Analysing Consumer’s Preference towards OTT Platforms, Post Covid-19 Lockdown

Abstract : This research paper analyses the changing consumer preferences towards over-the-top (OTT) platforms in the post Covid-19 lockdown period. With the pandemic forcing people to stay indoors and limiting access to traditional forms of entertainment, OTT platforms have witnessed a surge in popularity. The study employs a mixed-methods approach, combining both quantitative and qualitative research methods to gather insights into the factors driving consumer behavior towards OTT platforms. Through an online survey and in-depth interviews with OTT users, the study finds that factors such as ease of use, affordability, and availability of diverse content play a significant role in shaping consumer preferences. The study also sheds light on the emerging trends in the OTT industry and offers insights that can be useful for businesses in this sector. Overall, this research provides a valuable contribution to the understanding of how the pandemic has impacted the media consumption habits of consumers and offers insights for OTT platforms to cater to the evolving needs of their users