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International Journal for Research Trends and Innovation
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ISSN Approved Journal No: 2456-3315 | Impact factor: 8.14 | ESTD Year: 2016
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Impact Factor : 8.14
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| Paper Title: | Evolution of OTT Platforms as a Modern Iteration of Indian Television: Analyzing Viewer Behavior, socio-cultural impact and future trends. |
| Authors Name: | Dr Parampal Singh , Dr Ramneek Kaur |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJRTI_200874
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| Published Paper Id: | IJRTI2503028 |
| Published In: | Volume 10 Issue 3, March-2025 |
| DOI: | http://doi.one/10.1729/Journal.44049 |
| Abstract: | The research work on topic “Evolution of OTT Platforms as a Modern Iteration of Indian Television: Analyzing Viewer Behavior, socio-cultural impact and future trends” has been carried out on the bases of the objectives concerning perception of the people towards OTT, usage pattern and its impact on cinema. The data was collected from 200 respondents using a structured questionnaire and was analysed using statistical tools like chi-square and independent t-test. Gender was used as a variable for analysing the data for which both H0 and Ha were formulated. They spent around 500-1000 Rs on monthly basis on OTT and Netflix, Prime and Disney+ Hotstar were the most preferred OTT platforms. It was found that mostly all respondents were aware about OTT and their awareness was through family and friends. Another major finding of the study showed that respondents were of the opinion that may be OTT will replace traditional cinema. Also we found that males and females differ on these following statements: “Youth find it easy to use the technology hence OTT adoption is high”, Easy availability of OTT has made it easy to use”, “OTT can be watched in their comfort zone”, “The payment options for OTT is convenient”, “During pandemic People had more time hence OTT was success”, “OTT is slowly replacing the traditional cinema”. Two factors were identified towards the perception of the respondents towards the OTT platform usage through the EFA technique. |
| Keywords: | OTT, Cinema industry, Questionnaire, Statistical tool, EFA. |
| Cite Article: | "Evolution of OTT Platforms as a Modern Iteration of Indian Television: Analyzing Viewer Behavior, socio-cultural impact and future trends. ", International Journal of Science & Engineering Development Research (www.ijrti.org), ISSN:2455-2631, Vol.10, Issue 3, page no.a238-a244, March-2025, Available :http://www.ijrti.org/papers/IJRTI2503028.pdf |
| Downloads: | 000380 |
| ISSN: |
2456-3315 | IMPACT FACTOR: 8.14 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.14 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
| Publication Details: |
Published Paper ID: IJRTI2503028
Registration ID:200874
Published In: Volume 10 Issue 3, March-2025
DOI (Digital Object Identifier): http://doi.one/10.1729/Journal.44049
Page No: a238-a244 Country: Ludhiana, Punjab, India Research Area: Management Publisher : IJ Publication Published Paper URL : https://www.ijrti.org/viewpaperforall?paper=IJRTI2503028 Published Paper PDF: https://www.ijrti.org/papers/IJRTI2503028 |
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ISSN: 2456-3315
Impact Factor: 8.14 and ISSN APPROVED,
Journal Starting Year (ESTD) : 2016
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