Impact of Covid Pandemic on OTT Streaming Services

Abstract

Starting from Cable connections to various options in satellite TV brands, the transition paved the way gradually for free content on applications like YouTube, which further led to the demand for quality content on OTT platforms. Over-the- Top or OTT is the abbreviation for “over-the-top” which is a new age streaming of films and TV series over the web without the need for traditional cable, or satellite pay- TV providers; the consumers can stream across multiple gadgets according to our time convenience. Beginning in the late 90s, the early 2000s marked the era of Television streaming in India. The first OTT application launched in India was BigFix, which changed the course of content consumption in our country. The Television industry once driven by cable and satellite operators has transitioned into a consumer-driven domain. Unlike TV, which requires a cable connection or an antenna, OTT material is delivered directly over Online platforms and paid for directly by viewers. The implications are that the consumers may get OTT services including video, voice, messaging and audio services, at any time and from any location, which serves to be a significant advantage over traditional TV programming. In this paper, we focus on how this paradigm change took place and what impact it has created, especially since the pandemic.