A Comparative Study of Consumer Awareness, Preferences, and Perceived Value Towards Amazon Prime and Netflix

Abstract

The rapid growth of over the top (OTT) streaming platforms has significantly transformed the way consumers access and consume entertainment content. Among the leading platforms, Amazon Prime Video and Netflix have established strong market positions by offering diverse content libraries, subscription plans, personalized recommendations, and multi device accessibility. This study focuses on comparatively examining consumer awareness, preferences, usage patterns, satisfaction levels, and perceived value towards Amazon Prime and Netflix. The study evaluates the factors influencing consumers platform selection, including subscription cost, content quality and variety, original programs, user interface, personalization, accessibility, streaming quality, and overall service experience. A structured questionnaire can be used to collect primary data from OTT subscribers, while demographic characteristics and consumer behavior are analyzed to identify variations in platform preferences. The comparative approach provides insights into the relative strengths and weaknesses of Amazon Prime and Netflix from the consumer perspective. The findings are expected to help OTT service providers understand changing consumer expectations, improve content and pricing strategies, enhance customer satisfaction, and strengthen customer retention. The study also contributes to the broader understanding of consumer decisionmaking in the rapidly evolving digital entertainment market. Keywords: Consumer Awareness, Amazon Prime Video, Netflix, OTT Platforms, Consumer Preference, Customer Satisfaction, Perceived Value, Subscription Behavior, Digital Streaming, Consumer Buying Behaviour.