This research examines the relationship between different demographic segments and their viewing intentions on Over-the-Top (OTT) platforms, focusing on the factors and attributes influencing users' choice of platform. With OTT platforms rapidly gaining popularity across India, especially in the Delhi NCR region, understanding the factors that drive platform selection is crucial for service providers, content creators, and marketers. The study adopts a survey-based approach, using a 5-point Likert scale and multiple-choice questions to gather data from 120 respondents. The sample represents various demographic segments, including age, gender, and income. The study uses statistical tools such as descriptive analysis, chi-square tests, ANOVA, correlations, and regression analysis to test the hypotheses and analyze the data. The results suggest significant relationships between demographic characteristics and viewing preferences, highlighting the role of content variety, pricing, and platform usability in influencing consumer choices. The findings provide valuable insights into how different demographic groups engage with OTT platforms, offering implications for targeted content creation and marketing strategies
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