Article
Comparative Study Of Consumer Awareness Towards Amazon Prime And Netflix
The rapid growth of digital entertainment platforms has significantly transformed the way consumers access movies, web series, television shows, and online video content. This study focuses on a comparative analysis of consumer awareness towards Amazon Prime Video and Netflix, which are among the leading Over-The-Top (OTT) streaming platforms in the global entertainment industry. The research aims to examine consumer awareness, customer preferences, subscription behavior, brand perception, content quality, pricing strategies, and promotional activities associated with Amazon Prime Video and Netflix. The study evaluates factors such as original content, user interface, subscription plans, accessibility, advertising strategies, customer satisfaction, and technological features that influence consumer awareness and platform preference. Both streaming platforms extensively use digital marketing, social media promotions, personalized recommendations, and advanced streaming technologies to attract and retain customers. The research is based on both primary and secondary data collected from consumers, journals, websites, company reports, and entertainment industry publications. The findings indicate that content quality, affordability, promotional strategies, technological convenience, and customer experience significantly influence consumer awareness and subscription preferences. The study concludes that effective digital marketing practices, customer-centric services, innovative content strategies, and technological advancements play a major role in improving customer engagement, brand loyalty, and market competitiveness in the OTT streaming industry.
Full Text Attachment
