Is Over the Top Video Platform the Game Changer over Traditional TV Channels in India? A Niche Analysis

Puthiyakath, Hashim Hamza; Goswami, Manash Pratim

doi:10.1177/1326365x211009639

Cited by 24 publications

(13 citation statements)

References 18 publications

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“…In addition, three items; Interest (χ² = 4.482, p = 0.021 < 0.05), IMDB rating (χ² = 3.439, p = 0.040 < 0.05), and Boyfriend/girlfriend (χ² = 17.826, p = 0.000 < 0.01) have obvious significant differences regarding gender. These findings align with the previous studies (Husna and Dewi, 2021;Puthiyakath and Goswami, 2021;Testoni et al, 2021).…”

Section: Cinemasupporting

confidence: 93%

“…Regarding revenue, China and the United States are still the world's two largest movie markets. Following a meteoric rise in 2020, Global OTT video revenue increased by 22.8% in 2021 to reach US$79.1 billion (PWC, 2022). China's rigorous “COVID-zero” attitude to the pandemic hampered moviegoing when more than 70 Chinese cities, including Shenzhen and Chengdu, imposed partial or complete lockdowns in reaction to omicron flare-ups.…”

Section: Resultsmentioning

confidence: 99%

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Pandemic impacts on cinema industry and over-the-top platforms in China

Yaqoub

Jingwu

Ambekar

2023

Media International Australia

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Over-the-top platforms are increasingly being accepted by the younger generation. This study examines the different modes of watching films that have emerged due to the proliferation of over-the-top platforms, smartphones, and 5G technologies during the pandemic period in China. Using survey data, we examine the perception and behavior of 592 respondents. The top five factors in increasing over-the-top platforms to watch movies include easy access, various genres, no time to visit a cinema, pandemic, and new films. Findings also show that users tend to use smartphones to access over-the-top platforms. Bilibili, Tencent Video, and iQIYI are China's most popular over-the-top platforms among viewers. Increasing cinema ticket prices, pandemics, lack of quality content, and film stories are significant challenges for the cinema industry in the near future. These results suggest that the film industry should maintain the quality of the movies, especially those released on the cinema screen. These findings also designate significant substitution between the over-the-top platform and cinema and recommend that competition authorities widen market definitions. The cinema environment and IMAX/3D appear to have little incentive to degrade over-the-top platforms, despite over-the-top's films contributing to declining box office revenue.

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Section: Cinemasupporting

confidence: 93%

Section: Resultsmentioning

confidence: 99%

Pandemic impacts on cinema industry and over-the-top platforms in China

Yaqoub

Jingwu

Ambekar

2023

Media International Australia

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“…The results obtained from the study undertaken in the twin cities of Bhubaneswar and Cuttack are exhibiting the new age customer base in these locations preferring innovations like OTT. This is in line with the natural traits of these audience base with a tendency to experiment and adopt to changes (Puthiyakath & Goswami, 2021). However, the challenges and underlying socio-economic issues need to be considered seriously to see the trend to continuing even after the pandemic as well (Sunitha & Sudha, 2020).…”

Section: Discussionsupporting

confidence: 76%

Adoption and Challenges Underlying OTT Platform in India during Pandemic: A Critical Study of Socio-Economic and Technological Issues

Patnaik¹,

Patra

Mahapatra³

et al. 2022

FIIB Business Review

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The present era of rapid technological changes and the rising rate of internet penetration has created a stride for an individual’s entertainment preferences. The rise of Over-the-Top (OTT) media services has made strides by altering the media space during the pandemic caused by COVID. Smart phones and access to broad band made OTT acceptable by a large part of the population worldwide. The handheld device OTT is becoming the preferred mode of content consumption by the viewers in India as well. However, there are certain shortcomings of this emerging mode of media mostly in terms of socio-economic as well as technological issues. In addition to finding the growing demands of OTT, present study emphasized on the challenges posed for the adoption of this rapidly preferred media platform. On the analysis of the data collected from the respondents in the twin city of Odisha (Cuttack and Bhubaneswar), the findings revealed three prime factors such as ‘user behaviour’, ‘technological flexibility’ and ‘customer-centric content’ to be the significant influencers of OTT content. The insights of this study can help the regulatory authorities as well as OTT media players in promotion and strategy formulation.

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“…Users, due to social distancing, the ban on outdoor activities, social restrictions, and lockdowns, turned to these services for entertainment. It seems that during the pandemic the number of subscribers is constantly growing, while at the same time users have paid more attention to OTT platforms than traditional TV (Puthiyakath & Goswami, 2021). Furthermore, the fact that OTTs services can be accessed by anywhere at any moment is a major advantage compared to traditional TV that justifies their popularity among users.…”

Section: The Global Ott Vs Tv Competitionmentioning

confidence: 99%

“…The global expansion of OTT services has inaugurated a new form of television consumption in our society. Ιn effect, since the middle of the first decade of the 21st century, the advent of streaming video has been a game changer in television consumption (Puthiyakath & Goswami, 2021).…”

Section: Introductionmentioning

confidence: 99%