A

Summer Internship Project Report

On
“A Study on The Emergence of OTT platform during the
Pandemic and its future scope"
Submitted To:

S. V. Institute of Management, Kadi

In partial fulfilment of the
Requirement of the award for the degree of
Master of Business Administration (Integrated)
In
Kadi Sarva Vishwavidyalaya
Under the guidance of
Prof. Bhavik Panchal
Assistant Professor
S.V. Institute of Management - Kadi
Submitted By:
Batch: - 2018-2023

Name Meet soni Mansi Jadav Kinjal Yash

Makwana kunapara
Exam No.
 Student Declaration

We, Meet soni, Mansi Jadav,Kinjal Makawana and Yash kunapara

hereby declare that the report for Summer Internship Project entitled
“A Study on The Emergence of OTT platform during the Pandemic
and its future scope” is a result of our own work and our indebtedness
to other work publications, references, if any, have been duly
acknowledged.

Place: Kadi
Date:
Meet soni
Mansi Jadav
Kinjal Makawana
Yash Kunapara

Dr. Bhavin Pandya Prof, Bhavik Panchal

Director Assistant Professor
S.V Institute of Management, Kadi S.v.Institute of Management Kadi
 INSTITUTE CERTIFICATE
It is certified that this titled “A Study on The Emergence of OTT platform
during the Pandemic and its future scope” is the bonafide work of Mr. Meet
soni, Ms.Mansi Jadav, Ms.Kinjal Makawana and Mr. Yash Kunapara who
carried out the research under my supervision. I also certify further, that to the
best of my knowledge the work reported here in does not form part of any other
project report or dissertation on the basis of which a degree or awarded was
conferred on an earlier occasion on this or any other candidate.

Prof. Bhavik Panchal

Assistant Professor
S.V. Institute of Management – Kadi
Dr. Bhavin Pandya
Director
S.V. Institute of Management – Kadi
 PREFACE
Experience is the best teacher; the saying has played a guiding role in the
preparation of the project report. As a part of the curriculum, after the
completion of 5th Semester of MBA (integrated) program under Kadi Sarva
Vishwavidyalaya University, the student required to work in Summer Internship
Project and analyse it’s through research and survey and there by prepare a
researchbased project.
Thus, theoretical knowledge is not enough for management student; practical
study holds an important place. So, the objective behind preparing this project
report is to relate the management theories taught in the classroom to their
practical application. This project report deals with the topic of “A Study on A
Consumer Behaviour on OTT Platforms”.
Our work in this project it, therefore, a humble attempt. Best effort has been
made to derive feasible conclusion towards the objectives of this project, yet
there could be some errors and omissions. We take the responsibility for such
errors.
 Acknowledgement
It would be insufficient just to say a “word of thanks” for all those people who
have been so instrumental in the success of this project. However, as a small
token of my appreciation We have named here of all those wonderful people,
without them it’s not possible to complete Research.
We are always remaining grateful to Kadi Sarva Vishwavidyalaya University,
Gandhinagar. We also giving gratitude to Dr. Bhavin Pandya, Din faculty MBA
department S.V. Institute of Management, Kadi. For that, he had offered to us
making project report. We want to thank to our Project Guide Prof. Bhavik
Panchal for his proper guidance. Without his help, we could not complete the
project. He was with Us from the beginning of the project. He always helped us
by giving his important time and advice.
We also thankful to all the faculty members of S.V. Institute of Management,
Kadi for all their suggestions and help that We obtained from them and We also
thankful for all the support they extended to us. We would also like to thank our
friends who have helped us, though indirectly, throughout the project duration
and always have been a source of encouragement.
 Executive Summary

The emergence of OTT platforms during the pandemic and its future scope.
This research tries to study the rise of OTT platforms during the pandemic. It is
important to know the extent of increase in the popularity of OTT platforms
during pandemic to know their future scope. It is evident that since their launch
OTT platforms have only observed an upward curve in their popularity and
usage but, due to the pandemic there has been an exponential increase in its
popularity due to the change in consumption patterns of people for
entertainment through various media platforms. This research conducted a
survey and analysed the opinions of people regarding OTT platforms, their
consumption patterns, and it's comparison with cinema to see if OTT platforms
were slowly taking over the most popular conventional medium of
entertainment. It was found that people used OTT more than any other
platforms out of tv and YouTube to pass their time or for entertainment. Most of
them experienced an increase in their consumption times and were looking
forward for movies to be released on OTT at the same time as in cinemas.
People were also okay with watching movies on OTT rather than cinema. But
for some it depended on the movie. This research has shown that there is a huge
scope for OTT platforms in the future and the pandemic has played a major role
in it.

Keywords: OTT, Pandemic, Entertainment, Movies, Television

 Table of content
No. Particular Page No.
1 Introduction
1.1 Introduction
1.2 Digital media Advertising
1.3 Entertainment online, payment online as well
1.4 Entertainment then and now
1.5 Emergence and boom of OTT
1.6 Key things in OTT market
1.7 Benefits of OTT
1.8 Development steps
1.9 Conclusion
2 Literature Review
3. Research Methodology
3.1 Research of Design
3.2 Significance of the study
3.3 Objectives
3.4 Primary method
3.5 Data source
3.6 Population and Sampling
3.7 Sample Element
3.8 Research Instrument
3.9 Limitation of the study
3.10
4. Data Analysis
5. Findings
6. Conclusions
7. Annexure
8. Bibliography
9. Reference
 1. Introduction

1.1 Introduction
The Research topic deals with the emergence and consumer behavior
in the era of pandemic towards a particular sector i.e. OTT, Over the
top services.
This belongs to a very vast industry, The Entertainment Industry.
Entertainment in layman’s terms means having fun and enjoying
ourselves with either one’s own company or maybe with their loved
and close ones.
In today’s world entertainment is one of the most leading industries,
which includes the sub-fields of theatre, film, fine art, dance, opera,
music, literary publishing, television, and radio. With the day by day
development in technology these industries are being improved at a
fast pace.
There have been both, cases of cut- throat competition and cases
which showed that companies which want to create goodwill in the
market.
The entertainment industry is unpredictable as the main profits
depend upon the TRP of a particular television channel, or the box
office collection of some movie, etc. for example, if a movie fetches
more than 100-200cr.
It is assumed to be a blockbuster and hit movie, whereas sometimes
other’s which couldn’t reach this bar at the box office, are assumed to
be average, in spite of the fact that those movies might have an
amazing script or direction, etc.
There are so many ways, (as mentioned above) as how this
entertainment can be perceived in various forms. Now a day even the
advertisers have understood this concept and are adamant in creating
new and eye-catching advertisements for the same.

Consumers seek for creativity and out of the box ideas which please
them and them make think and remember a brand or product in a
particular way. For example, usually when we see two domino dices,
we get reminded of the pizza chain – Dominos’. Similarly, when we
see three parallel vertical lines indict towards the brand Adidas.

1.2 Digital Marketing & Advertising

It is rightly said that this is the age of millennia’s, they neither do listen to their
elders nor do they do what is advised to them. The growth of population, youth,
and marketing, everything else is interconnected. It’s a vicious cycle
Growth for digital advertising is projected to be the fastest at a CAGR of 18.6%
to $1.73 billion by 2021, up from the estimated $740 million in 2016, whereas
for Internet video, the CAGR is higher at 22.4% albeit at a lower base of $239
million. (Gaikwad, 2019) through this we can assume that at such fast rate of
development of technology.
Then there Ott, which is evolving from niche to mass based content and long
form of is getting traction. (Girish menon, 2017)
The number of OTT players increased from just nine in 2012 to 32 in 2018. In
2017, the OTT industry in India achieved phenomenal growth of 160 per cent,
as the top 16 OTT platforms saw their user bases grow from 63 million to 164
million between August 2016 and August 2017.(Rajat kathuria, 2019)
India is the second-largest subscription TV market in the Asia Pacific region in
terms of the number of subscription in TV households, which reached 154.3
million in 2016. This is expected to expand at 1.6% CAGR to reach 166.9
million by 2021. (Alpana kakkar, 2019)
The technology is changing with clicks. From online banking methods to e-
wallets and what not, with one click everything is available at your doorstep.
The upcoming young generation take advantage of the same and recharge their
online data packs and download videos and other possible internet based
applications.

1.3 Entertainment online, payment online as well

Gone are the days when people would queue up outside movie or drama
theatres to book tickets. In this time and age, they simply do it online — from
home, office, from just about anywhere. You can select theatres, choose show
timings and even reserve the seats of your choice — all done online, in no time.
What’s more, easy online payment methods like credit card, debit card, banking
apps, net banking etc. allow you to make your payments with great ease and
security.
Mobile operators provide OTT companies with mobile Internet access and
OTTs provide end users with the access to the OTT networks. However,
“access”, which means a right to join and use a network, is quite different from
ownership transfer in traditional tangible product distribution. (Xiaobing Xu,
2015)
(Wayne, 2017) understand the place of traditional television network branding
in subscription video on-demand (SVOD) portals as represented by Amazon
and Netflix. Focusing on materials relating to licensed rather than original
content and this content’s role within the US domestic SVOD market, two
distinct approaches emerge.

0
1.4 Entertainment and then now

Any Earlier there weren’t so many means and modes of entertainment. Families
used to sit down together, spend time with each other and their loved ones, in
order to have fun.
Now, gone are days, people sit in their cars and switch on their FM’s for
listening to music. It
Is there that they listen to radio jockeys, radio has almost vanished from the
market.
From 60’s rock and roll bands like Beatles and rolling stones to todays’ one
direction, the boy band. From 70’s Pink Floyd to today’s Lady Gaga, from 80’s
dance music to today’s DJ. Now, today’s generation’s ideal of a cool person is,
earplugs and music. They download music and listen during travelling. Gone
are the days of playing antakshri with everyone around. The technology has
acted as both, boon and bane. (Finance, 2018)
1.5 The Emergence and boom of OTT

When Netflix released all fifteen episodes of a new season of Arrested

Development in the summer of 2013, reports showed that approximately 10% of
viewers made it through the entire season within twenty-four hours what they
share is an enormous popularity among the millennial cohort that makes up the
majority of the subscriber base of Netflix. (Matrix, 2014)
OTT has been enabled by technology advances such as smartphones, super-fast
IP networks, open source platforms, innovative services, cutting edge
functionalities and shift in consumer preferences towards their “freemium”
based business models are seeing an ever increasing adoption rate. (joshi Sujata,
2015) This freemium concept lures consumers. They fail to understand that
nothing is free. Firstly, we have to pay for the internet packages and then only
something can be surfed upon on the internet. So, ultimately, until and unless
the consumer pays for the his internet data, he won’t be able to use any of the
applications, which include data connection, for example, Netflix, amazon, etc.
1.6 Key things in OTT market

Development of Jio – government support to e-commerce websites such as

eBay Average consumers spend 3-5 hrs on internet out of which 50% accounts
on most of video browsing. The consumer’s taste and preference is changing
from whatever is available on TV to what he personally wants to view on the
internet. Because of the rapid growth of internet connectivity, it is assumed that
by 2020 this 50% shall turn into 75 %.( Girish menon, 2017).
1.7 Benefits of OTT

Cost efficiency – (dish TV v/s Netflix contribution 200/per month)Investment

on dish TV or Tata sky set-up boxes are difficult as they involve a lot of people
and are time consuming because they require people with that specific
knowledge for instalments. Whereas, OTT can be downloaded and used
anywhere, as and when required.

Data tariff plans – (ease of using / convenience and multiple screens.) The
OTT platforms such as Netflix and Amazon can be shared and be used on
multiple screens by making an account. This doesn’t work for other television
series. (Roshan, 2017)

Convenience – Usually the people who follow television series have to wait for
the whole day or maybe over the weekend for their serials to continue their
episodes. On the other hand, the OTT based apps such as amazon prime or
Netflix shows their web series continuously without interruption. This becomes
more convenient for the browsers

1.8 Steps to be taken for development

Advertising serves Language barrier – Netflix mostly produces web series in

English and other foreign languages, but more than half of the Indian population
belongs to the middle class family background and so, they face problems
regarding that. Though the public understands the regional language, the
creators will have to put in efforts for the same, in order to lure the Indian
public.
Long form content - AIB is another form of OTT platform which creates time
value videos for the public, not everyone has the time to watch full length
videos while travelling and so, AIB creates min. 15-20 mins video for people
who have to travel almost every day.
To say that OTT (over-the-top) technologies have disrupted the Indian
entertainment landscape would be making a major understatement.
Subscription-based on-demand OTT platforms like Netflix, NextG, and
Amazon Prime have risen in popularity over the past couple of years and are
fast displacing traditional TV programming as the preferred medium of
entertainment for modern Indians. (Kohli, 2019)
Just like a coin has two sides, this OTT also has another side to it. With this
pace of development, OTT has led to various differences amongst individuals as
well as family members or for that matter ‘generations’. There have been cases
such as earlier a family used to go out, dine together and spend quality time
together. Now-a-days, the same family would order food online through other
application based services, switch to the some web series or any movie (which
they would either have pre-downloaded) or would then download it and watch it
on internet. This has also created gaps amongst them as many of the senior
citizens often complain that their children or grand-children don’t spend enough
time with them.
There are more than 5, 20,000 Netflix subscribers and 6, 10,000 Amazon Prime
subscribers in India. As the US and other western markets mature, OTT players
are taking a toehold in huge, comparatively untapped markets such as India,
tempting users to fit an
Inexpensive and flexible form of entertainment into their lives.
(Sugata ghosh, 2018)
Not only this but the amount of time spent on the OTT applications is increasing
day by day. This has severe repercussions on the lifestyle of the youth, both
health and career. The youth now –a-days is running crazy after these web
series and it’s becoming more of a competition pattern as who watches the
whole series in one go. They don’t realize this has a terrible effect on their eyes
and body. Sitting at one place and eating, drinking, constantly looking at the
screen later on they develop various health issues and serious conditions. The
physical exercise of students has become almost negligible after their school.
 2. Review of Literature

2.1. Introduction

The review of literature is an essential component of a research investigation

which gives necessary inputs for the researcher to frame the research study on
the elected topic. The basic objective of this chapter is to analyze the previous
findings so that it will help to know the gap in earlier studies and to justify the
research problem selected by the researcher for the study purpose.
Keeping in mind the objectives of the research, the review of related literature is
organized in the following way:

2.1.1. According to (purdy, 2018) The OTT market is a complex

Space dominated by three powerful players, - Netflix, Amazon Prime, Hulu -
the Big 3. It is challenging for small players for finding their place in fierce
market where content rules but more consumers can be dragged if they focus on
providing curated content limiting account sharing, getting the price right and
reducing churn through improved customer relations. The survey result
indicates that although price is an important factor while purchasing OTT
services, content still drives most consumer choices. A bread mix of quality
content tends to be what consumers value from the Big 3, with “Access to the
vast library of content” proved to the top most reason users subscribe to these
services. The small players who promises to provide the services, taking one of
the above mentioned factors, are more likely to attract a big crowd for their
subscription.

2.1.2. Article (Singh, 2020) OTT platforms has experienced a surge in

consumption and subscriber can’t, impacted by the COVID-19. The recent
survey by InMobi states that 46% viewers are watching more content online.
According to the experts OTT services could grow further in upcoming days as
the television channels run out of content. “As these channels have been unable
to shoot due to lockdown, they are running old content. In such a scenario
people will gravitate towards OTT to watch fresh content,” says Paritosh Joshi,
media consultant and principal, Provocateur Advisor. To benefit from this
increase in demand platform such as Amazon Prime video and Zee5 have made
few of their shows free to watch. Due to this, Zee5 has witnessed an 80%
increase in subscription and over 50% time spend recently. Thrillers, urban
drama and young romance are the top performing genres on the platform. The
viewership for the movies has seen significant increase across the platforms.
Cinema streaming services MIBI has seen 28% rise in viewership on its
platform in March, compared to February.

2.1.3. (Sharma, 2020) The ongoing COVID-19 crisis has forced the
multiplexes to shut down. As a result, the production houses are now releasing
the onto OTT platforms directly. This has become a topic of concern amongst
the multiplexes as the users might ship the traditional windowing pattern. INOX
and PVR, both issued a public statement reacting to this issue. According to
experts this is solution to a short term need of the film industry which getting by
financial difficulties. It is a win-win situation for OTT players who needs fresh
content and the filmmakers who had their production ready but unable to
release. However, this will not be a paradigm shift, in the long term, once things
return to normal. The cinema generate more revenue for the production houses
compared to the OTT platforms. Being this a vital factor, the films will hit the
cinemas as earlier, once the market if free from COVID-19 crisis. Matter of
fact, there may be possibility to see a surge in multiplex services for few days
after the returning the things to normal.

2.1.4. (singh D. P., 2019) The advent in Internet is changing the trend of Indian
Cinema very rapidly. Reduced price of internet services lay the foundation for
increase in OTT services like Netflix, Hotstar, Zee5, Amazon Prime and Alt
Balaji. Many ventures are producing video content solely for these OTT
services. These new ventures are changing the way of Indian Television and
Cinemas. The OTT services analyzes the video content watched by the users
and keep providing them the content on similar genres. People liken to enjoy the
services for free. Hence, OTT like Hotter provides very limited content for free.
Also the subscription rates of these services are very low. The users enjoy the
variety of International and national content. Action and Comedy are the
favourite genres of movie. According to the survey, users spend on average, 2
hours a day watching OTT services. Web services are watched more often in
OTT services. Genres like Young romance, action and urban-drama are int the
top tier. Most of the users watch the content at night. Entertainment is the
biggest reason behind the use of OTT. Second biggest reason behind the use is
the mobility of the gadget. Third on its availability of content on demand.

2.1.5. This article (Laghate, How OTT players are geared up to woo Indian
viewers, 2017) talks about how people have experienced an increase in the use
of OTT especially through handheld devices. People prefer watching movies on
OTT platforms rather than waiting for movies and shows to be released on
linear platforms. People in India have more options of OTT, platforms than
people in any other country with options like Hot star, Voot, amazon prime,
Sony liv, Netflix. Although there were a few companies that tried to establish
themselves in the Indian market it started when Hot star was launched in 2015
with a huge budget advertising and marketing.
After its launch other international brands launched in India like Netflix and
amazon prime. Hotstar was a first to start the trend but what really spiked the
increase in the consumption and set the trend in Indian consumer life was the
launch of Jio with the access of high speed 4g internet more number of people
were now able to consume content on the OTT. Most of the OTT platforms
focus on providing quality content and smooth user experience. Most players try
to provide catch up TV. But these days most platforms have all sorts of content
including catch up TV, movies, TV shows, and originals. Platforms like Voot
focus on creating and providing exclusive content specially created for Voot.
Amazon prime has the latest collection of shows, movies, and originals.
According to sources amazon was set to invest $300 million in India for original
content. This suggest that players with huge investment and money power are
likely to reduce their competition. The entry barrier in terms of finance and
capital for new players is very high. Statistics shows that for January 2017 hot
star had – 63 million + active user and 11.3bn minutes spent on the platform.
Voot had 13.2 MN active users and 2.8 bn minutes spent on the platforms.
Amazon prime video had 9.48mn active users and it saw double rise in their
sign ups since their launch.
OTT players have also focused in local content and releasing content in multiple
platforms, and providing international content. Ott players are concerned about
the users mentality as they fear people will reduce their consumption because of
limiting data. With communication giants like Jio and Vodafone now providing
cheap data the consumption of content on OTT is expected to increase.

2.1.6. This article (Dixit, 2020) has focused on the deification of the Indian
OTT and the strategies or different ways used by them to establish and gain
more popularity. The 4 elements that are mentioned in this article are -
Focusing on the local content and needs- This says that OTTs should focus
more on providing local content as people have a keen interest in consuming
content in their native language. This was backed by the data in a KPMG report
which stated that 64% of Indian digital consumers preferred consuming content
in Hindi followed by Tamil Telegu and Bengali. It is very important to show
more regional shows in order to satisfy and communicate with the audience.
Pricing strategy - OTT players have been trying and adopting various pricing
strategies to attract consumers like penetrative and strategic pricing. They use
tools such as trials to convert temporary users into permanent. They provide
various accounts and number of viewers per subscription for convenience and
account sharing. OTT platforms have been providing wide range of access
lasting a few days to weeks with the help of sachet packs. This model has
helped in the exponential growth of platforms as users adopt this model much
faster. Due to the rising demand for premium content OTT platforms
experienced a growth of 310% in 2018 according to a 2019 eMarketer report.
OTT platforms have also adopted the ritual of offering discounts on
subscription during festivals.
Collaboration - There has been quite a few collaborations between brands to
capture the market and provide quality content to audiences like the
collaboration between zee5 and ALT Balaji to co create original content and
make it available on both platforms. We saw times network acquiring MX
Player to launch new content. Telecom giant Bharti Airtel launched a digital
entertainment platform, Xstream. Collaboration are a great way to expand for
OTT platforms.
Technology and tailored experiences - Brands have started focusing on
providing tailored experiences to their users by connecting them on a personal
level and engaging them through their content. OTT platforms have introduced
augmented reality and virtual reality as a way to engage users in a deeper level.
By following various strategies to acquire customers platforms are also focusing
on engaging them on a deeper level and delivering personalized experiences.

2.1.7. This article (Basu, 2020) gives a brief idea about the relationship of TV
and OTT in Indian market and the scope for it. When it comes to subscription
television India is the second largest market in the Asia pacific region. It is
expected to observe a double digit growth in television advertising by 2020.The
digital development has led to exponential growth in the number of TV
channels. The television penetration in India is 61%. All sorts of content
providing or entertainment platforms have rolled their eyes towards the Indian
market due to the promising scope of the Indian television market. With the
relaxation in the FDI to 100% in all the segments of the TV industry except the
news and current affairs, all the OTT players and content providers have started
taking a keen interest in the Indian TV market. The Indian market is a great
place for not only the traditional OTT players but also big broadcasters who
stated their own OTT services. The only factor that these players need to
consider is the average price for cable and satellite subscription, which bites off
a huge chunk from the revenues of the OTT players.

2.1.8. According to (Kaushal, 2020) there has been a surge of 80 % in the

subscriber base of OTT players amid the lock down. Due to the lockdown
people have been forced to stay at home and with them being locked inside their
home they have no other options left for entertainment than TV and digital.
With the cinema halls and malls closed people are forced to find other platforms
for content. OTT players like ZEE5 and ALT Balaji saw growth in their
subscriber bases. Whereas amazon and Netflix refused to reveal their figures.
We know that due to this several big ticket films are set to be launched OTTs
rather than cinema halls, this shows the tremendous growth of OTT as a
platform. People are left with no option but to watch it on OTT even for the
hard core cinema lovers. ZEE5 revealed that they experienced a huge surge of
80% in their subscriptions. Due to the lockdown ZEE5 has seen an increase in
users as well as consumption. Their originals saw grew by 200%, movies by
236%. They saw an increase in their app downloads by 41% and an increase of
33%in their daily active users. There has been a rise of 45% in paid viewers.
The head of program said that the two reasons for such positive surge are the
lockdown and several initiatives taken by them for seamless entertainment. It is
important to note that ZEE5 has premiered a film called

Ghoomketu which was originally meant to be released in theatres. Similar is the

case with Alt Balaji, it had an increase of 17,000 new subscribers each day in
lockdown a 60% increase compared to before lockdown. The have also been
experiencing growth in all of their key markets and demographics. With the
announcement of amazon on the much hyped films like Gulabo Sitaro and
Shakuntala Devi biopic being released on OTT platform rather than cinema due
to the lockdown along with some other films it made clear the scope that OTT
platforms now have in future
3. Research Methodology
3.1. Research design
The purpose of this study was to understand the emergence of OTT platforms
during the pandemic and its future scope and to achieve this, hypothesis was
established. Quantitative method was selected for the same. The focus was on
residents of Vadodara who you OTT for entertainment.
3.2 Significance of the study
The significance of the study is to highlight the scope of OTT platforms and the
extent of their consumption amongst the people. These study will help us in
understanding how OTT platforms have taken over the world of digital
entertainment during a pandemic. It will help us understand how OTT has
inorganically growing and gradually taking over other mediums of
entertainment.
3.3 Objective
To find out and understand the increase in consumption of OTT platforms
during pandemic.
To understand the future scope of the OTT platforms.
To study the shift in consumption from old entertainment to new
3.4 Primary Method
Primary data was collected by applying the quantitative method. A survey was
conducted. The respondents are from the age group of 14-45+. Total sample
size that was taken into consideration for the study was 100 responses. A five-
point Likert scale was used for the survey. The questionnaire was divided into
segments like: demographics and OTT consumption behaviour which included
questions related to OTT usage, earlier patterns and their views.
3.5 Data Source
1. Primary Data collection
Collecting the information directly from the respondents. In our research we use
structured questionnaire and directly ask questions to the OTT Users for take
the response from them.
2. Secondary Data Collection
Secondary data consist of any published material. The source of secondary data
is such as internet, research papers, journals, websites, books etc.

3.6 Population and sampling

The population is people of Gujarat who watches OTT for their entertainment.
The age group selected is 14-45+. Since most respondents from this category
were independent, indulging in anything they wish for is easier. Because of their
entertainment consumption habits they aware of the research topic selected. The
population has been filtered out through some screening questions.

3.7 Sample Size

We are conducting our research in lockdown scenario so we use the
convenience sampling method. We had tried to take the survey of bank
representatives of our reference.
3.8 Sample

4. Data Analysis
4.1 Demographics
The questionnaire was sent to the respondents via Whatsapp. It was filled by
people in Ahmedabad of different age group, gender and occupation. Those
factors will be analysed in this section.

Age Group Users in Percentage

15-25 74%

26-35 22%

36-45 4%

45 and above 0%
 In Which Age Group Do you Belong?

3%
15-25
22%
26-35
36-45
45 and above

74%

Figure 4.1 shows that out of the 120 respondents. The age groups were
classified into 4 segments. Maximum respondents that is 90 belonged to the age
group 15-25, followed by 27 respondents in 26-34, 3 respondents in the age
group of 35-44 and no respondents were in
45+ group.

4.2 Gender of Respondents

 GENDER

Male
Female
50% 50%

Gender Population

Male 50%

Female 50%

Figure 4.2. Shows the results of a survey in which people were asked about their
gender. It can be seen that 50% respondents are male, whereas 50% users are
female who have filled the survey.

4.3 Profession of the Respondent

 Profession of the Respondents

9% 4%
High School
Under Graduation
Post Graduation
26% Employee
Business Owner
51%

10%

Profession Population
High School 4%
Under 51%
Graduation
Post-Graduation 10%
Employee 26%
Business Owner 9%

The above figure (fig 4.3) shows profession of the people who were part of the
survey. Almost 52 % of respondents are perusing under graduation , 10 % of
are doing their post graduates ,26.7 % are working as employees and rest of
them are in High School or running their own Business.

4.4 Screening Question

Do You Use Any OTT Question?

Do You Use Any OTT Service?

15% Yes
No

85%

Do You Use Any Respondents

OTT Service?
Yes 85%
No 15%

Figure 4.4 shows that 100(85.7%) respondents use OTT while 20 don’t. This
was a screening question to filter out the required population who watch OTT
and can proceed to answer the further questions. Through this the researcher
could get the desired population who qualify for the research.

4.5 Percentage of population that watches OTT in lockdown

Out of these what do you Most for

entertaintment in lockdown

TV
2% 17% You Tube
OTT (Netflix,Amazon,Hotstar)
9% Voot

72%

Entertainment Services Respondents

 TV 17%
You Tube 9%
OTT(Netflix,Amazon,Hotstar) 72%
Voot 2%

As seen in figure 4.5 80 respondents out of 110 watch OTT the most, 19
selected YouTube and the remaining 10 watches T.V most for the
entertainment.
4.6. Awareness of the medium

How did You Come out to know

about your current OTT Service?

Friend's Recommendation
7% Discount/Referrals
Advertisement
43% other
40%

10%

Percentage

Friend’s 43%

Recommendation

Discount/ 10%

Referrals

Advertisement 40%

others 7%
Figure 4.6 speaks to the respondents about their source of awareness for the
OTT medium. The figure shows that 43.6% for example 48 respondents out of
110 came to know about OTT through their friends. While 40.9% i.e., 45
respondents came to know through advertisement. 10% responses connects to
through discounts and referrals.
4.7 Hours spend on OTT

How Many Hours do you spend on OTT

Platform per Day?

Less than 2 Hours

2-4 Hours
29% 28% More than 4 Hours

43%

Percentage
Less than 2 Hours 43%
2-4 Hours 29%
More than 4 Hours 28%

Figure 4.7 shows that to perceive how captivating OTT Platforms is to users.
The above inquiry was posed, the discovering states that 29.1 % uses it for more
than 4 hours day by day. Over 42.7% (48) of them use for 2 to 4 hours. Just 29.1
% of the clients expend it for under 2 hours
4.8 Impact of Lock down on OTT

Is there Any change in OTT Usage

Since Lockdown
Increased
4% Drcreased
23% Neutral

74%

Figure 4.8 shows the percentage of respondents of the impact on their OTT
consumption. 81 (73.6) respondents have seen an increase whereas 25 people
are not affected by it and remaining 4 respondents have seen a decrease in their
usage.

4.9 Increased Consumption

Approximately by How many Hours has your Consump-

tion Increased
Approximately by How many Hours has your Consumption Increased
25% 23.60%

20% 18.20%
15.50%
15%
11.80%
10.00%
10%
7.30% 7.30%

5% 3.60%
1.80%
0.90%
0.00%
0%
0 1 2 3 4 5 6 7 8 9 10

As seen in figure 4.9 we see that 26 respondents said their consumption

increased by 2 hours. 20 said by 1 hour, 17 said by 3 hours, 13 said its increased
by 4 hours, 8 said 5 and other 8 said that it increased by 8 hours.
4.10 Mode of Consumption

How do you Consume OTT Most of

the Time?

T.V
25% 20% Smart Phone
Laptop

56%

From the above image it is evident that maximum (67) respondents consume
OTT through their smart phones. 27 respondents prefer laptop and 106
remaining 22 consume through T.V.
4.11 Started Using New OTT Platform

Do You Start Using any new OTT

Platform During the Lockdown?

Yes
12% No
May be
47%
41%

Figure 4.11 shows who opted for a new OTT while being in the lockdown. With
47.3 of the population voted yes for it. 40.9% of the population voted for No
and 11.6% of the population were not sure if they started using or not.
4.12 Consumer Preferences on OTT

What do you watch the Most on

OTT platform?
Movies
T.V Series
7%
24% Original exclusive Content
Documentary & Reality
31% shows

38%

Figure 4.12 shows the result of their preferences on OTT platforms. Over 38.2%
(42) out of 110 people prefer watching TV series. While 30.9 % like to watch
originals on the OTT and 23.6% respondents like to watch movies. The
remaining respondents are divided between Documentaries and reality shows.
4.13 Waited for launch movie on OTT Platform

How you ever preferd waiting for

movie to release on OTT rather than
watching in the cinema?
Always
Many Times
9% 13% Never
Depends on Time and Money
28%

50%

Figure 4.13 Distribution of respondents based on respondents

preference of OTT. 54.5% (60) respondents responded said many times. While
30% (33) respondents responded said always. Then 13.6% respondents chose
never.

4.14 Movies Release on OTT

 Do You think mainstream
movies should be released on
OTT before along the Cinema?
Yes
No

44%
56%

Figure 4.3.10 The respondents were asked their views on movies releasing on
OTT along with cinema. We see platforms a majority of 56.4% respondents said
Yes, while other 43.6% respondents says No.

4.15 Cinema v/s OTT

In future If a Movie Release on

Cinema and Together OTT what
eould you Prefer?
OTT
Cinema

46%
54%

Figure 4.15 states a futuristic question on their choice after the

pandemic. 46% says they will choose OTT to watch movie instead of cinema
while 54% still prefer cinema.
5. Findings
 The over-the-top videos streaming services explosion in India has led to
the emergence of distinct patterns of content consumption over the past
few years.
 For one, content consumption has become rampant outside the house,
where until recently because of the Covid 19, the majority of video
consumption occurred inside and that too on a very high scale.
 The information gathered by the researches shows that over 91.7% of
respondents are aware of the OTT medium, from the following we can
derive that OTT is a wide spread medium in India.
 Due to the current situation of the lockdown people are constantly
consuming different kinds of media for their entertainment . Majority of
the people(72.7%) resort to OTT for entertainment followed by
YouTube(17.3%) and T.V (9.1%).
 OTT platforms are quite popular among the users as a considerable
amount of users 42.7% spends 2 to 4 hours consuming it. 29.1% people
spend more than 4hours on it and only 28.2% consumes it for less than 2
hours. Considering this, on an average user spends approximately 3 hours
on the medium.
 The researcher found out that 73.6% of people experienced an increase in
their daily usage of OTT consumption. Users on an average experienced
3 to 4 hours of increase in their consumption during the lockdown. This
proves the first hypothesis H1. Along with this it also shows that OTT is
the go to platform for entertainment for majority of people during
lockdown as they chose to spend more time using OTT rather than any
other mediums.
 When it comes to the mode of consumption people prefer smart
phone(55.5%) over laptop(24.5%) and T.V (20%).
 It is safe to say that due to the lockdown more people have started using
T.V for OTT consumption. 59.1% of people started using a new OTT
during the lockdown. This shows how lockdown has given a push to OTT
for generating new customers.
 When asked about if the users ever waited for a movie to be released on
OTT than watching it in cinema , 70% said yes. The researcher
discovered that 56.4% were positive and wanted for movies to be released
on OTT platforms on the same date as in cinemas. Although 44.6% were
still negative about it. Further more when asked if a movie would release
in OTT and cinema both, what would they prefer, 48.2% said cinema and
45.5 chose OTT.
 Still there were a few responses who said that decisions is based on the
type of the movie. This data implies that although still a majority of
people ( 48.2%) would prefer watching a movie in cinema over
OTT(45.5) . The day is not far when the people will see OTT as an
equally popular platform for watching movies. OTT and cinema are two
distinct platforms and provide distinct experiences to their customer and
they cannot replace each other but the data shows that majority of people
want movies to be released on OTT on the same date as in cinemas.
6. Conclusion
The Topic was The Emergence of OTT Platforms during the Pandemic and its
Future scope. The data collected from the questionnaire survey was interpreted
and analysed in the previous chapters. Based on the analysis the research on the
topic ‘The emergence of OTT platforms during the pandemic and its future
scope’ has been successfully completed. The hypothesis that during pandemic
there has been a significant rise in consumption of OTT platforms has been
proven right. Since people have started consuming OTT more and more in the
lockdown. The statement that OTT platforms have experienced a substantial
inorganic growth by taking up the market share of other platforms has been
proved. Although the researcher couldn’t prove hypothesis that OTT will
surpass cinema but we can see there is suddenly a rise in the usage of OTT over
other mediums and people have positive responses for movies to be released on
OTTs at the same time as in cinemas. This shows that even though OTT
platforms cannot replace cinema but certainly is creating its own segment. We
can say that in future, there might be few people who would prefer OTT over
cinema.
7. Annexure

Questionnaire
 The Emergence of OTT Platform During
the Pandemic and Its Future Scope.
We are the students of S.V.Institute of Management, Kadi pursuing MBA
INTEGRATED, conducting a survey on "The Emergence of OTT Platform
during the Pandemic and its Future Scope”.
Questionnaire

1. NAME –

2. Gender (Nominal)
A)Male
B)Female
C)LGBTQI+

3. EDUCATIONAL QUALIFICATIONS:
A). STUDENT
B). UNDER GRADUATION
C). POST GRADUATION
D). EMPLOYEE
E). BUSINESS OWNER

4. In which age group, do you belong?

A) 15 – 25 years
B)26 – 35 years
C)36-45 years
D) 45 years and above

5. Do you use OTT services? (Nominal)

A)Yes
B)No

6. Out of these what do you use the most for entertainment in lockdown?

A) T.V
B)YouTube
C)OTT( Netflix, Amazon, Hotstar etc)

7. How did you come to know about your current OTT services?

A) Friend's recommendation
B) Discounts/ Referrals
C) Advertisement
D) Other
8. How many hours do you spend on OTT platform per day?

A) less than 2 hours

B) 2 -4 hours
C) more than 4 hours

9. Is there any change in your OTT usage since the lockdown?

A) Increased
B) Decreased
C) Neutral

10.Approximately by how many hours has your consumption increased?

From scale 1 to 10

11.How do you consume OTT most of the time?

A) T.V
B) Smart phone
C) Laptop

12.Did you start using any new OTT platform during the lockdown?

A) Yes
B) No
C) Maybe

13.What do you watch the most on the OTT platform?

A) Movies
B) TV Series
C) Originals/ Exclusives Content
D) Other

14.Have you ever preferred waiting for a movie to release on OTT rather than
watching it in the cinema?

A) Always
B) Many times
C) Never

15.Do you think mainstream movies should be released on OTT before or along
with cinema?
A) Yes
B) No

16.In future, If a movie releases in Cinema and on OTT together, what would you prefer?

A) OTT
B) Cinema
 7.Biblography

• alpana kakkar, k. n. (2019, may 15). Analysis of

Product Placement in Web Series and Its Influence on
Consumer Buying Behavior. Retrieved from
https://journalofbusiness.org/index.php/GJMBR/article/
view/2755

• Basu, R. (2020). Television and OTT. Retrieved from

PWC:
https://www.pwc.in/industries/entertainment-and-media/television-and-
ott.html

• Dixit, D. (2020, march 6). The rise and ‘desification’ of

Indian OTT. Retrieved from Televisionpost:
https://www.televisionpost.com/the-rise-and-desification-of-indianott/

• finance, y. (2018, august 10). how entertainment has

changed over time. Retrieved from yahoo finance:
https://in.finance.yahoo.com/news/entertainment-changed-
time105245102.html

• Gaikwad, s. (2019, january 6). businesstoday. Retrieved from How

Indian cinema evolved into being one of the most powerful modes of
entertainment:
https://www.businesstoday.in/opinion/columns/how-indian-cinema-evolved-
intobeing-one-of-the-most-powerful-modes-of-entertainment/story/307454.html

• Girish menon, H. P. (2017). The Digital First, How OTT platforms

can be demand ready. KPMG.

• joshi Sujata, S. S. (2015, February). Retrieved from

http://citeseerx.ist.psu.edu/viewdoc/download?
doi=10.1.1.1001.900&rep=rep1&type =pdf

• Kaushal, S. (2020, May 26). OTT Platforms In India See

Subscriber Bases Surge Up To 80% Amid Coronavirus Lockdown.
Retrieved from Forbes:
https://www.forbes.com/sites/swetakaushal/2020/05/26/good-news-amid-
lockdownott-platforms-register-60-80-surge-in-subscription-base/
#77d0fab7413a
• Kohli, D. (2019, February 19). Looking into the future - ott trends.
Retrieved from https://yourstory.com/2019/02/looking-into-future-top-ott-
trends-2019

• Laghate, G. (2017, March 02). How OTT players are geared up to

woo Indian viewers. Retrieved from Brandequity:
https://brandequity.economictimes.indiatimes.com/news/media/how-ott-
players-aregeared-up-to-woo-indian-viewers/57275909

• matrix, s. (2014). The Netflix Effect: Teens, Binge Watching, and

On-Demand Digital Media Trends. jeunesse : young people, texts, culture .

• purdy, s. c. (2018). KPMG's annual cable & OTT report.

• Rajat kathuria, M. k. (2019, March). Retrieved from

https://thinkasia.org/bitstream/handle/11540/9810/An_Analysis_of_Compe
tition_and_Regulatory _Interventions.pdf?sequence=1

• roshan. (2017, july 11). 5 benefits of Video on Demand over

Traditional TV. Retrieved from muvi: https://www.muvi.com/blogs/5-
benefits-video-demandtraditional-tv.html

• sharma, K. (2020, May 19). Will movies releasing directly on OTT

platforms become a norm post-Covid? Experts think otherwise. Retrieved
from Business insider :
https://www.businessinsider.in/advertising/media/article/will-movies-
releasingdirectly-on-ott-platforms-become-a-norm-post-covid-experts-
thinkotherwise/articleshow/75808931.cms

• singh, D. (2020, April 06). How is coronavirus impacting the

streaming platforms with an increasing appetite of viewers. Retrieved from
Financial express: https://www.financialexpress.com/brandwagon/how-is-
coronavirus-impacting-thestreaming-platforms-with-an-increasing-appetite-
of-viewers/1919916/

• sugata ghosh, r. n. (2018, october 18). How affordable over-the-top

streaming has made entertainment a malaise . Retrieved from the
economic times:
https://economictimes.indiatimes.com/industry/media/entertainment/how-
affordableover-the-top-streaming-has-made-entertainment-a-malaise/articleshow/
66266479.cms
• Wayne, M. L. (2017, october 13). Netflix, Amazon, and branded
television content in subscription video on-demand portals. Retrieved from
sage journals:
https://journals.sagepub.com/doi/abs/10.1177/0163443717736118

• Xiaobing Xu, R. C. (2015). Competition, Cooperation, and Pricing:

How Mobile Operators. International Journal of Marketing Studies; Vol. 7,
No. 6; 2015 .