Factors Affecting the Selection of Watching Movies on OTT VS. Cinemas Among Generation Z in Ahmedabad City

Abstract

This study investigates the factors influencing the preferences of Generation Z in Ahmedabad City for watching movies on Over-the-Top (OTT) platforms versus cinemas. Using a quantitative approach, data was collected from 111 respondents to examine the association between age and various factors such as cost, content variety, convenience, social experience, and audiovisual quality. The findings reveal that age significantly impacts perceptions of cost, content diversity, and the unique big-screen experience, while other factors such as affordability, regional content variety, and exclusive content show weaker associations. The study highlights that OTT platforms are favored for their affordability, diverse content offerings, and the convenience of on-demand viewing. On the other hand, cinemas retain their appeal due to the immersive audiovisual experience and the social aspect of movie-watching. These insights suggest a potential coexistence between OTT platforms and cinemas, with opportunities for both to adapt and cater to evolving consumer preferences.The study contributes to the literature on entertainment consumption by providing actionable insights for cinema operators and OTT service providers. Practical implications include pricing strategies, content curation, and enhancing the big-screen experience. Future research can explore additional demographics, regional variations, and the impact of emerging technologies like virtual reality on entertainment preferences