CONSUMER

BEHAVIOUR OF
STREAMING
MEDIA WITH
RESPECT TO
NETFLIX,
AMAZON PRIME
AND HOTSTAR.

PRESENTED BY: Rhea

Tanvi
Deepak
Abhimanyu
Introduction: • Netflix , amazon prime and Hotstar are world’s largest
media service providers of the entertainment and mass
media.
• They offer online streaming of a library of Films,
television programme.

• Netflix is an American media service

provider found in 1997.
• User : 13 million
• Area served : 190 countries.

• Amazon prime is an also American service

provider found in 2006.
• Users : 0.5 million.
• Area served : Worldwide
(excluding Mainland China, Cuba, Iran, North
Korea, Syria)

• Hotstar is an Indian company found in 2015.

• User : 5 million.
Objective
• To understand market penetration of the entertainment industries with respect to
Netflix amazon prime and Hotstar.
• To analyse the consumer behaviour in this industries.
• To understand subscription preferences and buying behaviour.

Target audience:

• Age group between 18 to 35 years

 survey
GENDER AGE

2
6
4

16

24

28

male female 15-20 21-30 31-40 40 AND ABOVE

1. Which streaming media do you prefer the most?
4th Qtr
streaming
0% media
HOTSTAR
20%

NETFLIX
44%

AMAZON PRIME
36%

NETFLIX AMAZON PRIME HOTSTAR

2. HOW DID YOU GET TO KNOW ABOUT THIS STREAMING MEDIA?

OTHERS
3%
FRIENDS
22%

FAMILY
16%
SOCIAL MEDIA
59%

FRIENDS FAMILY SOCIAL MEDIA OTHERS

3. WHICH STREAMING MEDIA MARKETING & ADVERTISEMENT
ATTRACTED YOU THE MOST?
HOTSTAR 0%
20%

NETFLIX
50%

AMAZON
30%

NETFLIX AMAZON HOTSTAR

4. WHICH STREAMING MEDIA HAS BETTER OPTION AND
AVAILABILITY OF SHOWS?
3%
HOTSTAR
15%

NETFLIX
53%

AMAZON
29%

NETFLIX AMAZON HOTSTAR

 5. WHAT TYPE OF ENTERTAINMENT YOU PREFER MOST?
0%

BOLLYWOOD
35%

HOLLYWOOD
BOLLYWOOD

HOLLYWOOD
65%
 6. WHAT DO YOU PREFER MORE TO WATCH?
4th Qtr
0%
STAND UP COMEDY
20%

SERIES
45%

MOVIES
35%

SERIES MOVIES STAND UP COMEDY

7. WHICH STREAMING MEDIA IS MORE COST EFFECTIVE?
0%

NETFLIX
30%

AMAZON
70%

NETFLIX AMAZON
8. DO YOU HAVE YOUR OWN SUBSCRIPTION OR SHARE A
FRIENDS ACCOUNT?
4th Qtr
0%

NO, FRIENDS ACCOUNT

45%

YES OWN ACCOUNT

55%

YES OWN ACCOUNT NO, FRIENDS ACCOUNT

 9. WHAT IS THE AVERAGE TIME YOU SPENT ON THESE
STREAMING MEDIA IN A DAY?
MORE THAN 3
8%

1-2 HOUR
45%

2-4 HOUR
47%

1-2 HOUR 2-4 HOUR MORE THAN 3

10. SINCE HOW LONG HAVE YOU BEEN USING THESE
STREAMING MEDIA?
0%
MORE THAN 3 LESS THAN A YEAR
20% 20%

1-3 YEAR
60%

LESS THAN A YEAR 1-3 YEAR MORE THAN 3

11.KINDLY RATE YOUR EXPREANCE WITH NETFLIX AMAZONE
PRIME AND HOTSTAR
25

20 21

18 18

15

12 12
10

7
5 6 6

4 4
3

0
NETFLIX AMAZON HOTSTAR

EXCELLENT VERY GOOD AVERAGE POOR

 12. DID YOUR USUAGE OF TELEVISION HAS DECREASED
DUE TO THESE STREAMING MEDIA?
MAY BE
10%

YES
40%

NO
50%

YES NO MAY BE
Observation :1- Rhea
• Netflix and amazon looses audience keeping them hold for next
season.
• Hotstar is low rated nothing new.
• Hotstar repeat the same tv show causes less popularity.

Observation : 2- Deepak
• Netflix is spending big times on originals and drama and prime
is focussing in regional content game.
• Hotstar popularity is less as compare to Netflix and prime but is
popular among cricket lovers.
• Due low Subscription charges prime is more popular than
Netflix among non working individual.
• uses of tv is decreased due to introduction of streaming media .
Observation :3- Tanvi
The use of these 3 leading entertainment service providers has been increasing with time.

People are now shifting from use of Television sets to use of these 3 large players.

Hotstar is currently trending due to the availability of sports especially for the IPL lovers.

Netflix is yet the most preferred one because of good variety of shows availed by them.

Observation :4 – Abhimanyu
People prefer Hollywood more over Bollywood because of better quality of content.
Amazon prime originals and Netflix originals are being favoured.
Middle class people prefer to use Prime more because of the affordable pricing availed to them.
 CONCLUSION
The entire world has been shifting to Digitalization with time including online
shopping, Online Payments and so on. Similarly the Entertainment Industry has also
observed a Rapid Shift from watching shows on Television sets to watching them
online through these leading service Providers like Netflix, Amazon Prime and
Hotstar.

The target audience mainly consists of the young youth i.e 18-35 Years. Only the
older generation still prefers to watch the daily soaps and drama series on Tv sets.
But with the current young youth and the upcoming Generation, Use of tv sets will
have a rapid fall as everyone would prefer watching through a variety of Shows
availed online anywhere and anytime, resulting to be very much beneficial and
Revenue generating to the 3 of them.