Abstract
In the recent scenario entertainment mode is transforming from traditional distribution Channels to the “over-the-top” (OTT) media platforms. OTT platforms are allowing on demand entertainment content via the internet across devices like Television sets, mobile phones, computers & tablets. Due to the customized entertainment needs of any individual in the form of vast selection of films, TV shows, documentaries and original programming that is sent straight to the viewers through the internet. To succeed in this ever-changing entertainment scenario, over-the-top (OTT) platforms have to understand the dynamic consumer perception regarding the content selection, subscription & satisfaction factors. Currently affordable internet and smart phones usage is redesigning entertainment culture and perception in the Indian scenario. OTT has included an aspect of convenience to consumers watching habits and trends. Among the demographic variables, younger people showed a greater preference for online streaming over cable television and traditional source of entertainment. Over-The-Top (OTT) streaming platforms are providing personalized and ad-free content, making them viral among youth and middle-income audiences. OTT Platforms such as Netflix, Amazon Prime, and Disney+ Hotstar dominate the market by offering content tailored to diverse linguistic and cultural preferences. Large number of individuals is in favour of OTT platforms over conventional cinema experience due to various factors including personalization, economic factor and many more. Remya, Rupini T.S, (2023).Various existing researches have explored consumer perception on above said concern in metropolitan cities & very limited attention has been given to semi-urban or rural areas. By studies it is evident that entertainment viewers generally explore unique and exclusive content in all regional languages to enjoy at their comfort level. Chitrakala, Venkatesh and Nagarathinam A, (2023)
Keywords
- Consumer Behaviour
- OTT Platforms
- Digital Entertainment
- Sustainable Futures
How to cite
Swetha, C. T., & Shruthi, T. N. (2022). A study on consumer preference towards OTT platforms over theatres post COVID-19. International Journal of Research Publication and Reviews, 3(4), 789–792
References (2)
- 1.Mr. Mukul Jain, Research Scholar, Teerthankar Mahaveer University, Moradabad, Email: mukuljain2@gmail.com
- 2.Dr. Shubham Tayal, Associate Professor, SDCMS-Muzaffarnagar