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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
Dr Parampal Singh , Dr Ramneek Kaur
Keywords
OTT, Cinema industry, Questionnaire, Statistical tool, EFA.
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.
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IJRTI — journal style
"Evolution of OTT Platforms as a Modern Iteration of Indian Television: Analyzing Viewer Behavior, socio-cultural impact and future trends.", IJRTI - International Journal for Research Trends and Innovation (www.ijrti.org), ISSN:2456-3315, Vol.10, Issue 3, page no.a238-a244, March-2025, Available :https://ijrti.org/papers/IJRTI2503028.pdf
APA — 7th edition
Singh, P., & Kaur, R. (2025). Evolution of OTT Platforms as a Modern Iteration of Indian Television: Analyzing Viewer Behavior, socio-cultural impact and future trends. International Journal for Research Trends and Innovation, 10(3), a238-a244. https://ijrti.org/viewpaperforall.php?paper=IJRTI2503028
MLA — 9th edition
Singh, Parampal, and Ramneek Kaur. "Evolution of OTT Platforms as a Modern Iteration of Indian Television: Analyzing Viewer Behavior, socio-cultural impact and future trends." International Journal for Research Trends and Innovation, vol. 10, no. 3, 2025, pp. a238-a244, https://ijrti.org/viewpaperforall.php?paper=IJRTI2503028.
Chicago — 17th, bibliography
Singh, Parampal, and Ramneek Kaur. "Evolution of OTT Platforms as a Modern Iteration of Indian Television: Analyzing Viewer Behavior, socio-cultural impact and future trends." International Journal for Research Trends and Innovation 10, no. 3 (2025): a238-a244. https://ijrti.org/viewpaperforall.php?paper=IJRTI2503028.
Harvard — author–date
Singh, P. and Kaur, R. (2025) 'Evolution of OTT Platforms as a Modern Iteration of Indian Television: Analyzing Viewer Behavior, socio-cultural impact and future trends', International Journal for Research Trends and Innovation, 10(3), pp. a238-a244. Available at: https://ijrti.org/viewpaperforall.php?paper=IJRTI2503028
IEEE — numbered reference
P. Singh and R. Kaur, "Evolution of OTT Platforms as a Modern Iteration of Indian Television: Analyzing Viewer Behavior, socio-cultural impact and future trends," IJRTI, vol. 10, no. 3, pp. a238-a244, Mar. 2025.
Vancouver — biomedical
Singh P, Kaur R. Evolution of OTT Platforms as a Modern Iteration of Indian Television: Analyzing Viewer Behavior, socio-cultural impact and future trends. IJRTI. 2025 Mar;10(3):a238-a244.
AMA — 11th edition
Singh P, Kaur R. Evolution of OTT Platforms as a Modern Iteration of Indian Television: Analyzing Viewer Behavior, socio-cultural impact and future trends. IJRTI. 2025;10(3):a238-a244. Accessed at https://ijrti.org/viewpaperforall.php?paper=IJRTI2503028
BibTeX — Zotero, Mendeley, LaTeX
@article{IJRTI2503028,
author = {Parampal Singh and Ramneek Kaur},
title = {Evolution of OTT Platforms as a Modern Iteration of Indian Television: Analyzing Viewer Behavior, socio-cultural impact and future trends.},
journal = {International Journal for Research Trends and Innovation},
volume = {10},
number = {3},
pages = {a238-a244},
year = {2025},
month = {March},
issn = {2456-3315},
url = {https://ijrti.org/viewpaperforall.php?paper=IJRTI2503028}
}
RIS — EndNote, RefWorks
TY - JOUR
AU - Singh, Parampal
AU - Kaur, Ramneek
TI - Evolution of OTT Platforms as a Modern Iteration of Indian Television: Analyzing Viewer Behavior, socio-cultural impact and future trends.
T2 - International Journal for Research Trends and Innovation
JA - IJRTI
VL - 10
IS - 3
PY - 2025
SN - 2456-3315
UR - https://ijrti.org/viewpaperforall.php?paper=IJRTI2503028
SP - a238-a244
ER -
Issue
Volume 10 Issue 3,
March-2025
Pages : a238-a244
Other Publication Details
Paper Reg. ID
IJRTI_200874
Published Paper ID
IJRTI2503028
Downloads
205,640
Research Area
Management
Country
Ludhiana, Punjab, India
Published
March 2025
Published Paper PDF
https://ijrti.org/papers/IJRTI2503028.pdf
Published Paper URL
https://ijrti.org/viewpaperforall.php?paper=IJRTI2503028
About Publisher
International Journal for Research Trends and Innovation
Published by IJRTI (JW Publication)
2456-3315
ISSN
10.57
Impact Factor
2016
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Open
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Impact Factor 10.57 calculated by Google Scholar and Semantic Scholar.
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Declarations
Funding
No external funding was received for this study.
Conflict of Interest
The authors declare that they have no conflict of interest.
Acknowledgements
The authors would like to thank the reviewers and the editorial board of International Journal for Research Trends and Innovation for their careful reading and constructive comments, and all colleagues who supported the preparation of this manuscript.
