A STUDY ON CONSUMER PERCEPTION TOWARDS OTT PLATFORMS DURING COVID-19 PANDEMIC

Abstract

1.Impact on the Film Industry: The COVID-19 pandemic has had a substantial impact on the film industry, with repercussions felt in other creative industries. The shutdown and restrictions have hampered business development and economic output. 2. Increase in Online Entertainment: The prevalence of online entertainment in India has dramatically increased in recent years. Factors contributing to this growth include evolving lifestyles, faster and more affordable internet services, and the availability of broadband connections. 3. Popular OTT Platforms: Platforms like Netflix, Amazon Prime, ALT Balaji, MX Player, TVF, and others have gained popularity in the Indian entertainment industry. These platforms offer access to a variety of high-quality content, including web series, feature films, television shows, sports, and news in multiple languages. 4. Binge-Watching and Web Series: The concept of binge-watching, where viewers watch multiple episodes of a series in one sitting, has become popular. Web series, released over time to tell a story, have attracted a young audience who can watch programs at their convenience. 5. OTT as a Disruptive Media Infrastructure: OTT refers to Internet-based digital media services offered directly to subscribers, bypassing traditional content regulators or distributors. It has disrupted traditional TV networks by providing live channels and specialized content through the public Internet. 6. Wide Range of Devices: OTT content can be accessed on various devices, including Android, iOS, and Windows-based mobile devices, smart TVs, set-top boxes, gaming consoles, tablets, laptops, and desktop computers. 7. Advantages of OTT: The increased use of OTT platforms is supported by advantages such as user-friendliness, affordability, convenience, and access to a wide variety of content