Youth Preferences For Ott Platforms In Chennai: A Machine Learning Approach Using Rbf To Analyze The Impact Of Exclusive Content

Abstract

This research explores the evolving dynamics of entertainment consumption, focusing on the factors influencing the choices between Over-The-Top (OTT) platforms and traditional multiplexes. In an era marked by technological advancement and shifting consumer preferences, the study aims to understand why younger audiences are increasingly drawn to OTT platforms and the collaborative efforts between these platforms and content providers to offer exclusive content. Using a combination of quantitative methods, the study analyzes viewer decisions in selecting their preferred entertainment medium. Initial findings reveal a significant impact of OTT platforms, particularly among youth, with exclusive content partnerships playing a key role in this transition. The study highlights how the digital landscape is reshaping traditional entertainment methods, particularly in Chennai, as viewers opt for the convenience and variety of OTT platforms. Additionally, the study identifies that genre preferences, content exclusivity, cost sensitivity, and personalization are central to user engagement. Notably, 83.6% of respondents valued exclusive content, yet only 43.8% were willing to pay more for it. Frequent updates and affordability were also prioritized. Regional content preferences varied, and social media trends influenced platform selection. Findings from ANOVA (p < .05) and RBF modeling indicate significant differences in preferences based on content genre, platform benefits, and demographic factors. This research provides valuable insights into the growing prominence of OTT platforms, emphasizing the need for ongoing research to understand the rapidly changing entertainment landscape in the digital age.