Abstract
This research aims to understand possible parameters that influenced the
viewership and acceptability with regard to OTT (Over the Top) platforms in the midst
of the COVID-19 lockdown. The consumption of content by the general audience and
its perception have evolved exponentially over the years. The advent of the internet has
made the process more accessible and convenient. The emergence of OTT Platforms
has enabled various service providers to deliver digital content like movies, shows,
standups and documentaries to consumers via an internet connection. Favorable
features like a wide catalog of genres and shows, flexible pricing and packaging allow
a plethora of devices to deliver content at the sheer convenience of the consumer. There
is an ever-expanding demand for such services, leading to substantial adoption rates
amongst the masses. The inception of the COVID-19 pandemic has positively
enhanced the OTT landscape in terms of consumer viewership, production and
distribution of content across OTT platforms and customer engagement from the
service provider’s end. The growth rate of subscriptions for OTT service providers
increased seven times in March 2020 in comparison to preceding years. It can be
surmised that OTT platforms have inevitably become a part of the life of the average
person. There are a lot of parameters that have affected the inclusion and growth of this
service, like intention of use, accessibility, content quality and free time, to name a few.