A Comparative Analysis of Consumer Preference with Special Reference to Netflix and Amazon Prime Video

The rapid expansion of Over-the-Top (OTT) streaming platforms has transformed consumer entertainment habits globally. India represents one of the world’s fastest-growing OTT markets, with Netflix and Amazon Prime Video emerging as leading subscription-based competitors. This study examines consumer preferences between these two platforms by analyzing factors such as content library, user interface, original content, pricing, and recommendation algorithms. A structured questionnaire was administered to 115 respondents, followed by descriptive statistical analysis. The findings reveal that consumers prefer Netflix for its superior original content, user-friendly interface, and diverse content library, while Amazon Prime Video is perceived as more affordable and value-driven. The study contributes to existing literature by presenting a contemporary comparison of consumer behaviour towards the two dominant OTT platforms in India. The paper concludes with managerial implications, limitations, and future research scope.