Abstract: The emergence of digital media has triggered a boom in the popularity of Over-The-Top (OTT) platforms, transforming the entertainment sector. The current research examines the effect of online advertisements on viewers' subscription decisions for OTT services. As competition between platforms intensifies, advertisements have emerged as a central mechanism to draw and keep users. The study seeks to evaluate whether online advertisements are successful in shaping viewers' subscription patterns. A structured questionnaire was distributed to a diverse group of respondents to gather primary data. The study employs descriptive and correlational analysis to interpret viewer attitudes and behavioral responses. Results indicate that online advertisements have a moderate impact on viewers’ interest in subscribing. Factors such as frequency, relevance, and creativity of ads contribute to their effectiveness. However, subscription decisions are also influenced by pricing, content quality, and user experience. Correlation between attitude and future orientation was found to be weak but not statistically significant. This indicates that although advertisements can raise awareness, but they do not actively influence subscriptions by themselves. The research is indicative of the necessity of marketing blend. Targeting and personalization in advertisements can promote heightened viewer engagement. The research offers real-world insights into OTT marketers and advertisers. Subsequent research may investigate how different types of ads and their formats affect what viewers want.

Keywords: Online Advertisements, OTT Platforms, Viewer Behavior, Subscription Decisions, Consumer Attitude, Digital Marketing, Media Consumption, Advertising Effectiveness.

| DOI: 10.17148/IARJSET.2025.125155