• Dr.Rajesh B.Mapari
• Mr.Pradip S. Ingle

The rapid growth of OTT streaming services may be offering more choice for consumers and increase consumption among the users for sustainable development of OTT platform. As digital media continues to expand, competition between cable television and online streaming services increases. Acquiring customers today takes more than just advertising; it requires tailoring business objectives to the needs and wants of customer’s consumption. Numerous studies have examined the connection between the consumption of cable and online media, and key variables such as cost, ease of use, Availability, Media Option, Satisfaction, OTT Content and social trends. Consumption of OTT service will lead sustainable development of this industry. In this study, researchers explore a number of factors which consumers consider when choosing online streaming options. Sample data was collected through a survey questionnaire via QR code, Social media, Email. Multivariate regression models were developed to identify factors affecting each option. Model showed statistical significance. Factors like Ease of Use had strong and positive relationship. Cost, Availability, Media Options, Social Trends, OTT Content has Weak but Positive relationship. All the factors were statistically significant. For sustainability of OTT streaming services consumption of such services needs to be increase among the users. These all factors affect positively or negatively on consumption of OTT streaming service.

Social Trends, Media Options, Cable Television, OTT, Cost, Satisfaction, Sustainable Development, sustainability

"“Consumer Preferences and Influences in OTT Service Adoption Across Metros”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.177-180, February-2019, Available :http://www.jetir.org/papers/JETIR1902H30.pdf

"“Consumer Preferences and Influences in OTT Service Adoption Across Metros”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp177-180, February-2019, Available at : http://www.jetir.org/papers/JETIR1902H30.pdf