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biggest reason behind the use is the mobility of the gadget. Third on its availability of content on demand
Meghan McAdams 2019, “What is OTT- Understanding the Modern Media Streaming Landscape”. The
study revealed that the OTT apps clearly represent the future of India. In her study the major thing that was
concluded that 50% of OTT customers, are experiencing “subscription fatigue”, from engaging with so
many platforms. It was also mentioned that the growth of large-scale platforms like Disney plus could
impact the prospects for smaller niche services.

Sharma, 2020, the on-going COVID-19 crisis has forced the multiplexes to shut down. As a result, the
production houses are now releasing the onto OTT platforms directly. This has become a topic of concern
amongst the multiplexes as the users might ship the traditional windowing pattern. INOX and PVR both
issued a public statement reacting to this issue. According to experts this is solution to a short term need of
the film industry which getting by financial difficulties. It is a win-win situation for OTT players who needs
fresh content and the filmmakers who had their production ready but unable to release. However, this will
not be a paradigm shift, in the long term, once things return to normal. The cinema generates more revenue
for the production houses compared to the OTT platforms. Being this a vital factor, the films will hit the
cinemas as earlier, once the market if free from COVID-19 crisis. Matter of fact, there may be possibility to
see a surge in multiplex services for few days after the returning the things to normal.
III. OBJECTIVES OF THE STUDY

1. To identify various OTT platforms available.
2. To understand the viewers’ perception on OTT.

3. To analyze the determinants o switch to OTT viewership.
4. To analyze the disadvantages of OTT platform.

IV. RESEARCH METHODOLOGY

The data required for the research was collected using the following techniques:
• Personal Interviews: The researcher conducted group discussions with OTT viewers of various age
groups to get an insight on the problem under study.

• Questionnaire: A questionnaire with relevant questions was drafted in google form and was
circulated to the sample to obtain their responses.
V. FINDINGS & OBSERVATIONS

1. Perception of OTT platform

Observations:
The sample was truly representative of the population of viewership of OTT with respect to the age group.
People are aware of the existence of OTT platform
Viewers are of the opinion that OTT is the future on the Indian television.

2. Determinants for the shift to OTT platform

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