THE IMPACT OF COVID-19 ON CONSUMER PERCEPTION TOWARDS SUBSCRIPTION BASED OTT PLATFORMS

The patterns of content consumption have changed drastically over a period of the last 20 years and as technology is making advancements in almost every arena, the evolution can be seen in the trends of entertainment and media services Consumers have now turned towards Over-The-Top i.e OTT Platforms which allow them to stream their choice of content via the means of the internet, instead of holding on to the more traditional forms of media. Consumers are now ready to pay more and more in order to customize their streaming experience at their convenience and this in turn is helping the entertainment industry thrive. Ever since the lockdown was imposed in the country in lieu of the Coronavirus pandemic, more and more consumers are seeking out ways to keep themselves entertained at home. This study focuses on the impact of the COVID-19 pandemic towards the consumer buying behaviour towards OTT platforms, specifically exploring the market of subscription based streaming services. By using various statistical tools, information and numeric data was collected and research and analysis was conducted. This study will help various marketers and the employees of the entertainment industry in getting a closer look at the expectations of both the actual and potential customer base and assist them in delivering a better service while increasing engagement.