Sathyabama: A Study On Satisfaction Level of Ott Platform Usage by People, Pre and During Covid
Sathyabama: A Study On Satisfaction Level of Ott Platform Usage by People, Pre and During Covid
by
SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC I 12B Status by UGC I Approved by AICTE
Jeppiaar Nagar, RAJIV GANDHI SALAI, CHENNAI - 600 119
April - 2021
SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with “A” grade by NAAC I 12B Status by UGC I Approved
by AICTE
Jeppiaar Nagar, Rajiv Gandhi Salai, Chennai – 600 119
www.sathyabama.ac.in
BONAFIDE CERTIFICATE
This is to certify that this Project Report is the bonafide work of Josana Emilin
Reuben Joseph (39410084) who has done the Project work entitled “A STUDY ON
PRE AND DURING COVID” under my supervision from December 2020 to February
2021.
Dr. J. RANI
Internal Guide External Guide
Dr. BHUVANESWARI G.
Dean – School of Business Administration
I Josana Emilin Reuben Joseph (39410084), hereby declare that the Project
BY PEOPLE, PRE AND DURING COVID” done by me under the guidance of Dr. J.
RANI is submitted in partial fulfillment of the requirements for the award of Master of
DATE:
PLACE:
JOSANA EMILIN REUBEN JOSEPH
ACKNOWLEDGEMENT
SATHYABAMA for their kind encouragement in doing this project and for completing
Administration and Dr. PALANI A., Head, School of Business Administration for
providing me necessary support and details at the right time during the progressive
reviews.
I would like to express my sincere and deep sense of gratitude to my Project Guide
Dr. J. RANI, for her valuable guidance, suggestions and constant encouragement
I wish to express my thanks to all Teaching and Non-teaching staff members of the
School of Business Administration who were helpful in many ways for the completion of
the project.
The paper also delves into the indirect role of satisfaction and habit in affecting
the aforesaid linkages. With the world facing the impact of the pandemic, the
implications emerging from the study present an opportunity to the providers of
OTT platforms to capitalize on the perceived change to the best of their
advantage.
With the rise of OTT platforms, this trend has seen a new dawn. Content from all
acrossthe world is available without much ado. It will not be wrong to say that
OTT platforms such as Netflix, and Amazon Prime Video etc. have given a
catalytic impetus to the shrinking of globe into a village. These platforms can be
lauded for bringing the world together and closer and an for fostering an
enhanced sense of cultural understanding among the masses. During the
unfortunate times of a hitherto unprecedented global pandemic such as COVID-
19, these video-on-demand platforms have seen a surge in their viewership.
Owing to lockdown and statutory social distancing norms adopted by most
countries affected by the pandemic, people have registered higher presence on
these platforms.
The study finds that use of OTT content platforms such as Netflix, Amazon
Prime,
Hotstar
(now Disney Hotstar), etc. has seen a rise especially among the younger age
cohorts of population. The content has appeal owing to its entertainment value
coupled with information, also the intrigue global content from diverse cultures
offers to the knowledge enthusiasts. A discernible rise is also detectable in the
prevalence of seriesas opposed to movies. This trend implies a rise in demand
of OTT content and signalsa growing popularity of OTT platforms.
I
LIST OF TABLES
III
4.1.44 The time that you spent on OTT platforms 62
after lockdown
4.1.45 Do you consider OTT platforms as a 63
substitute for the traditional mode like
Theaters, Plays and Concerts?
4.1.46 What is generally your satisfaction of using 64
OTT platforms(After lockdown)
4.1.47 What is generally your satisfaction of using 65
traditional platforms like Theaters, Plays and
Concerts (After lockdown)
4.1.48 Which do you Prefer? 66
IV
LIST OF CHARTS
V
4.1.23 Which were the barriers you faced in 40
subscribing to OTT platforms [resistance to
explore a new platform]
4.1.24 Which were the barriers you faced in 41
subscribing to OTT platforms [lack of hardware
(smartphone/tab/laptop etc.)]
4.1.25 Which were the barriers you faced in 42
subscribing to OTT platforms [lack of
broadband connectivity]
4.1.26 Which were the barriers you faced in 43
subscribing to OTT platforms [cost of OTT
subscription]
4.1.27 Which were the barriers you faced in 44
subscribing to OTT platforms [cost of data
consumption]
4.1.28 What is generally your satisfaction of using 45
OTT platforms[before lockdown]
4.1.29 What is generally your satisfaction of using 46
traditional platforms (Theaters, Plays and
Concerts etc.(before lockdown)
4.1.30 Your awareness level of OTT platforms after 47
lockdown[Amazon Prime]
4.1.31 Your awareness level of OTT platforms after 48
lockdown[Netflix]
4.1.32 Your awareness level of OTT platforms after 49
lockdown[Disney Hotstar]
4.1.33 Your awareness level of OTT platforms after 50
lockdown[Sun Nxt]
4.1.34 Your awareness level of OTT platforms after 51
lockdown[Zee5]
4.1.35 Your awareness level of OTT platforms after 52
lockdown[Jio Cinema/TV]
4.1.36 The OTT platforms you had subscribed after 53
lockdown[Amazon Prime]
4.1.37 The OTT platforms you had subscribed after 54
lockdown[Netflix]
4.1.38 The OTT platforms you had subscribed after 55
lockdown[Sun Nxt]
4.1.39 The OTT platforms you had subscribed after 56
lockdown[Disney Hotstar]
4.1.40 The OTT platforms you had subscribed after 57
lockdown[Zee5]
4.1.41 The OTT platforms you had subscribed after 58
lockdown[Jio Cinema/TV]
4.1.42 The content you accessed in OTT platforms 60
after lockdown
4.1.43 The important factor that influenced you to 61
subscribe OTT platforms after lockdown
VI
4.1.44 The time that you spent on OTT platforms 62
after lockdown
4.1.45 Do you consider OTT platforms as a 63
substitute for the traditional mode like
Theaters, Plays and Concerts?
4.1.46 What is generally your satisfaction of using 64
OTT platforms(After lockdown)
4.1.47 What is generally your satisfaction of using 65
traditional platforms like Theaters, Plays and
Concerts (After lockdown)
4.1.48 Which do you Prefer? 66
VII
CHAPTER 1
1. INTRODUCTION
1.1 INTRODUCTION
Internet has changed the consumption patterns of the audience leading the
producers to come up with inventive programs and content distribution
platforms that were previously unheard of. One such invention was OTT
platforms that made direct to consumer chain possible. OTT or Over-the-top
content platforms are the media platforms that according to Tata
Consultancy Services are “the platforms that deliver film and television
content, bypassing the conventional distribution streams of cable and
satellite TV, from producer to consumer directly, an exchange driven by
Internet.” Some of the commonest OTT platforms in India and elsewhere
include Netflix, Disney Hotstar, Amazon Prime Video, Sun Nxt, etc.
1
this situation, films and entertainment content have emerged as the saviour
especially on-demand video content. Till today, the total population in the
entire globe is 7.75 billion and 4.54 billion are internet users.
So, to study and understand the trend of the impact of coronavirus in the
online entertainment industry, this research aims to conduct a survey on the
online platform (OTT) users in the Chennai market.
• Netflix
2
• Amazon Prime
• Hotstar
• Apple Inc.
• Facebook Inc.
3
1:2:1 Market Report scope-
Report
Details
Attribute
Market size
USD 66.84 billion
value in 2020
Revenue
forecast in USD 220.54 billion
2027
Forecast
2020 - 2027
period
4
U.S.; Canada; U.K.; Germany;
France; Italy; Netherlands; China;
Country scope
Japan; Southeast Asia; South
Korea; India; Mexico; Brazil
Key
Amazon.com; Netflix; Apple Inc.;
companies
Google, Inc.; Disney+ Hotstar
profiled
5
1:2:2 Business Model and Strategies
In 2019, Netflix announced a mobile and tablet-only plan for just INR199 per
month to capture new subscribers; however, despite this new plan, Netflix is
quite expensive for the price-sensitive users. In May 2020, Amazon Prime
Video announced the direct-to-digital release of a few Indian movies and
ZEE5 also announced that it has lined up 15 direct-to-digital releases for
FY21. These pricing and direct-to-digital releases strategies will help the
OTT platforms to increase their customer base. Also, to get more paid
subscribers, OTT players need to offer affordable plans, customised
language packs, along with mainstream plans.
This has facilitated cut-throat competition among OTT providers, who are
offering subscription fees at all-time low costs and striving to provide more,
high-quality content to increase their share in the market. Key SVOD players
are introducing pack durations and sachet pricing as part of their strategic
initiatives to boost subscription rates and ensure that consumers can access
the preference shows at a reasonable cost. This move can help OTT
platforms gain acceptance among the price-sensitive Indian consumers.
6
Also, these SVOD platforms are emphasising on creating a repository of
regional content, including movies and web series, as a strategic move to
target niche regional audience across the country. Traditional broadcasters,
such as ZEE5, Voot and Disney+ Hotstar, and other independent streaming
platforms, such as ALTBalaji and Eros Now, are heavily investing in creating
original regional content to engage their subscribers.
In the coming years, as the internet penetration and digital maturity will rise,
a major proportion of the OTT subscribers will be from Tier II+ cities.
The OTT landscape is expected to get hyper competitive in next 4–5 years
and the OTT service providers will strive to emerge as the preferred platform
among consumers. It will be interesting to observe the different business
strategies that will be adopted by the OTT service providers to attract more
customers. These platforms will also need to ensure diversity in the content
as consumers in Tier II+ markets prefer TV soaps, reality shows, local
language movies and mainstream Bollywood movies.
As cinema halls take a back seat, there is an unprecedented boom in the
OTT Market across the globe due to the pandemic situation. Just like it is
with the rest of the world, OTT viewership in India is at an all-time high now.
While OTT platforms were making a mark for themselves in the Indian
market, the COVID crisis accelerated the process. From just two OTT
platform provider in 2012 to about 40 players now, the OTT revolution has
come a long way in India.
7
1:2:4 History and Growth
The first dependent Indian OTT platform was BIGFlix, launched by Reliance
Entertainment in 2008. In 2010, Digivive launched India's first OTT mobile
app called nexGTv, which provides access to both live TV and on–demand
content. nexGTV is the first app to live–stream Indian Premier League
matches on smart phones and did so during 2013 and 2014.
OTT gained significant momentum in India when both DittoTV (Zee) and
Sony Liv were launched in the Indian market around 2013. DittoTV was an
aggregator platform containing shows across all media channels including
Star, Sony, Viacom, Zee, etc.
Rise of Hotstar-
Hotstar, (now Disney+Hotstar), is the most subscribed–to OTT platform in
India, owned by Star India as of July 2020, with around 300 million active
users and over 350 million downloads. According to Hotstar's India Watch
Report 2018, 96% of watch time on Hotstar comes from videos longer than
20 minutes, while one–third of Hotstar subscribers watch television shows. In
2019, Hotstar began investing ₹120 crore in generating original content such
as "Hotstar Specials." 80% of the viewership on Hotstar comes from drama,
movies and sports programs.
Netflix in India-
American streaming service Netflix entered India in January 2016. In April
2017, it was registered as a limited liability partnership (LLP) and started
commissioning content. It earned a net profit of ₹2020,000 (₹2.02 million) for
fiscal year 2017. In fiscal year 2018, Netflix earned revenues of ₹580 million.
According to Morgan Stanley Research, Netflix had the highest average
watch time of more than 120 minutes but viewer counts of around 20 million
in July 2018. As of 2018, Netflix has six million subscribers, of which 5–6%
are paid members.
8
India was not affected by Netflix's July 2018 increase in subscription rates
for the US and Latin America. Netflix has stated its intent to invest ₹600 Crore
in the production of Indian original programming. In late 2018, Netflix bought
150,000 square feet (14,000 m2) of office space in Bandra–Kurla Complex
(BKC) in Mumbai as their head office. As of December 2018, Netflixhas more
than 40 employees in India.
Netflix faces tough competition with other OTT platforms in India such as
Amazon Prime and Disney+ Hotstar, each of which charge lowersubscription
rates than Netflix.
Amazon Prime-
Amazon Prime Video was launched in 2016. The platform has[when?] 2,300
titles available including 2,000 movies and about 400 shows. It has
announced that it will invest ₹20 billion in creating original content in India.
Besides English, Prime Video is available in six Indian languages as of
December 2018.[7] Amazon India launched Amazon Prime Music in
February 2018
9
CHAPTER 2
REVIEW OF LITERATURE
10
Dasgupta, Dr. S., & Grover, Dr. P. (2019). UNDERSTANDING
ADOPTION FACTORS OF OVER-THE-TOP VIDEO SERVICES AMONG
MILLENNIAL CONSUMERS. This reviews the adoption of OTT platform
contents over the traditional ones over time. The adoption has had many
valid reasons and explanation and the millennial customers were the
targeted sample, 10(1), 61– 71.
Matrix, S. (2014). The Netflix Effect: Teens, Binge Watching, and On-
Demand Digital Media Trends. Jeunesse: Young People, Texts, Cultures,
reviewed that Netflix Effect that was on teenagers. The trend in demand for
social media content and how it affected the culture, behaviour of young
people and either in a good way or had a bad influence, 6(1), 119–138.
11
Navsangeet Saini, (2020) Usage Of Ott Platforms During Covid-19
Lockdown: Trends, Rationale And Implications– Palarch’s Journal of
Archaeology of Egypt/Egyptology 17(6), ISSN 1567-214X.
Navsangeet Saini, in his paper talks about how OTT usage gas been since
corona from the start of lockdown. It is in the wake of these trends and
statistics of increasing preference and dependence on OTT platforms for
entertainment, information and engagement among the viewers that this
study has been conducted.
12
’Dr. Sabyasachi Dasgupta and Dr. Priya Grover (2020)
‘UNDERSTANDING ADOPTION FACTORS OF OVER-THE-TOP VIDEO
SERVICES AMONG MILLENNIAL CONSUMERS also reiterates that Indian
audiences have swayed towards OTT content and are willing to spend for
easy and unlimited access to content without a place and time limitation. It
again notes the inverse impact of pricing strategy of OTT on its popularity.
Data consumption is another attribute PJAEE, (2020) that makes it a tough
choice for Indian viewers and so is habits and preferences for TV as a
medium.
Bentley, F., Silverman, M., and Bica, M. (2019, June), “Exploring online
video watching behaviours”, In Proceedings of the 2019 ACM International
Conference on Interactive Experiences for TV and Online Video, reviewed
on the watching behaviours of the customers who use online entertainment,
pp. 108-117.
13
ET Brand Equity.com (2020). Gaming and OTT spike in COVID-19
lockdown: reviewed that there is spike in gaming and usage of OTT platforms
during the lockdown caused because of the pandemic. This spikehas caused
due to rise in boredom and leisure time. Published online on 16th April 2020.
14
CHAPTER 3
RESEARCH METHODOLOGY
This project is designed mainly to identify and evaluate the satisfaction level
of OTT usage before and during COVID-19.
To study about the ‘satisfaction level of online entertainment (OTT) pre and
during COVID-19’ targeted on people of Chennai.
15
3.3 RESEARCH DESIGN
3.4.1.1 Questionnaire
Secondary data refers to data that was collected by someone other than the
user. Common sources of secondary data for Journal, Books, Websites,
organisational records and data that was originally collected for other
research purposes.
16
3.5 STRUCTURE OF QUESTIONNAIRE
There are two broad types of questions open ended or open questions, and
closed ended or closed questions. Open questions enable respondents to
answer as they wish. Closed questions provide respondents with a list of
options from which they choose.
The period of study is from January 2017 TO March 2017 which is a three
months of study.
The analytical tools used are spss for testing the hypothesis, ANOVA (t-test)
in spss tool.
17
3.9 LIMITATIONS OF THE STUDY
18
CHAPTER 4
AGE
1, 1%
5, 5% 6, 6%
3, 3%
14-21
21-30
30-35
35-40
ABOVE 40
87, 85%
Interpretation
between 14-21 is 6%, 21-30 is 85%, 30-35 is 3%, 35-40 is 5% and above 40
is 1%.
19
Table4.1.2: Gender of the respondents
GENDER
36, 35%
FEMALE
MALE
66, 65%
Interpretation
From the above table it is interpreted that the number of male respondent is
35% and female respondent is 65%.
20
Table 4.1.3: Educational qualification of the respondents
EDUCATION
2, 2%
DIPLOMA
PG
45, 44%
54, 53% SCHOOLING
UG
1, 1%
Interpretation
From the above table it is interpreted that the number of respondents with
Diploma is 2%, PG is 44%, schooling is 1%, UG is 53%.
21
Table 4.1.4: Marital status of the respondents
MARRIED 25
SINGLE 77
MARITAL STATUS
25, 25%
MARRIED
SINGLE
77, 75%
From the above table it is interpreted that the number of respondents were
75% in unmarried,25% in married
22
Table 4.1.5: MONTHLY FAMILY OR INDIVIDUAL INCOME
> Rs.70,000 38
Rs.10,000-30,000 29
Rs.30,001-50,000 20
Rs.50.001-70,000 15
15, 15%
> Rs.70,000
38, 37%
Rs.10,000-30,000
20, 20%
Rs.30,001-50,000
Rs.50.001-70,000
29, 28%
Interpretation
From the above table it is interpreted that the number of respondents with
salary range >70k is 37%, 10k-30k is 28%, 30k-50k is 20% and 50k-70k
is 20%.
23
Table 4.1.6: YOUR AWARENESS LEVEL OF OTT PLATFORMS BEFORE
LOCKDOWN [Amazon Prime]
1, 1% 15, 15%
2, 2% Aware
24, 23%
Highly aware
Not at all aware
Not Aware
Interpretation
From the above table it is interpreted that the number of respondents who
were highly aware of amazon prime before lockdown is 59%, aware is
23%,not at all aware 2%, not aware is 1% and somewhat aware 15%.
24
Table 4.1.7: YOUR AWARENESS LEVEL OF OTT PLATFORMS BEFORE
LOCKDOWN [Netflix]
Highly aware 59
Not Aware 3
Somewhat Aware 15
3, 3% 15, 15%
Aware
2, 2% 23, 22%
Highly aware
Not at all aware
Not Aware
59, 58% Somewhat Aware
Interpretation
From the above table it is interpreted that the number of respondents who
were highly aware before lockdown is 58%, aware is 22%,not at all aware
2%, not aware is 3% and somewhat aware 15%.
25
Table 4.1.8: YOUR AWARENESS LEVEL OF OTT PLATFORMS BEFORE
LOCKDOWN [Zee5]
Aware 28
Highly aware 56
Not Aware 2
Somewhat Aware 14
2, 2%
14, 14%
2, 2%
Aware
28, 27%
Highly aware
Not at all aware
Not Aware
Interpretation
From the above table it is interpreted that the number of respondents who
were highly aware before lockdown is 55%, aware is 27%, not at all aware
2%, not aware is 2% and somewhat aware 14%.
26
Table 4.1.9: YOUR AWARENESS LEVEL OF OTT PLATFORMS BEFORE
LOCKDOWN [Jio Cinema/TV]
Not Aware
17, 17% 29, 28%
Somewhat Aware
7, 7%
Interpretation
From the above table it is interpreted that the number of respondents who
were highly aware before lockdown is 28%, aware is 22%, not at all aware
7%, not aware is 17% and somewhat aware 26%.
27
Table 4.1.10: YOUR AWARENESS LEVEL OF OTT PLATFORMS BEFORE
LOCKDOWN [Sun Nxt]
Aware 23
Highly aware 19
Not Aware 22
Somewhat Aware 27
Aware
23, 22%
27, 26%
Highly aware
Not at all aware
19, 19% Not Aware
22, 22%
Somewhat Aware
11, 11%
Interpretation
From the above table it is interpreted that the number of respondents who
were highly aware before lockdown is 19%, aware is 22%, not at all aware
11%, not aware is 22% and somewhat aware 26%.
.
28
Table 4. 1.11: THE OTT PLATFORMS YOU HAD SUBSCRIBED BEFORE
LOCKDOWN [Amazon Prime]
NO 37
YES 65
37, 36%
NO
YES
65, 64%
Interpretation
From the above table it is interpreted that 36% have not subscribed and 64%
had subscribed before lockdown.
29
Table 4.1.12: THE OTT PLATFORMS YOU HAD SUBSCRIBED BEFORE
LOCKDOWN [Netflix]
50, 49% NO
52, 51% YES
Interpretation
From the above table it is interpreted that 49% have not subscribed and 51%
had subscribed before lockdown.
30
Table 4.1.13: THE OTT PLATFORMS YOU HAD SUBSCRIBED BEFORE
LOCKDOWN [Disney Hotstar]
NO 92
YES 10
10,
10%
NO
YES
92, 90%
Interpretation
From the above table it is interpreted that 90% have not subscribed and 10%
had subscribed before lockdown.
31
Table 4.1.14: THE OTT PLATFORMS YOU HAD SUBSCRIBED BEFORE
LOCKDOWN [Sun Nxt]
13, 13%
NO
YES
89, 87%
Interpretation
From the above table it is interpreted that 87% have not subscribed and 13%
had subscribed before lockdown.
32
Table 4.1.15: THE OTT PLATFORMS YOU HAD SUBSCRIBED
BEFORE LOCKDOWN [Zee5]
19, 19%
NO
YES
83, 81%
Interpretation
From the above table it is interpreted that 81% have not subscribed and 19%
had subscribed before lockdown.
33
Table 4.1.16: THE OTT PLATFORMS YOU HAD SUBSCRIBED BEFORE
LOCKDOWN [Jio Cinema/TV]
19, 19%
NO
YES
83, 81%
Interpretation
From the above table it is interpreted that 81% have not subscribed and 19%
had subscribed before lockdown.
34
Table 4.1.17: THE CONTENT YOU ACCESSED IN OTT PLATFORMS BEFORE
LOCKDOWN
35
Sports;Platform Originals. 1
Sports;Webseries;Platform Originals. 1
Webseries 11
Webseries;music 2
Webseries;music;Animation/Cartoons 5
Webseries;music;Platform Originals. 1
Webseries;Platform Originals. 3
Webseries;Platform Originals.;Animation/Cartoons 1
Grand Total 102
LOCKDOWN
Interpretation
From the above table it is interpreted that web series has the most go.
36
Table 4.1.18: THE IMPORTANT FACTOR THAT INFLUENCED YOU
TO SUBSCRIBE OTT PLATFORMS BEFORE LOCKDOWN
40, 39%
11, 11% Did not enrol
10, 10%
IPL
Interpretation
From the above table it is interpreted that web series had influenced the most
with 39% and just wanted to try out with the lowest 3%.
37
Table 4.1.19: THE TIME THAT YOU SPENT ON OTT PLATFORMS
BEFORE LOCKDOWN
12, 12%
18, 18%
< 1 hr a week
>8 hr a week
19, 18% 9, 9%
1hr – 4hr in a week
5hr – 8hr in a week
Never
44, 43%
Chart 4.1.19: THE TIME THAT YOU SPENT ON OTT PLATFORMS BEFORE
LOCKDOWN
Interpretation
From the above table it is interpreted that 1-4 hours a week is the most
common time spent by respondents with 43% and greater than 8 hours a
week with 8% being the most less.
38
Table 4.1.20: WHICH WERE THE BARRIERS YOU FACED IN
SUBSCRIBING TO OTT PLATFORMS [Was not aware of OTT Platform]
20, 20%
FALSE
TRUE
82, 80%
Interpretation
From the above table it is interpreted that the barriers faced in subscribing
OTT platforms with 20% because of the unawareness of the platform.
39
Table 4.1.21: WHICH WERE THE BARRIERS YOU FACED IN
SUBSCRIBING TO OTT PLATFORMS [Was not aware of
contents/benefits of OTT Platform]
29, 28%
FALSE
TRUE
73, 72%
Interpretation
From the above table it is interpreted that the barriers faced in subscribing
OTT platforms with 28% because of the unawareness of the contents and
benefits of the platform.
40
Table 4.1.22: WHICH WERE THE BARRIERS YOU FACED IN
SUBSCRIBING TO OTT PLATFORMS [Not felt the need for OTT
Platform]
Interpretation
From the above table it is interpreted that the barriers faced in subscribing
OTT platforms with 49% because of no need of the platform.
41
Table 4.1.23: WHICH WERE THE BARRIERS YOU FACED IN SUBSCRIBING
TO OTT PLATFORMS [Resistance to explore a new platform]
27, 26%
FALSE
TRUE
75, 74%
platform]
Interpretation-
From the above table it is interpreted that the barriers faced in subscribing
OTT platforms with 26% because of the resistance to explore new platform.
42
Table 4.1.24: WHICH WERE THE BARRIERS YOU FACED IN SUBSCRIBING
TO OTT PLATFORMS [Lack of hardware (smartphone/tab/laptop etc)]
16, 16%
FALSE
TRUE
86, 84%
Interpretation-
From the above table it is interpreted that the barriers faced in subscribing
OTT platforms with 16% because of the lack hardware to subscribe.
43
Table 4.1.25: WHICH WERE THE BARRIERS YOU FACED IN SUBSCRIBING
TO OTT PLATFORMS [Lack of broadband connectivity]
FALSE 81
TRUE 21
21, 21%
FALSE
TRUE
81, 79%
Interpretation
From the above table it is interpreted that the barriers faced in subscribing
OTT platforms with 21% because of the lack of broadband connectivity.
44
Table 4.1.26: WHICH WERE THE BARRIERS YOU FACED IN SUBSCRIBING
TO OTT PLATFORMS [Cost of OTT subscription]
Interpretation
From the above table it is interpreted that the barriers faced in subscribing
OTT platforms with 49% because of the cost of the platform.
45
Table 4.1.27: WHICH WERE THE BARRIERS YOU FACED IN SUBSCRIBING
TO OTT PLATFORMS [Cost of data consumption]
31, 30%
FALSE
TRUE
71, 70%
Interpretation
From the above table it is interpreted that the barriers faced in subscribing
OTT platforms with 30% because of the cost of data consumption.
46
Table 4.1.28: WHAT IS GENERALLY YOUR SATISFACTION OF USING OTT
PLATFORMS (before lockdown)
Dissatisfied
30, 29% 31, 30% Neutral
Satisfied
Very Satisfied
10, 10%
(blank)
30, 30%
Interpretation
From the above table it is interpreted that the satisfaction level of OTT before
lockdown is 40%.
47
Table 4.1.29: WHAT IS GENERALLY YOUR SATISFACTION OF USING
TRADITIONAL PLATFORMS (THEATRES, PLAYS, AND CONCERTS ETC.
(before lockdown)
Dissatisfied
Neutral
30, 29% 25, 24%
Satisfied
Very dissatisfied
1, 1%
(before lockdown)
Interpretation
From the above table it is interpreted that the satisfaction level of traditional
platforms before lockdown is 43 and neutral 24%.
48
Table 4.1.30: YOUR AWARENESS LEVEL OF OTT PLATFORMS
AFTER LOCKDOWN [Amazon Prime]
16, 16%
Aware
Highly aware
Not at all aware
Somewhat Aware
82, 80%
Interpretation
From the above table it is interpreted that the number of respondents who
were highly aware before lockdown is 80%, aware is 16%, not at all aware
2%, not aware is 2%.
49
Table 4.1.31: YOUR AWARENESS LEVEL OF OTT PLATFORMS AFTER
LOCKDOWN [Netflix]
18, 18%
Aware
Highly aware
Not at all aware
Somewhat Aware
78, 76%
Interpretation
From the above table it is interpreted that the number of respondents who
were highly aware before lockdown is 76%, aware is 18%, not at all aware
4%, not aware is 2%.
50
Table 4.1.32: YOUR AWARENESS LEVEL OF OTT PLATFORMS
AFTER LOCKDOWN [Disney Hotstar]
Highly aware;Aware
Not at all aware
Not Aware
74, 72% Somewhat Aware
Interpretation
From the above table it is interpreted that the number of respondents who
were highly aware before lockdown is 72%, aware is 17%, not at all aware
2%, not aware is 2% and somewhat aware 7%
51
Table 4.1.33: YOUR AWARENESS LEVEL OF OTT PLATFORMS AFTER
LOCKDOWN [Sun Nxt]
19, 19%
Aware
28, 27%
Highly aware
Not at all aware
19, 19%
Not Aware
Somewhat Aware
30, 29%
6, 6%
Interpretation-
From the above table it is interpreted that the number of respondents who
were highly aware before lockdown is 29%, aware is 27%, not at all aware
6%, not aware is 19% and somewhat aware 19%.
52
Table 4.1.34: YOUR AWARENESS LEVEL OF OTT PLATFORMS AFTER
LOCKDOWN [Zee5]
15, 15%
Aware
28, 27%
Highly aware
11, 11%
Not at all aware
3, 3%
Not Aware
Somewhat Aware
45, 44%
LOCKDOWN [Zee5]
Interpretation-
From the above table it is interpreted that the number of respondents who
were highly aware before lockdown is 44%, aware is 27%, not at all aware
3%, not aware is 2% and somewhat aware 15%.
53
Table 4.1.35: YOUR AWARENESS LEVEL OF OTT PLATFORMS
AFTER LOCKDOWN [Jio Cinema/TV]
19, 19%
Aware
27, 26%
Highly aware
Interpretation
From the above table it is interpreted that the number of respondents who
were highly aware before lockdown is 39%, aware is 27%, not at all aware
2%, not aware is 2% and somewhat aware 3%.
54
Table 4.1.36: THE OTT PLATFORMS YOU HAD SUBSCRIBED
AFTER LOCKDOWN [Amazon Prime]
23, 23%
NO
YES
79, 77%
Interpretation
From the above table it is interpreted that 23% have not subscribed and
77% had subscribed after lockdown.
55
Table 4.1.37: THE OTT PLATFORMS YOU HAD SUBSCRIBED
AFTER LOCKDOWN [Netflix]
32, 31%
NO
YES
70, 69%
Interpretation
From the above table it is interpreted that 31% have not subscribed and 69%
had subscribed after lockdown.
56
Table 4.1.38: THE OTT PLATFORMS YOU HAD SUBSCRIBED
AFTER LOCKDOWN [Sun Nxt]
NO 86
YES 16
16, 16%
NO
YES
86, 84%
Interpretation
From the above table it is interpreted that 84% have not subscribed and 16%
had subscribed after lockdown.
57
Table 4.1.39: THE OTT PLATFORMS YOU HAD SUBSCRIBED
AFTER LOCKDOWN [Disney Hotstar]
32, 31%
NO
YES
70, 69%
Interpretation
From the above table it is interpreted that 36% have not subscribed and 64%
had subscribed after lockdown.
58
Table 4.1.40: THE OTT PLATFORMS YOU HAD SUBSCRIBED
AFTER LOCKDOWN [Zee5]
29, 28%
NO
YES
73, 72%
Interpretation
From the above table it is interpreted that 36% have not subscribed and 64%
had subscribed before lockdown.
59
Table 4.1.41: THE OTT PLATFORMS YOU HAD SUBSCRIBED
AFTER LOCKDOWN [Jio Cinema/TV]
29, 28%
NO
YES
73, 72%
Interpretation
From the above table it is interpreted that 36% have not subscribed and 64%
had subscribed before lockdown.
60
Table 4.1.42: THE CONTENT YOU ACCESSED IN OTT PLATFORMS
AFTER LOCKDOWN
61
New Cinema Release;Webseries;music 1
New Cinema Release;Webseries;music;Animation/Cartoons 3
New Cinema Release;Webseries;music;Platform Originals 2
New Cinema Release;Webseries;Platform Originals 5
Old Cinemas 1
Old Cinemas;music;Animation/Cartoons 1
Old Cinemas;Sports;music 1
Old Cinemas;Sports;Webseries;music 1
Old Cinemas;Sports;Webseries;music;Platform Originals 1
Old Cinemas;Webseries 1
Old Cinemas;Webseries;music 1
Sports 1
Sports;Webseries 1
Sports;Webseries;music 2
Sports;Webseries;Platform Originals 1
Webseries 12
Webseries;music 3
Webseries;music;Platform Originals 1
Webseries;Platform Originals 2
Grand Total 102
62
THE CONTENT YOU ACCESSED IN OTT PLATFORMS AFTER
LOCKDOWN
2, 2%
1, 1%
2, 2% 2, 2% 1, 1% Animation/Cartoons
3, 3% 1, 1%
1, 1% 1, 1%
1, 1% 1, 1%
5, 5%
2, 2%
2, 2% 12, 12% music
1, 1%
1, 1%
2, 2%
1, 1%
3, 3%
1, 1% 2, 2% music;Animation/Cartoons
1, 1% 1, 1%
1, 1% 3, 3%
1, 1%
1, 1% 2, 2%
1, 1% 5, 5% 1, 1% New Cinema Release
4, 4% 3, 3%
1, 1%
2, 2% 6, 6%
3, 3% 5, 5% New Cinema Release;Old Cinemas
4, 4%
1, 1%
2, 2% 1, 1%
3, 3% 1, 1% 1, 1%
Interpretation
From the above table it is interpreted that the highest viewed content is web
series.
63
Table 4.1.43: THE IMPORTANT FACTOR THAT INFLUENCED YOU TO
SUBSCRIBE OTT PLATFORMS AFTER LOCKDOWN
IPL
5, 5% Webseries
Interpretation
From the above table it is interpreted that the most influencing factor to be
webseries.
64
Table 4.1.44: THE TIME THAT YOU SPENT ON OTT PLATFORMS
AFTER LOCKDOWN
7, 7% 7, 7%
< 1 hr a week
37, 36%
Interpretation
From the above table it is interpreted that the time spent > 8 hours has
increased to 26%.
65
Table 4.1.45: DO YOU CONSIDER OTT PLATFORMS AS A SUBSTITUTE
FOR THE TRADITIONAL MODE LIKE THEATRES, PLAYS, AND
CONCERTS?
16, 16%
Interpretation
From the above table it is interpreted that OTT platforms are preferred to be
substitutes over traditional ones with a percent of 50%.
66
Table 4.1.46: WHAT IS GENERALLY YOUR SATISFACTION OF USING
OTT PLATFORMS (after lockdown)
13, 13% 1, 1%
3, 3%
Almost Same
37, 36% Not at all Satisfied
Not Satisfied
Satisfied
48, 47% Very much satisfied
Interpretation
From the above table it is interpreted that satisfaction level is 83% after
lockdown greater than the before lockdown level.
67
Table 4.1.47: WHAT IS GENERALLY YOUR SATISFACTION OF
USING TRADITIONAL PLATFORMS (THEATRES, PLAYS, AND
CONCERTS. (after lockdown)
Dissatisfied
1, 1%
Interpretation
From the above table it is interpreted that the satisfaction level of traditional
entertainment is 13%.
68
Table 4.1.48: WHICH DO YOU PREFER?
TRADITIONAL MODE OF
ENTERTAINMENT.
67, 66%
Interpretation
From the above table it is interpreted clearly that the OTT platforms are
preferred over traditional ones with 66% more than half the sample size.
69
4.2 PAIRED T-TEST
Table 4.2.1: Table showing the motivation level of OTT usage by people
before and after lockdown.
N Correlation Sig.
Paired Differences
95% Confidence
Interval of the
Std. Std.
Difference
Mea Deviatio Error Sig. (2-
n n Mean Lower Upper t df tailed)
Pai satisfactionbef
-
r1 ore -
-.961 1.242 .123 -1.205 -.717 7.81 101 .000
satisfactionafte
2
r
70
INTERPRETATION:
Since |t| >= 2.262 (i.e., |-7.812| > 2.262) we reject Ho and accept H1 which
means there is significant difference between the motivation level of OTT
usage before and after lockdown.
And also the mean value 3.19(before lockdown0 is different from 4.15(after
lockdown) hence accept H1.
71
4.3 T-TEST
One-Sample Statistics
Std. Error
N Mean Std. Deviation Mean
PREFERENCE
102 1.34 .477 .047
One-Sample Test
Test Value = 0
PREFER 28.4
101 .000 1.343 1.25 1.44
ENCE 32
INTERPRETATION-
Since the value of p<0.05 @ 95% (i.e., 0.000 < 0.05) reject Ho and accept
H1 which means there is significant difference in preference from old
traditional mode to OTT platforms and that OTT has been preferred majorly
after lockdown.
72
CHAPTER 5
5.1 FINDINGS
74
5.2 SUGGESTION
➢ The overall experience index from the study reveals that the satisfaction
level in using OTT platforms after lockdown has increased than before
lockdown mainly because of two factors
- New movie release.
- Psychology.
➢ Some of the respondents did complain about the cost of subscription to
be factor standing as barrier so adjusting or creating new subscription
plans according to the needs would pull up OTT even more to the sky.
➢ More attractive advertisement with a wider plan should be provided.
➢ And as for traditional modes protections, social distancing, sanitizing and
promoting the pre said could help.
75
5.3 CONCLUSION
The findings of this study show that lockdown has played a major role in the
increase in viewership of OTT platforms, as people working from home are
also using OTT platforms more. The satisfaction level of users has increased
that users are willing to make on OTT platforms is Rs 100–500 (per month).
The satisfaction level of customers is directly related to space to watch with
family, time to use OTT platforms, the quality of content on OTT platforms
and preference of OTT platform over television or theaters.
The study finds that there is a discernible rise in the prevalence of OTT as a
preferred medium, a habit solidified by the formerly unheard-of lockdown due
to the highly virulent COVID-19 pandemic. The main reasons for OTT
popularity are availability of cross- cultural content, a subscription to virtually
unlimited content, and the satisfaction it provides.
76
REFERENCES
• Ashrafi, D. (2014). Forcing the connection: The antitrust concerns with broadband
data caps and data discrimination in the wake of the new Internet television age.
Santa ClaraLaw Review, 54, 465.
• Banerjee, A., Alleman, J., & Rappoport, P. (2013). Video-viewing behavior in the era
ofconnected devices. Communications & Strategies, (92), 19.
• Bury, R. (2005). Cyberspaces of their own: Female fandoms online (Vol. 25). New
York:Peter Lang.
• Dimmick, J., & Rothenbuhler, E. (1984). The theory of the niche: Quantifying
competitionamong media industries. Journal of Communication, 34(1), 103-119.
• Dimmick, J., Chen, Y., & Li, Z. (2004). Competition between the Internet and
traditional news media: The gratification-opportunities niche dimension. The Journal
of Media Economics, 17(1), 19-33.
• Dimmick, J., Feaster, J. C., & Hoplamazian, G. J. (2010). News in the interstices:
The niches of mobile media in space and time. New Media & Society, 13(1), 23- 39.
• Ferguson, D. A., & Perse, E. M. (2000). The World Wide Web as a functional
alternative to television. Journal of Broadcasting & Electronic Media, 44(2), 155- 174.
• Ferguson, D. A., Greer, C. F., & Reardon, M. E. (2007). Uses and gratifications of
MP3 players by college students: Are iPods more popular than radio? Journal of
Radio Studies, 14(2), 102-121.
• Gaskins, B., & Jerit, J. (2012). Internet news is it a replacement for traditional media
outlets? The International Journal of Press/Politics, 17(2), 190-213.
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International Journal of Future Computer and Communication, 2(6), 660.
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(TV)viewing is the iPad replacing TV? Convergence: The International Journal of 24
Research into New Media Technologies, 21(2), 244-256.Henke, L. L., & Donohue,
T. R. (1989). Functional displacement of traditional TV viewing by VCR owners.
Journal of Advertising Research, 29(2), 18-23.
• Herzog, H. (1942). What do we really know about daytime serial listeners. Radio
research, 1943, 3-33.
• Ha, L., & Fang, L. (2012). Internet experience and time displacement of traditional
news media use: An application of the theory of the niche. Telematics and
Informatics, 29(2),177-186.
• Kayana, J. M., & Yelsma, P. (2000). Displacement effects of online media in the
socio- technical contexts of households. Journal of Broadcasting & Electronic
Media, 44(2), 215-229.
ANNEXURE – I
QUESTIONNAIRE
Part 1: Demography
2) My Gender
Male Female
3) My Qualification
a) UG
b) PG
c) DIPLOMA
d) SCHOOLING
4) My Marital Status
Single Married
Highly aware /Aware /somewhat aware /Not Aware /Not at all aware
Amazon Prime
Netflix
Disney Hotstar
Sun nxt
Zee5
Jio Cinema/TV
Yes No
Amazon Prime
Sun next
Netflix
Disney Hotstar
Zee5
Jio Cinema/TV
True False
Was not aware of OTT Platform
Was not aware of contents/benefits of OTT Platform
Not felt the need for OTT Platform
Resistance to explore a new platform
Lack of hardware (smartphone/tab/laptop etc)
Lack of broadband connectivity
Cost of OTT subscription
Cost of data consumption
10) The most important factor that influenced me to subscribe OTT platform before
lockdown:
a) Never
b) < 1 hr a week
c) 1hr – 4hr in a week
d) 5hr – 8hr in a week
e) >8 hr a week
12) What generally is your satisfaction of using OTT platforms (before lockdown)
a) Very Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very satisfied
Covid period
Highly aware /Aware /somewhat aware /Not Aware /Not at all aware
Amazon Prime
Netflix
Disney Hotstar
Sun nxt
Zee5
Jio Cinema/TV
15) I subscribed to following OTT platforms after lockdown :
Yes No
Amazon Prime
Sun next
Netflix
Disney Hotstar
Zee5
Jio Cinema/TV
16) I accessed OTT platform after lockdown 2020 for following content
Mostly Sometimes
Never
New Cinema Release
Old Cinemas
Sports
Webseries
music
Platform Originals.
Animation/Cartoon
17) I rate the following factors as barriers to adoption of OTT platforms after
Lockdown
True False
Was not aware of OTT Platform
Was not aware of contents/benefits of OTT Platform
Not felt the need for OTT Platform
Resistance to explore a new platform
Lack of hardware (smartphone/tab/laptop etc)
Lack of broadband connectivity
Cost of OTT subscription
Cost of data consumption
18) The most important factor that influenced me to subscribe OTT platform after
lockdown:
a) Never
b) < 1 hr a week
c) 1hr – 4hr in a week
d) 5hr – 8hr in a week
e) >8 hr a week
20) What generally is your satisfaction of using OTT platforms (after lockdown)
a) Very Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very satisfied
21) What generally is your satisfaction of using traditional entertainment platforms
(after lockdown)
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied
a) OTT PLATFORMS
b) TRADITIONAL MODE OF ENTERTAINMENT.
A STUDY ON SATISFACTION LEVEL OF OTT PLATFORM USAGE BY
PEOPLE, PRE AND DURING COVID
Abstract
The outbreak of COVID-19 saw a robust increase in viewership of over-the-top (OTT) media
platforms after lockdown began. This study aims to investigate the impact of COVID-19 on OTT
platforms and the satisfaction level in using OTT platforms in Chennai, as it has led to reshaping
consumer content preferences. The paper also delves into the indirect role of satisfaction and habit
in affecting the aforesaid linkages. With the world facing the impact of the pandemic, the
implications emerging from the study present an opportunity to the providers of OTT platforms
to capitalize on the perceived change to the best of their advantage.
Introduction
Internet has changed the consumption patterns of the audience leading the producers to
come up with inventive programs and content distribution platforms that were previously unheard
of. One such invention was OTT platforms that made direct to consumer chain possible. OTT or
Over-the-top content platforms are the media platforms that according to Tata Consultancy
Services are “the platforms that deliver film and television content, bypassing the conventional
distribution streams of cable and satellite TV, from producer to consumer directly, an exchange
driven by Internet.” Some of the commonest OTT platforms in India and elsewhere include Netflix,
Disney Hotstar, Amazon Prime Video, Sun Nxt, etc.
With a hitherto unprecedented pandemic forcing the public to remain indoors and offices,
schools and businesses being shut, a discernible rise in the demand of OTT content has been
noticed. COVID-19, a deadly strain of coronavirus, with abnormally high rate of infection and
the absence of a concrete cure for this outbreak have led countries all across the world to go into
complete lockdown to tackle the spread of the virus. Crores of people suddenly have more time
on their hands than they can possibly spend. In this situation, films and entertainment content
have emerged as the saviour especially on-demand video content. So, to study and understand
the trend of the impact of coronavirus in the online entertainment industry, and the satisfaction
level of usage by people this research aims to conduct a survey on the online platform (OTT)
users in the Chennai market.
Literature Review
Park, Sungwook; Kwon, Youngsun (2019) : Research on the Relationship between the
Growth of OTT Service Market and the Change in the Structure of the Pay-TV Market, 30th
European Conference of the International Telecommunications Society (ITS): "Towards a
Connected and Automated Society", Helsinki, Finland, 16th-19th June, 2019, International
Telecommunications Society (ITS), Calgary
Park, Sungwook; Kwon, Youngsun (2019) had studied the growth of OTT service market and
also looks upon the emergence of “Over the Top (OTT)” as the most recent “disruptive
innovation” following the digital era in the broadcasting industry..
PricewaterhouseCoopers. (n.d.). Television and OTT. Retrieved April 21, 2020,
reviewed that the use of television and OTT platforms and how it has been affected with the rise
of lockdown and the amount of interest people showed to each of the platforms.
Deloitte. (n.d.). Digital Media: Rise of On-demand Content. Retrieved April 15,
2020. The paper reviewed about the rise in the demand of online content and reasons behind
such sudden drastic changes. It also studied the pattern of rise in the usage of on-demand content.
Mandavia, M. (2019, September 26). India has second highest number of Internet users
after China: Report. Retrieved April 10, 2020. The report reviewed that India is having the
highest count of internet users and that China takes place one. The entire study revolves around
the number of internet users.
Singh, Paramveer. (2019). New Media as a Change Agent of Indian Television and
Cinema: A study of over the top Platforms. It reviewed the new media change ad many people
have started to shift from traditional methods or platforms like plays, shows, theaters and such.
The chage agent of Indian television and Cinema has been studied and thus reviewed.
Navsangeet Saini, (2020) Usage Of Ott Platforms During Covid-19 Lockdown: Trends,
Rationale And Implications– Palarch’s Journal of Archaeology of Egypt/Egyptology 17(6), ISSN
1567-214X.
Navsangeet Saini, in his paper talks about how OTT usage gas been since corona from the start
of lockdown. It is in the wake of these trends and statistics of increasing preference and
dependence on OTT platforms for entertainment, information and engagement among the
viewers that this study has been conducted.
Research Methodology
Need and scope for study-
• To analyze the impact of novel corona virus on the OTT platforms.
• To analyze if there any changes in the usage pattern and satisfaction of subscribers before
and after lockdown.
Objective of the study-
This project is designed mainly to identify and evaluate the satisfaction level of OTT usage
before and during COVID-19.
Primary objective: -
To study about the ‘satisfaction level of online entertainment (OTT) pre and during COVID-
19’ targeted on people of Chennai.
Secondary objective: -
To study the preference of people over OTT and Traditional modes of entertainment.
Sampling Technique-
Convenience sampling method
A convenience sample is one of the main types of non-probability sampling methods. A
convenience sample is made up of people who are easy to reach.
Snow ball sampling
Snowball sampling or chain-referral sampling is defined as a non-probability sampling
technique in which the samples have traits that are rare to find.
This is a sampling technique, in which existing subjects provide referrals to
recruit samples required for a research study.
PAIRED T-TEST
Null Hypothesis (H0) – There is no significant difference between the motivation level,
before and after lockdown.
Alternative Hypothesis (H1) - There is significant difference between the motivation
level, before and after lockdown.
Paired Samples Statistics
Std. Std. Error
Mean N Deviation Mean
Pair 1 Satisfactionbefor
3.19 102 .962 .095
e
Satisfactionafter 4.15 102 .825 .082
Paired Differences
95%
Confidence
Interval of the
Std. Std. Difference
Mea Deviati Error Sig. (2-
n on Mean Lower Upper t df tailed)
Pai satisfactionb
r 1 efore - -
-.961 1.242 .123 -1.205 -.717 101 .000
satisfactiona 7.812
fter
Interpretation-
Since |t| >= 2.262 (i.e., |-7.812| > 2.262) we reject Ho and accept H1 which means there is
significant difference between the motivation level of OTT usage before and after lockdown.
And also the mean value 3.19(before lockdown0 is different from 4.15(after lockdown) hence
accept H1.
T-TEST
Null Hypothesis H0 = There is no significant difference in preference from old traditional
mode to OTT platforms.
Alternate Hypothesis H1= There is significant difference in preference from old
traditional mode to OTT platforms.
One-Sample Statistics
Mea Std. Std. Error
N n Deviation Mean
PREFERE
NCE 102 1.34 .477 .047
One-Sample Test
Test Value = 0
95% Confidence
Interval of the Difference
d Sig. Mea Low Uppe
tf (2-tailed) n Difference er r
PREF 2 1 1.34
ERENCE .000 1.25 1.44
8.432 01 3
Interpretation-
• Since the value of p<0.05 @ 95% (i.e., 0.000 < 0.05) reject Ho and accept H1 which
means there is significant difference in preference from old traditional mode to OTT
platforms and that OTT has been preferred majorly after lockdown.
Findings
• Majority (65%) of the respondents prefer OTT over traditional modes.
• Majority (36.67%) of the respondents says were satisfied with OTT before and (88.78)
after the lockdown.
Conclusion
The findings of this study show that lockdown has played a major role in the increase in
viewership of OTT platforms, as people working from home are also using OTT platforms more.
The satisfaction level of users has increased that users are willing to make on OTT platforms is Rs
100–500 (per month). The satisfaction level of customers is directly related to space to watch with
family, time to use OTT platforms, the quality of content on OTT platforms and preference of OTT
platform over television or theaters.
It finds that there is a discernible rise in the prevalence of OTT as a preferred medium, a
habit solidified by the formerly unheard-of lockdown due to the highly virulent COVID-19
pandemic. The main reasons for OTT popularity are availability of cross- cultural content, a
subscription to virtually unlimited content, and the satisfaction it provides.
Reference
• Consumption of OTT Media Streaming in COVID-19 Lockdown: Insights from PLS
Analysis by Garima Gupta, Komal Singharia. First Published February 1, 2021.
• Albarran, A. B. (2013). Media management and economics research in a transmedia
environment. New York: Routledge.
• Ashrafi, D. (2014). Forcing the connection: The antitrust concerns with broadband data
caps and data discrimination in the wake of the new Internet television age. Santa Clara
Law Review, 54, 465.
• Banerjee, A., Alleman, J., & Rappoport, P. (2013). Video-viewing behavior in the era of
connected devices. Communications & Strategies, (92), 19.
• Bury, R. (2005). Cyberspaces of their own: Female fandoms online (Vol. 25). New York:
Peter Lang.
• Bury, R., & Li, J. (2013). Is it live or is it timeshifted, streamed or downloaded?
Watching television in the era of multiple screens. New Media & Society, 6(0), 1- 19.
• Dimmick, J., & Rothenbuhler, E. (1984). The theory of the niche: Quantifying
competition among media industries. Journal of Communication, 34(1), 103-119.
• Dimmick, J., Chen, Y., & Li, Z. (2004). Competition between the Internet and traditional
news media: The gratification-opportunities niche dimension. The Journal of Media
Economics, 17(1), 19-33.
• Dimmick, J., Feaster, J. C., & Hoplamazian, G. J. (2010). News in the interstices: The
niches of mobile media in space and time. New Media & Society, 13(1), 23-39.