Gender Preference towards the Choice of Video Streaming Service Providers among Youth in Covid-19

Abstract

Media content providers, through video streaming services have revolutionized the way of providing entertainment to its viewers. They have not only changed time, date and venue of our content consumption but has also upsurged new media watching habits. The study was conducted to study the preference and reasons of preferring one video streaming service provider over others electronic platforms during the spread of Covid-19. 286 youth within the age group of 15-24 formed the sample of the study and online survey was conducted to gather their responses due to the Covid restrictions. The data was further tabulated and analysed with the help of t-test through SPSS. The research concluded Hotstar and Netflix to be the preferred medium for the males whereas Voot was the most popular application amongst females. Pricing was found to be the least satisfying criterion among both the categories whereas quality, language and variety showed varied response.