A Comparative Study of Business Models:- Netflix and Amazon Prime Video in Indian Ott Industry.

The Indian entertainment industry has witnessed a major transformation with the rapid growth of Over-the-Top (OTT) platforms. Services such as Netflix and Amazon Prime Video have significantly changed consumer viewing habits by offering on-demand, personalized, and internet-based content. This research paper aims to compare the business models of Netflix and Amazon Prime Video in the Indian OTT market and analyze consumer perception toward these platforms. The study is based on primary data collected from 67 respondents using a structured questionnaire and supported by secondary data from industry reports and academic studies. Descriptive research design has been adopted, and tools such as percentage analysis and mean score analysis have been used for interpretation. The study examines demographic characteristics, Xusage patterns, content preference, pricing satisfaction, and value-for-money perception. The findings reveal that Netflix is preferred for its international content quality, superior user interface, and premium viewing experience. In contrast, Amazon Prime Video is perceived to offer better value for money due to affordable pricing, bundled services, and strong regional content presence. The study concludes that while Netflix follows a premium-focused strategy, Amazon Prime Video’s bundled ecosystem model is better aligned with India’s price-sensitive and diverse consumer market.