A Comparative Study of Marketing Strategies Adopted by OTT Platforms in India and Consumer Perception Compared to Traditional Television Channels

The rapid advancement of digital technology and internet penetration has significantly transformed the global entertainment industry. In recent years, Over-the-Top (OTT) platforms have emerged as powerful competitors to traditional television broadcasting by offering on-demand content, flexible viewing options, and personalized user experiences. The increasing availability of smartphones, affordable internet services, and digital payment systems has further accelerated the growth of OTT platforms in India (Gupta & Singh, 2020; Sharma, 2023). As a result, consumer viewing behavior has shifted from scheduled television programming to personalized streaming services that allow users to access content anytime and anywhere (Kumar & Gupta, 2021). The present study aims to conduct a comparative analysis of the marketing strategies adopted by OTT platforms and traditional television channels in India. The research also examines consumer perception, viewing preferences, and satisfaction levels with respect to both entertainment mediums. OTT platforms rely heavily on digital marketing strategies such as social media promotions, influencer collaborations, targeted advertisements, and personalized recommendation algorithms to attract and retain subscribers (Oberoi, 2024; Chatterjee & Banerjee, 2022). In contrast, traditional television channels continue to depend primarily on conventional promotional techniques including television advertisements, print media campaigns, and outdoor marketing (Ryan, 2016). The study is based on primary data collected through a structured questionnaire distributed among 285 respondents belonging to different demographic backgrounds. The collected data was analyzed using various statistical tools including descriptive statistics, chi-square analysis, correlation analysis, and regression models to examine the relationship between consumer preferences and media consumption patterns. The findings of the study reveal that OTT platforms are gaining significant popularity among consumers due to their convenience, wide variety of content, and flexible subscription models. Social media marketing, exclusive content, and personalized recommendations play a crucial role in influencing consumer decisions to subscribe to OTT services (Patel, 2022; Verma, 2021). However, traditional television continues to maintain relevance for specific content categories such as live sports, news broadcasting, and real-time events. The study concludes that while traditional television remains an important component of the entertainment ecosystem, OTT platforms are likely to dominate the future of media consumption due to technological advancements and evolving consumer preferences.