OTT Media Streaming in COVID-19 Lockdown: The Indian Experience

Q1 Arts and Humanities

Media Watch Pub Date : 2021-09-01 DOI:10.15655/mw_2021_v12i3_166019

Suresh Chandra Nayak, S. K. Biswal

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引用次数: 2

Abstract

Covid-19 has immensely impacted every walks of life worldwide, including in India. Various dimensions like the socio-economic, employment, consumers’ media consumption habits, and the like have been radically changed and still counting. In the context of Covid-19, consumers’ media consumption habits in India have witnessed sea changes because of massive technological interventions and penetrations. Consumers prefer to devote their leisure time before digital screens are connected through the Internet, where they have an abundance of possibilities to choose from a pool of media content. As a result, the OTT video platforms, formerly considered a luxury, have become necessary. Uses and gratification derived out of these platforms to the viewers have been the broad talking points. The current study attempts to explore the emergence, advantage, and future of OTT platforms. To meet the research objectives, the study relied on both quantitative and qualitative methods. For data collection, an online survey and in-depth interviews were carried out. Data analysis reveals a growing acceptance of OTT media streaming content among the viewers and its uses, and gratifications are the critical factors behind the changes in media consumption.

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COVID-19封锁中的OTT媒体流:印度的经验

新冠肺炎对包括印度在内的世界各行各业产生了巨大影响。社会经济、就业、消费者的媒体消费习惯等各个方面都发生了根本性的变化，而且仍在发挥作用。在新冠肺炎的背景下，由于大规模的技术干预和渗透，印度消费者的媒体消费习惯发生了翻天覆地的变化。消费者更喜欢在数字屏幕通过互联网连接之前投入他们的休闲时间，在互联网上，他们可以从媒体内容库中进行大量选择。因此，以前被视为奢侈品的OTT视频平台变得必要。这些平台对观众的用途和满足感一直是人们谈论的焦点。本研究试图探索OTT平台的出现、优势和未来。为了达到研究目标，本研究采用了定量和定性相结合的方法。为了收集数据，进行了在线调查和深入访谈。数据分析显示，观众及其使用越来越接受OTT媒体流媒体内容，而满足感是媒体消费变化背后的关键因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Media Watch Arts and Humanities-Literature and Literary Theory

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期刊介绍： Journal of Media Watch is a double blind peer-reviewed tri-annual journal published from India. It is the only journal in the discipline from Asia and India listed in many leading indexing platforms. The journal keeps high quality peer evaluation and academic standards in all levels of its publication. Journal of Media Watch reflects empirical and fundamental research, theoretical articulations, alternative critical thinking, diverse knowledge spectrum, cognizant technologies, scientific postulates, alternative social synergies, exploratory documentations, visual enquiries, narrative argumentations, innovative interventions, and minority inclusiveness in its content and selection. The journal aims at publishing and documenting research publication in the field of communication and media studies that covers a wide range of topics and sub-fields like print media, television, radio, film, public relations, advertising, journalism and social media and the cultural impact and activation of these media in the society. It aims at providing a platform for the scholars to present their research to an international academic community with wide access and reach. Published topics in Media Watch enjoy very high impact and major citation. The journal is supported by strong international editorial advisory support from leading academicians in the world.