Analysing the impact of COVID-19 on over-the-top media platforms in India

Abstract

Purpose The outbreak of COVID-19 saw a robust increase in viewership of over-the-top (OTT) media platforms. This study aims to investigate the impact of COVID-19 on OTT platforms in India, as it has led to reshaping consumer content preferences. Design/methodology/approach The authors have conducted primary research by doing a survey and focus group discussion. The first study has focused on the impact of various factors such as time, content, convenience, satisfaction and work from home (WFH) on OTT platforms during the COVID-19 crisis and the second study has focused on change in behavior of people before and during lockdown using visual representation. Findings The findings of this study show that lockdown has played a major role in the increase in viewership of OTT platforms, as people working from home are also using OTT platforms more. The average hours spent on OTT have increased from 0–2 to 2–5 h and average spending that users are willing to make on OTT platforms is Rs 100–300 (per month). The satisfaction level of customers is directly related to space to watch with family, time to use OTT platforms, the quality of content on OTT platforms and preference of OTT platform over television. Also, factors such as age group, occupation, city and income groups also determine the usage of the OTT platform. Originality/value The main contribution of this paper is to analyze the customer needs that impact their satisfaction level.

COVID-19, consumer behavior, technology, and society: A literature review and bibliometric analysis

“…However, there was also an increase in the use of technology for entertainment. For example, there has been an increase in users and streaming hours on services such as Netflix and Spotify ( Madnani et al., 2020 ). Another change in consumer purchasing behavior regarded the physical point of sale.…”

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“…Chang and Meyerhoefer (2020), Dannenberg et al (2020), and Bounie et al (2020) found that online retail shopping replaced the traditional shopping channels, especially in food products such as groceries, fruits, and vegetables. Madnani et al (2020), Blasco et al (2020), Sunitha and Sudha (2020), and Cellini et al ( 2020) studied the impact of the crisis on media consumption and found that digital media consumption increased during and after the lockdown, time and money spend on OTT platforms increased drastically. Digital consumption surpassed television and newspaper consumption.…”

The media marketing of the VOD platforms in Poland during the COVID-19 pandemic – an exploratory study

“…She focuses on the role of Lana, a non-human sensor featured in the show as a reflection of a physical distancing warrant during the COVID-19 crisis. Madnani et al (2020) prove the impact of the pandemic on reshaping consumer content preferences, Nhamo et al (2020) describe the influence of the coronavirus on the leisure, gaming, and entertainment industries (including the issue of suspending production on film sets), while Dixit et al (2020) or Ebner and Greenberg (2020) study the binge-watching phenomenon during these times.…”