Study of customer behaviour towards OTT platforms due to covid 19

Abstract

The Entertainment Industry has been undergoing plethora of changes owing to the changes in consumer preferences, evolving technology & huge revenue opportunities along with the collaborators. The OTT platforms like Netflix, Amazon Prime etc. have established themselves as strong players in the industry but the recent Covid-19 pandemic helped them to strengthen their grasp on the audiences. The Pandemic forced millions of people to sit inside their homes in confined spaces and leaving behind a very few options for entertainment. While OTT platforms provides plethora of options, they have been growing strong in identifying the customer preferences and producing strong content-based movies and tv series. It was quite interesting to note how the consumer preferences and industry dynamics have changed and whether this trend is as strong as it appears on outside. To test the strength of the trend and whether the traditional movie theatres will regain their attractiveness, we decided to take up this project. After thorough primary and secondary research, we conclude that even in the post COVID era, consumers will prefer OTT platforms for new movie releases over traditional movie theatre.