Abstract
The COVID-19 pandemic continues to distress the Indian economy across verticals and sectors, including the entertainment industry. These sectors have been witnessing massive disruptions over the past few months across the consumer value chain. Due to the increase in complexities in living standards, individuals are exploring alternatives for entertainment. Less available time for family, more workload during weekends, less vacation is some of the factors people are staying away from vising cinema halls. We have also observed radical changes in consumers’ behavior, perception, preferences during and after the lockdown as they have continued to study and work from home The study focuses on the changing consumer preference to OTT over traditional mediums of media viewing such as cinemas and multiplexes. While a silent trend over the last 3 years, it has been accelerated due to the ongoing pandemic. OTT or Over the Top refers to mediums offering television and media consumption over the internet. While the shift is visible, this project aims to enlist the reasons for this change and the factors that drive it. In this context, the author is making an attempt to explore the root cause of the Paradigm shift of people's preferences to OTT Platforms versus Multiplexes during pandemics. Primary and Secondary data are the main sources of collection of data. The secondary data is collated and compiled from both published and unpublished resources.
Highlights
IntroductionWith the whole world suffering from Covid-19, it was not feasible for the government to keep malls and movie theatres to be accessible
How much are you willing to spend on OTT Platforms? 5
It is clear that the OTT platforms are leading the way in terms of people’s preferences, while multiplexes have lost their way
Summary
With the whole world suffering from Covid-19, it was not feasible for the government to keep malls and movie theatres to be accessible. This made the government take the country under a strict lockdown and the people had only one source of entertainment in the form of Netflix, Amazon Prime, and some other OTT Platforms. This shows the craze Indians have for theatre in India and how the nation is crazy about two things, Theatre and Cricket. Many short movies use platforms like YouTube and Dailymotion to release their movies
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