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Determinants of Gen Z OTT Preferences and Satisfaction: An Econometric Analysis

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Publicado en:IUP Journal of Applied Economics vol. 24, no. 4 (Oct-Dec 2025), p. 56-93
Autor principal: Veerisetti, Ritika Rao
Publicado:
IUP Publications
Materias:
India
Satisfaction
Monopolistic competition
Consumer behavior
Digital literacy
Competitive advantage
Generation Z
Discrimination
College students
User satisfaction
Entertainment
Consumption patterns
Models
Policy making
Product differentiation
Prices
Price elasticity
Consumers
Streaming services
Internet access
Student retention
Decision making
Elasticity of demand
Consumption
Behavioral economics
Preferences
Video recordings
Subscriptions
Algorithms
Econometrics
Streaming media
Statistics
Video on demand
Acceso en línea:Citation/Abstract
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Resumen:The rapid expansion of over-the-top (OTT) video streaming services has transformed content consumption patterns, particularly among digitally literate populations such as college students. This study explores the factors influencing streaming platform preferences and satisfaction levels among Gen Z college students in India. Employing a combination of descriptive statistics, multinomial logit (MNL) and ordered logit (OLOGIT) models, the analysis identifies key determinants of platform choice, including income, bundling strategies, price sensitivity, and regional disparities. The findings suggest that price discrimination, network effects, and behavioral inertia significantly impact subscription decisions, while content diversity and platform usability shape overall satisfaction. The study also highlights the role of peer recommendations, algorithmic content curation, and bundling incentives in consumer retention. The results offer practical insights for streaming platforms seeking to optimize pricing models and content strategies, and policymakers aiming to regulate the rapidly evolving digital entertainment market.
ISSN:0972-6861
DOI:10.71329/IUPJAE/2025.24.4.56-92
Fuente:ABI/INFORM Global