Content area
The rapid expansion of over-the-top (OTT) video streaming services has transformed content consumption patterns, particularly among digitally literate populations such as college students. This study explores the factors influencing streaming platform preferences and satisfaction levels among Gen Z college students in India. Employing a combination of descriptive statistics, multinomial logit (MNL) and ordered logit (OLOGIT) models, the analysis identifies key determinants of platform choice, including income, bundling strategies, price sensitivity, and regional disparities. The findings suggest that price discrimination, network effects, and behavioral inertia significantly impact subscription decisions, while content diversity and platform usability shape overall satisfaction. The study also highlights the role of peer recommendations, algorithmic content curation, and bundling incentives in consumer retention. The results offer practical insights for streaming platforms seeking to optimize pricing models and content strategies, and policymakers aiming to regulate the rapidly evolving digital entertainment market.
Details
Monopolistic competition;
Consumer behavior;
Digital literacy;
Competitive advantage;
Generation Z;
Discrimination;
College students;
User satisfaction;
Entertainment;
Consumption patterns;
Models;
Policy making;
Product differentiation;
Prices;
Price elasticity;
Consumers;
Streaming services;
Internet access;
Student retention;
Decision making;
Elasticity of demand;
Consumption;
Behavioral economics;
Preferences;
Video recordings;
Subscriptions;
Algorithms;
Econometrics;
Streaming media;
Statistics;
Video on demand
1 Research Scholar, Department of Economics, ICFAI School of Social Sciences, ICFAI Foundation for Higher Education (Deemed to be University u/s 3 of the UGC Act, 1956), Hyderabad, Telangana, India