INTRODUCTION

• OTT stands for Over-The-Top, which means delivering video content over the internet
directly to consumers without requiring a traditional cable.
• The rise of OTT platforms has revolutionized the way we consume cinema.
• In the context of cinema, an OTT platform is a streaming service that allows users to
watch movies, TV shows, and other video content on demand. Examples of popular OTT
platforms include Netflix, Amazon Prime Video, Disney+, Hulu, and HBO Max.
• Overall, the convenience, flexibility, and affordability of OTT platforms have made them a
popular choice for consumers and have revolutionized the way we consume cinema.
OBJECTIVE OF THE STUDY

 To understand the Growth of OTT platforms in recent times.

 To Analyze the Impact of OTT on film industry.
 To Find out consumer perception on watching movies in Cinema Hall.
 To Compare OTT with Cinema Industry (consumer’s preference).
 RESEARCH METHODOLOGY
• My Research includes aspects of both Qualitative and Quantitative research.

• DATA COLLECTION: The sources of data are primary and secondary data sources.
 Primary Data: Primary data are those which are collected for the first time. The data was collected by
a survey method and which was conducted by using Google Form.
Sample Size: 110 respondents Sample Units: Friends & family
 Secondary Data: Secondary data means the data which is already available. The data was collected by
referring to several- Research Papers & websites
 REVIEW OF LITERATURE

• Prof Reema Shah2, Prof Upendra More3 1,2Assistant Professor, Thakur Institute of Management Studies & Research,
June 2021 studied -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.

• JOSY JAMES (Reg.No. CCASBCM023), March 2021 examines that It is quite evident that the arrival of COVID-19 pandemic
has aided the OTT platforms with the increased consumption of these by the youth and OTT becoming the most preferred
medium. The major benefits incurred from the OTT platforms are the flexibility of usage, availability of cross-cultural & worldwide
entertainment and subscription to the user friendly unlimited content. Also vital are factors like increasing penetration of smartphones
and availability of internet data at competitive prices in India.
 REVIEW OF LITERATURE

• International Journal of Advances in Engineering and Management (IJAEM)Volume 3, Issue 7 July 2021, concludes
that people in India are fully aware of the concept of OTT Platforms and even use them in their daily lives for
watching entertainment content like web series, movies and reality shows etc. We have seen that Over-the-top content
streaming platforms in India have led to the emergence of distinct patterns of content consumption in the last few years. In this
research we have observed that mostly young generations are attracted to this medium of entertainment although every age group
consumes.

• Ritu Bhavsar in her research paper entitled “The Burgeoning Digital Media Consumption (2018)
A Challenge for Traditional Television and Advertising Industries – An Analysis” mentions that digital media has become an
indispensable part of everyday lives and is a prominent medium used for gathering and disseminating information, socialization,
entertainment and marketing. An everincreasing consumption of content via digital media effects a change in the consumer preferences
and attitudes and this transformation trend can be associated with better internet connectivity, advanced digital devices, competitive
data prices in India and the accessible, on-the-go nature of internet media.
 REVIEW OF LITERATURE

• The Hindu Business Line, (2017), Viewership shifting from TV sets to laptops, mobile phones entitled -Over the past
one year, we have seen a surge in the launch of over-the-top services both, by global and Indian media and entertainment
companies. The ever increasing penetration of the internet mainly through mobile, backed by Wi-Fi and broadband has helped this
wave. This coupled with high-quality content hosted by the content providers has enticed the Indian consumers to view varied
content both live broadcast and video-on-demand (VOD) on different devices,” said Aditya Chaudhuri, Managing Director and lead
for Accenture’s communications, media and technology group in India.
 FINDINGS
BASED ON OBJECTIVES:
1. To understand the Growth of OTT platforms in recent times:
Over 85.51% of the respondents have agreed to it that their preference of OTT has grown in recent times. And it was found that content and
Convenience are two major factor that attracts the audience the most towards OTT streaming platform.
2. To Analyse the Impact of OTT on film industry :
There have been several studies conducted on the impact of OTT on the film industry. It is found that the global OTT video market is expected
to surpass traditional way( TV ).
The study also found that OTT platforms are attracting a younger audience, with 59% of OTT users under the age of 35. People are increasingly
choosing to watch movies on OTT platforms rather than in theatres or on traditional TV channels. This has led to a decline in theatres
attendance and a shift from traditional TV channels to OTT platforms.
3. To Find out consumer perception on watching movies in Cinema Hall :
Over 59.11% of the respondents agreed on it that the cinema theatres provide better Satisfaction when it comes to Experience and best
picturization. It was also found that Customer preference (OTT over Cinema theatres) is increasing because Cinema theatres are Comparatively
Expensive whereas OTT providers are reasonably priced.
4. To Compare OTT with Cinema Industry (consumer’s preference) :
It was found that the number of people who prefer to watch movies in cinemas has declined, with only 26% of consumers saying they prefer
going to the cinema. In comparison, 43% of consumers said they prefer to watch movies at home on streaming platforms. It was also found
that while consumers still enjoy the experience of going to the cinema, they also appreciate the convenience and flexibility of watching movies at
home on OTT platforms. The study found that consumers are willing to pay more for premium content on OTT platforms, such as exclusive
movies or early access to new releases
 FINDINGS

BASED ON HYPOTHESIS:
• There is a significant difference between age group and usage of OTT platform.
• There is a no significant difference between OTT experience and OTT over taking cinema theatre.
 CONCLUSION

• Current generation doesn’t have the patience to wait for a show or movie to be released on platform
like television or cinema theatres.
• This viewer wants their content to be just like Maggi noodles - Masaledaar, instant and on demand.
• All the reports and articles that we have read and go through, the thing I’ve understood is that in India,
the OTT video streaming service will continue to spread its feet and it is going to have a huge impact
on our traditional medium like television and Cinema Hall.
• The strong attachment of OTT to the audience in the lockdown period has further confirmed this fact