International Research journal of Management Science and Technology
ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST
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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
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