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time on OTT during the lockdown and the inertia of which even continued later thereby creating an addiction
of the same. Although, this platform seems to be the future of the Television entertainment industry, it’s time
to introspect the ill impacts it may leave on the youth and on the society at large in the times to come.
This study aims at analyzing the determinants of shift of viewership to OTT and the disadvantages that it
carries. The researcher aims at understanding the perception of viewers of various age groups on the topic
and recommends some modifications in the OTT entertainment model.

II. LITERATURE REVIEW
The literature review focused on the following key aspects of the topic under study:

• Evolution of OTT
• Viewers perception on OTT

• Advantages & Disadvantages of OTT
According to (Purdy, 2018) The OTT market is a complex space dominated by three powerful players, -
Netflix, Amazon Prime, Hulu - the Big 3. It is challenging for small players for finding their place in fierce
market where content rules but more consumers can be dragged if they focus on providing curated content
limiting account sharing, getting the price right and reducing churn through improved customer relations.
The survey result indicates that although price is an important factor while purchasing OTT services, content
still drives most consumer choices. A bread mix of quality content tends to be what consumers value from
the Big 3, with “Access to the vast library of content” proved to the top most reason users subscribe to these
services. The small players who promise to provide the services, taking one of the above mentioned factors,
are more likely to attract a big crowd for their subscription.

Article (Singh, 2020) OTT platforms has experienced a surge in consumption and subscriber can’t, impacted
by the COVID-19. The recent survey by InMobi states that
46% viewers are watching more content online. According to the experts OTT services could grow further
in upcoming days as the television channels run out of content. “As these channels have been unable to shoot
due to lockdown, they are running old content.

In such a scenario people will gravitate towards OTT to watch fresh content,” says Paritosh Joshi, media
consultant and principal, Provocateur Advisor. To benefit from this increase in demand platform such as
Amazon Prime video and Zee5 have made few of their shows free to watch. Due to this, Zee5 has witnessed
an 80% increase in subscription and over 50% time spend recently. Thrillers, urban drama and young
romance are the top performing genres on the platform. The viewership for the movies has seen significant
increase across the platforms. Cinema streaming services MIBI has seen 28% rise in viewership on its
platform in March, compared to February.
(Singh D. P., 2019)The advent in Internet is changing the trend of Indian Cinema very rapidly. Reduced price
of internet services lay the foundation for increase in OTT services like Netflix, Hotstar, Zee5, Amazon
Prime and Alt Balaji. Many ventures are producing video content solely for these OTT services. These new
ventures are changing the way of Indian Television and Cinemas. The OTT services analyze the video
content watched by the users and keep providing them the content on similar genres. People liken to enjoy
the services for free. Hence, OTT like Hotter provides very limited content for free. Also the subscription
rates of these services are very low. The users enjoy the variety of International and national content. Action
and Comedy are the favorite genres of movie. According to the survey, users spend on average, 2 hours a day
watching OTT services.

Web services Rise of OTT Platforms: Effect of the C-19 Pandemic PJAEE, 18 (7) (2021) 2280 are watched
more often in OTT services. Genres like Young romance, action and urban-drama are into the top tier. Most
of the users watch the content at night. Entertainment is the biggest reason behind the use of OTT. Second

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