Impact of OTT platform on entertainment industry in Ahmedabad

Abstract

If you don t innovate fast, disrupt your industry, disrupt yourself, you ll be left behind , newlineJohn Chambers, Chairman Emeritus of Cisco and CEO of JC2 Ventures. World is moving newlinetowards digitalization and India is not behind. India is progressing and innovating with newlinetechnological development in various industries naming shopping, banking, infrastructure, newlinepayment as well as media. With 692 million internet users as on January 2023 and 467 newlinemillion social media users India is grabbing a road of success at a great pace. Indian newlineEntertainment industry is also witnessing the same pace with video OTT revenue of $3 newlinebillion in 2022. People have been addicted to smart screens and OTT content which give a newlinegreat opportunity to OTT players to showcase unique content and grab the market share. newlineAmong these competitive players, viewers are enjoying a huge library of content each newlinepassing day. Hence this study is to understand the satisfaction that people will receive from newlinedifferent types of OTT content that has been made available by video OTT players. The newlinestudy focuses on mainly 7 OTT applications naming Netflix India, Amazon Prime video, newlineDisney + Hotstar, SonyLiv, Zee5, Voot and ShemarooMe and types of content provided newlineby them. The data has been collected using Questionnaire and has been analyzed using newlineMicrosoft excel and SPSS software. From the research and study of inferential statistics it newlinewas found that OTT market is led by mainly 3 players Netflix India, Amazon Prime video newlineand Disney+Hotstar. People are ready to pay premium price to watch the quality content newlinewhich can be in the form of movies, web series, short videos, news, catchup shows and live newlinetelecasts of sports and events. Though few demographic factors impact the choice and newlinepreference of OTT content, but OTT has been a habit forming for people wherein they are newlineeven ready to spend 4 to 6 hours a day on this. The research is a meaningful insight to newlineunderstand the expectations and satisfaction level of viewers of Indian OTT industry. newline newline