Indraraj Roy, Krudit Mori, Jignesh Vidani

To Study the GenZ Perception About Netflix Subscription Plan in Ahmedabad City

Introduction

To study the genz perception about netflix subscription plan in ahmedabad city . Explore Gen Z's perception of Netflix subscription plans in Ahmedabad. This research reveals affordability, localized content, and peer influence drive decisions. Understand digital consumption patterns and strategic marketing approaches for the OTT industry.

Abstract

This research examines the perceptions of Generation Z in Ahmedabad on Netflix subscription plans, particularly on key factors that guide their decisions on subscribing to the platform. The research utilizes hypothesis testing to evaluate variables such as affordability, localized content, promotional offers, peer influence, and user experience. Findings show that students and young professionals are highly associated with affordability as a key consideration. The study also highlights the prominence of localized content, which postulates that culturally relevant programs increase the appeal of viewing on Netflix in regional markets. Promotion and peer influence are also influences, highlighting social validation in addition to the use of targeted discounts as a motivational factor for subscriptions. Despite weak associations with factors such as binge-watching and user-friendly interface, research shows that an overall approach to include affordability, cultural relevance, and positive user experiences is what would attract and retain Generation Z subscribers. Implications would then spread to marketing strategies and content development targeting improvement in engagement with the group. Future studies should be extended to comparative studies with other OTT platforms, broader demographic insights, and the impact of economic and technological shifts on consumer behavior. These findings contribute to a deeper understanding of digital consumption patterns and strategic approaches in the OTT industry.

Review

This study offers a timely and relevant exploration into Generation Z's perceptions of Netflix subscription plans within the specific context of Ahmedabad, India. By employing hypothesis testing to analyze critical variables such as affordability, localized content, promotional offers, peer influence, and user experience, the research aims to uncover the primary drivers behind subscription decisions among this digitally native demographic. The abstract clearly outlines the research's objective and its chosen methodology, setting the stage for a focused investigation into a dynamic and competitive segment of the entertainment industry. The findings presented are particularly insightful, highlighting affordability as a paramount consideration for Gen Z, especially among students and young professionals, which is a crucial demographic for subscription services. The strong association with localized content further underscores the importance of cultural relevance in regional markets, suggesting that platform providers must tailor their offerings to resonate with local tastes and preferences. While promotional offers and peer influence also play a significant role, emphasizing the impact of social validation and targeted marketing, it is noteworthy that factors often assumed to be universal drivers, such as binge-watching and user-friendly interfaces, showed weaker associations. This nuanced understanding of what truly motivates Gen Z subscribers—a combination of accessibility, cultural relevance, and positive user experiences—is a key strength of the study. The implications derived from these findings are valuable for Netflix and the broader Over-The-Top (OTT) industry, particularly in informing marketing strategies and content development aimed at enhancing engagement with Generation Z. The study effectively articulates the need for an integrated approach that prioritizes affordability, culturally relevant programming, and an overall positive user journey. The abstract also prudently suggests avenues for future research, including comparative studies with other OTT platforms, broader demographic insights, and an examination of economic and technological shifts. These recommendations demonstrate an awareness of the study's scope and potential for expanded contributions, solidifying its place in advancing our understanding of digital consumption patterns.

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