Factors Influencing Subscription Decisions for OTT Media Services among Gen Y and Gen Z Consumers in Haryana

Abstract

The rapid expansion of subscription-based over-the-top (OTT) media services has transformed entertainment consumption in India. India's OTT user base was 664․9 million‚ or 45% of India's population‚ in 2026‚ and its active paid subscriber base was 172․6 million in 2026; digital subscription revenues increased 60% to ₹16‚300 crore in 2025․ Challenges include limited progress in converting free viewers into loyal subscribers and trends of multiplatform and switching usage as content shifts platforms․ This paper studies subscription decision factors for Millennials and Gen Z consumers in Haryana‚ a state that includes tech-oriented urban areas such as Gurugram and Faridabad and semiurban and rural areas․ Theories applied include Uses and Gratifications Theory‚ UTAUT2‚ perceived value theory‚ and the Expectation–Confirmation Model․ A Need–Decision (N-D) model was developed in which content value‚ price‚ convenience‚ variety‚ personalization‚ and social influences affect consumer needs assessments related to OTT services‚ which in turn affect perceived service value and subscription and retention or switching decisions․ Generational cohort serves as a moderating variable․ This paper reviews recent Indian studies and data on OTT service use‚ offers eight research hypotheses‚ and describes survey instruments and other methods for testing hypotheses among Haryana respondents in multiple groups․ Review findings suggest that Millennials' subscription decisions are likely to be influenced by value for money and other household benefits and reliability of content‚ and that Gen Z decisions are likely to be influenced by convenience‚ personalization‚ variety of content‚ and peer pressure․ Products and practices to test in Haryana and other regional Indian markets are described․