Changing Competitive Business Dynamics of OTT Platforms’ Viewership for Transformational Digital Engagement: Post-Pandemic Entrepreneurship

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.