Abstract:

Purpose –The purpose of this paper is to find out the changes in the consumption habits of entertainment by people, especially during the lockdown when traditional content like movies in theatres was missing and television was restricted since new content was not available and channels were streaming old or repeat content. The lockdown necessitated families to stay at home, the pandemic had also resulted in a lot of stress. With no other way of distressing themselves. Many families switched to the OTT platform to get content that was new and they could view their families. Design/methodology/approach – The paper is mainly based on secondary data collected from various sources Findings– The OTT platform has become very popular during the lockdown and will continue to be the choice of viewers due the huge choice of content available. The availability of content on Smartphone , small subscription packages and regular updating of content, access liberty (anywhere at any time) has made the OTT platforms very popular. Practical implications – The study aims to study the rise of OTT platforms and the future of the same and also to study what OTT platforms can do to continue to grow in a country like India which is highly diverse in culture and language. Originality/value – There a several studies on the OTT platforms and their entry into the Indian entertainment market, their growth etc. the study aims here to study the effect of the pandemic and the lockdown in the growth of the sector and also to point out the future expectations from the sector.

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