Exploring user choice in OTT streaming: Conjoint analysis of streaming service attributes

Assistant Professor, Dept of Management Studies, Prof. Ram Meghe Institute of Research & Technology, Badnera-Amravati - 444701, India

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Published online: 20 November 2025

Abstract

This study explores how consumers perceive Over-The-Top (OTT) video streaming platforms in India's rapidly expanding digital media landscape. Using choice-based conjoint analysis, it examines how features such as subscription plans, preferred languages, and content genres shape user preferences and viewing choices. By analyzing 25 different scenarios through SPSS software, the study investigates dynamic patterns in user behavior, focusing on the role of subscription flexibility, linguistic diversity, genre preferences, and device usability. The findings highlight that user preferences evolve continually, emphasizing the need for broader, long-term studies across diverse demographic and geographic contexts. Overall, the research underscores the growing influence of OTT platforms in shaping digital media consumption, providing valuable insights for user-centered innovation. It recommends that OTT services strengthen competitiveness by offering flexible subscription options, promoting linguistic inclusivity, prioritizing popular genres like romance and comedy, and enhancing engagement and viewing experiences— especially on TV and laptop devices—to improve overall customer satisfaction. Keywords: OTT, Streaming services, Consumer Preferences, Conjoint, analysis, Video streaming