Role of Cultural Content and Price Model on OTT Subscription Decisions in India

Abstract

The rapid expansion of Over the Top (OTT) platforms in India has transformed the nation’s entertainment consumption patterns, driven by increased internet penetration, affordable data plans, and the diversification of digital content. However, as competition intensifies among global and domestic streaming providers, understanding the determinants that influence consumers’ subscription decisions has become critical. This study examines two key factors cultural content and pricing models and their role in shaping subscription behavior among Indian audiences. The research focuses on the cultural alignment of OTT content with regional languages, traditional storytelling, and socio-cultural relevance, alongside the perceived fairness and attractiveness of various pricing structures such as freemium, ad supported, and premium subscription models. The study adopts a descriptive and quantitative approach using structured questionnaires distributed among active OTT users across different age groups and regions in India. Data were analyzed through correlation and regression techniques to assess the strength and direction of relationships between cultural content, pricing perceptions, and subscription intentions. Findings indicate that culturally relevant content significantly enhances consumer engagement and subscription likelihood, as audiences strongly connect with regional narratives and linguistic representation. Moreover, pricing models that offer perceived value for money through flexible plans, bundled offers, and affordable monthly rates positively influence willingness to subscribe. The results highlight the need for OTT platforms to balance global content appeal with localized cultural identity and adaptive pricing strategies that resonate with the price sensitive yet content driven Indian market. This research contributes to the growing literature on consumer behavior in digital entertainment and provides practical insights for OTT service providers to design effective market strategies. By integrating cultural affinity and economic perception into their business models, platforms can achieve greater customer acquisition, satisfaction, and retention in the dynamic Indian OTT landscape.