• Ms.V.Kaviya
• Dr.C.Amirtharani

The rise of Over-The-Top (OTT) platforms has transformed the digital entertainment landscape by offering a diverse range of content catering to various viewer preferences. This study examines demographic profiles, usage patterns, subscription status and preferences towards OTT platforms. Using a descriptive research design, primary data was collected from 120 active OTT users in Tiruppur through a structured questionnaire. The study employed Chi-square tests to assess associations between demographic variables and OTT usage and subscription, and Weighted Average Ranking Method to determine the most and least preferred content platforms and genres. The findings reveal that platforms, Jio Hotstar, Amazon Prime, and Netflix emerged as the most favoured. Among genres movies, comedy and sports are the top-ranked content types, while talk shows and news are least preferred. A significant association was found between demographic profile, usage and the number of OTT subscriptions, indicating regional disparities in access and usage. These insights provide strategic direction for OTT providers to improve content offerings, user satisfaction, and market segmentation.

Content Variety, User Preferences, Subscription Behaviour, Digital Streaming, User Engagement.

"An Analysis of Viewers Preference in OTT Platforms", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 8, page no.d465-d476, August-2025, Available :http://www.jetir.org/papers/JETIR2508355.pdf

"An Analysis of Viewers Preference in OTT Platforms", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 8, page no. ppd465-d476, August-2025, Available at : http://www.jetir.org/papers/JETIR2508355.pdf