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  • Cinema Viewing in The Time of OTT

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    Prathamesh Naik
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    Dr Mrinal Chatterjee and Sambit Pal examine why Indian millennials, known as the "Digital Mainstream", prefer watching movies on streaming platforms rather than in theaters. They conducted a mixed-methods study including a survey of 70 respondents about their choices in watching content on small screens. The study found that consumers prefer streaming over theaters due to technological advances as well as socio-economic and behavioral changes influenced by globalization.

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    Cinema Viewing in the Time of OTT

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    Dr Mrinal Chatterjee and Sambit Pal examine why Indian millennials, known as the "Digital Mainstream", prefer watching movies on streaming platforms rather than in theaters. They conducted a mixed-methods study including a survey of 70 respondents about their choices in watching content on small screens. The study found that consumers prefer streaming over theaters due to technological advances as well as socio-economic and behavioral changes influenced by globalization.

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    © All Rights Reserved
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    7 views1 page

    Cinema Viewing in The Time of OTT

    Uploaded by

    Prathamesh Naik
    Dr Mrinal Chatterjee and Sambit Pal examine why Indian millennials, known as the "Digital Mainstream", prefer watching movies on streaming platforms rather than in theaters. They conducted a mixed-methods study including a survey of 70 respondents about their choices in watching content on small screens. The study found that consumers prefer streaming over theaters due to technological advances as well as socio-economic and behavioral changes influenced by globalization.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    Dr Mrinal Chatterjee , Sambit Pal on Cinema viewing in the time of OTT This paper probes

    how Indian millennial audiences, mainly the ‘Digital Mainstream’ has been watching cinema on
    OTT platforms and why are they switching to mobile devices rather than sticking to the big
    cinema screens.
    In order to find out why the entertainment media consumers prefer small screen to big screen,
    this research has adapted a ‘mixed method’ (Jhonson and Onwuegbuzie 2004) combining both
    qualitative and quantitative methods. A small survey was done with 70 respondents responding
    to a set of questions on the choices they make and the reasons behind those choices while
    watching cinema content on a small screen. According to study conducted it can be concluded
    that consumers prefer OTT content due to not only technological evolution but also due to the
    socio-economic and behavioural changes influenced by globalization.

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