| Abstrakt: |
Purpose: Indian media and entertainment business has recovered to pre-COVID levels and is predicted to rise to $55-70 billion by 2030 at a 10-12% CAGR, owing primarily to significant development in Over-the-top (OTT), gaming, animation, and visual effects. The industry's multimodal growth continues, with digital video driving the demand surge. The easy accessibility of quick and inexpensive internet, income growth, and higher sales of durables have all significantly improved the industry. The OTT sector has high volumes and is growing continuously on the Average Revenue Per User (ARPU). OTT platforms have had a tremendous impact on the entertainment business and also have a significant impact on the entertainment industry. It has resulted in more competition, lower content costs, and more original content offers. It has also accelerated the development of new technologies, such as virtual reality and augmented reality, which have improved user experiences. The purpose of this research is to find the effect of OTT on traditional TV entertainment in India and the factors that drive OTT. Research Methodology: Data are gathered using a structured questionnaire and the survey method as part of a descriptive study design. 410 respondents' information was gathered using the questionnaire. Descriptive statistics and factor analysis have been used. OTT adoption is greatly attributed to the five factors of quality, convenience, content, pricing, and feature impacting the adoption of OTT. According to the research, customers spend a minimum of one to two hours per day on the OTT and have a minimum of two OTT platforms. Despite offering the same type of content, OTT and movie theatres differ greatly in terms of context and factors relevant to consumers. Originality Future studies in this area might build on the findings of this study. The findings in terms of factors leading to the adoption of the OTT platforms, content production, recommendations, and role-changing patterns of media by Indian consumers will be useful to OTT adoption over traditional media. Implication The study has practical ramifications for the entertainment business, especially for OTT services in understanding consumer adoption of OTT in the context of shifting media consumption patterns among consumers and evolving features in the Indian media industry. The results help OTT platforms and the traditional media industry to better understand the effects of the factors influencing the emergence of new platforms and entertainment mediums, enabling them to create more effective strategies and acquire a competitive edge. Research Limitation This research is limited to the media consumers in Karnataka where the OTT platform is emerging recently as an entertainment platform. [ABSTRACT FROM AUTHOR] |
