An Analysis Study on Consumer Perception of Ad-Supported vs. Ad-Fee OTT Models

Abstract

OTT platforms provide individualized, on-demand content, they have revolutionized the media and entertainment sector. Two main monetization methods have evolved as a result of the proliferation of these platforms: ad-supported (free or reduced in cost with commercials) and ad-free (subscription-based). By examining preferences, patterns of behavior, and the variables driving decision-making, this study investigates how consumers view these models. Understanding how demographics, content quality, and price sensitivity affect consumer purchases is made easier with a mixed-method approach that includes surveys and secondary research. For OTT providers planning their pricing, advertising, and content distribution strategies, the report offers insightful information.