The OTT (Over the Top) Platforms and Movie Watching Experience of the Audience

Abstract

Over the Top(OTT) platforms are on the race to entertain audience through online video viewing. Amazon Prime, Hotstar and Netflix are stated as the highly subscribed platforms by the audience (Shubhagata,2020). The availability of mobile phone, PC/laptop, smart television and internet services have increased the screen time of an individual. All the OTT platforms produce different content to stand in the competition and to reach the wide variety of audience, most of these have an option of television channels in their watch list. But these OTT platforms have divided their audience on the basis of financial considerations by providing different subscription charges to view the content. Some gave a chance to view the free movies but some doesn’t. These OTT platforms may not replace the experience of theatre movie watching but the lockdown gave a boost to OTT platforms to watch more content. At this juncture there is a need to find the movie watching experience of the audience on over the top platforms because the device used to watch a movie is smaller, the ambience and sound system everything varies by resulting in the retention levels of audience. The study focuses on the attitude of the film audience and their movie viewing experience on OTT platforms.