Sustainability in Consumer Behavior: An Empirical Study of OTT

Abstract

Introduction: The rapid ascent of Over-The-Top (OTT) platforms has fundamentally reconfigured India’s media consumption patterns, steering audiences away from traditional broadcasting toward personalized digital experiences. Against this dynamic backdrop, the present study examines the evolving landscape of consumer behaviour, emphasizing the emergent role of sustainability as a key determinant of engagement.

Objectives: This research paper aims to analyse the relationship between sustainable practices in OTT platforms and consumer preferences in India. Through empirical analysis, we examine how sustainability factors influence platform selection, engagement patterns, and subscription loyalty among Indian consumers. The study addresses a significant gap in existing literature, which has primarily focused on content preferences and technological aspects of OTT platforms while overlooking sustainability dimensions.

Methods: Utilizing a robust mixed-methods framework—comprising 174 structured survey responses and qualitative interviews—the research identifies principal factors influencing platform selection, including 'content diversity, affordability, user experience, personalization,' and increasingly, 'ethical and environmental considerations' (Chakraborty et al., 2023).

Results: While content quality continues to dominate decision-making, findings reveal an incipient but significant shift toward eco-conscious platforms, particularly among younger, urban, and digitally literate users. The study also highlights growing demand for regional content and flexible subscription models, reflecting nuanced user expectations.

Conclusions: These insights offer critical implications for OTT providers seeking to enhance loyalty, brand equity, and long-term competitiveness through strategic integration of sustainable practices in India’s fast-evolving digital entertainment ecosystem.