Research paper by Aalok ghosh (MBA-IB)

OTT Viewership and Pandemic: A study on New Trends of online video content
and cinema hall footfalls.

OBJECTIVIES OF THE STUDY-

The objective of this paper is to propose a conceptual framework which attempts to analyse the
factors of viewership during the lockdown in India. Also, it identifies factors such as watching the
experience of viewers will affect the future footfalls of the cinema halls.

LITERATURE REVIEW-

Our finding shows that the strong attachment of OTT to the audience in the lock-down period has
confirmed that this is the most convenient and accessible technology and also the medium of future.
Smartphone penetration, International collaborations between media moguls and digital quality of
the medium. Cost effectiveness and access liberty (anywhere at any time) is also one of the reasons
behind growth of streaming media in India.

In other finding rise in Ott's audience during Pandemic has made one thing clear that the way OTT
allow its viewers to watch content, people are tied to this technology. Now it will be very difficult for
them to go back to the cinema hall and watch movies. Although some respondents who like to
watch movies in the cinema hall will still like to go there, this number is sure to come down. OTT
video streaming services will surely affect the future footfalls of the cinema hall In a nutshell it will
be considered that “Over The Top” video streaming services is the technology of the future and
make huge impact on the our collective watching habits and as well as the future footfalls of cinema
hall.

REFERENCES-

BY-Dr. Gajendra Awasya, Manoj Kumar Patel-

https://www.researchgate.net/profile/Gajendra_Awasya/publication/349136247_OTT_Viewership_
and_Pandemic_A_study_on_New_Trends_of_online_video_content_and_cinema_hall_footfalls/link
s/602231e692851c4ed55b8eb9/OTT-Viewership-and-Pandemic-A-study-on-New-Trends-of-online-
video-content-and-cinema-hall-footfalls