The Rise of OTT-Reference-Cited by-同舟云学术

The Rise of OTT

Published:2024-01-26 Issue: Volume: Page:195-213
ISSN:2327-929X
Container-title:Advances in Multimedia and Interactive Technologies
language:
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Author:

Somani Pritesh Pradeep¹^ORCID,Gupta Ushmita¹^ORCID,Iyer Vishwanathan Hariharan¹^ORCID,Behare Nitesh¹^ORCID,Mahajan Rashmi Darshan¹^ORCID,Singh Meenakshi¹^ORCID

Affiliation:

1. Balaji Institute of International Business, Sri Balaji University, Pune, India

Abstract

This study examines the influence of the rise of over-the-top (OTT) platforms leading towards binge watching, thereby analyzing their effect on the health of an individual and the increased demand for on demand entertainment. Users now have uninterrupted access to all the content shown, majorly due to availability of high-speed internet and affordable subscriptions. The ability to watch entire seasons or series at once has led to many health issues in connection with binge-watching. The study further looks at how the development of OTT platforms has led to an increase in the production of original content. The study also examines the ill effects of binge watching on human health and further solutions are proposed towards reducing the influence of binge watching. The future of binge watching will be determined by examining the patterns of striking a balance between linear and on-demand models while embracing technological advancements to offer an immersive and customized viewing experience.

Publisher

IGI Global

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