AN EMPIRICAL STUDY ON THE ROLE OF OTT PLATFROMS IN COVID 19 PERIOD OVER CINEMAS
Ruchika Jadiya
Student, PGDM International, Renaissance University Dr. Swati Patil
Assistant Professor, Renaissance University
Abstract: Due to Covid period we have seen a vast growth in the OTT platforms. The OTT subscription has also increased by up to 30% and it became the main source of entertainment mostly for adults during Covid period. This became helpful in satisfying their customers during the tough times. Also, this paper depicts that after lockdown also the population will prefer to go with the OTT platforms or they prefer to go the cinemas. As they are getting the best at their own place only. Although there is fear of Covid so the mostly population is preferring OTT.
Keyword: Over the top media (OTT), Covid 19, audio-visual platform.
1. INTRODUCTION
1.1 Over the Top Media Serivce (OTT)
An over the top media is a web-based media service which offers directly to watcher through the Internet. These are typically reachable by means of websites on Personal computers, just as through applications on smart devices (cell phones, tablets), advanced media players (including video game consoles), or TVs with incorporated Smart TV stages. In communicating, over the top (OTT) content is the sound, video, and other media content conveyed over the Internet, without the contribution of a Multiple-System Operator (MSO) in the control or circulation of the substance. BIGFlix is the first Indian OTT platform launched by Reliance Entertainment in 2008.The OTT platforms include Disney+, Hotstar, Amazon Prime Video, Sony LIV, Netflix, Voot, Youtube etc.
The impact of Covid on OTT platforms results into the increase in the viewers.
According to the survey 46% viewers are watching more online content. The demand of OTT platforms has increased more in comparison to cinemas during the lockdown period, as the content they are providing is of wide varieties as compared to theaters and televisions, the customers will attract towards where the content is, though while talking about television they are not having anything new in contest to the content and though it was also not possible to go to theaters, due to this OTT get more popularity during the lockdown as take over the cinemas as well.
The Covid pandemic has substantially affected the entertainment world in 2020, reflecting its effects over all expression areas. Over the world and to changing degrees, films and cinemas have been shut, celebrations have been dropped or deferred, and film discharges have been moved to future dates or postponed uncertainly. Because of films and cinemas shutting the worldwide film industry has dropped by billions of dollars, and streaming has gotten more mainstream, while the supply of film exhibitors has likewise dropped significantly. Numerous blockbusters initially booked to be delivered among far and wide, with film creations additionally ended.
1.2 Research Objective
1. The objective is to analyze the population satisfaction during the Covid period and lockdown in regard to over the top media services platforms (OTT), also focusing on the population preferences that after the Covid period they would prefer OTT or movies in cinemas.
2. The objective is to analyze the effects of over the top media services (OTT) on the youth (adults) and giving suggestions on them.
2. LITERATURE REVIEW
1. In the paper of Astari Nandhiasa (2017) on Indonesian Regulation Management Recommendation for Over-the-Top Services, the paper derives over the top guideline examination. OTT administrations have picked up prominence worldwide and begun to replace regular media transmission administrations. The
recommendations in this paper are considered important as the ideas to ensure incomes brought about by OTT administrations without hurting the client, their comes in the increment of demand of OTT services. The fast development of Internet and innovation animates advancements in numerous fields, including media transmission innovation. This wonder is additionally brought about by the interest for quick – and now and again ongoing – data trade, regardless of whether it is for the social and business reason or individual need. The pattern of quick data trade brought forth business chances for administration and application designers. The new age of Internet-based media transmission administrations has picked up prominence around the world, as the Internet innovation has been known for over 10 years and utilized everywhere throughout the world.
2. In the article of Scott Fitzgerald (2019) on Over the Top Video Services in India:
Media Imperialism after Globalization, this article audits the fast development of over-the-top (OTT) video administrations in India, for example, Voot, Hotstar, Netflix, and Amazon, and spots their advancement with regards to the predominant patterns and plans of action at the global level. The extension of such administrations in India, a nation that positions as the second biggest market internationally for "tech organizations, for example, Facebook and Amazon, brings up issues about originations of improvement, support, assorted variety, and force used to comprehend plat formization in territories, for example, correspondence and culture.
The article surveys the particular elements of stage development in the nation comparable to the transaction between new computerized foundations, including fiber-optic links, broadband systems, and cell phones; corporate methodologies among little and huge, nearby and global players; and state strategy and guideline, which looks to both location worries about financial, political, and social security and prod the financial advancement of India among "wired" countries.
3. In the article of Brett Hutchins (2019) on Over -the-top sport: live streaming services, changing coverage rights markets and the growth of media sport portals, this article derives that the development of over-the-top (OTT) Internet and portable video gushing administrations is a significant improvement in the circulation, transmission and utilization of worldwide media sport. Intensely promoted administrations, for example, Tencent Video, DAZN and Amazon Prime Video are interceding in inclusion rights showcases and changing how live game is experienced and shared across TV, PC, tablet and cell phone screens. This article recognizes and examinations six characterizing attributes of OTT live game gushing, and frameworks three administrations (Tencent Video, DAZN and Amazon Prime Video) that work across Asia, UK, Europe, Americas and Australasia. Its contention is that, first, live game gushing is a key method by which TV substance and practices are getting away from the limits of communicate media, Second, it is suggested that these administrations are setting up new standards concerning how media sport is gotten to and curated.
4. In the article of Muhammad Farooq (2019) on Impact of Over-the-Top (OTT) Services on the Telecom Companies in the Era of Transformative Marketing, this article derives that because of digitalization today, we are more associated than any other time in recent memory in mankind's history. The business which helped mankind associated and made the world a worldwide town is the media transmission industry. Today the telecom organizations are confronting income misfortunes, on the grounds that WhatsApp, Skype, and Messenger utilization the significant distance call and SMS income of telecom organizations in Pakistan have diminished. With the observational proof from Pakistan, and writing from everywhere throughout the world, this review research paper sums up the issues of the telecom segment and proposes a route forward to help the telecom organizations to come out of this circumstance. For survey paper, official telecom administrative reports and GSMA reports have been alluded. This examination reasoned that at one side despite the fact that telecom organization's income is diminishing, however on another side, it is bringing tremendous open doors for the organizations. Telecom organizations can get the advantage of changing client inclinations' by understanding clients' prerequisites, creating and selling web and computerized
value added items and administrations in corresponding with conventional communication administrations.
5. In the paper of Mostafa Karimzadeh (2018) on Mobility Prediction- Assisted Over-the-Top Edge Prefetching for Hierarchical VANETs, the paper derives that the Content prefetching brings substance near end clients before their express demands to decrease the substance recovery time, which is vital for portable situations, for example, vehicular specially appointed systems (VANETs). So as to settle on smart prefetching choices, three inquiries must be replied: which substance ought to be prefetched, when and where it ought to be prefetched. This paper responds to these inquiries by proposing a vehicle versatility forecast based Over-The-Top (OTT) content prefetching solution. We structure a 3-level reserving instrument and an OTT content notoriety estimation plan to conjecture the substance demand conveyance. Broad trial results demonstrate that the framework can bring benefits for both end-clients and OTT specialist co-ops, which help them to enhance arrange asset usage and decrease transmission capacity utilization.
6. In the paper of Narasimha Reddy Goli (2017) on ON-THE SITE MEASUREMENT OF OVER THE TOP MEDIA, the Strategies and mechanical assembly for over the top (OTT) media estimation are unveiled thus. Model strategies incorporate contrasting, and an on-site meter in correspondence with an OTT specialist organization worker, family information primary trained by the OTT specialist organization worker with anonymized specialist information gave by a group of people, getting to media impressions gathered by the OTT specialist co- worker and comparing to media got to with a first OTT gadget related with the principal family unit , and acknowledging ,for the on-site meter, utilization of the first OTT gadget related with access of the media to the principal individual dependent on the media impressions and segment information acquired from the anonymized specialist information and ascribed to the primary individual.
7. In the paper of James Angus McEachern (2016) on METHODS, SYSTEMS, AND COMPUTER READABLE MEDIA FOR AFFECTING USER ASSOCIATIONS IN OVERR THE TOP (OTT) SERVICE PLATFROMS, as per one perspective, the Subject issue depicted in this remembers a strategy for influencing client relationship for over the top (OTT) administration stages. The technique incorporates accepting a first message for starting affiliations or disassociations between a first client and a second client of over the top (OTT) administration stages. The OTT administration stages are controlled and worked by particular elements. The technique additionally incorporates deciding, utilizing in any event one of data in the primary message and put away data, the OTT administration stages in which affiliations are to be built up or disestablished. The technique further incorporates sending in any event a second message for building up or disestablishing a relationship between the main client and the second client in the OTT administration (Nandhisa, 2017) (Nandhisa, 2017) stages.
8. In the paper of Emilia Zboralska (2017) on Transnational over-the-top video distribution as a business and policy disrupter: The case of Netflix in Canada, the advanced interruption is regularly portrayed as the contention between the exponential pace of progress in innovation, and the more slow paced, steady pace of progress in law, economy, strategy, and society writ-huge(Franklin,2012).In this paper, we break down Netflix's vital extension and transient development in Canada, and spotlight on a milestone occasion in Canadian telecom policymaking: the CRTC.
We break down the ways Netflix is viewed as a chance, partner, or danger by buyers, supporters, and governments and show that in a reprioritization of qualities, huge numbers of the rules that persuaded heritage broadcasting strategy are being sidelined by a consumerist approach that gives more liberated rein to transferred administrations. In any case, Netflix's refusal to furnish the Commission with data it was requested to create proposes the most genuine interruption is to the idea that online video conveyance can or ought to be directed in the open intrigue.
2.1 Hypothesis
H0.1: There is no significant role of lockdown on OTT platform.
H1: There is a significant role of lockdown on OTT platform.
H0.2 - There is no significant role of subscription charges and satisfaction on OTT Content.
H2: There is a significant role of subscription charges and satisfaction on OTT Content.
H0.3: There is no significant role of Viewer’s age on OTT.
H3: There is a significant role of Viewer’s age on OTT.
3. ANALYSIS AND INTERPRETATION
Chart – 1 this chart shows the secondary data collected on OTT
Through this pie chart we are trying to show that from the sample of 140 customers, the highest number of i.e. 74% of the individuals using OTT are between the age of 21- 26, 14% individuals are from the age of 16-20, 6% individuals are from the age of 27-31, 5 % individuals are from the age of 16-20 and 1% individuals are from the age of 15 or below.
Chart – 2 this chart shows the secondary data collected on OTT
Through this pie chart we are trying to show that from the sample of 140 customers the highest occupation of individuals which is using OTT are students – 64%, 17%
individuals are in service, 12% individuals are doing business, and the rest 7% are others.
Chart – 3 this chart shows the secondary data collected on OTT
This pie chart shows that from the sample of 140 customers 62% individuals are Male, 36% individuals are female and the 2% are others.
Chart – 4 this chart shows the secondary data collected on OTT
This pie chart shows that from the sample of 140 customers 89% individuals are using OTT platform, and 11% individuals are not using OTT platform.
Chart – 5 this chart shows the secondary data collected on OTT
This pie chart shows that from the sample of 140 customers 65% of individuals are having the premium subscription of OTT while 35% of individuals are not having the premium subscription of OTT.
89%
11%
Using OTT Platforms
Ye s N o
65%
35%
Having Premium subcription of OTT
Yes No
Chart – 6 this chart shows the secondary data collected on OTT
This pie chart shows that from the sample of 140 customers 80% individuals are using OTT 2-4 hours per day, 11% individuals are using OTT 4-6 hours per day, 6%
individuals are using OTT 6-8 hours per day, 3% individuals are using 9 hours or more per day.
Chart – 7 this chart shows the secondary data collected on OTT
This pie chart shows that from the sample of 140 customers 47% individuals agree with the content on OTT, 29% are neutral, 19% strongly agree, 3% strongly disagree, 2%
disagree.
Chart – 8 this chart shows the secondary data collected on OTT
This pie chart shows that from the sample of 140 customers 49% individuals prefer OTT as compared to theaters after covid pandemic, 17% do not prefer and 34% are not sure.
Chart – 9 this chart shows the secondary data collected on OTT
This pie chart shows that from the sample of 140 customers OTT are more helpful in entertainment during lockdown for 88% individuals and for the 12% individuals OTT are not helpful in entertainment during lockdown.
Chart – 10 this chart shows the secondary data collected on OTT
This pie chart shows that from the sample of 140 customers 34% individuals prefer subscription, 21% prefer movies in cinemas and 45% individuals prefer both after the covid situation.
Chart – 11 this chart shows the secondary data collected on OTT
This pie chart shows that from the sample of 140 customers, 82% individuals preferring the comedy content on OTT, 38% preferring science fiction content, 62%
34%
21%
45%
Spending on subscription on OTT or on watching movies in Cinemas after
covid situation
OTT Platform Movies in Cinemas Both
preferring the thriller content, 31% preferring Drama content and the rest 50% individuals preferring the action type contents.
4. CONCLUSION
According to the reports and data collected we infer that during the covid period and lockdown there has been a vast increment in the OTT platforms, which get doubled in the next quarter with increase in the use of apps and their timing but also there is an increase the paid OTT subscription by 30%. Almost adults had engaged in OTT as it became the main source of entertainment due to the shut down of theaters and cinemas for them. As on OTT they are getting their best shows at their own comfort place and time.Also OTT makes it more easier to watch according to their own interests and also maintains their privacy by providing different types of contents like comedy, science fiction, thriller, action and drama according to their preferences. Also due to covid, still after the lockdown mostly people prefer to watch on OTT rather than going to cinemas and theaters. Although I want to give attention to this also as most the population is adult so there must be the code of conduct in OTT contents, which helps in maintaining their behavior and mentality as it impacts very quickly on young generation nowadays. So now we all know that due to covid OTT has taken the place of cinemas and created its own place in every adult life and satisfied them by providing the best conetnts on OTT also it became essential during covid period for the population.
5. FINDINGS
According to the data majority of the population are using OTT platforms for their entertainment during Covid period
According to the data mostly adults and service person used OTT platform during Covid period
According to the data majority of the population are having the OTT subscription
According to the data collected some are enjoying the content on OTT while others are not
After lockdown also according to the data majority of population are preferring OTT platforms over cinemas
While during the lockdown OTT are more helpful in entertainment according to the data
According to the data, 34% individuals are preferring spending on OTT subscription, 21% individuals are preferring movies in cinemas and 45% individuals are preferring both after the Covid situation.
According to the data majority of the type of content preferring on OTT are comedy (82%), thriller (62%), action (50%), science fiction (38%) and drama (31%)
REFERENCES
1. Nandhiasa, A. and Haryadi, S., 2015, November. Indonesian regulation management recommendation for Over-the-Top services. In 2015 1st International Conference on Wireless and Telematics (ICWT) (pp. 1-4).
IEEE.
2. Fitzgerald, S., 2019. Over-the-Top Video Services in India: Media Imperialism after Globalization. Media Industries Journal, 6(2), pp.00-00.
3. Hutchins, B., Li, B. and Rowe, D., 2019. Over-the-top sport: live streaming services, changing coverage rights markets and the growth of media sport portals. Media, Culture & Society, 41(7), pp.975-994.
4. Farooq, M. and Raju, V., 2019. Impact of over-the-top (OTT) services on the telecom companies in the era of transformative marketing. Global Journal of Flexible Systems Management, 20(2), pp.177-188.
5. Zhao, Z., Guardalben, L., Karimzadeh, M., Silva, J., Braun, T. and Sargento, S., 2018. Mobility prediction-assisted over-the-top edge prefetching for hierarchical VANETs. IEEE Journal on Selected Areas in Communications, 36(8), pp.1786-1801.
6. Goli, N.R., Jakkula, G., Reid, M.B. and Rao, K.N., Nielsen Company US LLC, 2017. On-site measurement of over the top media. U.S. Patent 9,838,754.
7. Mceachern, J.A., Taylor, R., Leeder, M. and Gray-Preston, C.L., Genband US LLC, 2016. Methods, systems, and computer readable media for affecting user associations in over the top (OTT) service platforms. U.S. Patent 9,466,086.
8. Davis, C. and Zboralska, E., 2017. Transnational over-the-top media distribution as a business and policy disruptor: The case of Netflix in Canada. The Journal of Media Innovations, 4(1), pp.4-25.
