Volume 18, No. 6, 2021
A Study On Adoption Of Ott Platforms And Its Growth In The Post Covid Era
Dr. Mamta Rajani and Ms. Simran Rajani
Abstract
Over the Top service (OTT) is an online multimedia service delivered directly to viewers over the Internet. Since OTT is a relatively new emerging platform, the potential for growth is huge. As more and more people switch to online media consumption, the reach of these consumers will increasingly be through OTT services. OTT platforms can be watched throughout the world. Due to the COVID19 epidemic in the country, many filmmakers are now releasing their movies on major OTT platforms, instead of waiting for theaters to reopen. It is clear that since their launch, OTT platforms have only had an upward curve in popularity and usage, but due to the pandemic, its popularity has increased exponentially. There are changes in the way people consume entertainment through different media platforms. This report is based on primary data collected through a survey to analyze the factors influencing consumer adoption of online distribution channels and consumption during the pandemic. The study also focuses on analyzing the factors influencing consumer’s acceptance of streaming channels. The study tries to help different OTT platforms prepare different strategies for acquiring customers.
Pages: 417-423
Keywords: New emerging platform, Growth potential, COVID-19 outbreak, Online Streaming Channels, Entertainment