Statistical Analysis of The Growth, Impact, And Challenges of OTT Platforms Using Chi-Square and Anova Tests

Statistical Analysis of The Growth, Impact, And Challenges of OTT Platforms Using Chi-Square and Anova Tests

Divya.D1, Haritha.K.B2*

1 Assistant Professor- Department of Commerce with Professional Accounting, Dr.SNS Rajalakshmi College of Arts and Science, Coimbatore-49

2 Assistant Professor, Research Scholar - Department of Commerce, Sri Ramakrishna College of Arts and Science for Women, Coimbatore- 641044

Abstract

Over-the-top (OTT) platforms have revolutionized the entertainment industry by offering on-demand streaming services that bypass traditional distribution channels. Grounded in the Uses and Gratifications Theory, which posits that audiences actively select media based on individual needs, this paper investigates how OTT platforms fulfill modern demands for personalization, convenience, and content variety. Additionally, the study draws on Diffusion of Innovations Theory to explain the rapid adoption of digital streaming across demographics. Using statistical analysis of market data, surveys, and user behavior trends, this paper evaluates key factors influencing user engagement, subscription patterns, and the decline of traditional media. Chi-square and ANOVA tests are employed to assess the relationships between demographic variables and OTT preferences. The findings offer valuable insights into the evolving media landscape and the future trajectory of digital streaming services.