To Study the Genz's attitude towards subscription-based OTT platforms on traditional cinema culture in Ahmedabad city

Abstract

The rapid growth of over-the-top (OTT) streaming services has significantly transformed entertainment consumption patterns, particularly among urban youth. This study examines the influence of OTT platforms on traditional cinema culture in Ahmedabad. Data were collected from 114 respondents through a structured questionnaire comprising demographic details and attitudinal statements toward OTT and cinema experiences. The majority of respondents (81.6%) belonged to the 18–25 age group, with students forming 66.7% of the sample. Netflix emerged as the most preferred OTT platform (50.9%), followed by Jio Hotstar (28.1%) and Amazon Prime (19.3%). Descriptive analysis revealed that respondents generally agreed that the convenience of watching content anytime and anywhere makes OTT platforms more attractive than theatres (mean = 3.50). However, a considerable proportion still valued the cinematic experience (mean = 3.02), indicating a balanced preference between convenience and traditional movie-going experiences. Reliability analysis of attitude items yielded a moderate Cronbach’s Alpha of 0.543, reflecting acceptable internal consistency for exploratory research. Chi-square tests indicated a significant association between gender and decreased theatre visits due to OTT subscriptions (p = 0.013), suggesting that male respondents are more influenced by OTT availability. The findings highlight that while OTT platforms are redefining entertainment habits, cinema continues to hold cultural and experiential significance. Overall, the study suggests a gradual shift toward digital streaming, with OTT platforms complementing rather than completely replacing the traditional cinema culture in Ahmedabad.