• Sheetal Pradeep Mehta
• Rutuja Rajesh Mukne
• Ankita Jayant Mishra

As the competition is turning out to be excessive, to sustain in the market the subscription-based service provider is working on new tactics and Strategies. This paper examined the role of consumer engagement in subscription-based service provide and further explores the factors influencing consumer engagement in media streaming service providers. It is an exploratory research on the buying behavior of subscribers through a questionnaire was conducted. The population of the study includes subscribers from the city of Mumbai. The target subscribers were Gen Z or the Millennials (19 - 34yrs). The responses were analyzed. The study established and confirmed the relationship between consumer engagement and entertainment as in literature. The changing role of entertainment is reflected on the media streaming service providers. Supported by the penetration of media streaming service providers and the evolution of entertainment, the service provider promises to change certain ways to Business-To-Consumer (B2C) activities are conducted. Focusing on B2C markets, this paper underlines the critical role of consumer behaviour research in determining factors influencing consumers using subscription-based media streaming service providers: NETFLIX Vs AMAZON PRIME; video streaming is becoming part of our modern lives, which means NETFLIX and AMAZON PRIME. Focusing on materials relating to licensed rather than original content and this content's role within the US domestic subscription-based service provider market, two distinct approaches emerge. The subscribers can watch anytime, anywhere and everywhere, on all the devices. It also gives offline availability, content, privacy, customization, plans as per choice. It has choice preferences too. This paper presents a study on the determining factors influencing consumer engagement while using the subscription-based media streaming service providers: NETFLIX Vs AMAZON PRIME.

Keywords: Consumer engagement, Netflix, Amazon Prime, Subscription-based service provider, Subscribers

"Determining the factors influencing customer engagement while using the subscription-based media streaming service providers (OTT Platforms): NETFLIX Vs AMAZON PRIME ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 6, page no.1549-1556, June 2020, Available :http://www.jetir.org/papers/JETIR2006557.pdf

"Determining the factors influencing customer engagement while using the subscription-based media streaming service providers (OTT Platforms): NETFLIX Vs AMAZON PRIME ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 6, page no. pp1549-1556, June 2020, Available at : http://www.jetir.org/papers/JETIR2006557.pdf