Causality Exploration of Paradigm shift in people preferences to OTT Platforms during pandemic: A Mixed Study

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 The secondary data is collated and compiled from both published and unpublished resources.

A Comprehensive Review of Literature on OTT Platforms

“…7 Khalique, A., Rahmani, M. K. I., Saquib, M., Hussain, I., Muzaffar, A. W., Ahad, M. A., … Ahmad, M. W. (2022), "A Deterministic Model for Determining Degree of Friendship Based on Mutual Likings and Recommendations on OTT Platforms "revealed that mutual likings and degree of friendship information are beneficial in recommending movies on an OTT platform. 8 Rajpal, R., Sharma, S., Goel, A., Ghosh, K., & Sharma, S. ( 2022 this study that Covid 19 pandemic has definitely acted as a catalyst having 60% respondents stating that they have started using OTT after the pandemic. 10 ISLAM, M. (2022), "Causality Exploration of Paradigm shift in people preferences to OTT Platforms during pandemic: A Mixed Study", showed that OTT platforms are leading the way in terms of people's preferences, while multiplexes have lost their way.…”