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Date 2024-06-25

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● Diverse Content: Insights can lead to more tailored and diverse content offerings, catering to various audience segments.

LITERATURE REVIEW

A knowledge of the time period of ‘OTT’ could assist in addition contemplation on the subject. The concept of Over-The-
Top (OTT) media services began with the rise of high-speed internet, which allowed for the direct streaming of content to
users without the need for traditional broadcast, cable, or satellite television providers. The early 2000s saw the advent of
video-on-demand services, but it was the mid-2000s, with increased internet bandwidth and the development of streaming
technology, that OTT services truly began to take off. This shift was driven by consumer demand for more flexible and on-
demand content consumption.
The OTT streaming market has seen exponential growth in recent years, driven by increasing internet penetration and the
shift towards on-demand content consumption. Studies indicate that platforms like Netflix and Hotstar have been pivotal
in this transformation, each bringing unique strengths to the market.
Netflix started in 1997 as a DVD rental service, mailing DVDs to customers. In 2007, it introduced streaming, allowing users
to watch a selection of movies and TV shows online. This pivot to streaming marked a significant shift in the company’s
business model. By investing heavily in original content starting with "House of Cards" in 2013, Netflix differentiated itself
from competitors. Over the years, it expanded globally, reaching over 190 countries, and continued to grow its original
content library, making it a leader in the OTT space.
A research paper - Netflix: An In-Depth Study" (2019) by Christine Sandberg, et al.:
● This paper details Netflix's use of data analytics to refine its recommendation algorithm, manage its content acquisition
strategy, and enhance user experience. It underscores the importance of data in maintaining Netflix's competitive edge.
● Global Reach: Netflix operates in over 190 countries, tailoring content libraries and pricing structures to cater to local
preferences and economic conditions.
A Case study -Harvard Business School Case Study: "Netflix Inc.: The Disruptor Faces Disruption" (2018):
● This case study examines Netflix's strategic use of data to disrupt traditional TV models, focusing on how data-driven
decisions in content production and marketing have allowed Netflix to sustain growth amidst rising competition.
● Financial Performance: Netflix's revenue model primarily relies on subscription fees, with different tiers offering varying
levels of content access and streaming quality. The platform's financial success is bolstered by its ability to attract and

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retain a large subscriber base globally.

Another Research paper -"OTT Video Consumption: A Cross-National Comparison" (2018) by Jonathan M. Davidson and
Michael S. Smith:
● This study analyzes OTT consumption patterns across various countries, revealing significant differences in viewing habits
and preferences. It emphasizes the role of localized content and tailored marketing strategies.
● Content Strategy: The platform invests heavily in original content production (Netflix Originals), spanning genres from
drama and comedy to documentaries and international series. This strategy not only attracts subscribers but also
differentiates Netflix from its competitors.
● User Experience: Netflix is renowned for its user-friendly interface and personalized recommendations powered by
advanced algorithms. This enhances user engagement and retention by suggesting content based on viewing history and
preferences.

Hotstar (Disney+ Hotstar):

Hotstar, now known as Disney+ Hotstar following Disney's acquisition of 21st Century Fox, is another prominent player in
the OTT landscape, particularly in the Indian market. Launched in 2015 by Star India, was designed to provide streaming of
TV shows, movies, and live sports, particularly cricket. Its initial focus was on the Indian market, capitalizing on Star India's
strong content library and sports broadcasting rights. In 2019, following the acquisition of 21st Century Fox by Disney,
Hotstar was rebranded as Disney+ Hotstar, integrating Disney's extensive content library. This rebranding and content
expansion helped Hotstar solidify its position in the Indian OTT market and explore international expansion.
In Research paper -"OTT Video Consumption: A Cross-National Comparison" (2018) by Jonathan M. Davidson and Michael
S. Smith - This study compares OTT consumption patterns, including for Hotstar across different countries, highlighting the
role of data in understanding viewer preferences.
● Content Diversity: Post-acquisition by Disney, Hotstar expanded its content library to include Disney's extensive catalog
of movies and TV shows, along with original Hotstar Specials.
● Subscription Models: Hotstar employs a hybrid subscription model, offering both free ad-supported content and
premium subscriptions with access to additional features and exclusive content.
● Live Sports Streaming: Hotstar strategy of streaming major sporting events live has been particularly successful in
attracting and retaining subscribers, leveraging India's passionate sports fan base.
● Regional Focus: Hotstar initially gained traction by offering a wide array of Indian content, including Bollywood movies,
regional language films, and live sports events (such as cricket, which is highly popular in India).
These secondary sources provide following performance Metrics and Industry Impact
Both Netflix and Hotstar have significantly influenced the entertainment industry:
● Subscriber Growth: Continuous growth in subscriber numbers is a crucial metric for both platforms, indicating their
ability to attract and retain customers in a competitive market.
● Market Penetration: Netflix's global expansion and Hotstar dominance in the Indian market exemplify their effective
localization and market penetration strategies.
● Content Acquisition and Production: Investments in original content and strategic partnerships (like Disney's integration
with Hotstar) showcase their commitment to offering compelling and exclusive content.

RESEARCH METHODOLOGY

Data Collection
● Dataset: Netflix Dataset - Click on the names it will redirect you to the dataset page
Hotstar Dataset – Click on the names it will redirect you to the dataset page

● Tools: Microsoft Power BI for data visualization and analysis.

Data Preparation
● Data Cleaning:
○ Import the dataset into Power BI.
○ Remove duplicates, handle missing values, and ensure data consistency.
● Data Transformation:
○ Create calculated columns and measures using DAX expressions to facilitate analysis.
○ Normalize data to enable comparison across different OTT platforms.

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