Does cultural economics affect country’s competitiveness?

Abstract

In recent years Over-the-Top (OTT) platforms have gained widespread popularity across the world particularly following the COVID-19 pandemic, which accelerated the adoption of digital entertainment services. Audiences in rural areas of India relied mainly on cinema halls and television channels for entertainment but with the increasing availability of internet connectivity and smart devices, consumers have gradually shifted towards Over-The-Top platforms (OTT) for accessing a wide variety of digital content. Global Over-The-Top (OTT) platforms such as Netflix, Amazon Prime Video, and Disney+ Hotstar (Now Jio Hotstar) have experienced substantial growth in popularity, while regional OTT platforms including Sun NXT and Aha Tamil have also emerged and are witnessing increasing viewership. The industry reports suggests that the Indian OTT market was projected to reach approximately USD 5 billion by 2023, reflecting the rapid expansion of digital streaming services in the country. By considering all these, the present study aims to assess consumer perception towards Over-The-Top platforms with special reference to Coimbatore City. The study also attempts to determine the factors influencing consumers’ choice of Over-The-Top platforms and to examine their level of satisfaction with the services provided by these Platforms

Keyword : OTT Platforms, Consumer Perception, Consumer Preference, pandemic