“Transforming Lives, Inventing

Future”
A
Seminar ReportOn

“OTT Technology”

By

Gauravi Vinod Gurchal

Department of Data Science,

K.C.E. S’s College of Engineering & Management,
Jalgaon (M.S.)
Year 2023 -24

KCES’s COEM, Jalgaon

 “Transforming Lives, Inventing Future”
A
Seminar ReportOn

“OTT Technology”

In partial fulfillment of requirements for the degree ofBachelor of

Engineering
In Data Science Engineering

Submitted By:

Gauravi Vinod Gurchal

Under the Guidance of

Mr. K.B.Patil
Assistant Professor

Department of Data Science Engineering,

K.C.E. S’s College of Engineering & Management,
Jalgaon (M.S.)
Year 2023 -24

KCES’s COEM, Jalgaon

 CERTIFICATE

This is to certify that B.Tech. Seminar entitled “OTT Technology” has been submitted by
“Gauravi Vinod Gurchal” under my guidance in partial fulfillment of the degree of Bachelor
of Engineering in “Data Science” of DBATU University, Lonere during the academic year
2023-24 (Semester-II).

Date:

Place: Jalgaon

Guide Head, Data Science Department

Mr. K.B.Patil (Assistant Professor Mr. K.B.Patil)

Principal
K.C.E. S’s C.O. E. M.
Jalgaon (M.S.)
 ACKNOWLEDGEMENT

I have taken efforts in this seminar. However, it would not have been possible without the
kind support and help of many individuals and institute. I would like to extend my sincere
thanks to all of them.

It is my privilege and pleasure to express my profound sense of respect gratitude and

indebtedness to Principal of KCES’s COEM, Jalgaon for guiding and providing facilities
for the successful completion of us seminar.

I would like to express my special gratitude and thanks to Head of Science and
Humanities Department Mr. K. B. Patil for giving us such attention and time.

We are highly indebted to, K.B.Patil for their guidance and constant supervision as well
as for providing necessary information regarding the seminar and also for their support
in completing the seminar report.

I would like to express my gratitude towards my faculty members of KCES’s COEM,

Jalgaon for their kind co-operation and encouragement which help us in completion of this
seminar report.

Last but not least we wish to acknowledge my parents and friends for giving more strength
and encouragement.

Name: Gauravi Vinod Gurchal

Prn No: 23051061912036

 CONTENTS

Page no.

Abstract

Chapter 1:- Introduction 7

Chapter 2:- Ott Platform 8

Chapter 3:- How Does Ott Work? 10

Chapter 4:- Effect Of Netflix On The Ott Industry 12

Chapter 5:- Effect Of Ott Platforms On The Theatres 13

Chapter 6:- Advantages/Disadvantages Of Ott Platforms 14

Chapter 7:- How Do Ott Platforms Make Money? 17

Chapter 8:- Literature Review 18

Chapter 9:- Conclusion 19

Chapter 10:- Reference 20

 ABSTRACT

Today we are going through a period of lock-down which the people of India have never
seen before, for such a long time. In such a situation, in the era of this technology and the Internet,
anyone likes to spend their free time in front of the digital screen, where they have many options to
see. The ever-increasing viewership of the OTT video streaming services and the big star's
inclination towards this platform justifies this. Today, the time we spent looking at our screens has
increased immensely. As the cinema halls shut and film release has been suspended amid
nationwide, this technological shift by internet has created a new kind of viewing experience and
that might end up changing the collective movie watching experience in cinema hall which result
in dent in the footfall whenever the screens open again. This change in viewing experience created
by OTT has a greatest fear for cinema hall owners. This thesis explore tries to analyse the impact
of increasing OTT video streaming services viewership in lockdown to assess the future of
collective watching experience in India. It frames the attitude of Indian people towards cinema hall
through assessing different vantage points that mark shift in watching experience. At the end it
gives the, recommendation contextualized the immensely increasing OTT viewership during lock
down and its resultant effects on the collective watching experience.
 CHAPTER 1:
INTRODUCTION

According to the Global Web Index report, India's streaming market is one of the biggest and
fastest-growing in the world with biggies like Voot, Alt Balaji, Zee5 and MX Player. The country's
video market is valued at over $700 million and is expected to grow to $2.4 billion by 2023, with
the OTT industry projected to have the highest growth. A trend of people viewing multiple content
channels at the same time, along with demand for newer and more exclusive content will force the
big budgets producers and directors to release movies directly onto the OTT channels rather than
Cinema halls. In the lockdown period, quality content on OTT platforms is in great demand. This
study is based on this research questions .
OTT stands for “Over-The-Top” and refers to the productized practice of streaming content to
customers directly over the web. It represents the future of entertainment — one that is already
unfolding. It, is also commonly applied to video-on-demand platforms, but also refers to audio
streaming, messaging services, or internet-based voice calling solutions. OTT services are
typically monetized via paid subscriptions, but there are exceptions. For example, some OTT
platforms might offer in-app purchases or advertising. OTT clearly represents the future of media,
representing the best way of entertainment in the present scenario and people getting access to
OTT apps not only through subscriptions but also through freemium facilities and the Jio effect on
the streaming culture. People also prefer watching regional shows but when it comes to teenagers,
they prefer foreign shows more compared to the regional shows. OTT (Over-The-Top) is a means
of providing television and film content over the internet and to suit the requirements of the
individual consumer. The term itself stands for "over-the-top", which implies that content provides
is going over the top of existing internet services. An OverThe-Top (OTT) media service is a
streaming media service offered directly to viewers via the internet. OTT by passes cable
broadcast and satellite television platforms, the companies that traditionally act as a controller or
distributor of such content. OTT does not mean free, as the encompasses services such as Netflix,
amazon prime video. Over-the- top services are accessed via websites on computers as well as
apps on mobile services.

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 CHAPTER 2: OTT PLATFORM

OTT platforms stand for Over the Top platforms. With the diverse taste and preferences of
people, OTT platforms have become popular these days. Those days are gone when people
would rely on the television to broadcast their favourite show. People nowadays subscribe to
OTT platforms. Users select the genre they like and start watching the content of their choice.
The covid-19 pandemic and lockdown have forced people to stay at home. With colleges,
offices, and theatres shut down; people rely completely on the OTT platforms for entertainment
What is OTT platforms
OTT platforms stream audio and video services through the internet. Many of the OTT
platforms offer some content for free and charge some content. The user has to buy a
subscription to the charged content to be able view it. Subscription is usually charged for content
unique to the platform which is not available on the other platforms. The OTT platforms are
technically advance and use artificial intelligence to provide a better experience to the user.
Using artificial intelligence, the content which the user is likely to watch is shown on the basis
of the previous content viewed by the user. This gives the user an advantage of personalized
suggestions based on the history of content they like and are interested in.
The beginning of OTT Platforms
In India, Netflix marked the beginning in the growth of the OTT platforms. The Viral Fever,
popularly known as TVF, is the first platform to create original content in India. TVF, with the
aim to reach a young audience, searched for a platform to stream its content. In 2010, Netflix
was expanding its service worldwide and fulfilled the need of original content creators like TVF.
Before Netflix, there were several other OTT platforms like SonyLiv and BigFlix. Afterward,
Hotstar and Amazon Prime Video entered the OTT world, which significantly changed the way
people consume content.

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 HOW TO ACCESS OTT PLATFORMS

The user needs a strong internet connection and a device connected to OTT for using any OTT
platform. These devices may include:

• Smart TVs - Any smart TVs that support the OTT apps.
• Mobile Devices - Mobile devices such as smartphones and tablets in which the OTT apps
can be downloaded.
• Personal Computers -
Desktop devices like personal computers and laptops.
The premier content is only available for the customers with the premier subscription. The
subscription comes with a fee which the user must pay to avail of the premier content.

Types of OTT content

The various types of OTT content are:

1. Video content: Such content encompasses a range of factual content, entertainment, educational
resources and lifestyle content such as fitness, yoga or travel.

2. Audio: Audio or music streaming is possible through the OTT solution. Some famous examples
include podcasts and internet radio stations.

3. Voice services: Voice calling platforms operate using internet protocols and are part of the
OTT network. They include voice over internet protocol (VoIP) delivered over an internet
connection.

4. Messaging: OTT-based instant messaging services helps in connecting users directly through
the internet c

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 CHAPTER 3: HOW DOES OTT WORK?

The answer to “How does OTT work?” is that it works by pre-recording content and storing it
in the content delivery network (CDN). The content distributes all over the internet and using the
video delivery technology, the OTT streams the video files already stored over a server. When
users use the over-the-top app, they request a specific video to play. The OTT sends the request to
the local CDN, gets the video and delivers it to the user in video chunks. Also, the platform
generates a request through the relevant digital rights management (DRM) server.
The server decrypts the media and presents it to the user as desired media. An OTT works by
delivering content only when a customer makes a request. They do this in a unicast or one-toone
transmission method. This means that every end-user device builds a unique connection to the
content source. The OTT works by allowing a customer to stream only one video to a single
device. The internet service providers (ISPs) through which a customer streams content only
provides infrastructure. They are not responsible for content copyright, video delivery and video or
content viewing.

WHY DO MARKETERS USE AN OTT PLATFORM?

Here are a few reasons why marketers use an OTT platform in their marketing strategy:

Guaranteed advertisement viewership

Usually, people watching over-the-top content cannot skip ads, close their browser windows,
install ad blockers or change the channel while viewing content on OTT platforms. This gives
marketers an advantage because only interested customers watch the advertisement. It can help in
increasing advertisement viewership.

Better audience targeting

OTT allows advertisers to create a hyper-specific audience based on the behavioural demographics
of the users. It also gives companies the power to reach the target audience before they need the
product or services. This is an excellent benefit because TV commercials serve ads to potentially
millions of unqualified viewers.

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Variety of content

Traditional cable or pay-TV viewers lack content quality and variety because of the limited
catalogue. An OTT platform provides users with original and licensed content that resonates with
their interests. Using this platform, a customer can choose from various video titles and live
streams.

Advanced analytics

OTT provides essential data points that can help marketers understand the success of their
marketing efforts. As customers consume the OTT over the internet, it gives detailed and advanced
analytics on the advertisement's performance. A marketer can optimise ads for better performance
based on the analytics result. Understanding what works and what does not can help marketers re-
engage their customers.

Geographic targeting

OTT allows a marketer to get specific with geographic targeting compared to broadcast TV.
Interestingly, the marketer displays the ad on broadcast TV to the designated market area (DMA).
Viewers in the DMA are the target audience, but the marketer may target some customers who are
not the target audience. With OTT, a marketer can choose the specific postal code to display the
ad. It can help in eliminating unnecessary impressions from low priority service areas.

High-quality impressions

When marketers use an OTT platform, they are likely to generate more impressions than a
broadcast TV advertisement. Also, impressions from the over-the-top platform are of higher
quality because the audience comes from advanced targeting and data. Such platforms allow a
marketer to display the right ad content at the right time to the right target audience.

Availability of new audience

When a marketer uses OTT with social media and search engine optimisation (SEO), a marketer
can introduce a business to a new audience. This can positively affect the number of leads a
business generates. It can also help in building local brand awareness.

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 CHAPTER 4: EFFECT OF NETFLIX ON THE OTT INDUSTRY

We can closely associate the OTT platforms with the Netflix. It is the platform which marked
the beginning of the establishment of the OTT industry. Netflix is one of the many OTT
platforms that started the OTT industry. Netflix has been dominating the OTT world. It has
done so by evaluating the data of the users to provide better service. Netflix is expanding with
its unique service. It is serving content to users according to their needs. Eventually, the
television industry has seen a downfall, and the cable operators have changed their business'
way.
Netflix began as a streaming platform with the aim of serving the content to the user on their
computers. It made users access the content on their smartphones, tablets, and gaming
devices. People could now watch the content as many times as they wish to. Moreover, the
content was provided in the comfort of their home.
Eventually, Netflix created a loyal fan base by creating their original content. Hence it took
the challenge and risk of making series. Later, it started uploading the whole season at once,
which gave rise to the binge-watching trend. Netflix provided users with all the episodes at
once, unlike the TVs and cables which streamed an episode daily or weekly.
Netflix has started a healthy competition among the OTT platforms, which benefited users.
Now, the user can access quality content, and the choice of the content creators is entirely
based on talent.

How OTT Platforms flourished in pandemic

Before the covid-19 pandemic, conventional TVs and cables were more popular. With the
lockdown and restrictions on social gatherings, TV shows and theatres came to a standstill.
To overcome the boredom in the lockdown and divert attention from negative thoughts,
people found different ways to keep themselves happy. Some explored exercising while
others just turned to the content on the internet for entertainment. Thus, the loyal customers
of the TV industry shifted to more reliable ways for their entertainment. Many were under the
peer pressure of watching the content their friends posted on social media, revamped the
conventional content delivering structure. Eventually leading to the acceptance of the OTT
platforms. Thus, new OTT platforms came into existence, and the industry grew drastically.

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 CHAPTER 5:
EFFECT OF OTT PLATFORMS ON THE THEATRES

Overview
Demand for movies is constantly increasing, and the domain of movies is widening with the
increasing demand. There is much content available for people to watch. Over the years,
theatres have contributed significantly to the entertainment industry. With the rise in
streaming apps and accessible internet, the introduction of OTT has initiated tough
competition. OTTs and theatres are trying to serve users with quality content at affordable
prices.

Benefits
Movie theatres and OTT platforms both have their pros and cons. OTT platforms have proved
to be more convenient and flexible. However, movie theatres give a unique experience of
movie watching. Both OTT platforms and movie theatres seem promising for the future, but
OTT platforms have gained added advantage due to the covid-19 pandemic. Moreover, OTT
platforms have benefitted the young generation, which is craving for relatable and original
content.

Challenges
The Increasing OTT craze has posed a major challenge for the theatres. Although theatres are
an entirely unique way of watching movies, they now face tougher competition. The lifestyles
of people are changing, which has increased the number of people who can buy a
subscription, rather than waiting for the tickets and going to the theatres people now prefer
paying and consuming content from their home. Additionally, the rise in OTT platforms and
streaming apps has challenged these platforms to present better content.

Consequences
The rise in the number of options has largely benefitted users. Theatres are finding ways to
attract more audiences by providing a comfortable environment. Also, OTT platforms are
buying rights on digital content to stream it. The increase in user expectations has led to an
increase in the cost that the platforms have to balance along with production costs. Now, OTT
platforms have to cater to the overall cost. The rising competition has brought a change by
giving talent and quality the highest priority.

The downfall of Television Viewership

Television was an important part of our childhood. Be it cartoon shows or the popular
childhood movies we still remember, we have consumed most content on television.
However, today, the reduced cost of the internet has increased its accessibility. Internet
service is not only confined to the urban parts of India but also covers rural India.
Consequently, nowadays, viewers generally prefer watching content on OTT platforms as
they provide a wide variety of options for viewers. Additionally, most television shows have
fixed time and advertisements, which doesn't go hand in hand with the current lifestyle of
people. Hence the television viewership has suffered.

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 CHAPTER 6: ADVANTAGES/DISADVANTAGES OF OTT PLATFORMS

ADVANTAGES:

1. Reduction in the cost -

Quality content is available to everyone holding a subscription and a strong internet connection.
OTT platforms and their increasing competition is the reason for the low-cost content we consume
today.

2. Improved sound and video quality -

The tough competition with the increase in the number of OTT platforms has made the improved
sound and video quality.

3. Instant access -

Users can instantly access any content they wish to and whenever they want to. Additionally, it
also provides the benefit of watching content as many times as the user. People do not need to
stand in long queues to take a ticket for the show.

4. Multi-platform service -

Multi-platform service provides people to binge-watch the content anytime, from anywhere, and
using any platform. From the desktop, laptop to smartphones, one can watch content according to
their convenience.

5. Original Content -

With the subscription, users have access to the original content. People can control the OTT
platform account on their own. Additionally, they can manage other family members on a single
account by separating the content of each member.

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 DISADVANTAGES:

1. Necessary internet connection -

The content can be accessed only in online mode. Hence internet connection availability is one
of the major drawbacks of the OTT platforms.

2. The connection can affect the quality of the content -

Even after paying for the subscription, which is a fee charged for the content and its quality. The
internet bandwidth largely governs quality. A poor connection will give poor video quality
despite the premium subscription.

3. Threat to Security -

Despite the many advantages of online platforms, these are not always safe to use. Many
platforms may steal user's confidential information as not all the platforms are monitored by the
authorities. Although some platforms take security seriously and abide by the laws, many
require changes in their policies.

4. No Censorship -

As the government does not regulate the OTT platforms, these are completely independent.
Thus, there is no age restriction, and anyone can watch the content.

5. Time wastage -

Users tend to spend a lot of time on the OTT platforms. Binge-watching never ends, one after
the other, and the cycle continues. OTT platforms have made people addicted to entertainment,
which is so easily available that they forget their important tasks.

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WHAT OTT PLATFORMS HAVE OFFERED US

Convenience

OTT platforms have given us the most convenient source of our entertainment in the
digital world. It has brought to us the technology that promises to offer us the content of
our choice without hassles. Moreover, it has also supported the television industry by
streaming the shows on its platforms. Technological developments like cloud-based
storage and data management have accelerated the growth of the OTT platforms by
providing the means to operate them effectively.

Easy Accessibility

With the rise in internet usage and its easy accessibility, more people can watch quality
content using OTT platforms. Before the covid-19 pandemic, it was limited to the cities,
but now the service has been widely spread across India. Thus, even the users who live in
remote places could access the content provided they have internet access and a
subscription.

Variety of Content

OTT platforms have widened the content. Unlike conventional TVs, it also broadcasts
standup comedy, web series, and short films. OTT platforms have motivated new content
creators, innovative producers, and many others to pursue a career in quality content
creation. The diversity and quality of OTT platforms are what keeps its users hooked to
the content. OTT platforms have shaped the perspectives of people with their creative
content. Subsequently, it has made people think about new ideas and create new projects.
Through their content, OTT platforms have created an impact on the people who
consume their content. The future of the OTT platform seems promising, and people can
rely on it for convenient consumption of the content
 CHAPTER 7:
HOW DO OTT PLATFORMS MAKE MONEY?

An OTT platform follows the video-on-demand (VOD) business model. The different
types of VOD models that a platform uses are:

Subscription video on demand (SVOD)

OTT companies that use this model can generate business through user subscriptions.
The subscription model allows the user to access an entire library of movies and video
series for a specific fee decided by the platform. Users can pay the subscription fees
monthly or annually based on the platform's policy. Usually, the platform automatically
renews the subscription until users unsubscribe from the OTT platform.

Advertising video on demand (ADVOD)

Ad-based video streaming models allow users to access a large range of content with ads.
The users can consume the content while watching the small advertisements. The OTT
platform or company uses the money generated from the ads to balance the hosting and
production cost.

Transactional video on demand (TVOD)

In a TVOD subscription model, the user transacts on a pay-per-view basis. This implies
that a user only pays for the content they consume. For instance, if users want to watch a
particular movie, they pay only for that movie and not every content available on the
OTT platform.

Hybrid model
A hybrid model uses one or two of these models among TVOD, ADVOD and SVOD. In
such a model, a user has access to the library but can still pay to watch premium content.
Many companies use the hybrid model to generate maximum revenue.
 CHAPTER 8: LITERATURE REVIEW

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.
 CHAPTER 9: CONCLUSION

OTT in the modern computerized era has become a life essential tool. It helps the users
to update information now and then though, it has many positive aspects it has its own
drawbacks. Adults, specifically students spend majority of their time surfing through
OTT platforms. The hypothesis that during pandemic there has been a significant rise in
consumption of OTT platforms has been proven right. Since people have started
consuming OTT more and more in the lockdown the research as identified it is the right
time to study, “Viewer’s perception towards OTT platform during pandemic – with
special reference to selected arts & science colleges in Coimbatore city” has been
conducted among 150 respondents in Coimbatore city by using primary data. The future
of OTT platforms will be very bright and video consumption will be more and increasing
internet and mobile penetration every day. The present study says about users' profiles
and preferences are different towards content. There has been a lot of investment in OTT
platforms it is very hard to say that OTT platforms will replace traditional TV systems.
The pricing strategy of the OTT platforms in India is far higher for Indian consumers.
The main fuel for the OTT platforms was the internet so many telecom companies are
struggling to compete with the data plans in India due to Jio but the cost of OTT
platforms are remaining identical but therefore the average cost of the users has to access
content on the platform. The millennium is the most concerned of consumption of data.
OTT platforms always look for a way to produce more attractive content that is not
available. The main problem is that every OTT platform is not having the financial
ability to produce more video content for a new generation, specifically OTT platforms
and devices for newer and small OTT platforms. The millennium is attracted towards the
OTT platforms due to foreign content and video on demand. The emergence of JIO and
giving 4G services for free helps a lot for OTT platforms to grow immensely. The media
and entertainment found a new home for online streaming services. The responses are
who are in my study all are aware of OTT platforms and some of them are using as an
alternative to cable broadcast and DTH.
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