This thesis now available for viewing on Actionesque Consulting’s website, Google Scholar, ResearchGate and other leading academic portals - was completed through SSBM - Geneva, Switzerland, and published on 15th May 2025, investigates Generation Z's attitudes toward Over-the-Top (OTT) platforms in India and their implications for online piracy, drawing on a quantitative survey of 1,000 respondents conducted between December 2024 and January 2025. The study addresses five key objectives: identifying drivers of OTT preferences, exploring motivations for piracy, applying the Theory of Planned Behaviour (TPB) and Social Learning Theory (SLT), and isolating factors driving OTT piracy. Findings highlight JioCinema (now JioHotstar) and Netflix as top platforms, favoured for affordability and diverse content, while piracy remains prevalent among 16-19-year-olds and college students, propelled by Fear of Missing Out (FOMO), restricted content access, social influences, and seamless internet availability through VPNs. Hypotheses connecting piracy to FOMO, low legal awareness, and content scarcity were robustly validated, with TPB underscoring the role of social norms and diminished perceived behavioural control, and SLT emphasizing peer reinforcement and technological accessibility. Although platform preferences exhibited only a tenuous direct correlation with piracy, content unavailability and peer-driven incentives emerged as primary catalysts. These insights corroborate existing literature. The study proposes eight targeted recommendations—including affordable subscription models, synchronized global releases, and educational campaigns—to address Gen Z's tech-savvy piracy behaviours. Limitations include an urban-centric sample and the absence of post-merger data, prompting suggestions for future rural and longitudinal inquiries. By integrating theoretical frameworks with practical applications, this research equips Indian OTT providers and policymakers with strategies to mitigate piracy in the dynamic media ecosystem.

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DOI: 10.13140/RG.2.2.18413.09442

Disclaimer: This thesis represents the original work of Dr. Quresh Moochhala and is protected by copyright. All rights reserved. Unauthorized reproduction, distribution, or plagiarism is strictly prohibited and may result in legal action. Proper referencing and citations are encouraged to promote academic integrity.

How to Cite?

Moochhala, Q. (2025). A Study on Gen Z Consumer Attitudes Towards OTT (Over-the-Top) Platforms in India and Its Impact on Online Piracy. Digital Repository of Theses - SSBM Geneva. Retrieved from https://repository.e-ssbm.com/index.php/rps/article/view/954

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