Subscription Fatigue Amongst Indian Consumers: A Study of Indian Consumers Using OTT and Food Delivery Apps and the Viability of Free Platform Models

This research aims to analyse the perception of subscribers towards OTT and food delivery subscription and willingness to have a common platform for OTT and food delivery subscription through a pilot survey using five-point likert scale questionnaire using convenience sampling. With the help of 102 sample size from Indian consumers using Chi Square analysis it was found out that analysis gender does not significantly shape the perception about unfair delivery charges, managing multiple subscription or preference of common platform for OTT and food delivery. Both men and women share a similar view on the need of common food delivery platform and single OTT platform and even frequency of OTT usage and gender didn’t show any significant association. Analysis showed that frequency of OTT usage is associated with perception of unfair delivery fees which suggest that higher OTT consumers may be more price sensitive. However, OTT usage frequency does not influence perception about overpaying subscription charges, preference of common food delivery platform and common OTT platforms. This study highlights that’s subscription fatigue is a common universal issue across gender and usage frequency. This study recommends that companies can provide transparent price breakdown, reduce delivery fees, loyalty-based reduction, a single dashboard or track for all active subscription and together work for common food delivery and OTT platform. Companies can also offer mini plans, lower cost ads support ties and shared family subscription and authorities can intervene for standardized pricing, transparent norms and can aim to reduce subscription fatigue at a systematic level.