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Nandani-THE EMERGENCE OF OTT PLATFORMS DURING THE PANDEMIC AND ITS FUTURE SCOPE - Bhargav Pancholi
Nandani-THE EMERGENCE OF OTT PLATFORMS DURING THE PANDEMIC AND ITS FUTURE SCOPE - Bhargav Pancholi
By
NANDANI PARIKH
Semester VI
17165044
NAVRACHANA UNIVERSITY
Vasna - Bhayli Main Rd, Bhayli,
Vadodara, Gujarat 391410
1
NAVRACHANA UNIVERSITY
Vasna - Bhayli Main Rd, Bhayli,
Vadodara, Gujarat 391410
Certificate
Awarded
to
NANDANI PARIKH
The emergence of OTT platforms during the pandemic and its future scope
Navrachana University.
2
CERTIFICATE
“The emergence of OTT platforms during the pandemic and its future scope”
prepared and submitted by
NANDANI PARIKH
Bhargav Pancholi
Dissertation Guide
Place: Vadodara
Date: 15-05-2020
3
DECLARATION
I hereby declare that the dissertation titled “The emergence of OTT platforms during
the pandemic and its future scope” is an original work prepared and written by me,
under the guidance of Mr. Bhargav Pancholi Assistant Professor, Journalism and Mass
This thesis or any other part of it has not been submitted to any other University for the
Nandani parikh
Date: 15.05. 2020
Place: Vadodara
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ACKNOWLEDGEMENT
I am grateful to my family and friends for extending their support throughout the
completion of this project.
I express gratitude and my heartful thanks and acknowledge the support given by Dr.
Robi Augustin Program Chair, Journalism and Mass Communication Navrachana
University.
I am also extremely thankful to my mentor Bhargav Pancholi and all the faculty
members of Journalism and Mass Communication program.
Nandani Parikh
5
To
ABSTRACT
The emergence of OTT platforms during the pandemic and its future scope
This research tries to study the rise of OTT platforms during the pandemic. it is
important to know the extent of increase in the popularity of OTT platforms during
pandemic to know their future scope . It is evident that since their launch OTT
platforms have only observed an upward curve in their popularity and usage but, due
to the pandemic there has been an exponential increase in its popularity due to the
platforms. this research conducted a survey and analyzed the opinions of people
regarding OTT platforms, their consumption patterns, and it's comparison with
cinema to see if OTT platforms were slowly taking over the most popular
conventional medium of entertainment. It was found that people used OTT more than
any other platforms out of tv and YouTube to pass their time or for entertainment.
Most of them experienced an increase in their consumption times and were looking
forward for movies to be released on OTT at the same time as in cinemas. people were
also okay with watching movies on OTT rather than cinema. But for some it depended
on the movie. this research has shown that there is a huge scope for OTT platforms in
the future and the pandemic has played a major role in it.
TABLE OF CONTENTS
Page No.
1.9 Conclusion……………………….………………………………….. 8
5.2 Findings……………………………………………………….. 28
References ………………………………….…………..…..…........... 31
Appendix 1…………………………………………………….....…... 33
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CHAPTER ONE
INTRODUCTION
1.1. Introduction
The Research topic deals with the emergence and consumer behavior in the era of
pandemic towards a particular sector i.e. OTT, Over the top services. This belongs to a very
vast industry, The Entertainment Industry. Entertainment in layman’s terms means having fun
and enjoying ourselves with either one’s own company or maybe with their loved and close
ones. In today’s world entertainment is one of the most leading industries, which includes the
sub-fields of theater, film, fine art, dance, opera, music, literary publishing, television, and
radio.
With the day by day development in technology these industries are being improved at
a fast pace. There have been both, cases of cut- throat competition and cases which showed
that companies which want to create goodwill in the market. The entertainment industry is
unpredictable as the main profits depend upon the TRP of a particular television channel, or the
box office collection of some movie, etc. for example, if a movie fetches more than 100-200cr.
It is assumed to be a blockbuster and hit movie, whereas sometimes other’s which couldn’t
reach this bar at the box office, are assumed to be average, in spite of the fact that those movies
There are so many ways, (as mentioned above) as how this entertainment can be
perceived in various forms. Now a day even the advertisers have understood this concept and
are adamant in creating new and eye-catching advertisements for the same. Consumers seek for
creativity and out of the box ideas which please them and them make think and remember a
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brand or product in a particular way. For example, usually when we see two domino dices, we
get reminded of the pizza chain – Dominos’. Similarly, when we see three parallel vertical
It is rightly said that this is the age of millennia’s, they neither do listen to their elders
nor do they do what is advised to them. The growth of population, youth, marketing,
$1.73 billion by 2021, up from the estimated $740 million in 2016, whereas for Internet video,
the CAGR is higher at 22.4% albeit at a lower base of $239 million. (Gaikwad, 2019) through
Then there Ott, which is evolving from niche to mass based content and long form of is
The number of OTT players increased from just nine in 2012 to 32 in 2018. In 2017,
the OTT industry in India achieved phenomenal growth of 160 per cent, as the top 16 OTT
platforms saw their user bases grow from 63 million to 164 million between August 2016 and
India is the second-largest subscription TV market in the Asia Pacific region in terms of
the number of subscription in TV households, which reached 154.3 million in 2016. This is
expected to expand at 1.6% CAGR to reach 166.9 million by 2021. (alpana kakkar, 2019)
The technology is changing with clicks. From online banking methods to e- wallets and
what not, with one click everything is available at your doorstep. The upcoming young
generation take advantage of the same and recharge their online data packs and download
Gone are the days when people would queue up outside movie or drama theatres to
book tickets. In this time and age, they simply do it online — from home, office, from just
about anywhere. You can select theatres, choose show timings and even reserve the seats of
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your choice — all done online, in no time. What’s more, easy online payment methods like
credit card, debit card, banking apps, net banking etc. allow you to make your payments with
Mobile operators provide OTT companies with mobile Internet access and OTTs
provide end users with the access to the OTT networks. However, “access”, which means a
right to join and use a network, is quite different from ownership transfer in traditional tangible
Focusing on materials relating to licensed rather than original content and this content’s role
Any Earlier there weren’t so many means and modes of entertainment. Families used
to sit down together, spend time with each other and their loved ones, in order to have fun.
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Now, gone are days, people sit in their cars and switch on their FM’s for listening to music. It
is there that they listen to radio jockeys, radio has almost vanished from the market.
From 60’s rock and roll bands like Beatles and rolling stones to todays’ one direction,
the boy band. From 70’s Pink Floyd to today’s Lady Gaga, from 80’s dance music to today’s
DJ. Now, today’s generation’s ideal of a cool person is, earplugs and music. They download
music and listen during travelling. Gone are the days of playing antakshri with everyone
around. The technology has acted as both, boon and bane. (finance, 2018)
When Netflix released all fifteen episodes of a new season of Arrested Development in
the summer of 2013, reports showed that approximately 10% of viewers made it through the
entire season within twenty-four hours what they share is an enormous popularity among the
millennial cohort that makes up the majority of the subscriber base of Netflix. (matrix, 2014)
networks, open source platforms, innovative services, cutting edge functionalities and shift in
consumer preferences towards their “freemium” based business models are seeing an ever
increasing adoption rate. (joshi Sujata, 2015) This freemium concept lures consumers. They
fail to understand that nothing is free. Firstly, we have to pay for the internet packages and then
only something can be surfed upon on the internet. So, ultimately, until and unless the
consumer pays for the his internet data, he won’t be able to use any of the applications, which
Average consumers spend 3-5 hrs on internet out of which 50% accounts on most of video
browsing. The consumer’s taste and preference is changing from whatever is available on tv to
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what he personally wants to view on the internet. Because of the rapid growth of internet
connectivity, it is assumed that by 2020 this 50% shall turn into 75%.(Girish menon, 2017).
tv or tata sky set-up boxes are difficult as they involve a lot of people and are time consuming
because they require people with that specific knowledge for instalments. Whereas, OTT can
2. Data tariff plans – (ease of using / convenience and multiple screens.) The OTT
platforms such as Netflix and Amazon can be shared and be used on multiple screens by
making an account. This doesn’t work for other television series. (roshan, 2017)
3. Convenience – Usually the people who follow television series have to wait for the
whole day or maybe over the weekend for their serials to continue their episodes. On the other
hand, the OTT based apps such as amazon prime or Netflix shows their web series
continuously without interruption. This becomes more convenient for the browsers.
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Advertising serves Language barrier – Netflix mostly produces web series in English
and other foreign languages, but more than half of the Indian population belongs to the middle
class family background and so, they face problems regarding that. Though the public
understands the regional language, the creators will have to put in efforts for the same, in order
Long form content - AIB is another form of OTT platform which creates time value
videos for the public, not everyone has the time to watch full length videos while travelling and
so, AIB creates min. 15-20 mins video for people who have to travel almost every day.
To say that OTT (over-the-top) technologies have disrupted the Indian entertainment
platforms like Netflix, NextG, and Amazon Prime have risen in popularity over the past couple
of years and are fast displacing traditional TV programming as the preferred medium of
Just like a coin has two sides, this OTT also has another side to it. With this pace of
development, OTT has led to various differences amongst individuals as well as family
members or for that matter ‘generations’. There have been cases such as earlier a family used
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to go out, dine together and spend quality time together. Now-a-days, the same family would
order food online through other application based services, switch to the some web series or
any movie ( which they would either have pre-downloaded) or would then download it and
watch it on internet. This has also created gaps amongst them as many of the senior citizens
often complain that their children or grand-children don’t spend enough time with them.
There are more than 5,20,000 Netflix subscribers and 6,10,000 Amazon Prime
subscribers in India. As the US and other western markets mature, OTT players are taking a
toehold in huge, comparatively untapped markets such as India, tempting users to fit an
Not only this but the amount of time spent on the OTT applications is increasing day by day.
This has severe repercussions on the lifestyle of the youth, both health and career. The youth
now –a-days is running crazy after these web series and it’s becoming more of a competition
pattern as who watches the whole series in one go. They don’t realize this has a terrible effect
on their eyes and body. Sitting at one place and eating, drinking, constantly looking at the
screen later on they develop various health issues and serious conditions. The physical
1.8. Conclusion
From the above theories, it has concurred that with the advancement in technology
there is a gradual shift in the medium of advertising. TV advertising still assumes an essential
job for the advertiser since it evokes various feelings in the buyer. Impulsive buying is one
such emotion. This research will focus on considering the achievement of the system that
REVIEW OF LITERATURE
2.1. Introduction
gives necessary inputs for the researcher to frame the research study on the elected topic. The
basic objective of this chapter is to analyze the previous findings so that it will help to know
the gap in earlier studies and to justify the research problem selected by the researcher for the
study purpose.
Keeping in mind the objectives of the research, the review of related literature is
three powerful players, - Netflix, Amazon Prime, Hulu - the Big 3. It is challenging for small
players for finding their place in fierce market where content rules but more consumers can
be dragged if they focus on providing curated content limiting account sharing, getting the
price right and reducing churn through improved customer relations. The survey result
indicates that although price is an important factor while purchasing OTT services , content
still drives most consumer choices. A bread mix of quality content tends to be what
consumers value from the Big 3, with “Access to the vast library of content” proved to the
top most reason users subscribe to these services. The small players who promises to provide
the services, taking one of the above mentioned factors, are more likely to attract a big crowd
2.1.2. Article (singh, 2020) OTT platforms has experienced a surge in consumption
and subscriber can’t, impacted by the COVID-19. The recent survey by InMobi states that
46% viewers are watching more content online. According to the experts OTT services could
grow further in upcoming days as the television channels run out of content. “As these
channels have been unable to shoot due to lockdown, they are running old content. In such a
scenario people will gravitate towards OTT to watch fresh content,” says Paritosh Joshi,
media consultant and principal, Provocateur Advisor. To benefit from this increase in
demand platform such as Amazon Prime video and Zee5 have made few of their shows free
to watch. Due to this , Zee5 has witnessed an 80% increase in subscription and over 50%
time spend recently. Thrillers, urban drama and young romance are the top performing
genres on the platform . The viewership for the movies has seen significant increase across
the platforms. Cinema streaming services MIBI has seen 28% rise in viewership on its
2.1.3. (sharma, 2020)The ongoing COVID-19 crisis has forced the multiplexes to
shut down. As a result, the production houses are now releasing the onto OTT platforms
directly. This has become a topic of concern amongst the multiplexes as the users might ship
the traditional windowing pattern. INOX and PVR , both issued a public statement reacting to
this issue. According to experts this is solution to a short term need of the film industry which
getting by financial difficulties. It is a win-win situation for OTT players who needs fresh
content and the filmmakers who had their production ready but unable to release. However,
this will not be a paradigm shift, in the long term, once things return to normal. The cinema
generate more revenue for the production houses compared to the OTT platforms. Being this
a vital factor, the films will hit the cinemas as earlier, once the market if free from COVID-19
crisis. Matter of fact, there may be possibility to see a surge in multiplex services for few
2.1.4. (singh D. P., 2019)The advent in Internet is changing the trend of Indian
Cinema very rapidly. Reduced price of internet services lay the foundation for increase in
OTT services like Netflix, Hotstar, Zee5, Amazon Prime and Alt Balaji. Many ventures are
producing video content solely for these OTT services. These new ventures are changing the
way of Indian Television and Cinemas. The OTT services analyzes the video content
watched by the users and keep providing them the content on similar genres. People liken to
enjoy the services for free. Hence, OTT like Hotter provides very limited content for free .
Also the subscription rates of these services are very low. The users enjoy the variety of
International and national content. Action and Comedy are the favorite genres of movie.
According to the survey, users spend on average, 2 hours a day watching OTT services. Web
services are watched more often in OTT services. Genres like Young romance, action and
urban-drama are int the top tier. Most of the users watch the content at night. Entertainment is
the biggest reason behind the use of OTT. Second biggest reason behind the use is the
2.1.5. This article (Laghate, How OTT players are geared up to woo Indian viewers,
2017) talks about how people have experienced an increase in the use of OTT especially
through handheld devices. People prefer watching movies on OTT platforms rather than
waiting for movies and shows to be released on linear platforms. People in India have more
options of OTT, platforms than people in any other country with options like Hot star, Voot,
amazon prime, Sony liv, Netflix. Although there were a few companies that tried to establish
themselves in the Indian market it started when Hot star was launched in 2015 with a huge
After its launch other international brands launched in India like Netflix and amazon
prime. Hotstar was a first to start the trend but what really spiked the increase in the
consumption and set the trend in Indian consumer life was the launch of Jio with the access
THE EMERGENCE OF OTT AND ITS FUTURE SCOPE
12
of high speed 4g internet more number of people were now able to consume content on the
OTT. Most of the OTT platforms focus on providing quality content and smooth user
experience. Most players try to provide catch up tv. But these days most platforms have all
sorts of content including catch up tv, movies, tv shows, and originals. Platforms like Voot
focus on creating and providing exclusive content specially created for Voot. Amazon prime
According to sources amazon was set to invest $300 million in India for original
content. This suggest that players with huge investment and money power are likely to reduce
their competition. The entry barrier in terms of finance and capital for new players is very
high. Statistics shows that for January 2017 hot star had – 63 million + active user and 11.3bn
minutes spent on the platform. Voot had 13.2 Mn active users and 2.8 bn minutes spent on
the platforms. Amazon prime video had 9.48mn active users and it saw double rise in their
OTT players have also focused in local content and releasing content in multiple
platforms, and providing international content. Ott players are concerned about the users
mentality as they fear people will reduce their consumption because of limiting data. With
communication giants like Jio and Vodafone now providing cheap data the consumption of
2.1.6. This article (Dixit, 2020) has focused on the deification of the Indian OTT and
the strategies or different ways used by them to establish and gain more popularity. The 4
Focusing on the local content and needs- This says that OTTs should focus more on
providing local content as people have a keen interest in consuming content in their native
language. This was backed by the data in a KPMG report which stated that 64% of Indian
digital consumers preferred consuming content in Hindi followed by Tamil Telegu and
THE EMERGENCE OF OTT AND ITS FUTURE SCOPE
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Bengali. It is very important to show more regional shows in order to satisfy and
Pricing strategy - OTT players have been trying and adopting various pricing
strategies to attract consumers like penetrative and strategic pricing. They use tools such as
trials to convert temporary users into permanent. They provide various accounts and number
of viewers per subscription for convenience and account sharing. OTT platforms have been
providing wide range of access lasting a few days to weeks with the help of sachet packs.
This model has helped in the exponential growth of platforms as users adopt this model much
faster. Due to the rising demand for premium content OTT platforms experienced a growth of
310% in 2018 according to a 2019 eMarketer report. OTT platforms have also adopted the
Collaboration - There has been quite a few collaborations between brands to capture
the market and provide quality content to audiences like the collaboration between zee5 and
ALT Balaji to co create original content and make it available on both platforms. We saw
times network acquiring MX Player to launch new content. Telecom giant Bharti Airtel
launched a digital entertainment platform , Xstream. Collaboration are a great way to expand
tailored experiences to their users by connecting them on a personal level and engaging them
through their content. OTT platforms have introduced augmented reality and virtual reality
customers platforms are also focusing on engaging them on a deeper level and delivering
personalized experiences.
2.1.7. This article (Basu, 2020)gives a brief idea about the relationship of TV and
OTT in Indian market and the scope for it. When it comes to subscription television India is
THE EMERGENCE OF OTT AND ITS FUTURE SCOPE
14
the second largest market in the Asia pacific region. It is expected to observe a double digit
growth in the number of TV channels. The television penetration in India is 61%. All sorts of
content providing or entertainment platforms have rolled their eyes towards the Indian market
due to the promising scope of the Indian television market. With the relaxation in the FDI to
100% in all the segments of the TV industry except the news and current affairs, all the OTT
players and content providers have started taking a keen interest in the Indian TV market.
The Indian market is a great place for not only the traditional OTT players but also big
broadcasters who stated their own OTT services. The only factor that these players need to
consider is the average price for cable and satellite subscription, which bites off a huge chunk
2.1.8. According to (Kaushal, 2020) there has been a surge of 80 % in the subscriber
base of OTT players amid the lock down. Due to the lockdown people have been forced to
stay at home and with them being locked inside their home they have no other options left for
entertainment than TV and digital. With the cinema halls and malls closed people are forced
to find other platforms for content. OTT players like ZEE5 and ALT Balaji saw growth in
their subscriber bases. Whereas amazon and Netflix refused to reveal their figures. We know
that due to this several big ticket films are set to be launched OTTs rather than cinema halls,
this shows the tremendous growth of OTT as a platform. People are left with no option but
to watch it on OTT even for the hardcore cinema lovers. ZEE5 revealed that they experienced
a huge surge of 80% in their subscriptions. Due to the lockdown ZEE5 has seen an increase
in users as well as consumption. Their originals saw grew by 200%, movies by 236%. they
saw an increase in their app downloads by 41% and an increase of 33%in their daily active
users. There has been a rise of 45% in paid viewers. The head of program said that the two
reasons for such positive surge are the lockdown and several initiatives taken by them for
THE EMERGENCE OF OTT AND ITS FUTURE SCOPE
15
seamless entertainment. It is important to note that ZEE5 has premiered a film called
Ghoomketu which was originally meant to be released in theatres. Similar is the case with Alt
Balaji, it had an increase of 17,000 new subscribers each day in lockdown a 60% increase
compared to before lockdown. The have also been experiencing growth in all of their key
markets and demographics. With the announcement of amazon on the much hyped films like
Gulabo Sitaro and Shakuntala Devi biopic being released on OTT platform rather than
cinema due to the lockdown along with some other films it made clear the scope that OTT
2.2.Conclusion
The above chapter talks about the studies done on almost similar to the topic taken
by the researcher, above studies gave some new aspects about the topic. Studies have given
statistics and facts about their data collected and hence gives a good justification to their
findings.
THE EMERGENCE OF OTT AND ITS FUTURE SCOPE
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CHAPTER THREE
RESEARCH METHODOLOGY
3.1.Research design
The purpose of this study was to understand the emergence of OTT platforms
during the pandemic and its future scope and to achieve this, hypothesis was established.
Quantitative method was selected for the same. The focus was on residents of Vadodara
The population is people of Gujarat who watches OTT for their entertainment. The
age group selected is 14-45+. Since most respondents from this category were
independent, indulging in anything they wish for is easier. Because of their entertainment
consumption habits they aware of the research topic selected. The population has been
3.2. Significance
The significance of the study is to highlight the scope of OTT platforms and the
extent of their consumption amongst the people. These study will help us in understanding
how OTT platforms have taken over the world of digital entertainment during a pandemic.
It will help us understand how OTT has inorganically growing and gradually taking over
3.3. Objectives
3.3.1. To find out and understand the increase in consumption of OTT platforms
during pandemic.
3.4. Hypothesis
3.4.1. During pandemic there has been a significant rise in consumption of OTT
platforms
3.4.3. OTT platform will soon become a platform for releasing movies or maybe
Primary data was collected by applying the quantitative method. A survey was
conducted. The respondents are from the age group of 14-45+. Total sample size that was
taken into consideration for the study was 100 responses. A five-point Likert scale was
used for the survey. The questionnaire was divided into segments like: demographics and
OTT consumption behaviour which included questions related to OTT usage, earlier
After the preparation of the questionnaires for the selected sample with the guidance of
the mentor, it was handed over to three different experts for the validation of the tool. Certain
changes were suggested by the experts and changes were done accordingly. Once the
questionnaire was approved, it had been circulated amongst the decided population that are
The process of data analysis would include frequency distribution and percentage.
Proposed analysis for this study is to measure the efficiency of the questionnaire
and whether it can help prove the hypothesis. A detailed analysis of the gathered data will
• The major limitation of this study is due to time constraint and also a limited group
3.11. Conclusion
This chapter includes all the aspects that were taken into consideration for data
collection and analysis. Objectives and hypothesis of the research have also been
explained here.
THE EMERGENCE OF OTT AND ITS FUTURE SCOPE
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CHAPTER FOUR
DATA ANALYSIS
4.1. Introduction
The researcher has used questionnaire as a tool for collection for data, the set of
questions were prepared by the researcher after a detailed study on the topic and the set of
questions aims to give us insights about the effect of television commercials on impulsive
buying behaviour of consumers. This chapter will look at primary data collected.
The aim is to analyse the data gathered by 110 respondents across Gujarat corresponding to
the hypothesis of the research. The total population has filled the questionnaire was 120 but
10 respondents were filtered out with a screening question to get the desired population that
4.2. Demographics
The questionnaire was sent to the respondents via WhatsApp. It was filled by people
in Gujarat of different age group, gender and occupation. Those factors will be analysed in
this section.
(Figure 4.2.1)
Figure 4.1 shows that out of the 120 respondents. The age groups were classified into
4 segments. Maximum respondents that is 90 belonged to the age group 15-25, followed by
27 respondents in 26-34, 3 respondents in the age group of 35-44 and no respondents were in
45+ group.
(Figure 4.2.2)
Figure 4.2.2 shows the results of a survey in which people were asked about
their gender. It can be seen that 50% respondents are male , Whereas 50% users are
(Figure 4.2.3)
The above figure (fig 4.2.2) shows profession of the people who were part of the
their post graduates ,26.7 % are working as employees and rest of them are in High
(Figure 4.2.4)
Figure 4.2.4 shows that 110(91.7%) respondents use OTT while 10 don’t. This was a
screening question to filter out the required population who watch OTT and can proceed to
answer the further questions. Through this the researcher could get the desired population
This section of the questionnaire gathered data related to the OTT watching habits and
patterns in lockdown of the respondents. 110 respondents qualified to appear for the
remaining questionnaire. Therefore, the same population of this research is 110 respondents.
THE EMERGENCE OF OTT AND ITS FUTURE SCOPE
22
(Figure 4.3.1)
As seen in figure 4.3.1. 80 respondents out of 110 watch OTT the most, 19
selected YouTube and the remaining 10 watches T.V most for the entertainment.
(Figure 4.3.2)
Figure 4.3.2 speaks to the respondents about their source of awareness for the OTT
medium. The figure shows that 43.6% for example 48 respondents out of 110 came to know
about OTT through their friends. While 40.9% i.e., 45 respondents came to know through
(Figure 4.3.3)
Figure 4.3.3 shows that To perceive how captivating OTT Platforms is to users. The
above inquiry was posed, the discovering states that 29.1 % uses it for more than 4 hours day
by day. Over 42.7% (48) of them use for 2 to 4 hours. Just 29.1 % of the clients expend it for
under 2 hours.
(Figure 4.3.4)
Figure 4.3.4. shows the percentage of respondents of the impact on their OTT
consumption. 81 (73.6) respondents have seen an increase whereas 25 people are not affected
(Figure 4.3.5)
As seen in figure 4.3.5, we see that 26 respondents said their consumption increased
by 2 hours. 20 said by 1 hour, 17 said by 3 hours, 13 said its increased by 4 hours, 8 said 5
(Figure 4.3.6)
From the above image it is evident that maximum (67) respondents consume OTT
through their smart phones. 27 respondents prefer laptop and 106 remaining 22 consume
through T.V.
THE EMERGENCE OF OTT AND ITS FUTURE SCOPE
25
(Figure 4.3.7)
Figure 4.3.7 shows who opted for a new OTT while being in the lockdown. With 47.3
of the population voted yes for it. 40.9% of the population voted for No and 11.6% of the
(Figure 4.3.8)
Figure 4.3.8 shows the result of their preferences on OTT platforms. Over 38.2%
(42) out of 110 people prefer watching TV series . While 30.9 % like to watch originals on
the OTT and 23.6% respondents like to watch movies. The remaining respondents are
(Figure 4.3.9)
OTT. 54.5% (60) respondents responded said many times. While 30% (33) respondents
(Figure 4.3.10)
Figure 4.3.10 The respondents were asked their views on movies releasing on OTT
along with cinema. We see platforms a majority of 56.4% respondents said Yes, while other
(Figure 4.3.11)
Figure 4.3.11 states a futuristic question on their choice after the pandemic. 45.5%
says they will choose OTT to watch movie instead of cinema while 48.2% still prefer cinema.
4.4. Conclusion
• This chapter dealt with analysis of the data gathered, where we can see different
CHAPTER FIVE
CONCLUSION
5.1. Introduction
A survey was conducted to analyze the emergence of OTT platforms during the
pandemic and its future scope. The population selected was from Gujarat. This chapter deals
with the findings the researcher has received through the data analysis. These findings are
5.2. Findings
The over-the-top videos streaming services explosion in India has led to the
emergence of distinct patterns of content consumption over the past few years. For one,
content consumption has become rampant outside the house, where until recently because of
the Covid 19, the majority of video consumption occurred inside and that too on a very high
scale. The information gathered by the researches shows that over 91.7% of respondents are
aware of the OTT medium, from the following we can derive that OTT is a wide spread
medium in India. Due to the current situation of the lockdown people are constantly
consuming different kinds of media for their entertainment . Majority of the people(72.7%)
resort to OTT for entertainment followed by YouTube(17.3%) and T.V (9.1%). OTT
platforms are quite popular among the users as a considerable amount of users 42.7% spends
2 to 4 hours consuming it. 29.1% people spend more than 4hours on it and only 28.2%
consumes it for less than 2 hours. Considering this, on an average user spends approximately
3 hours on the medium. The lockdown has let to a change in consumption patterns of the
users. The researcher found out that 73.6% of people experienced an increase in their daily
consumption during the lockdown. This proves the first hypothesis H1. Along with this it also
shows that OTT is the go to platform for entertainment for majority of people during
lockdown as they chose to spend more time using OTT rather than any other mediums. When
it comes to the mode of consumption people prefer smart phone(55.5%) over laptop(24.5%)
and T.V (20%). It is safe to say that due to the lockdown more people have started using T.V
for OTT consumption. 59.1% of people started using a new OTT during the lockdown. This
shows how lockdown has given a push to OTT for generating new customers. When asked
about if the users ever waited for a movie to be released on OTT than watching it in cinema ,
70% said yes. The researcher discovered that 56.4% were positive and wanted for movies to
be released on OTT platforms on the same date as in cinemas. Although 44.6% were still
negative about it. Further more when asked if a movie would release in OTT and cinema both,
what would they prefer, 48.2% said cinema and 45.5 chose OTT. Still there were a few
responses who said that decisions is based on the type of the movie. This data implies that
although still a majority of people ( 48.2%) would prefer watching a movie in cinema over
OTT(45.5) . The day is not far when the people will see OTT as an equally popular platform
for watching movies. OTT and cinema are two distinct platforms and provide distinct
experiences to their customer and they cannot replace each other but the data shows that
majority of people want movies to be released on OTT on the same date as in cinemas.
5.5.1. To study
THE EMERGENCE OF OTT AND ITS FUTURE SCOPE
30
5.6. Conclusion
The data collected from the questionnaire survey was interpreted and analyzed in the
previous chapters. Based on the analysis the research on the topic ‘The emergence of OTT
platforms during the pandemic and its future scope’ has been successfully completed. The
hypothesis that During pandemic there has been a significant rise in consumption of OTT
platforms has been proven right. Since people have started consuming OTT more and more in
the lockdown. The statement that OTT platforms have experienced a substantial inorganic
growth by taking up the market share of other platforms has been proved. Although the
researcher couldn’t prove hypothesis that OTT will surpass cinema but we can see there is
suddenly a rise in the usage of OTT over other mediums and people have positive responses
for movies to be released on OTTs at the same time as in cinemas. This shows that even
though OTT platforms cannot replace cinema but certainly is creating its own segment. We
can say that in future, there might be few people who would prefer OTT over cinema.
THE EMERGENCE OF OTT AND ITS FUTURE SCOPE
31
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APPENDIX
Questionnaire
1. NAME –
2. Gender (Nominal)
A)Male
B)Female
C)LGBTQI+
3. EDUCATIONAL QUALIFICATIONS:
A). STUDENT
B). UNDER GRADUATION
C). POST GRADUATION
D). EMPLOYEE
E). BUSINESS OWNER
6. Out of these what do you use the most for entertainment in lockdown?
A) T.V
B)YouTube
C)OTT( Netflix, Amazon, Hotstar etc)
7. How did you come to know about your current OTT services?
A) Friend's recommendation
B) Discounts/ Referrals
C) Advertisement
D) Other
A) Increased
B) Decreased
C) Neutral
From scale 1 to 10
A) T.V
B) Smart phone
C) Laptop
12.Did you start using any new OTT platform during the lockdown?
A) Yes
B) No
C) Maybe
A) Movies
B) TV Series
C) Originals/ Exclusives Content
D) Other
14.Have you ever preferred waiting for a movie to release on OTT rather than watching it in
the cinema?
A) Always
B) Many times
C) Never
15.Do you think mainstream movies should be released on OTT before or along with
cinema?
A) Yes
B) No
16.In future, If a movie releases in Cinema and on OTT together, what would you prefer?
A) OTT
B) Cinema
THE EMERGENCE OF OTT AND ITS FUTURE SCOPE
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THE EMERGENCE OF OTT AND ITS FUTURE SCOPE
37