assessment of video viewership preference of Indian viewers

Authors: Rashmi Jain

Addresses: Chetana's Institute of Management and Research, 341, Government Colony, Bandra-east, Mumbai, India

Abstract: For more than 200 million households in India, video consumption on a television set has been the focal point of entertainment. Traditional or linear TV viewership entailed viewers making themselves available in front of the TV set to consume video content that is broadcasted, as per a predefined schedule. Advancement in technology, penetration of personal devices like smartphones and availability of high-speed internet coupled with new sources of content creation and distribution platforms has led to the emergence of video OTT - a new way of video consumption. This study assesses the video consumption behaviour in India which not only has a large number of linear TV connections but also the second-largest number of internet and mobile phone users in the world. The findings of the study will enhance understanding of current and future video consumption, which is critical to brands for their marketing communications.

Keywords: media consumption; video over-the-top; video OTT; consumer behaviour; viewership; television; streaming videos.

DOI: 10.1504/IJICBM.2021.119849

International Journal of Indian Culture and Business Management, 2021 Vol.24 No.4, pp.465 - 480

Received: 22 May 2020
Accepted: 07 Dec 2020
Published online: 22 Dec 2021 *

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