Abstract:
This research study examines the changing patterns of film and entertainment consumption in India, with a specific focus on the shift from traditional movie theaters to Over-the-Top (OTT) platforms. The study utilizes quantitative methodologies by conducting surveys on a sample size of 100 participants. The purpose is to assess their preferences, motives, and the factors that influence their decision to shift. The findings demonstrate a significant preference for OTT platforms, as more than 75% of participants had a favorable predisposition towards them in comparison to cinemas. The main drivers of this transition are convenience, economic efficiency, and a wide range of content options. The study also examines the benefits of both mediums, highlighting the unique experiences that cinemas offer, such as the utilization of 3D, IMAX, and 4DX technologies. The study specifically evaluates the effects of the PVR-INOX merger in light of the OTT trend, and participants have expressed doubt regarding its potential for success. The results emphasize the substantial impact of over-the-top (OTT) platforms on consumer actions, indicating a fundamental change in the film & entertainment sector. The report emphasizes the ongoing difficulties that traditional cinemas confront in the changing entertainment industry, as about 76% of respondents show a preference for OTT releases rather than cinema debuts.
