Factors Affecting Millennials’ Preference for Online Video Streaming Apps in Ahmedabad

The study was carried out to examine the millennials’ preference towards online video streaming apps in Ahmedabad, Gujarat. Video streaming is becoming a part of our modern daily lives. Today, millennials want to be entertained with stories made for them and consumed on devices at a time and place of their choice. Millennials start their day with technology, live along with technology and end with technology, and nowadays viewers engage in binge watching. The purpose of this study is to know why which millennials shift from traditional media to streaming platforms and how much time and money millennials spend on streaming apps. The results show that convenience/flexibility, choice-related content, catalogue of video, advertisement and technical glitch in the television are the factors which move respondents towards online video streaming apps. Based on the factor analysis, two factors were summarized out of the total items. Most of the respondents spend two to three hours daily on online video streaming app and a majority of them prefer movies, web series, TV shows, comedy, action and live sports contents on streaming platforms