UNDERSTANDING ADOPTION FACTORS OF SUBSCRIPTION BASED ENTERTAINMENT SERVICES AMONG CONSUMERS IN INDIA

Abstract

The market of subscription-based entertainment services in India has grown in the last few years, due to the changing lifestyle, preferences and the deluge of choices that are there for the customers. There has been a substantial increase in Customer acquisition especially in paid streaming video, music and gaming subscriptions.  People are adding new services to have access to new and diversified content which is more personalized and offer them a more enriching experience. The market for subscription model-based entertainment services in India has seen growing trends and offers an opportunity to understand the consumer preferences better. A trend in Indian customers has shown the preference of streaming services over buying or downloading it. The objective of this paper is to identify the factors influencing the subscribing intention of the entertainment services in India. In this paper, quantitative descriptive cross-sectional research design has been used, a hundred and fifty-four people were chosen through a systematic random sampling technique from different demographics. The people were categorised into different age groups such as Gen-Z (14-23 years), Millennials (24-37 years) and Gen-X (38-54 years) and then their preferences were studied based on their answers in survey questionnaire. Along with age there were other demographic factors that were taken into consideration to draw the conclusions. In general, descriptive results show that the interviewed consumers have subscribed to these channels and the consumer base for these services is here to stay.