Abstract
The emergence of television in the late 1950s was a new source of at-home entertainment for Indians. Times have changed from a single television being shared by many families in a neighbourhood to a nuclear family sharing a Netflix account, and with it, the content and need for content has also evolved. Subscription Video-on-Demand (SVoD) services or Paid OTT Video-Streaming services circumvent traditional media distribution channels such as telecommunications networks or cable television providers, provided you have access to an internet connection, either locally or through a mobile network, and the best part is that you can access the subscribed service at your leisure, anytime and anywhere. Covid-19 outbreak and lockdown has changed life for everyone, thereby, influencing Indian consumption patterns, media usage, consumer behaviour, marketing trends, and these changes are likely to stay long-term. The study attempts to obtain an overview on the usage of paid OTT video streaming services during lockdown among respondents from various districts scattered around Tamil Nadu, changes in the usage pattern and their preference of movie watching, with regard to paid OTT platforms over theatre-watching. The researchers have adopted a qualitative approach through semi-structured interviews. In India, however, technological revolution, given the unprecedented Covid-19 crisis will redefine normalcy, or the new normalcy.
Published Version
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