An An Analytic study on Streaming Landscape Transformation Preferences of Consumers towards Shift to OTT Platforms during Pandemic Covid-19
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https://orcid.org/0000-0002-2291-313X
Pranav Gupta
Abstract
Abstract
The present research deals with transformation of streaming landscape preferences for consumers for various OTT (Over the Top) platforms. The emphasis has been upon understanding the key criteria which encourages users to use any particular OTT platform. The study is based on the analysis upon their viewing habits including the time spent by customers on such platforms, the release period of the content the type of content preferred by them. Apart from this, the impact of the COVID-19 pandemic has also been tried to be captured into this study along with the dynamics played by the regional content. The profile analysis, multilinear regression has been used to analyse the results. The results of the study conclude that the shift in the favour of OTT consumption going forward and even the even the low users are consuming over forty minutes of content on OTT platforms on a daily basis. The factors like latest exclusive and international content having a positive influence were identified during the study. The increased content consumption during pandemic has also positively contributed to sign ups for an OTT service and the transformation is not temporary. The study implications are that OTT platforms should capitalize the current scenario of pandemic to experiment with pay-per view movie releases. The increased focus on regional content can be beneficial in tapping the unexplored segments.
Keywords: OTT platforms, Transformation, Consumers, Covid -19 pandemic
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Keywords: OTT platforms, Transformation, Consumers, Covid -19 pandemic
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