|
SEGMENTING INDIA’S OTT AUDIENCE: A CLUSTER-BASED ANALYSIS OF VIEWER TYPOLOGIES AND THEIR STRATEGIC IMPLICATIONS
2
Author(s):
ARUN SHAH, DR. RAKSHA THAKUR
Vol - 16, Issue- 6 ,
Page(s) : 51 - 63
(2025 )
DOI : https://doi.org/10.32804/IRJMST
Get Index Page
Abstract
The exponential rise of Over-the-Top (OTT) platforms in India has led to increasingly diverse user behaviours, yet much of the existing research treats audiences as a monolith. This study employs a data-driven approach using K-means cluster analysis to segment urban Indian OTT
|