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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM67111
Volume:
10 |
9 |
Sep 2026
Pages:
1-8
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department of Commerce
University of Lucknow
Department of Commerce
University of Lucknow
The rapid expansion of Over-the-Top (OTT) platforms has notably changed digital entertainment consumption patterns. This study compares the digital streaming behaviour of Generation Z and Generation Y (Millennials) in Lucknow District by analysing key aspects such as frequency of OTT usage, binge-watching habits, device preference, content preference, and subscription behaviour. Primary data were collected from 214 OTT users through a structured online questionnaire and analysed using IBM SPSS Statistics. The findings revealed significant differences between the two generations in terms of OTT usage frequency, binge-watching behaviour, and device preference. However, content preferences were found to be largely similar, while subscription behaviour differed only in terms of annual expenditure. The study provides valuable insights into generational streaming patterns and can help OTT platforms design more targeted engagement and subscription strategies.
KEYWORDS
The findings revealed that Generation Z uses OTT platforms more frequently, engages in higher binge-watching, and primarily prefers smartphones for streaming, whereas Millennials are more inclined towards laptops and smart TVs. Although both generations exhibited similar content preferences, they differed significantly in their annual OTT expenditure while showing similar subscription patterns in other aspects. These findings are consistent with earlier studies highlighting the importance of content quality, convenience, affordability, and personalized viewing experiences in shaping OTT usage (Mulla, 2022; Nagaraj et al., 2021; Sharma & Lulandala, 2023; Singh, 2020). By providing a comparative analysis of two major generational cohorts, this study offers valuable insights that can help OTT service providers develop targeted content, marketing, and subscription strategies to improve user engagement and long-term customer retention.
1. Anbumalar, S., & Antony, B. (2020). Adoption of OTT platform in India during COVID-19. Journal Of Electronics and Information Technology, 23(9), 2023. 2. Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew research center, 17(1), 1-7. 3. Ezhilarasan, S., Ajayi, M., Tripathi, U., de Aquino, G., & Dhawan, M. (2025). Binge Culture and Beyond: A Conceptual Framework of OTT-Driven Mindset Shifts in Generation Z. 4. Kumari, T. (2020). A study on growth of over the top (OTT) video services in India. International Journal of Latest Research in Humanities and Social Science (IJLRHSS), 3(9), 68-73. 5. Kuriakose, M., & Johnson, D. J. (2024). The Effect of OTT Platforms usage Pattern among Gen Z: An Empirical Investigation with Special Reference to Kottayam District in Kerala State. Article is published in the journal-Technische Sicherheit, ISSN, (1434-9728), 2191-0073. 6. Mulla, T. (2022). Assessing the factors influencing the adoption of over-the-top streaming platforms: A literature review from 2007 to 2021. Telematics and Informatics, 69, 101797. 7. Nagaraj, S., Singh, S., & Yasa, V. R. (2021). Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India. Technology in Society, 65, 101534. 8. Nijhawan, G. S., & Dahiya, S. (2020). Role of COVID as a Catalyst in increasing adoption of OTTs in India: A Study of evolving consumer consumption patterns and future business scope. Journal of Content, Community and Communication, 12(6), 298-311. 9. Sangle, S. A., & Hodlur, A. S. (2025). Understanding OTT usage habits among Generation Z: A study from Maharashtra, India. International Journal of Research in IT and Management (IJRIM), 15(6). 10. Sharma, K., & Lulandala, E. E. (2023). OTT platforms resilience to COVID-19–a study of business strategies and consumer media consumption in India. International Journal of Organizational Analysis, 31(1), 63-90.
Publication Date
9/4/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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