Shift of Entertainment Media to OTT Platform – The Paradigm Shift of Youth Impacting Business World

Abstract

The Indian film and entertainment business has demonstrated a trend away from traditional television and the big screen in favour of over-the-top media services such as Netflix and Amazon Prime Video. These systems make it simple to stream content from any location at any time via the internet. The researcher used this study to investigate the extraordinary evolution of these over-the-top (OTT) platforms in India. The reasons for the popularity of these platforms among Indian audiences were investigated in order to provide a critical examination of the study. In light of the fact that these platforms are also subjected to criticism for displaying unsuitable content, the researcher examined the regulatory adjustments implemented by the government. According to the findings of the study, the evolution of over-the-top (OTT) platforms began in 2008 with the introduction of BIGFlix. Because of the increased use of the internet and smartphones after 2015, a significant growth in the consumer base was observed. The popularity of OTT platforms can be attributed mostly to the high-quality and innovative material, the youth-oriented audience, and the lockdown imposed by COVID.

Over-the-top (OTT) services have altered the customer's preference away from traditional modes of communication and toward digital modes of communication and media such as SMS, Skype, We Chat, e-newspapers, Net Flix, and other similar services. This digital change has been brought about by over-the-top (OTT) services, which have provided clients with greater ease. The current study aims to uncover the elements that influence the uptake of over-the-top (OTT) services. The research also looks into the elements that lead to a positive shift in customer behaviour toward OTT and acceptance of this digital transformation, which is based on the internet and telecommunications industry.