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Published October 30, 2021 | Version v1
Journal article Open

Analysing the Media Consumer Trends During the COVID-19 Period-The Rise of Otts in India

  • 1. Department of Information Technology, Indira Gandhi Technical University for Women, New Delhi, India.
  • 2. Department of Electronics and Communication Engineering, MVSR Engineering College, Osmania University, Hyderabad (Telangana) India.
  • 3. Department of Electronics and Communication Engineering, MVSR Engineering College, Osmania University, Hyderabad (Telangana) India
  • 1. Publisher

Description

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.

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Is cited by
Journal article: 2249-8958 (ISSN)

Subjects

ISSN
2249-8958
Retrieval Number
100.1/ijeat.A32161011121