Nishi Singh, Reetika Sehgal

An Exploratory Study on the Expansion of OTT (Over the Top) Platforms and Shifting Consumer Preferences

  • General Engineering
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In India, the OTT (Over the top) sector has benefited greatly from the expansion of high-speed Internet access, the introduction of new devices, and technological advancements. The widely dispersed audience may get their preferred content on various platforms‵. Goal of this study is to examine the drivers of OTT service growth and the shifting patterns of consumer preferences. A conceptual model based on the development of OTT platforms will be created. This model will help in explaining the variables which are affecting consumers' preferences for the adoption of OTT platforms. The research was conducted using expert interviews and a comprehensive review of the literature. In this study, the qualitative research methodology was used. The studies that were picked for this were released between 2018 and 2023. The OTT platform has been able to offer adequate services, which may increase the number of viewers and it has the potential for creating many more options for business expansion and growth. The findings will be beneficial for the stakeholders who are inclined towards entertainment.

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