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Madnani, Divya, Semila Fernandes, and Nidhi Madnani. "Analysing the impact of COVID-19 on over-the-top media platforms in India." International Journal of Pervasive Computing and Communications 16, no. 5 (August 13, 2020): 457–75. http://dx.doi.org/10.1108/ijpcc-07-2020-0083.
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Purpose The outbreak of COVID-19 saw a robust increase in viewership of over-the-top (OTT) media platforms. This study aims to investigate the impact of COVID-19 on OTT platforms in India, as it has led to reshaping consumer content preferences. Design/methodology/approach The authors have conducted primary research by doing a survey and focus group discussion. The first study has focused on the impact of various factors such as time, content, convenience, satisfaction and work from home (WFH) on OTT platforms during the COVID-19 crisis and the second study has focused on change in behavior of people before and during lockdown using visual representation. Findings The findings of this study show that lockdown has played a major role in the increase in viewership of OTT platforms, as people working from home are also using OTT platforms more. The average hours spent on OTT have increased from 0–2 to 2–5 h and average spending that users are willing to make on OTT platforms is Rs 100–300 (per month). The satisfaction level of customers is directly related to space to watch with family, time to use OTT platforms, the quality of content on OTT platforms and preference of OTT platform over television. Also, factors such as age group, occupation, city and income groups also determine the usage of the OTT platform. Originality/value The main contribution of this paper is to analyze the customer needs that impact their satisfaction level.
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Malewar, Sonali, and Shweta Bajaj. "ACCEPTANCE OF OTT VIDEO STREAMING PLATFORMS IN INDIA DURING COVID -19: EXTENDING UTAUT2 WITH CONTENT AVAILABILITY." Journal of Content Community and Communication 12 (December 31, 2020): 89–106. http://dx.doi.org/10.31620/jccc.12.20/09.
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The paper aims at identifying factors that stimulates the customers to adopt and use OTT video streaming platforms in India by applying unified theory of acceptance and use of technology 2 (UTAUT2) model. The study has also attempted to check the moderation effect of age, gender, experience. The study uses a questionnaire to gather the primary data of 277 users of OTT video streaming platforms of India as respondents. The data was examined using SmartPLS 3.3.2 software. The key drivers of adopting and using OTT video streaming platforms are performance expectancy, price value, habit and content availability. The study approves the relevance of UTAUT2 model in the present context. The study also explains the moderating effect of gender, experience and age in UTAUT2 model constructs with respect to OTT video streaming platforms. The market of OTT platforms in India is growing tremendously and is projected to gain the momentum in coming years. Thus, it is imperious to comprehend the behavioral intention of consumers. The outcomes of the study will help the managers in comprehending and devising different strategies for consumers of OTT video streaming platforms. The study is first ever attempt to the best understanding of research to observe the acceptance of OTT video streaming apps using UTAUT2 model.
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Kumar, Hrishikesh. "A Study on Consumers' Preference towards OTT Platforms during the Post Covid-19 Lockdown Periods." Journal of Development Economics and Management Research Studies 10, no. 16 (2023): 65–70. http://dx.doi.org/10.53422/jdms.2023.101609.
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This research paper analyses the changing consumer preferences towards over-the-top (OTT) platforms in the post Covid-19 lockdown period. With the pandemic forcing people to stay indoors and limiting access to traditional forms of entertainment, OTT platforms have witnessed a surge in popularity. The study employs a mixed-methods approach, combining both quantitative and qualitative research methods to gather insights into the factors driving consumer behavior towards OTT platforms. Through an online survey and in-depth interviews with OTT users, the study finds that factors such as ease of use, affordability, and availability of diverse content play a significant role in shaping consumer preferences. The study also sheds light on the emerging trends in the OTT industry and offers insights that can be useful for businesses in this sector. Overall, this research provides a valuable contribution to the understanding of how the pandemic has impacted the media consumption habits of consumers and offers insights for OTT platforms to cater to the evolving needs of their users.
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Kaur, Jaspreet, Archana Aggarwal, Rakhi Gupta, Pragya Narain Srivastava, Kirti Hasija, Jyoti Jha, and Kishika Magan. "A Cross-Sectional Study to Analyse the Impact of OTT Platforms on Body Modification Choices and Cognizance of Associated Risks." Microsphere 2, no. 1 (July 24, 2023): 113–26. http://dx.doi.org/10.59118/hwjq3945.
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The objective of this study was to assess the prevalence of Over-The-Top (OTT) users and the impact of OTT platforms on their body modification choices (hair colouring, body tattooing and body piercing). It was also aimed to analyse awareness about the medical risks or complications associated with these choices. An online survey was conducted for 3 months (November, 21 to January, 22) predominantly in Delhi, Haryana, Uttar Pradesh and minorly in other states of India. The variables considered in the study were demographics, choice of OTT platforms and time spent on them as viewers, characteristics of hair colouring, body tattoos and piercings, decision-making process before opting for such body modification choices, and knowledge or awareness about the risks associated with them. The Chi-square test was used for testing intergroup comparisons. A positive correlation was found between the time spent on OTT platforms and the level of anxiety or restlessness felt by respondents when they were not able to watch the content on such platforms. A positive correlation was also found between the time spent on OTT platforms and the inspiration taken by the respondents from them while deciding on their next look (r = 0.094). Based on the results obtained from the study, it was found that the prevalence of OTT platforms has gained immense popularity, and 83.6% of respondents were found to be OTT users. Interestingly, 89.6% and 75% of the respondents were aware of the health risks associated with body modification choices like hair colouring and body tattooing, respectively.
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Vagdevi H. S. "Content Consumption in Streaming Frenzy Milieu: An Analysis Among College Students in Mysuru." Proceeding International Conference on Science and Engineering 11, no. 1 (February 18, 2023): 1578–88. http://dx.doi.org/10.52783/cienceng.v11i1.308.
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Until 2010 when Netflix became a reality no one imagined that a DVD rental company would change the entire consumption pattern upside down (Shantharaju S & Vagdevi H S, 2021). The culture it created prompted many to follow the suit including Disney Plus (Disney +), e-commerce tycoon Amazon (Prime), homegrown Alt Balaji, and others. Over-The-Top (OTT) platforms offer everything from the Latin American Narco-history with an addictive dramatic plot, series of belongingness with subjects dealing with nationalism & patriotism, content on sex & lust, to the nauseating portrayal of chauvinism weave an everlasting TV series. Probably, without the infrastructure and user interface, OTT platforms wouldn't have been so popular (Michael Samuel, 2017). With the diverse content and available and affordable technology, thanks to the pandemic there have been a skyrocketing growth of OTT subscribers from 32 million in 2019 to 62 million in 2020 (exchange4media,2020), and still growing strong. The lockdown saw a clear shift from traditional media to OTT platforms (Gupta & Singharia, 2021). Today, India has 40 OTT platforms, and it is one of the fastest-growing OTT markets (PwC Report,2020). With government push to digitization coupled with cheap mobile data, increasing mobile population and most importantly rural penetration of the internet (business insider report, 2021) has all influenced the growth of OTT platforms as well. With two OTT providers in 2012 to 40 plus as of today, the OTT revolution has come a long way in India (NASSCOM, 2020). The induced growth of OTT due to the pandemic has also led to questions on the content that is been viewed on these platforms. A conflict that questions, the content vis-à-vis the crass outright representation of the subjects and their influence. According to industry reports in 2021, students have made the biggest contributions to OTT consumption. It is necessary to understand how these content influences aspects of the individual. Many recent studies (Gupta & Singharia, 2021; Nijahwan & Dahiya, 2021) concentrate the research on emerging consumer consumption patterns and changing behavior and habits. The current research is an empirical study on the growing influence of content among college students in the Mysuru region. The study analyses the psychographic influence of content consumption using a structured questionnaire.
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Dikshya Saikia and Gaurav Nirmal. "Catalyst Role of Covid 19 Pandemic in Increasing Adoption of Over-the-Top (OTT) Platforms- A Study Conducted amongst Gen Z of Guwahati City, Assam." International Journal of Engineering and Management Research 12, no. 3 (June 30, 2022): 182–86. http://dx.doi.org/10.31033/ijemr.12.3.27.
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The outbreak of Covid 19 has drastically increased the use of viewership in multiple OTT platforms. OTT platforms are media service providers, providing users with direct access to the different forms of content over the internet doing away with the need for connection to a dedicated carrier. Different age grouped people with diverse requirement of media need has been provided with the option to subscribe to OTT services. The present study has been conducted with the purpose to assess the factors affecting on-demand content popularity among users of the selected study area i.e. Guwahati city in contrast to pre-established platforms; with special reference to the pandemic. The results have shown a positive trend on the use of OTT services during the covid pandemic and it can be said that Covid 19 pandemic has definitely acted as a catalyst in increasing adoption of OTT services amongst Generation Z of Guwahati city with almost 60% respondents stating that they have started using OTT after the pandemic.
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Sharma, Anil, and Hiren Harsora. "A STUDY ON PREFERENCES OF CONSUMERS TOWARDS INTERNATIONAL OTT PLATFORMS AND SUSTAINABILITY STRATEGY IN INDIAN MARKET." International Journal of Management, Public Policy and Research 2, SpecialIssue (January 29, 2023): 32–40. http://dx.doi.org/10.55829/ijmpr.v2ispecialissue.114.
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There are several social benefits generated by digital platforms, including facilitating inclusion. Communication services have been critical in accelerating the inclusion of marginalized users into formal systems, particularly for financial, health, and education services that are enabled by OTT providers. Using OTT platforms places a significant strain on energy resources, services providing music and video streaming have a far lower carbon footprint than traditional physical formats.
Over The Top (OTT) industry is one of the fastest growing industries in the world. The usageofOTTplatformsinIndiahastremendouslyincreasedafterCOVID19.ThereasonsforthisismobilefriendlyandtheoriginalcontentthattheseOTTplatformsprovide.In India, big international players like Netflix entered and changed the entertainment industry making platform for more international as well as Indian OTT platforms. This study focuses on various international OTT platforms in India and their performance in Indian Market. The study attempts to identify current international OTT platform trends with reference to type of shows preferred by customers & investigate OTT platform success factors in India. The research concluded that majority of the people preferred Netflix, followed by Disney+ HotStar and Amazon Prime Video. The respondent’s shows liking towards OTT which focus more on Original Shows and Web Series which gets frequently updating list just like Netflix. It was also observed that Disney+ HotStaris more preferred as they of digital broadcasting partner for big cricket events like IPL and World Cup. The research concludes that localization of content, affordable pricing, high quality picture quality, strong distributorship partnership, good user experience and better after sales services are the major factor for success of international OTT in Indian Market.
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Gupta, Shanu, and Ranu Tomar. "What Drives the User’s Continuous Usage Intention of OTT Video Platforms? Identifying the Role of Cognitive Absorption and Perceived Usefulness With the Impact of OTT Content on it." International Journal of Professional Business Review 8, no. 4 (April 5, 2023): e01494. http://dx.doi.org/10.26668/businessreview/2023.v8i4.1494.
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Purpose: This study aims to understand the user’s holistic experiences and beliefs about using OTT video platforms. The study adopts the concept of Cognitive Absorption with the impact of OTT content on it to test the user’s perceived usefulness and continuous usage intention of OTT platforms. Theoretical Framework: The study utilizes cognitive absorption theory along with all its five dimensions in a two-stage hybrid model and tests its overall validity and reliability using partial least square-structural equation modeling. Design/ Method/ Approach: The study employs a primary data collection methodology in which a survey has been carried out on the respondents who are already active users of OTT platforms. Data has been collected through questionnaires from the young IT professionals working at Noida (NCR). Findings: The results of the study confirmed that the user’s continuous usage intention of OTT platforms is strongly influenced by cognitive absorption and perceived usefulness with the impact of content on it. Research Practical and Social Implications: The study adds significant knowledge to the academic world for utilizing cognitive absorption in the field of OTT. The findings enhance our understanding that Content is one of the most successful attributes of OTT video streaming technology in determining the user’s continuous intention. It provides valuable feedback to the OTT content creators to focus more on the user’s needs and expectations of the content. Originality/ Value: The proposed research model is the first-ever attempt to examine the impact of Cognitive Absorption affecting the user’s perceived usefulness and continuous intention to adopt OTT.
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Singh, Dr Rashmi. "Binge Watching on OTT Platforms: Loneliness in Adolescents." International Journal of Social Science And Human Research 05, no. 08 (June 26, 2022): 3720–25. http://dx.doi.org/10.47191/ijsshr/v5-i8-50.
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In largest population country every fifth person is adolescent in age between 10 to 19 years. As they grow with many basic issues like reproductive health problem, sexually transmitted diseases, nutritional deficiencies & mental health problems. Different problems are faced on the basis of rural or urban area. In urban area problems are more related to abuse of alcohol, less sex education, inferiority complex, exam or education stress, social relationship, habit forming drugs & so on. In this sensitive age, they get stuck unintentionally in chaos where they find harsh & difficulties. In addition, binge watching is highly trendy in all age group & it was found greater in the lockdown. Every single person indulges in binge watching for their own reason & entertainment. Firstly, no research was done on adolescent in terms of binge watching. As we are well versed this time every teenager using cell phone & electronic device. Most probably their decision making can be stumble that how to use in appropriate way, what to watch, read & listen, play game and etc. The purpose of the research is to find out binge watching among adolescent & to find out correlation between binge watching & loneliness. A mass of sample is 60 where 30 were boys & 30 were girls respectively. A purposive sampling was used & age criteria was 14 to 18 adolescents. Here independent variable are adolescents (Boys and Girls) & dependent variables are binge watching & loneliness. The two questionnaires were used a self-made questionnaire for binge watching & Loneliness Scale (Social relationship, Interpersonal relationship, Distreved reaction, social isolation, Emptiness) by Adnan Hamid & Mohammad Parvez. A descriptive statistical analysis was done for the result. The research has shown significant correlation between binge watching & loneliness among adolescents.
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Kushwaha, Arvind. "THE CONSEQUENCE OF MOVIE THEATRE CLOSURES IN THE MIDST OF THE PANDEMIC." International Journal of Social Sciences & Economic Environment 6, no. 1 (June 30, 2021): 15–21. http://dx.doi.org/10.53882/ijssee.2021.0601003.
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Purpose: Subscribing to OTT (Over The Top) platforms and reading fictional or non-fictional books were two of the entertainment options examined in this study. Design/Research Methodology/approach: A total of 351 college graduate students participated in the study, which was performed in Mumbai. We employed regression, ANOVA, independent t test, and mean test. Findings: According to the findings, movie theatres posed as a stumbling block in the way of more OTT platform subscriptions. However, it did not encourage college graduates to read more fiction and nonfiction. Research Implications: OTT services have yet to reach folks who do not attend movies in theatres. OTT platforms may use offline advertising methods such as promotion events in malls or on motorways during this time. Furthermore, OTT platforms have yet to offer ethnically cultural programmes that may appeal to a college graduate of this type. Scope for future work / Research limitations: Only graduate students and a specified age range are included in the study. It is held in a city setting. Among the many options for amusement, the study chose only two. In the future, the study could be expanded by introducing more entertainment options. A post-pandemic investigation could yield a different conclusion. Originality/value: According to a survey of the literature, no research have looked at whether youths have stopped going to the movies. As a result, this research will assist determine whether youths are more likely to migrate to OTT platforms and forego movie theatre trips completely. Key Words: Fictional-non-fictional books, theatre, OTT Platform Paper type: Research paper
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Sangra, Seema. "DECONSTRUCTING MASCULINITY: CHANGING PORTRAYAL OF INDIAN MEN ON OTT PLATFORMS." JOURNAL OF CONTENT COMMUNITY AND COMMUNICATION 14, no. 8 (December 31, 2021): 273–83. http://dx.doi.org/10.31620/jccc.12.21/23.
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Over the years, media has been invoking 'hegemonic masculinity’ and producing a one-tone representation of men, who are linear, flat, and in line with the traditional definition of manliness. Such unrealistic images of men lead to the reinforcement of prejudice against other genders, which also has damaging repercussions on men. However, there is a noticeable silver lining with the entry of Over the Top (OTT) platforms as they are challenging such representations. These platforms chart out the basic premise of the theory of social construction of reality that helps construct new realities of masculinity, defying 'hegemonic masculinity.' This paper aims to critically examine and evaluate masculinity's representation in various Indian OTT platforms' content and understand how the Indian OTT content is blurring masculinity images instead of what the cultural products are portraying. The paper also intends to analyse the male lead characters and their positioning, which does not compartmentalise men's attributes into the existing patriarchal male image, representing them as real and relatable. This paper substantiates the method of discourse analysis. Three content from Indian OTT platforms are selected with the purposive sampling method - 'Little Things' – Season 1 & 2 on Netflix, 'Made in Heaven' on Amazon Prime, and 'Yeh Meri Family' on TVF Play, to analyse along variables formulated to justify the hypothesis – 'Indian content on OTT platforms is blurring the one-tone representation of masculinity. The paper proposes a revised study of men and masculinity, challenging the patriarchal framework of gender and power for future development in the study. The study posits that OTT platforms have taken a step towards bringing equality among and within genders through their representation to make a difference and build acceptance in society for heterogeneity within masculinity.
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Ramli, Tasya Safiranita, Ahmad M. Ramli, and Gabriela Madeline Hutauruk. "New Regulation on Telecommunications and Over the Top Platforms in Indonesia." Journal of Telecommunications and the Digital Economy 11, no. 1 (March 31, 2023): 44–56. http://dx.doi.org/10.18080/jtde.v11n1.620.
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Qualified telecommunication facilities and infrastructure complement the convergence of technology applications. One of the most widely used by the public is Over-the-Top (OTT) platforms. However, it raises a new problem as domestic operator service providers are aggrieved by OTT platforms that are gaining more popularity despite their unclear legal standing. The Indonesian government responded by issuing a number of regulations. This study describes the regulations governing telecommunications and OTT platforms in Indonesia as well as pointing out the consequences and challenges of the issuance of these new regulations by taking into account the conditions of the national electronic system. This study applied a qualitative method with a normative juridical approach. Data was collected through an online literature review with analytical descriptive data processing. The results of this study elucidate the four latest regulations governing the telecommunications service sector and OTT platforms. These regulations are complementary, even though digital taxes are still seen as challenges in the form of whose outcomes are considered to have not touched the Indonesian people in general. In this instance, it demonstrates that regulations are complementary, as is the case with natural law theory, and that the law adapts to social life.
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Reddy, Pothe Reddy Sai Kiran, and Mohd Tajammul. "OTT Platforms Usage of During Covid-19 Lockdown." International Journal for Research in Applied Science and Engineering Technology 10, no. 3 (March 31, 2022): 164–69. http://dx.doi.org/10.22214/ijraset.2022.40573.
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Abstract: Digital digitalization has changed the way we access and use our content. Information is available at the click of a button and is always in our hands. The proliferation of the Internet led to the collapse of the planet, figuratively speaking. Content based on entertainment mixed with information (infotainment), unlike the latest news, tends to attract the attention of better audiences. The rise of OTT platforms, this trend has seen a new. Content from around the world is available without wasting much time. It would not be wrong to say that OTT platforms like Netflix, Amazon Prime Video etc. provide catalytic momentum in globalization. These forums can be commended for bringing the world together and bringing them closer together and for promoting a better sense of cultural understanding among the masses. During the tragic times of the unprecedented global epidemic such as COVID-19, these highly sought-after video platforms saw a dramatic increase in their visuals. As a result of the closure and the official social reduction practices adopted by many countries affected by the epidemic, people have registered for higher attendance at these forums. It is because of these methods and statistics of increasing popularity and reliance on OTT foundations of entertainment, information and engagement among viewers that this research has done. This urban youth survey aims to assess the tendency to use content during closure, to understand your causes and impacts. Keywords: OTT, Video-on-demand, digitization, infotainment, content, COVID-19 pandemic, lockdown.
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Murthy, Shradha, D. R. Pallavi, Kartha Sunil Shivam, and Mittal Shyam. "The Effects of OTT Platforms on the Indian Film Industry." REST Journal on Data Analytics and Artificial Intelligence 2, no. 2 (June 1, 2023): 40–52. http://dx.doi.org/10.46632/jdaai/2/2/4.
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This empirical study tried to understand the effects of over-the-top (OTT) streaming platforms on the Indian film industry. The paper analyzes the impact of OTT on both users and technicians of the film industry, highlighting both positive and negative effects. The objective of the study is to explore the changes in the film industry because of the rise in OTT platforms. The methodology of the research involved sending a questionnaire to 100 individuals, which included both users and technicians of the Indian film industry. The sampling techniques used in the study were convenience sampling and snowball sampling. The data collected through the questionnaire was analyzed using statistical tools to get meaningful insights. The study found that the introduction of OTT platforms has led to a significant change in the Indian film industry. While it has provided a platform for small-budget films and new talent, it has also led to concerns about censorship and revenue loss for traditional distribution channels. The study also found that the viewing habits of users have changed, and they now prefer to consume content on their own terms, rather than following traditional schedules and methods. Overall, this study provides valuable insights into the effects of OTT platforms on the Indian film industry. The findings of this study can be used by industry to make informed decisions about the future of the film industry in the digital age.
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Habib, Sufyan, Nawaf N. Hamadneh, and Asif Hassan. "The Relationship between Digital Marketing, Customer Engagement, and Purchase Intention via OTT Platforms." Journal of Mathematics 2022 (April 14, 2022): 1–12. http://dx.doi.org/10.1155/2022/5327626.
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The Internet and digital technologies have grown exponentially and have become a part of billions of people’s daily lives around the world. Over-the-top (OTT) services are delivered directly over the Internet, providing customers access to films and TV series. In India, there has been a tremendous surge in the consumption of video material on OTT platforms. The significant growth in the digital marketing application in online businesses and its ability to engage customers has enhanced its importance. The emergence of the Internet and digital technologies has provided a modernized setting and a fertile ground for business organizations to reach millions of customers at affordable prices with effective and customized promotion content. The present study aims to investigate the relationship between digital media marketing (DMM), consumer engagement, brand image, and OTT platform purchase intention in the Indian context. The researchers will also investigate the mediating role of consumer engagement and brand image in mediating the relationship between digital marketing practices and OTT platform purchase intention. In a survey of 417 Indian consumers, it was found that there was no direct effect of DMM on the purchase intention of OTT platforms. In addition, there is a strong indirect effect through brand image and consumer engagement, supporting the hypothesis that brand image and consumer engagement mediate the relationship between DMM practices and the purchase intention of OTT platforms. Some of the managerial implications, limitations, and scope of future research are also presented in the study.
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Chang, Po-Chien, and Horng-Yan Chang. "Exploring the Factors Influencing Continuance Usage of Over-the-Top Services." International Journal of Technology and Human Interaction 16, no. 4 (October 2020): 118–38. http://dx.doi.org/10.4018/ijthi.2020100108.
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Over-the-top (OTT) TV services are pervasive in local and global markets. Compared with traditional media consumption, OTT platforms afford users more control over content selection at a cheaper price. However, discussions of OTT services are limited and do not reveal the antecedents and consequences of OTT use from individual perspectives. Therefore, this study developed an empirical model by integrating perceived interactivity, perceived value, satisfaction, and continuance usage. After collecting data from 230 OTT users, we confirmed most of the researcher's proposed hypotheses and that perceived platform interactivity is the most critical indicator of OTT use. OTT users may prefer interacting with content and the social community from a value perspective. Perceived interactivity and perceived value are strong indicators of satisfaction and continuance usage of OTT services. Implications for academics and practitioners are discussed.
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Navami P and Dr P. E. Thomas. "Understanding the Factors Lead to the Adoption of Content Localization Strategy by OTTP in India: A Review." International Journal of Scientific Research and Management 10, no. 05 (May 6, 2022): 19–23. http://dx.doi.org/10.18535/ijsrm/v10i5.com01.
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OTT, the new video streaming service in India has rapidly evolved over the last few years. Post Covid era forced the people to follow a new and different pattern of video consumption which accelerated the growth of OTT platforms. Unlike traditional TV, in the new platform content creators can communicate with their consumers directly through an internet interface which offers much ease viewing at one’s own convenient space and time. Changing demographics, growing internet penetration & data consumption, affordable smart phones, elevated the trend and later leads to cord-cutting phenomenon. However a close analysis of OTT platform shows that apart from the demographic and infrastructural changes success of the new video platform is primarily determined by the quality and variety of content delivered by the OTT media. To compete with the traditional TV and the emerging regional OTT platforms, content strategists adopt different innovative idea. This report is the overview of the factors that leads to the adoption of the content localization strategy by OTTP in India. The study also entails the opportunity of particular strategy.
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Hemalatha, Dr T. M., Mr Kishore Kumar. A, and Mr Sathish Kumar. S. "A Study on Customer Satisfaction on OTT Platforms during Covid19 Pandemic Period." International Journal for Research in Applied Science and Engineering Technology 10, no. 5 (May 31, 2022): 1742–45. http://dx.doi.org/10.22214/ijraset.2022.42072.
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Abstract: An Over-The-Top(OTT) platform is a virtual media carrier added immediately to audiences over the Internet. The agencies that traditionally function a controller or distributor of such content, along with cable, radio, and satellite TV for pc TV channels, are bypassed with the aid of using OTT. It's additionally been prolonged to no-service mobile phones, which invoice all communications as data, stopping monopolistic competition. OTT additionally refers to a brand new technology tv networks like traditional satellite tv for pc or cable TV carriers, provide stay streams of linear area of expertise channels over the Internet instead of a closed, non-public community of proprietary system like set-pinnacle boxes. The transition from conventional media to OTT platform, particularly because of COVID-19, has brought about a war among to draw streaming carriers and keep subscribers all through the lockdown duration. Hence this study is mainly focused on satisfaction of Consumer using OTT. Keywords: Customer engagement Covid -19-OTT platforms
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Shah, Anoushka, Ansh Rathod, Arnav Jain, Aryan Chopra, and Aryan Jadhav. "The recommender system: operations research in OTT-platforms." Asian Journal of Multidimensional Research 10, no. 9 (2021): 677–84. http://dx.doi.org/10.5958/2278-4853.2021.00756.4.
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Azevedo, Carlos Henrique Almeida José e. "Regulation of Subscription-based Video Streaming Over-The-Top platforms in Brazil." Law, State and Telecommunications Review 12, no. 2 (October 12, 2020): 133–71. http://dx.doi.org/10.26512/lstr.v12i2.34715.
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Purpose ”“ This paper proposes an enforced self-regulation model for the regulation of video streaming OTT services in Brazil. The proposed model seeks to presents itself as an alternative to the existing regulatory asymmetry in which Cable TV and its similar are regulated through Law no. 12,485 while Video Streaming OTT services are provided to the public without any regulatory burden.
Methodology ”“ Through a literature review of the Responsive Regulation Theory, this paper presents a proposed model to the regulation of Video Streaming OTT platforms in Brazil based on the enforced self-regulation model as described by Ayres and Braithwaite.
Findings ”“ Considering the Brazilian legal environment and the successful use of negotional legal tools, an enforced self-regulation model for Video Streaming OTTs arises as a feasible alternative for the current regulatory asymmetry between such services and Cable TV.
Originality ”“ In an unprecedented manner in Brazil, this paper proposes an enforced self-regulation model as an alternative to the regulation of video streaming OTT services in Brazil. The relevance of such research lays upon the notorious success of such platforms in the Brazilian market and upon the current worldwide debate on the regulation of OTT services.
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Singh, Mahima, and Akshaya Kumar. "A Critical Political Economy Perspective on Indian Television: STAR, Hotstar, and Live Sports Streaming." tripleC: Communication, Capitalism & Critique. Open Access Journal for a Global Sustainable Information Society 21, no. 1 (February 21, 2023): 18–32. http://dx.doi.org/10.31269/triplec.v21i1.1395.
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The Indian television industry is transforming via an increasing number of Over-the-Top (OTT) platforms. This shift from broadcast to OTT has given rise to research assessing the impact on the television ecosystem. With the case of Star Network, this study examines how the emergence of live sports streaming has affected the power dynamics in the sports broadcasting ecosphere. This study employs the Critical Political Economy framework to address the following question: How do television-based media conglomerates – and by extension television itself – negotiate the challenge of Internet-based digital media in India? Keeping the focus on sports live-streaming services, we study the transition from Star television network to Disney+ Hotstar, its corresponding OTT platform. We however argue that the Political Economy of Communication holds its ground despite the apparently disruptive promise of web-based platforms. Despite the Internet posing new challenges in terms of distribution networks, media conglomerates find a way to convert their dominance of the television industry into the OTT space.
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Dastidar, Raka Ghosh. "Pre and Post COVID-19 Sentiment Analysis of Consumers for OTT Platforms." Psychology and Education Journal 57, no. 9 (January 5, 2021): 6197–208. http://dx.doi.org/10.17762/pae.v57i9.2704.
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The entire media and entertainment industry are going through unprecedented changes in this age of digital disruption. The rise of the Over-The-Top (OTT) platform has transformed consumer experience and expectations. OTT players (Netflix, Amazon Prime Video, Hulu, Disney+, etc.) offer a wide array of diverse choices of content while enabling consumers to choose their content, watching time, and place independently. OTT platforms and digital media have already seen increasing popularity across locations and demographics. Adding to the momentum, due to the COVID-19 pandemic, social lives have shifted to online, people are restricted to their homes, so inclination towards OTT and digital media has accelerated significantly. Consumer behavior is undergoing profound change as the world adjusts to this new normal. This study aims to understand the changing consumer behavior towards the adaptation of the OTT platform during the COVID-19 pandemic.
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Park, Eun-A. "Why the networks can’t beat Netflix: speculations on the US OTT Services Market." Digital Policy, Regulation and Governance 19, no. 1 (January 9, 2017): 21–39. http://dx.doi.org/10.1108/dprg-08-2016-0041.
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Purpose This paper aims to examine the dramatically different markets for over-the-top (OTT) TV services that have emerged in the USA, and other leading markets such as Japan and Korea. Whereas OTT TV services emerged as extensions of mainstream audiovisual providers in Korea and Japan, further entrenching their dominance, they emerged in the USA as market-disrupting newcomers such as Netflix. This paper seeks to explain why, putting forward four explanations: lower resistance to disruptive innovation in public TV dominant systems; higher production costs; lower penetration of broadband-capable devices; and more expensive mobile pricing plans. Design/methodology/approach This comparative case study examines news and trade press articles, industry surveys and government reports to identify the reasons behind these contrasting experiences of Japan, South Korea and the USA in the deployment of OTT TV services. Findings To explain why events in the three countries took such dramatically different paths, four explanations were put forward, all complementing one another: lower resistance to disruptive innovation in public TV dominant systems; higher audiovisual production costs in the USA making market-disruptive moves to new technological platforms more risky; lower penetration of broadband-capable devices reducing the profit potential of new OTT-based platforms; and more expensive mobile pricing plans, making it harder for users to access OTT content. Originality/value The global trend in the growth of OTT TV services masks significant differences in growth trends and business initiatives at the national level. This paper aims to examine and understand why OTT TV services have shown such different patterns across countries.
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Sowmiya, S., Sri S. Suprajaa, and S. Subhiksha. "Customer perception towards the over the top (OTT) platforms." Asian Journal of Research in Marketing 11, no. 4 (2022): 1–13. http://dx.doi.org/10.5958/2277-6621.2022.00013.5.
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Kour, Gurpreet, and Bhavika Chhabria. "Understanding platform strategies for consumer stickiness on OTT platforms." Journal of Indian Business Research 14, no. 4 (November 24, 2022): 540–55. http://dx.doi.org/10.1108/jibr-04-2021-0122.
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Purpose Extant literature in Video on Demand (VoD) has taken the consumer perspective; however, the stakeholder perspective is largely neglected. This paper aims to fill this gap by understanding the strategies to enhance the experience and engage customers from the supplier’s point of view. The purpose of the study is to identify and analyse strategies adopted by over-the-top (OTT) platforms that ensure consumer loyalty in the VoD space. Design/methodology/approach Using a qualitative approach and inductive qualitative design, the authors interviewed 16 industry experts associated with OTT platforms in India and people handling various marketing-related positions. Data collected included topics related to industry landscape, the value created for a customer, consumer experience, engagement and platform stickiness. Thematic analysis was used to find meaningful semantic elements. Findings This study has found that consumer experience, content differentiation, consumer sense-making and engagement and platform extension as value enhancers as the key strategies been adopted in the Indian context, thereby leading to a platform’s stickiness. Research limitations/implications This research offers insights to policymakers of content, digital platforms, media practitioners and managers that are drawing consumers influenced by platform strategies. Practical implications This research provides insights to content policy makers, digital platform leaders, media practitioners, and managers who are influencing consumers through platform strategies. Social implications The research could help entrepreneurs and marketers understand the perspectives of stakeholders in the VoD industry in India. Originality/value The study encourages researchers to explore the concept of stickiness, which may or may not be equivalent to loyalty. It is important to focus on quality, frequency, and regular reminders to help customers return to the same platform in the short term.
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Pandey, Achyuttam, Hemanth Nair, and Divya. "Perception of New Information Technology Rules Towards OTT Platforms." Journal of Communication and Management 2, no. 01 (March 18, 2023): 27–32. http://dx.doi.org/10.58966/jcm2023215.
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The last decade has witnessed a remarkable surge in the use of online applications, which have become a part & parcel of everyone's life since the appearance of advanced cells. Today, internet use has expanded by leaps and bounds amongst the urban and suburban populations, and it has integrated itself as a fundamental way of life. The plethora of people using web-based media and especially since the last phase of over-the-top (OTT), the fear of information security has emerged drastically. The remarkable evolution in the use of the internet has brought along a multitude of security threats but the laws for the management of web activities are sparse and inadequate due to its constantly evolving nature. Explicitly in India, until the end, the 2000 information innovation demonstration was the main asset for managing Internet use. Although IT rules were added in 2011, they are now obsolete. The ongoing rivalry and series of conflicts between the Indian government and online media intermediaries such as Twitter, WhatsApp and social media prompted the development of the expanded IT rules, which are additional ground rules to be included in the Information Technology Act 2000. This article discusses the rationale for the presentation of expanded IT rules and what makes it a matter of concern for information security Vs unnecessary restrictions.
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Puthiyakath, Hashim Hamza, and Manash Pratim Goswami. "Is Over the Top Video Platform the Game Changer over Traditional TV Channels in India? A Niche Analysis." Asia Pacific Media Educator 31, no. 1 (May 6, 2021): 133–50. http://dx.doi.org/10.1177/1326365x211009639.
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Since the outbreak of COVID-19 and the consequent national lockdown, the usage of over the top (OTT) platforms has significantly increased in India. The growing popularity of video streaming has made a substantial impact on the traditional TV channels during pandemic times. The purpose of this study is to examine the competition, coexistence and competitive superiority of OTT and TV in providing consumer satisfaction. The study adopted the niche theory to empirically measure the degree of gratification fulfilled by OTT and TV, the similarity between OTT and TV and the competitive superiority of OTT and TV across seven micro-dimensions of gratification. The data for the study has been gathered from 223 online users across India. The results of the study reflect that OTT provides a higher degree of satisfaction across all seven dimensions of gratification with the greatest difference manifested in the convenience dimension. The niche overlap measures indicated that the highest level of similarity between TV and OTT is in providing gratification in the relaxation dimension, whereas the least similarity was observed in the convenience dimensions. The competitive superiority of OTT surpassed TV in all dimensions with the greatest difference manifested in relaxation.
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Reddy, Pothe Reddy Sai Kiran, and Mohd Tajammul. "A Case Study of OTT Platforms Usage of During Covid-19 Lockdown." International Journal for Research in Applied Science and Engineering Technology 10, no. 3 (March 31, 2022): 1165–67. http://dx.doi.org/10.22214/ijraset.2022.40849.
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Abstract: Digital digitalization has changed the way we access and use our content. Information is available at the click of a button and is always in our hands. The proliferation of the Internet led to the collapse of the planet, figuratively speaking. Content based on entertainment mixed with information (infotainment), unlike the latest news, tends to attract the attention of better audiences. The rise of OTT platforms, this trend has seen a new. Content from around the world is available without wasting much time. It would not be wrong to say that OTT platforms like Netflix, Amazon Prime Video etc. provide catalytic momentum in globalization. These forums can be commended for bringing the world together and bringing them closer together and for promoting a better sense of cultural understanding among the masses. During the tragic times of the unprecedented global epidemic such as COVID-19, these highly sought-after video platforms saw a dramatic increase in their visuals. As a result of the closure and the official social reduction practices adopted by many countries affected by the epidemic, people have registered for higher attendance at these forums. It is because of these methods and statistics of increasing popularity and reliance on OTT foundations of entertainment, information and engagement among viewers that this research has done. This urban youth survey aims to assess the tendency to use content during closure, to understand your causes and impacts. Keywords: -OTT, Video-on-demand, digitization, infotainment, content, COVID-19 pandemic, lockdown
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Bagane, Pooja, Sudhanshu Gonge, Rahul Joshi, and Obsa Amenu Jebessa. "Automotive Movie Recommendation System based on Natural Language Processing." International Journal on Recent and Innovation Trends in Computing and Communication 11, no. 5 (May 17, 2023): 300–303. http://dx.doi.org/10.17762/ijritcc.v11i5.6617.
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People are puzzled about which movie to watch these days because there are so many movies available on various OTT platforms. A recommender system would solve this problem by recommending the best movie to the user based on his genre, actor, director, and rating preferences. The cosine similarity principle would be used to guide the recommendation system. Apart from that, we will use the Tfidftransformer and count vectorizer from the sci-kit-learn library in Python in this work. In this study work, all of the approaches' constraints have been described. All of this work was done using datasets from several OTT platforms that were available on Kaggle.
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Kaitharath, Thankachan Jose, and Shruti Nirmal. "Contemporary relevance of OTT platforms in the entertainment world with special reference to Indian cinema industry." Journal of Management Research and Analysis 9, no. 4 (December 15, 2022): 187–90. http://dx.doi.org/10.18231/j.jmra.2022.036.
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OTT platforms has increased craze in the youth and the larger audience attention due to variety in the content which focus not only on entertainment but also on the information. The major factors contributing the rise of the video streaming platforms are subscription with heavy discounts for the unlimited content, many content based work in the films in the form of documentaries in which information is given in an entertaining way. Another factor helped is the increased usage of smartphones and internet availability in the country. One of the spices of OTT is the web series which is a very trending program format. This study was carried on by the observation method, focus group study & the interview method of the research. The generalized conclusion the researcher got was that the people are more inclined to the OTT platform contents due to the ample of time available to them during COVID-19 pandemic, which worked as an inclined habit into people’s routine.
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Gaonkar, Aishwary, Shreyansh Jain, Rohan Dowerah, Jaskiran Atwal, and Santoshkumar Dyavanpelli. "OTT vs. Cinemas: The Future Trend in the Movie and Entertainment Sector." International Journal for Research in Applied Science and Engineering Technology 10, no. 5 (May 31, 2022): 1200–1208. http://dx.doi.org/10.22214/ijraset.2022.42467.
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Abstract: With the internet speed and bandwidth growth along with the rise of smartphones, the content consumption behaviour has changed drastically in the late 2010s and early 2020s. With the ease of internet bandwidth availability, the OTT platforms like Netflix, Prime Video, Hotstar have eclipsed the cinemas and television networks. The purpose of this research is to understand the behaviour of movie and content watchers with respect to their preference of OTT over cinemas or vice-versa and predict how will it impact the future trends in the entertainment industry. In simple words, which platform has got a better future – OTT or Cinemas?
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OKUMUŞ, M. Sami. "THE AUDIENCE STRUGGLE BETWEEN TELEVISION, CINEMA, AND OTT PLATFORMS: THE CASE OF NETFLIX AND DISNEY+ IN TURKEY." Turkish Online Journal of Design Art and Communication 13, no. 1 (January 1, 2023): 108–23. http://dx.doi.org/10.7456//11301100/008.
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This study examines the actions of Netflix and Disney+, two of the most popular global brands among the many OTT platforms that continue their broadcasts based on domestic and foreign companies with a significant number of users worldwide and especially in Turkey after 2016. In this regard, as a result of the breakthroughs, strategies, and subscription numbers between Netflix, which started broadcasting in Turkey in January 2016, and Disney+, which started broadcasting in June 2022, it is questioned which platform is the spotlight for what reason and to what extent, and the main reflection of this OTT structure on cinema and television is examined. As the trends towards digital entertainment on a global scale changed and gained momentum as of 2020, the revenues in this sector increased by 31% and reached 61.8 billion dollars. This corresponds to a 26% increase compared to 2019, and OTT platforms worldwide reached 1.1 billion online subscribers. In 2020, the revenues of these platforms increased by 32% compared to the previous year, reaching 24.7 billion dollars. Considering that only Netflix shares are traded on the stock exchange with a value of over $60 billion, the growth rates are seen. The extent and direction of the growth of Netflix, which has 220.67 million users by 2022, and Disney+, which has 221.1 million users, as the leading corporations in this sector is the main issue of this study. This study aims to conclude by discussing the position of OTT platforms in the world and Turkey, the systemic and global structuring of these platforms during the COVID-19 pandemic, and the findings on the similarities or differences between Netflix and Disney+ in Turkey, following the transformations of the compulsory or optional audience perspective in the media and entertainment sector in recent years. Although there are many news and academic studies on Netflix today, since this study is about Disney+, which is a relatively new platform, it is aimed at pioneer studies on this subject, which has not yet been addressed comprehensively.
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Gupta, Anjali. "Language or S-language in Indian Web Series." International Journal for Research in Applied Science and Engineering Technology 11, no. 3 (March 31, 2023): 2282–87. http://dx.doi.org/10.22214/ijraset.2023.49977.
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Abstract: Web series and online streaming content has become an integral part of everyday life. Web series and online streaming platforms have seen a great hike in the recent years in India; they have already pretty much replaced the television in western countries, and India is not far behind. Since the last decade, India has also seen a boom in web series and online streaming content produced in the country. The millennials have become glued to the OTT platforms which have led to many big companies like Amazon, Netflix, SonyLIV, Hotstar, zee5, MX Player, Eros Now and a host of like companies to invest heavily in regional content to increase the content variety and diversity. The race to create more content to attract viewers has resulted in major decline of the quality of content or rather has led to compromise of the value-added content in Indian web series on OTT platforms. This research paper consists of analysis of the content of various Indian web series and online steaming content on platforms like YouTube, Amazon, Netflix, SonyLIV, Hotstar, and MX Player etc. This research article examines the language being used in Indian web series with a focus on obscenity and vulgarity. The analysis shows that the content in Indian web series across various OTT platforms irrespective of the genre is obscene, and abusive in terms of the verbal and visual language. The article recommends an in-depth study on the relationship between vulgarity in the online streaming content and its impact on the audience
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Vaidya, Himanshu, Semila Fernandes, and Rajesh Panda. "Adoption and Usage of Over-the-Top Entertainment Services." International Journal of Social Ecology and Sustainable Development 14, no. 1 (March 10, 2023): 1–18. http://dx.doi.org/10.4018/ijsesd.319718.
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Over-the-top (OTT) is the name of media entertainment services delivered over the internet, bypassing traditional mediums. The consumer preference for OTT entertainment platforms is increasing at a fast rate and is showing promising signs for the future, so it is important to understand the extent of existing literature. This study is a thematic literature review undertaken to identify and highlight key themes related to the adoption and usage of OTT entertainment services. It includes a thorough literature review of 94 research articles sampled systematically. This study will highlight the widely researched themes and the lesser-focused areas of study within the realm of over-the-top entertainment adoption and usage. Adoption and usage of OTT entertainment services, the shift in the medium of consumption, and the impact of OTT entertainment services on related technologies are some of the primary themes identified in the study. This study will provide critical insights and valuable knowledge to industry players and guide academicians for future research opportunities.
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Vinod Rao, N., and R. Rajeshwari. "OTT as New Platform of Cinema Exhibition: Opportunities and Challenges for Kannada Films." Asian Review of Social Sciences 10, no. 1 (May 15, 2021): 48–51. http://dx.doi.org/10.51983/arss-2021.10.1.2681.
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COVID-19 pandemic has affected many areas including cinema exhibitions. Due to non-opening of cinema theatres film makers found the platform that is over-the-top (OTT). Before COVID-19 OTT was not able to compete with theatrical release. However, the pandemic situations changed the way of movie release through OTT platforms such as Netflix, Amazon Prime, Hot-star and others. The usage of OTT increased during the period of lockdown. According to Boston Consulting Group, subscriptions increased 60% and average watching hours increased to 14.5%. In the Kannada film industry, the well-known actor and producer Punith Rajkumar’s two films titled Law and French Biriyani were released on India's second largest OTT platform Amazon Prime during the lockdown period. In this context, this research tried to find prospects of Kannada film exhibition through OTT platform. The specific objectives are to explore the opportunities for releasing Kannada films through OTT, to study the challenges ahead in this way. The study used both quantitative and qualitative research methods. Online surveys conducted with structured questionnaires among 100 OTT users and in-depth interviews conducted among the people who are involved in film making from Kannada film industry to answer the research questions. This study would help filmmakers who are intended to release their film through OOT in future.
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Nijhawan, Garima Sharma, and Surbhi Dahiya. "ROLE OF COVID AS A CATALYST IN INCREASING ADOPTION OF OTTS IN INDIA: A STUDY OF EVOLVING CONSUMER CONSUMPTION PATTERNS AND FUTURE BUSINESS SCOPE." Journal of Content Community and Communication 12 (December 31, 2020): 298–311. http://dx.doi.org/10.31620/jccc.12.20/28.
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COVID-19 is an unprecedented global pandemic which has changed the way audience consume media. An undeniable trend surfaced in this period– adoption of OTTs. There are many reports which point to the growing market and consumer appetite for content of choice available on OTT platforms. OTTs offer a never before consumer advantage– choice of content, ease of access, choice of device / mediums (hand phone, laptop, tablet or TV screen). Gone are the days when family members fought for screen time of choice on family’s singular home device i.e. TV. With this study, the researchers studied the evolution of OTT space in India and reviewed the dynamic OTT space – evaluate some firsts like big banner movie releases on platforms like Amazon and Netflix, return of old content like Mythological programmes from the DD era on Hotstar etc. To complete the study, it was imperative to evaluate the impact of growing content consumption on psychographics across generations (children, adults and elderlies) as there is limited censorship in the OTT space. With this background, the researchers workedon the objectives and tried to evaluate the role played by the pandemic in evolving OTT media consumption trends; a qualitative mapping of increase in OTT adoption – Pre and Post COVID 19 in India; study underlying trends around increasing consumer appetite for the medium and analyse psychographic impact on children, adults and elderlies – listing pros and cons for freely available content with minimal censorship. The researchers adopteda combined qualitative and quantitative approach to extrapolate the data. A survey was also conducted to do audience mapping and analysis.In addition to primary data, content from news articles, industry research reports, international journals for accumulation of key trends were analysed.
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Chakraborty, Debarun, Mujahid Siddiqui, Aaliyah Siddiqui, Justin Paul, Ganesh Dash, and Francesca Dal Mas. "Watching is valuable: Consumer views – Content consumption on OTT platforms." Journal of Retailing and Consumer Services 70 (January 2023): 103148. http://dx.doi.org/10.1016/j.jretconser.2022.103148.
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Ganesan, Veeramani. "Anticipated Developments in OTT Platforms Over the Next Few Years." International Journal of Computer Trends and Technology 71, no. 5 (May 30, 2023): 73–79. http://dx.doi.org/10.14445/22312803/ijctt-v71i5p112.
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Kim, Junghwan, Seongcheol Kim, and Changi Nam. "Competitive dynamics in the Korean video platform market: Traditional pay TV platforms vs. OTT platforms." Telematics and Informatics 33, no. 2 (May 2016): 711–21. http://dx.doi.org/10.1016/j.tele.2015.06.014.
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Akopyan, A. R., A. M. Arakelyan, Yu V. Vorontsova, and V. V. Krysov. "Mechanisms for promoting audiovisual works on foreign OTT services." Vestnik Universiteta, no. 2 (April 5, 2022): 170–76. http://dx.doi.org/10.26425/1816-4277-2022-2-170-176.
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Recently, there has been an increase in the number of companies seeking to create digital platforms. Developing and investing in their own original content has opened up the opportunity for Russian services and companies to promote it on foreign platforms, gaining access to new markets and increasing attractiveness for potential foreign investors. The cultural content transmission works on the principle of streaming, which continuously delivers individualised information to the user via the Internet. Domestic OTT services, unlike TV channels, have not yet decided on their positioning. Platforms do not focus on individual segments, but on a variety of content that has a potential viewer. This strategy is aimed at attracting the maximum number of new subscribers. The emergence of streaming services has brought with it new opportunities for producers from various countries. In order to effectively promote audiovisual content, the authors justified and selected criteria for conducting a comparative analysis of mechanisms for promoting audiovisual works on foreign OTT services so that the company could choose the most appropriate one for itself.
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Rahul Mahajan, Santosh Kumar Gautam. "Cinema in the World of OTT and the Ethics of Visual Representation in a Fictional World." Proceeding International Conference on Science and Engineering 11, no. 1 (February 18, 2023): 1473–98. http://dx.doi.org/10.52783/cienceng.v11i1.301.
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Research has revealed that during the Corona Pandemic almost a thousand single screen theatres shut down for good in India. Meanwhile, a huge surge was seen in the viewership of OTT platforms. Producers who could not release their films in theatres sold their films to OTTs instead; and this trend has continued even in the post-pandemic environ. It is believed that this growth in the popularity of streaming platforms is facilitated by the bolder content that OTTs offer, raising several ethical dilemmas for both viewers and the government over censorship issues. A survey conducted by this researcher amongst more than 350 young students across Delhi, Haryana, Rajasthan and Uttar Pradesh revealed that 47.5% of the respondents (311) go only once a year to watch a film in a cinema hall, while 14.3% do not go to a film theatre at all. On the other hand, among the same set of respondents, 13.2% watch a film every day, 38.5% watch every week and 40.8% every month on an OTT platform. 51.3% of the youth who responded to the survey also revealed that the explicit scenes of nudity and violence in OTT content, does not bother them. There is however also the view shared with this researcher by Jyotsana Garg, an advisory panel member of the Central Board of Film Certification, who says that the present guidelines enacted to regulate OTTs in India are not adequate; as the foul language, nudity and violence in OTT content will negatively impact the youth, and there is a need for greater censorship. The moral compass is obviously divergent between the youth and policy makers. In conclusion, there are contrary ethical standards and many dilemmas surrounding visual representations in the fictional world of cinema and OTT, especially with OTTs showcasing bolder content and threatening the very survival of cinema halls.
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Khalique, Aqeel, Mohammad Khalid Imam Rahmani, Mohd Saquib, Imran Hussain, Abdul Wahab Muzaffar, Mohd Abdul Ahad, Md Tabrez Nafis, and Mohd Wazih Ahmad. "A Deterministic Model for Determining Degree of Friendship Based on Mutual Likings and Recommendations on OTT Platforms." Computational Intelligence and Neuroscience 2022 (June 30, 2022): 1–11. http://dx.doi.org/10.1155/2022/9576468.
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In recent years, the application of various recommendation algorithms on over-the-top (OTT) platforms such as Amazon Prime and Netflix has been explored, but the existing recommendation systems are less effective because either they fail to take an advantage of exploiting the inherent user relationship or they are not capable of precisely defining the user relationship. On such platforms, users generally express their preferences for movies and TV shows and also give ratings to them. For a recommendation system to be effective, it is important to establish an accurate and precise relationship between the users. Hence, there is a scope of research for effective recommendation systems that can define a relationship between users and then use the relationship to enhance the user experiences. In this research article, we have presented a hybrid recommendation system that determines the degree of friendship among the viewers based on mutual liking and recommendations on OTT platforms. The proposed enhanced model is an effective recommendation model for determining the degree of friendship among viewers with improved user experience.
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Sontakke, Kshamali Sanjay. "Trends in OTT Platforms Usage During COVID-19 Lockdown in India." JOURNAL OF SCIENTIFIC RESEARCH 65, no. 08 (2021): 112–14. http://dx.doi.org/10.37398/jsr.2021.650823.
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Ghalawat, Suman, Ekta Yadav, Mohit Kumar, Neelam Kumari, Megha Goyal, Amita Girdhar, and Subodh Agarwal. "Factors Influencing Consumer’s Choice of Streaming Over the top (OTT) Platforms." Indian Journal of Extension Education 57, no. 03 (2021): 99–101. http://dx.doi.org/10.48165/ijee.2021.57323.
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Shah, Khushi, Aryan Shah, Charmi Shah, Devansh Shah, Mustafa Africawala, Nishant Doshi, and Rushabh Shah. "Proposed DBMS for OTT Platforms in Line With New Age Requirements." Indian Journal of Computer Science 6, no. 3-4 (August 31, 2021): 8. http://dx.doi.org/10.17010/ijcs/2021/v6/i3-4/165407.
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Chitre, Ms Jui, Ms Janhavi Mahale, and Ms Sahifa Moosa Muradbi Mazgaonkar. "Differences in Viewership of DTH and OTT on the Basis of Gender." International Journal for Research in Applied Science and Engineering Technology 10, no. 8 (August 31, 2022): 1122–27. http://dx.doi.org/10.22214/ijraset.2022.46363.
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Abstract: Gender differences vary from culture to culture due to societal norms. OTT services and DTH services have various parameters, which have been considered to understand the preferences that individuals have, and if these are influenced due to gender. Objectives - This research was conducted to understand the relationship between the gender of the respondents to their preference for entertainment platforms and content availability, content quality, affordability, and customer service of DTH and OTT services. Methods - Primary data for this particular research was collected through a Google Form questionnaire and the sample size included a total of 307 respondents. The research was analytical in nature. The data collected was analyzed using the Pearson Chi Square test to understand the relationship between our chosen variables, used to test the hypotheses. Conclusion - It was found that there was no significant association between the gender of individual participants and their preference for entertainment platforms and content availability, content quality, affordability, and customer service of the entertainment services.
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Viswanathan, Kanimozhi, and Madhesh Durairaj. "OTT & Media Consumption Pattern and Its Impact on Psychological Wellbeing among Gen Z." RESEARCH HUB International Multidisciplinary Research Journal 10, no. 4 (April 30, 2023): 50–56. http://dx.doi.org/10.53573/rhimrj.2023.v10n04.008.
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This study investigates the media consumption pattern among Gen Z People, with a sample size of 149 people. The aim of the research is to gain insights into their media consumption pattern and their psychological wellbeing. The study employs a quantitative research approach, utilizing surveys as the primary data collection method. The survey questionnaire includes measures related to social media platform, OTT platform they use, device they use which are key dimensions to understand their media consumption pattern. The sample size of 148 people ensures a sufficiently diverse representation of different age group, educational background and geographical locations. Data analysis involved descriptive statistics, such as means, frequencies, and percentages, to provide an overview of psychological wellbeing. Additionally, inferential statistics, such as correlation and regression analysis, is conducted to identify any relationships between media consumption pattern and their psychological wellbeing. there is no adequate law, guidelines, or regulations; therefore, the content exhibited on these platforms is uncontrolled. Several petitions have been made in courts trying to limit the information published on these platforms, such as Amazon and Netflix. No rule or authority is in place to pre-screen material on OTT services. In 2021, the Indian government issued new standards called the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, which attempt to control digital media and OTT services but do not address contemporary societal demand.
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Lee, Yeon-Su, Ye-Seul Lee, Hye-Rim Jang, Soo-Been Oh, Yong-Ik Yoon, and Tai-Won Um. "Prediction of Content Success and Cloud-Resource Management in Internet-of-Media-Things Environments." Electronics 11, no. 8 (April 18, 2022): 1284. http://dx.doi.org/10.3390/electronics11081284.
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In Internet-of-Media-Things (IoMT) environments, users can access and view high-quality Over-the-Top (OTT) media services anytime and anywhere. As the number of OTT platform users has increased, the original content offered by such OTT platforms has become very popular, further increasing the number of users. Therefore, effective resource-management technology is an essential aspect for reducing service-operation costs by minimizing unused resources while securing the resources necessary to provide media services in a timely manner when the user’s resource-demand rates change rapidly. However, previous studies have investigated efficient cloud-resource allocation without considering the number of users after the release of popular content. This paper proposes a technology for predicting and allocating cloud resources in the form of a Long-Short-Term-Memory (LSTM)-based reinforcement-learning method that provides information for OTT service providers about whether users are willing to watch popular content using the Korean Bidirectional Encoder Representation from Transformer (KoBERT). Results of simulating the proposed technology verified that efficient resource allocation can be achieved by maintaining service quality while reducing cloud-resource waste depending on whether content popularity is disclosed.
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Lee, Daun. "A Study on the Reproduction of Violence in Korean Drama: Focusing on TVING Original <Bargain>." Korean Society of Culture and Convergence 45, no. 5 (May 31, 2023): 611–21. http://dx.doi.org/10.33645/cnc.2023.05.45.05.611.
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This paper aims to pay attention to the situation in which Korean dramas that have recently moved to the OTT platform reproduce violence in a much more brutal way than before, and to examine in-depth the patterns and meanings of violence in dramas. Korean dramas take on different aspects before and after the emergence of OTT platforms and present new storytelling along with the changes in the times and the viewers. One such change is the 'reproduction of active violence'. <Bargain>,(TIVING, 2022) which showed considerable activity in reproducing violence, shows that the current society is an era of clear violence by showing a society where violence is recommended by capital logic and a person who is the subject and target of violence to become a survivor. In conclusion, it can be analyzed that the reason why <Bargain> and OTT platform dramas chose to pursue brutality and display violence excessively is to cause shock and immediate reaction from viewers.
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Hossain, S. M. Imran. "A Study on Over-the-Top (OTT) Video Streaming Platforms in Bangladesh." Advances in Journalism and Communication 10, no. 03 (2022): 355–76. http://dx.doi.org/10.4236/ajc.2022.103021.
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