Author: Negi, Vidushi
Publication Year: 2023
Keywords: Covid 19 lockdown,impact of Over the Top OTT platform,Netflix Amazon Prime Disney plus Hotstar Zee5 and MX Player,
Abstract: Over-the-Top (OTT) has completely changed the human life and also an individual's perception of Web series, Web movies and Originals. OTT has offered people to think in a new way and with a different approach towards entertainment. Though this platform has affected all age groups sector but it has had a profound impact on the Youth. Youth is the most sensitive age group whose minds can be impacted with the slightest of changes. This age group can be easily influenced by the programs shown on OTT and Television mediums. It has been found that there has been a significant increase in OTT viewership during lockdown and the maximum number of increased viewers fall under the age group of 19-24 year i.e., the youth. According to a report published at the end of 02 October 2020, the number of television viewers in the country grew by 6.9% to 210 million household in 2021 (BrandWagon Online, 2021). With the Internet becoming universal, the viewer's perception towards receiving and responding to entertainment has also changed.
OTT medium has emerged as a source of endless entertainment with limited advertisements and never-ending content. There are more than 40 OTT mediums in the country (IBEF, 2020a). The number of paid customers in India's OTT industry increased by 30%, from 22.2 million to 29.0 million, between March and July 2020 during the time of the Covid-19 pandemic. These trends show that OTT saw a boom during the pandemic with people being forced to sit indoors, their entertainment consumption patterns changed drastically. In this study, the researcher aims to evaluate the impact of Over-the-Top (OTT) platform on youth during Covid-19 lockdown in Uttarakhand region with reference to Netflix, Amazon Prime, Disney+ Hotstar, Zee5 and MX Player. A structured questionnaire has been used as a tool for obtaining primary data. Primarily the process of classification and tabulation of primary and secondary data has been adopted. The software named SPSS (Statistical Package for the Social Science) has been used for the analyzing the obtained data. In this context, references, objective and hypothesis of some of the important researches have been created. As per the findings and data interpretation it is clearly seen and observed that Over-the-Top (OTT) platforms have created a major impact on youth during Covid-19 lockdown in the Uttarakhand region.
Guide: Gupta, Subash
University: Graphic Era Hill University Dehradun
Shodh Ganga Link: View Thesis
Category: Digital Media
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