The Effect of Covid-19 Pandemic on Indian Cinema: The Rise of OTT Viewership

Abstract

The Indian cinema industry happens to be biggest producer of films in a variety of languages that entertain millions of audiences across the globe. It has shown an impeccable record of recognition and quality entertainment that is being delivered for decades and is now a cultural element that is embed within the country’s heritage and pride. Although, the year 2020 put a striking hit on this industry’s golden era of rejoicing it’s religious followers with a global pandemic that is caused by a respiratory virus called as the Corona 2 (SARS-CoV-2). This virus had not only impacted the overall wellbeing of the populace but also has disrupted economies and industries. One such devastated industry happens to be the Indian cinema industry that has faced massive downfall on its overall growth due to the lockdown shutting down theatres causing millions of workers from this industry to lose their livelihoods. Although, one industry in specific that is the OTT industry bloomed and took over the opportunity of self-isolation and rose to show it’s true potential in the Indian market which has indeed stuck and taken over the true essence of Indian cinema by affecting the number of theatre-going audiences even today. This empirical paper examines this very thought and highlights the understanding of how the global Covid-19 pandemic has changed the Indian cinema industry and the studies the mindset of Indian audiences to see if the culture of visiting the theatres still exist as the OTT platform is on its exponential rise. The study uses a descriptive analysis tool in order to analyses and identify patterns to categories the data collection process and provide conclusions and recommendations on the effects the OTT platforms has on the Indian cinema industry as the collective OTT viewership rises.