AN ANALYSIS OF THE ROLE OF OVER-THE-TOP (OTT) PLATFORMS IN THE CHANGING FACE OF INDIA'S FILM AND TELEVISION INDUSTRY

Abstract

The present study aims to examine the OTT consumption patterns of individuals, utilizing a sample size of 110 participants. The objective of this study is to acquire a comprehensive understanding of individuals' OTT content preferences and watching habits. This study utilized a quantitative research methodology and employed surveys as the major means of data collection. The survey questionnaire encompasses variables pertaining to social media platforms, over-the-top (OTT) platforms, and the devices employed all crucial factors for comprehending individuals' patterns of OTT consumption. This study indicates that the majority of viewers prefer Disney+ Hotstar, then Netflix, and finally other over-the-top (OTT) platforms. According to the findings of this study, the cost (high membership fees) and the need for advanced network and technological capabilities pose the greatest barrier to the use of OTT platform services.