The rapid proliferation of Over-The-Top (OTT) platforms in India has transformed media consumption habits. This study examines the impact of perceived value—comprising functional, emotional, social, and price value—on consumer willingness to subscribe to OTT platforms. Using a quantitative survey-based methodology (n=384) and regression analysis, the findings reveal that perceived value significantly influences subscription intention, with content variety and affordability being the strongest predictors. The research highlights that Indian consumers exhibit value-conscious behavior, balancing entertainment benefits against subscription costs. These insights are critical for OTT strategists aiming to enhance user acquisition and retention in a competitive market
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