LITERATURE REVIEW

DEMAND
Hemant Joshi (2020) says that his study deals with ott service providers media consumption would bring
tremendous change over on digital platforms which would create lot of opportunities and demand for
more platforms and also the consumers are increasingly accessing media. The OTT consumers will
demand for seamless access to services, compelling stories and value for the money (KPMG Groups
2017)

WILLINGNESS TO CONTINUE AND SUBSCRIBE

Sant Singh (2020) states that 5G technology and advancement in IT sector help companies to look at
the bigger picture of adopting OTT services in the business models. It says about the reasons for
consumer preference for this services and ways to induce repeated purchase and final adoption of OTT
platforms. The study aims to identify the reasons for subscribing and not subscribing to OTT services and
to test the factors affecting consumers' OTT subscription decisions (Samala Nagaraj 2020)

Garima Sharma Nijhawan (2020) states the evolution of consumer consumption patterns and future
business scope and they have used various approaches to extra plorate the data. This paper explores the
emergence, advantage and future streaming services in India through an analytical research. It also
present the various OTT services, their growth factors, technology background, audience characteristics,
content, censorship and future developments in the industry (Sundravel E, Elangovan N 2020)

Sudtasan, Tatcha(2016) explains that how OTT services affect consumer’s demand optical fiber
broadband connection. It uses willingness to pay as an indicator of consumer’s utility of satisfaction to
their preference on FTTH connection

CUSTOMER PREFERNCE

Kazi Turin Rahman (2021) This paper states that the pandemic caused by Covid 19 has kicked off
survival strategies from vulnerable groups of people to small businesses, which has challenged the core
operating practices and modified consumption patterns. This research tries to study the rise of OTT
platforms during the pandemic. It have observed an upward curve in their popularity and usage in these
years. The purpose of the study is to dive into various binge-watching habits of Netflix users amidst the
COVID-19 pandemic. It investigates motivational factors, amount of media consumption and negative
attributes during the outbreaks(Surendra 2020)

Prakriti Rashi(2020) This paper states that the pandemic caused by Covid 19 has kicked off survival
strategies from vulnerable groups of people to small businesses, which has challenged the core
operating practices and modified consumption patterns. The study understands the key criteria which
encourages users to use any particular OTT platform. The study is based on the analysis upon their
viewing habits including the time spent by customers on such platforms, the release period of the
content the type of content preferred by them(Pranav Gupta 2020)

Hashim Hamza Puthiyakath (2020)The study adopted the niche theory to empirically measure the
degree of gratification fulfilled by OTT and TV, the similarity between OTT and TV and the competitive
superiority of OTT and TV across seven micro-dimensions of gratification.
CUSTOMER ENGAGEMENT

Garima Gupta (2021) This paper states that the move from the customary media to OTT media within
this lockdown period due to the COVID-19, has about in a war between gushing benefit suppliers to
draw in and hold clients. This study says about the usage of OTT platform increased in COVID and they
analayze the customer needs that impact their satisfaction level (Divya Madnania 2020)

Dr. Tanima Tarafdar (2021) This study attempts to identify the factors influencing consumers choice
towards OTT platfors and also their level of satisfaction towards the services of OTT. CONTENT:This
paper aims to analyse how the top over-the-top(OTT) platform is becoming a preferred sources of
entertainment amongst young consumers over traditional Pay TV service in India(Dr. Tanima Tarafdar
2020)

Dr.S.Gomathi, Dr.N. Vijaitha (2020) This thesis explores tries to analyse the impact of increasing OTT
video straeming services viewership in lockdown to assess the future of collective watching experience
in India.

PURCHASE INTENTION

AUTHOR NAME: Basuki R YEAR: 2022 AUTHOR NAME: Ria Patnik, Reema Shah
YEAR: 2019 AUTHOR NAME: Rohit Jacob Jose YEAR: 2020 AUTHOR NAME: Veer P
Gangwar YEAR: 2020

TOPIC: : The effects of perceived ease of use, usefulness, enjoyment, and intention to use online
platforms on behavioural intention. TOPIC: Rise of OTT platforms: Effect of the C-19 Pandemic
TOPIC: Factors influencing the shift from traditional TV to OTT platforms in India TOPIC: Profiles
and preferences of OTT users in Indian Perspective

CONTENT: This paper states that the effects of perceived use and intention to use online
platforms on behavioural intention in online movie watching during the pandemic era. CONTENT: This
study deals with the emergence and consumer behaviour in the era of pandemic towards a particular
sector i.e., OTT. It also gives the details about increase consumers during C-19. CONTENT: With rapid
improvements in technology and increasing levels of internet penetration across India, the way that
people consumer media is changing. CONTENT: This paper is a novel approach to understand the
user profiles and preferences from an India preferences.

QUALITY OF SERVICE EXPERIENCE YEAR: 2020 AUTHOR NAME:

Sungwook Park YEAR: 2019 AUTHOR NAME: YEAR: 2019
AUTHOR NAME: Shubhangi Heda YEAR: 2011

CONTENT: This paper looks upon the emergence of OTT as the most recent "disruptive
innovation" following the digital era in the broadcasting industry. CONTENT: This paper explores
possible patterns of content regulations in India at a time of major technological changes with the goal
to identify good practices to take in stock with new updates of invention.

CUSTOMER SATISFACTION
Surendra (2020) states that this research tries to study the rise of OTT platforms during the pandemic
and it have observed an upward curve in their popularity and usage in these years (Kazi Turin Rahman
2021)

AUTHOR NAME: Sumathy Mohan YEAR: 2021 AUTHOR NAME: Bhavnav Galhotra
YEAR: 2022 AUTHOR NAME: Shilpa Parihar YEAR: 2021 AUTHOR NAME: Tanya
Upganlwar, Sarthak Pawar YEAR: 2021 AUTHOR
NAME: Dr. Smitha Poulose YEAR: 2020 AUTHOR NAME: Shilpa Parihar
YEAR: 2021

CONTENT: With rapid advancement of technology, OTT services are advancing at a rate. In this
pandemic situations, OTT video platforms are a pratical choice for customers. The main goal of the study
is to find out the perception and satisfaction of consumers. CONTENT: The widespread has
highlighted the essential has to bridge the advanced usefulness inside and over the nations, advanced
stages have given the arrangement to many problems. The innovation has strongly impacts on the lives
of the citizens and guarantee the get to to the E-learning instruments, online computerized stages for
gatherings. CONTENT: The study reveals the satsifaction level of customers and analysed the various
platforms among youth vs adults. CONTENT: To study the notoriety of OTT media stages for netflix
and to check how the customer loyal to the netflix. CONTENT: This study fills the research gap by
investigating the different effects of perceived consumption values related to online video applications.
The article closes with some future research directions and conclusions CONTENT: This paper mainly
focused on the satisfaction level of consumers and the impact of marketing mix on consumers of OTT
platforms.