Abstract
In the wake of an unprecedented COVID-19 widespread, there is a massive development in the media and entertainment industry through OTT (Over-the-Top) platforms which offer video streaming directly to viewers via the internet without cable, broadcast, and satellite television supports. During the self-isolation period, OTTs have increased the overall media consumption to a real high and are now gradually becoming mainstream entertainment destination amidst the growing internet users. This mass intrusion has given an opportunity for many independent platforms to grow and run alongside the likes of already established biggies, Netflix and Amazon Prime. The telecom operators chipped in this aspect and are extensively working on optimizing their operations with advertising revenue and bringing in effective content strategies in order to reach out to more people. The present study focuses on this new development by using the technique of quantitative content analysis in order to know the cause of this sudden increase in OTT channels' viewership among millennials during the lockdown period in India and its impact on traditional modes of communication.
Highlights
IntroductionWith the advent of new technologies and increasing levels of internet access, the medium of entertainment has assumed many forms and set new trends in the telecommunication market.Manuscript received on October 20, 2021
The OTTs have opened up whole new vistas for content creators and in recent times, a huge surge has been seen in their consumer trends
With the developing change in the telecommunication industry, a massive surge is seen in the use of OTT platforms due to the easy access of internet (4G) at minimum costs
Summary
With the advent of new technologies and increasing levels of internet access, the medium of entertainment has assumed many forms and set new trends in the telecommunication market.Manuscript received on October 20, 2021. Since the OTT platform has become the new normal in the telecommunication market, it has turned the tables for many telecom operators by fuelling rapid advancements in the direction of using digital gadgets and increased the adaptation of the internet services because unlike the linear fashion trends of traditional television, the over-the-top platform has enabled customers to access content anywhere, anytime in a single go, making more and more people switch over to OTTs. The Jio digitization wave in India is the best example of this development. The OTTs have opened up whole new vistas for content creators and in recent times, a huge surge has been seen in their consumer trends Research in this field on consumer turnouts before and after COVID-19 would enable OTT players to understand and reinvent their strategies . The importance of OTTs and its impact on millennial consumers before the spread of COVID-19 have been amply dealt with in many research papers
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