Abstract
Following the COVID-19 pandemic, OTT media consumption made its way
to India, revolutionizing the entertainment industry and altering how consumers
consumed entertainment. The lockdown has forced consumers to stay home. It has
brought about a paradigm shift in consumer behavior. The convenience of consuming
content on OTT platforms is driving the growth of this sector. The entertainment sector
is doing well with OTT services thanks to the rise in smartphone technical changes and
rising internet usage. Due to the abundance of spare time and appetite for entertainment
during the pandemic, OTT demand has been greatly influenced. India is a booming
market, surpassing Australia, Germany, and South Korea and will become the sixthlargest market in 2024 with a CAGR of 28.6%, as per the PricewaterhouseCoopers
report (PwC) published in August 2022. The OTT market continues to increase with
growing demand in India. The data were collected from secondary sources. The
research reveals that throughout the pandemic, both data usage and subscribers to the
internet increased. The main drivers of OTT growth are cheap data plans, broadband
penetration, and increasing smartphone sales. It aims to assess how OTT media
companies are engaged in their promotion and strategy plans from a socio-economic
perspective. The study shows that Hotstar has the highest market share, with 41%,
followed by Eros Now at 24%. The findings show that the lockdown has brought
socio-economic changes in the consumption patterns of consumers.