Publication

Abstract : Consumer behaviour is being forced to change as a result of technological developments in the telecommunications infrastructure, increased smartphone ownership, low internet costs, and so on. The introduction of online video streaming apps like Netflix, Amazon Prime, and Hot Star, etc. has revolutionised the visual entertainment media sector. Mainly millennial consumers are shifting from traditional streaming to OTT video streaming platforms. The report of data sciences division of Dentsu Aegis Network (DAN) India, 65% of millennial and Generation Z prefer to use video content on an Online video streaming platform over TV. Today the people are watching multiple media entertainment outlets at the same time. In this COVID 19 pandemic and lockdown the big budget producers and directors will be release films directly on OTT platforms like Amazon prime video. This research focused on the satisfaction of millennial users of Amazon prime video platform with special reference to Thrissur district of Kerala.