OTT has emerged as a fantastic source of entertainment in 2019 amid the epidemic, delivering high quality Content online. Over the past few years, OTT has emerged as one of the best distribution channels for major movies. Youths’ behaviour changed significantly as a result of OTT. OTT has altered the way that traditional movie theatres operate. Nowadays, many people prefer to view movies at home because they are instantly released on OTT. How OTT viewing affects young people’s behaviour, mental health and also concentrate on how OTT affects young people (specify age) is investigated. Researcher adopted quantitative research method and implemented Survey method to collect the data. The researcher wants to determine what young people watch based on the survey’s findings. The statistical analysis is done by the researcher. The researcher identified the effects of OTT on young people thanks to the way the questionnaire was put together.

The first independent OTT platform in India was BIGFlix, which was introduced by  Reliance  Entertainment  in  2008.  Users  of  Digivive’s  2010-released  nexGTv  mobile  app,  India’s  first  OTT  service,  get  access  to  both  live  TV  and  on-demand video. The first app to live stream Indian Premier League matches on mobile devices was  nexGTV  in  2013  and  2014.Since  the  IPL’s  livestream  rights  were  acquired  in  2015, Hotstar (now Disney+ Hotstar) in India has grown significantly as a result. When DittoTV (Zee) and Sony Liv both debuted in the Indian market in 2013, OTT in that country experienced a substantial uptick in popularity. DittoTV was an online  hub  that  gathered  content  from  all  media  companies,  such  as  Star,  Sony,  Viacom, Zee, etc.

When it comes to paying for entertainment, India is a complicated business. Due to  the  availability  of  smart  devices  and  reasonably  priced  mobile  data  plans,  the  consumption of digital content is rising quickly. The way Indians consume material has unquestionably changed since the switch from Doordarshan to Direct-to  -Home (D2H) to OTT services. Over-the-top (OTT) viewers in India spend about 70 minutes per day on video streaming platforms, with a consumption frequency of 12.5 times per week, according to an Eros Now-KPMG survey Streaming media is now distributed by over-the-top (OTT) service providers in India, which number around 46. The Indian OTT market had a fiscal 2018 value of 2,150  crore.  By  2030,  it  is  expected  that  India’s  streaming  business  will  be  worth  $15 billion, with $12.5 billion coming from the video market and $2.5 billion from the audio market. According to estimates, the OTT market will be valued $1.7 billion in 2020. India Now Has a Variety of OTT Platforms to Choose From: Indians now have several  choices  when  it  comes  to  OTT  services.  The  well-known  OTT  providers  include Netflix, Amazon Prime Video, Disney+ Hotstar, ALTBalaji, Zee 5, Aha, Voot, SonyLIV, Viu, Hoichoi, etc. All of these platforms have different subscription options and device compatibility.

Kumari,  T.  (2020).  A  study  on  growth  of  over  the  top  (OTT)  video  services  in  India. The researcher identified that once OTT considered as Luxury but it become commodity. The researcher analyzed Amount of paid subscribers has increased in most of the platforms like Netflix, Amazon prime and hotstar. The researcher stated that the OTT services have impacted their television and movie watching habit. The researcher  found  out  that  Maximum  users  use  daily  and  mainly  during  night  and  Customer are satisfied by the various uses of OTT services like cost customization and the satisfaction of customers. The researcher finds that There was no change in the content of television from past two decades. The fresh contents in OTT platform make  maximum  people  to  subscribe  OTT. The  researcher  founds  to  Viewers  feel  content is more violent and too much of nudity is shown which is not suitable for young generations. The researcher study reveals that the future of OTT services is bright in India and viewers are willing to use such services in future. Ghalawat, S., Yadav, E., Kumar, M., Kumari, N., Goyal, M., Girdhar, A., & Agarwal, S. (2021).

Factors Influencing Consumer’s Choice of Streaming

Over the top (OTT) Platforms. The researcher told that OTT is flourishing day by day it will grow more in future and researcher said that OTT providers should develop relevant strategies to  attract  and  influence  more  customers.  The  researchers  findings  said  that  the  majority of people spent their day by watching contents in OTT after lockdown there were  so  many  customers  who  used  OTT  platform.  The  results  of  the  researcher clearly indicates that the factors showing on the progress of OTT media services are growth  factor,  Benefits  of  OTT,  dimensions  of  service  quality  and  integrated  marketing  communication  with  Cronbach  alpha  value  of  0.844,  0.812,  0.798  and  0.629  .  The  researcher  concludes  that  the  benefits  of  OTT  contribute  the  most  for  growth factor and the OTT developers has to focus more on interrogated marketing communication  to  increase  their  subscribers  and  customer  satisfaction  I.e  for  influencing customer choice of streaming OTT platform.

Sundaravel, E., & Elangovan, N. (2020). Emergence and future of Over-the-top (OTT)  video  services  in  India.  The  researcher  founds  out  that  OTT  platform  has  become  the  one  of  the  most  successful  avenues  in  content  consumption  space  in  India. The small OTT platforms getting more capital from the international investors and making a significant impact on market. The researcher finds that hotstar leads the  market  and  they  have  the  highest  penetration  on  non-paying  OTT users.Researcher founds that the most common device for watching OTT video content is a smartphone, and Xiaomi is the most well-known smartphone brand among OTT viewers. Jio, Airtel, and Vodafone-Idea are the three most used networking services among OTT subscribers. Hindi and English are the two languages most frequently used. The emergence OTT platform would affect the cable tv of India the traditional stations should be ready to paradigm shift by OTT platforms most importantly they should  work  on  making  high  quality  content  to  compete  with  OTT  services. Marketers  are  changing  their  budget  in  tune  preferences  to  digital  media.  They currently   have   a   great   chance   to   leverage   digital   platforms   to   connect   with   consumers in both urban and rural India.

By 2020, it is anticipated that the online gaming  market  in  India  would  surpass  the  streaming  market  in  value.  On  their  smartphones,  Indian  millennials  prefer  playing  games  over  viewing  videos.The  consumption of video is on the rise in the country television is always largest sub segment  with  entertainment  and  media  industry  .  Television  and  appointment  viewing  will  continue  for  ten  years.  The  reason  for  that  is  television  is  more  affordable  and  people  can  get  a  basic  connection  for  Rs  120/  month.  Tamil Nadu, Karnataka, Kerala, Andhra Pradesh have over 90% of television penetration.

Saha, S. (2021). Consumption pattern of OTT platforms in India. The researcher said  the  entertainment  is  a  key  to  draw  attention  and  generate  intrest  among  the  wide  spread  urban  and  rural  areas.  The  App  Annie  State  Of  Mobile,  2020,  Kantar  iCube 2019, MMA GroupM Mobile Marketing Ecosystem Report 2020 says there are 74% of active internet users in India and the researcher found that 72.5% of users using  smartphones  to  access  content.  The  researcher  founds  out  that  online  platforms are bringing more opportunities to business expansion and growth of the bottom line.  In  online  branding  can  assist  to  successful  consumer  engagement  to  with right content Jain, M. K. (2021). The Rise of OTT Platform: Changing Consumer Preferences the  researcher  said  the  usage  of  internet  and  specifications  of  smartphones  is  an  advantage for OTT. Covid 19 is the one of the main reasons for the rise of the OTT because  it  gave  people  a  free  time  and  need  for  edutainment so  many  people subscribed OTT services during lockdown.

As government stopped the shooting of TV serials  and  movies  during  lockdown  many  customers  shifted  towards  OTT  and  the demand of content and entertainment become very high. The researcher found that  customers  are  more  comfortable  with  OTT  services  nowadays  and  there  are  plenty of variety contents are available without advertisements. As the researcher observed the OTT will grow rapidly in coming years too. The companies changing their preferences for OTT platforms instead of entertainment offline.Saini,  N.  (2020). 

USAGE  OF  OTT  PLATFORMS  DURING COVID-19  LOCKDOWN:

Trends,  rationale and implications:

The researcher study finds that there is a incredible rise in prevalence of OTT than other medium. Watching OTT had become a habit to many people after OTT. The researcher observed that the main reason of OTT popularity are the availability of cross culture content, unlimited content for one subscription also subscribers can access informative content like documentary, docu series. Also,the  smartphone  productions  are  increasing,  the  availability  of  internet  become  cheap  in  India  so  its  more  comfortable  to  audience  to  watch  OTT. Web  series  are  another  people  favourite  program  format.  Lockdown  signals  not  only  a  potential  global economic disaster but also a social or political need. The world as we knew it will have altered, perhaps for the better, but how the media scenario plays out will primarily  depend  on  the  economy  after  the  lockdown,  in  addition  to  consumer  views.Malewar, S., & Bajaj, S. (2020). Acceptance of OTT video streaming platforms in India  during  covid-19  the  researchers  study  accomplishes  that  the  key  factors  of  adopting and using of OTT platforms are performance expectancy, price value, habit and content availability. The researcher founds out that relevance of UTAUT2 model is  in  present  context  and  the  study  explains  the  moderating  role  of  gender, experience  and  age  in  UTAUT2  model  and  the  study  explained  to  increase  the  subscribers of OTT video streaming platforms.

Parihar,  S.,  &  Kant,  D.  K.  (2021).  Impact  of  Marketing  Mix  on  Consumers  Satisfaction-A  Study  of  Consumers  of  OTT  Platforms  in  India.  The  researcher  observed   that   in   pandemic   situation   OTT   has   become   the   best   source   of   entertainment for the viewers. And the researcher said OTT provided many services like  OTT  channels,  smartphones,  cable connections,  WIFI.  These  are  the  essential  OTT  provider  sources.  The  researcher  surveyed  that  how  OTT  satisfies  consumer  and what are the factors that in influence the consumers. Mostly below 30 years are preferring  OTT  platforms.  Based  on  data  it  have  been  proved  that  OTT  is  the  best  entertainment  channel  in  pandemic  situation.  Because  OTT  channels  offer  high-quality video and audio, are convenient, and offer content that is suitable for viewers of  all  ages—whether  children  or  adults—viewers  spent  more  than  five  hours.

Gokulraj, J. Yuvaraj, and Adam Dr. N. NaziniShodhKosh: Journal of Visual and Performing Arts372these channels. For old age subscribers the spiritual content and crucial content are available in both hindi and English so the traditional tv channel should work on their video and audio  quality  and  high  quality  content.  Due  to  pandemic  the  service  providers  has  a  significant  market  area  for  their  content.  According  to  data  from  2017, there were 13.341 million businesses in the television industry. In 2022, this number is expected to expand to 22,003 million USD. So. We may conclude that OTT Platforms’ content quality has a substantial impact on customers’ satisfaction. Moochhala, Q. (2018). The future of online OTT entertainment services in India. According the researchers study India is a price and culture sensitive country. There is  difference  between  OTT  and  a  cable  tv  is  significant  which  viewership  on  television  keep  growing  parallel.  The  digital  market  in  India  focus  on  regional  content since viewers of English programmes are lower. The growth of OTT in India gave an alternative option for traditional cable television and cinema. It shows that entertainment rebrands to digital entertainment at India Priya,  R.,  Mondal,  D.  P.,  &  Paldon,  T.  (2021).  Understanding  the  intentions  of  students to use OTT platforms. According to the researchers study it can be inferred that the OTT platform has a considerable impact on subscribers’ intentions to tilize it and is therefore very reliable. The goal behind all of this is to gradually improve the internet user experience while only slightly affecting consumer involvement. In summary,   the   current   paper   reveals   the   increased   significance   of   operating   Intention   having   an   effect   on   subscribing   Intention   while   highlighting   the   moderating effect of consumer involvement and Intention to use in the study. The study’s classification of the variables that have a big impact on consumers’ intent to buy could have a big impact on how the market develops. It has been found that the OTT platform has an impact on customer loyalty and usage intention.

THEORETICAL FRAME WORK

Hypodermic needle theory:

The  centre  for  resolving  are  the  theories.  One of  the  Earl’s  theories  was  the  Hypodermic Needle Theory. After studying the impact of propaganda during World War I and incidents like Orson Welles’ War of the Worlds broadcast, it was created in   the   1920s   and   1930s.   A   linear   communication   hypothesis   known   as   the   “hypodermic  needle”  contends  that  media  messages  are  directly  pumped  into  the  minds of unresponsive audiences. It implies that we are all the same and that we all react to media messages in the same manners when considering how audiences are influenced by mass media. Cognitive theory Cognitive theories concentrate on the premise that how and what individuals think causes the arousal of emotions, and that some ideas and beliefs lead to healthy emotions  and  adaptive  behaviour  while  others  lead  to  disturbed  emotions  and  behaviours.  The  main  concern  of  researchers  study  is  films  in  OTT  affect  the  psychological state of youth. Mannerisms and characters are influenced by the films in OT

In  order  to  study  how  the  OTT  platform  is  being  influenced  among  the  youth are selected  as  respondents.  Youth  among  India  are  selected  as  a  population  using   simple   random   sampling.   Youths   are   mostly   influenced   through   OTT   platforms.  The  survey  method  is  used  to  collect  the  quantitative  data  from  the  sampling and analysed in SPSS software. The factors influencing the youth by OTT platforms  are  used  as  variables  in  this  study.  Descriptive  and  statistical  tools  are  used to verify the significance of variable. To identify the significance of relationship between variables, correlation test is applied. The statistical analysis is done by the researcher.

OBJECTIVES

• To investigate the Youth is influenced by the mannerism portrayed in the movies watched in OTT
• To investigate the Youth is influenced by the characters represented in the movies watched in OTT
• To Investigate the Watching films in OTT will create psychological change on Youth,
• To examine the   Watching   films   in   OTT   affected   youth’s   academic   performance •To investigate the OTT movies impact young people’s spoken language.

HYPOTHESIS

• H1: The mannerisms represented in OTT movies influenced the youth in India
• H2: Characters in OTT movies watched by youth have an impact on them
• H3: The youth’s psychological  state  will  change  as  a  result  of  watching  OTT movies.
• H4: The spoken  language  of  young  people  is  impacted  by  watching  OTT  films.
• H5: OTT movie viewing has impact on youth’s academic performance.

SAMPLING

Researcher  have  collected  100  youth  as  samples  and  finds  out  14  samples  as  error .54 male samples and 32 female samples have been used. The researcher has used simple random sampling method in this research. 

STATEMENT OF PROBLEM

The  study’s  main  concern  is  how  OTT  viewing  by  youth  has  changed  their  psychological mannerisms and sense of style. After covid, OTT became a significant player  in  the  entertainment  market.  My  main  concern  is  whether  watching  OTT  movies  has  an  impact  on  young  people’s  psychological  development  and  spoken  language of youth.

ANALYSIS AND FINDINGS

This study has yielded the following results and they are at first presented in a Descriptive manner.  This study  was  carried  out  among  the  youths  in  India. Majority  of  the  people  has  OTT  subscriptions  Further  statistical  analyses  will  be  done to find out which factors are significant in the OTT platform 1)Descriptive data  In   this   section   the   finding   are   presented   in   the   form   of   frequency   and   percentage.

1.1. HOTSTAR

As of July 2020, Hotstar (now Disney+ Hotstar), which is owned by Star India, had over 350 million downloads and almost 300 million active users, making it the most subscribed-to OTT service in India. A  third  of  Hotstar  users  watch  television  shows,  yet  96%  of  watch  time  on  Hotstar in India for 2018 comes from videos longer than 20 minutes. Hotstar started spending 120 crores in 2019 to produce original programming like “Hotstar Specials.” 80% of Hotstar’s viewers watch dramas, movies, and sports events. One of the largest athletic events in India, the IPL, has exclusive streaming rights in India on Hotstar.

1.2. NETFLIX

In  January  2016,  the  American  streaming  service  Netflix  launched  in  India.  It  began  commissioning  content  in  April  2017  after  becoming  a  limited  liability  partnership  (LLP).  For  the  2017  fiscal  year,  it  generated  a  net  profit  of  2020,000  (2.02 million) yen. Netflix generated 580 million in revenue during the 2018 fiscal year.  Morgan  Stanley  Research  reports  that  in  July  2018,  Netflix  had  the  highest  average watch time of more than 120 minutes and viewership around 20 million . There are six million Netflix subscribers as of 2018, with 5-6% of those being paying customers.The  July  2018  hike  in  Netflix’s  subscription  prices  for  the  US  and  Latin  America  had  no  effect  on  India.  The  development  of  Indian  original  programming  would  receive  a  600  crore  investment  from  Netflix,  according  to  the  company.  Netflix  purchased  150,000  square  feet  (14,000  m2)  of  office  space  in  Mumbai’s  Bandra-Kurla  Complex  (BKC)  in  late  2018  to  serve  as  its  headquarters.  In India, Netflix had more than 40 employees as of December 2018. Other  OTT  providers  in  India,  like  Amazon  Prime  Video  and  Disney+  Hotstar,  which each charge cheaper membership prices than Netflix, pose a serious threat to Netflix.

1.3. AMAZON

In  2016,  Amazon  Prime  Video  was  introduced.  The  site  offers  2,300  titles,  including 400 series and around 2,000 movies. It has declared that it will spend $20 billion on unique content production in India. As of December 2018, Prime Video is accessible in six Indian languages in addition to English. In February 2018, Amazon India introduced Amazon Prime Music.

1.4. SUN NXT

Sun  TV  Network  operates  Sun  NXT,  an  on-demand  video  service  in  India.  It  started streaming in Tamil and six other languages in June 2017. The site includes more  than  4,000  Tamil  films  and  200  Tamil  television  programmes  in  addition  to  international   content.   Also,   Sun   NXT   streams   a   sizable   selection   of   Sun   TV   programmes  and  films.  Sun  NXT  released  its  television  programmes  and  motion  pictures in Telugu, Malayalam, Kannada, Bengali, and Marathi in India.

1.5. EROS NOW

Among the OTT providers in India, Eros Now, an OTT platform created by Eros International,  offers  the  largest  content,  offering  more  than  12,000  films,  100,000  music  songs  and  albums,  and  100  TV  episodes.  The  British  Asian  Media  Awards  recognised Eros Now the Best OTT Platform of the Year 2019. As of September 2020, it had 36.2 million paid customers and 211.5 million registered users.When it comes to paying for entertainment, India is a complicated business. Due to  the  availability  of  smart  devices  and  reasonably  priced  mobile  data  plans,  the  consumption of digital content is rising quickly. The way Indians consume material has unquestionably changed since the switch from Doordarshan to Direct-to  -Home (D2H) to OTT services. Over-the-top (OTT) viewers in India spend about 70 minutes per day on video streaming platforms, with a consumption frequency of 12.5 times per week, according to an Eros Now-KPMG survey.

1.6. STRENGH OF INDIAN OTT MARKET

The    explosive    proliferation    of    video    cassette    recorders    and    players    (VCRs/VCPs)  in  the  1980s  posed  a  threat  to  the  conventional  ways  of  watching  movies.  The  growth  of  multiplexes  in  major  cities  in  the  early  2000s,  however,  effectively ended the single screen and DVD industries. The rise in popularity of OTT platforms is currently ruining multiplexes.The   Indian   OTT   streaming   video   business   is   currently   in   its   second   development phase, with total sales expected to reach $3 billion in 2022, according to a report released by Media Partners Asia (MPA). 7-9% of the revenue and market share of the entertainment business are currently controlled by OTT. The business is growing swiftly and continuously, with over 40 players delivering original content in all languages. In India, there are already more than 45 million OTT subscribers. By the end of 2023, this number is anticipated to reach 50 million. The OTT market is anticipated to develop from 2,590 crore in 2018 to a $12,000 crore sector by 2023 at a compound annual growth rate of 36%.

1.7. REASONS FOR OTT PLATFORMS’ RAPID GROWTH

The  great  popularity  of  OTT  in  India  has  been  largely  attributed  to  the  quick  adoption and  development of internet infrastructure.   Bypassing   conventional   distribution  channels  and  media  networks,  OTT  platforms  are  able  to  distribute  content straight to viewers thanks to these factors. Due  to  the  Covid-19  pandemic,  which  kept  people  inside  their  homes,  OTT  platforms  became  more  and  more  well-liked.  People  have  used  it  to  get  over  boredom.

OTT networks  provide  more  than  just  mobile  media  streaming.  One  can  download  videos  in  various  languages  to  watch  them  offline  on  their  devices  and  stream ad-free services for a reasonable price. Many  movies  and  TV  shows  are  accessible  on  streaming  services  before  they  are  aired  on  television.  It  is  the  perfect  medium  for  aspiring  movie  or  web  series  enthusiasts to ignite their passion. In order to attract devoted fans and subscribers, OTT platform operators must offer a seamless watching experience across a variety of devices. The multi-screen OTT  experience  is  a  significant  additional  feature  that  has  helped  the  streaming  industry’s client base continue to expand. People  are  driven  to  these  platforms  by  their  quality  and  fresh  content  since  they are sick of the traditional Indian TV serials that appear to go on forever. For  artists  and  innovators  who  had  become  irrelevant  owing  to  changes  in  cinema or entertainment, OTT offered opportunities. One of India’s industries with the quickest growth is media and entertainment. However, it can be difficult to keep up with shifting consumer wants and changing content trends. The likelihood of consumers watching a variety of information whenever and wherever  they  choose  has  increased. 

Ascent Group India found  that  68.9%  of  consumers prefer viewing OTT over conventional sources of entertainment. Due of people’s  preference  for  staying  at  home  during  the  epidemic,  OTT  platform  usage  subsequently surged. OTT services’ remarkable marketing techniques have helped them draw in subscribers. It  is  not  surprising  that  the  epidemic  has  upended  our  economy  and  kept  us  indoors with few recreational options. The Indian film industry has not been spared by COVID-19, which has halted filming and delayed releases. However, OTT saved the day. The Indian economy had a significant film industry prior to the pandemic. 2010 to  2019  has  been  an  utterly  fantastic  ten  years.  Box  office  revenue  increased  by  25.53% in 2019, which was a significant rise. But given the current situation, there are  many  unanswered  issues  regarding  the  present  and  future  of  the  enormous  Indian film industry. The  limitations  altered  movie  release  dates,  distribution  options,  financial  results, etc. While the film industry was having trouble, OTT platforms experienced an unprecedented surge. They acted quickly and acquired the digital rights to films that  were  about  to  open  in  theatres,  filling  the  void  left  by  the  lack  of  theatrical  releases. As a result, in 2020, OTT added 29 million paid subscribers. According to EY-FICCI  2021,  the  increase  in  digital  rights  to  Rs.  35.4  billion  made  us  aware  of  the  shift. OTT is flourishing as more and more people use the internet.

Researcher have discovered that OTT movies affect young people's psychological states, mannerisms, and dressing habits. The majority of respondents watched OTT movies for 3 to 4 hours, with some being neutral and the majority of them agreeing. Films are the OTT entertainment that young people most like to view. The most popular OTT platforms among young people are Disney+ Hotstar, Amazon, Netflix, and YouTube. The most popular device among young people is the smartphone. Researchers have discovered that Tamil, English, Malayalam, and Hindi are the most popular languages among young people in Chennai. OTT technology has made numerous languages available to consumers around the world.The study reveals that youth are influenced by the characters in OTT films and that these films have an impact on young people's spoken language. Some respondents claimed that watching movies had little bearing on their academic achievement, while others had neutral on their selections. When compared to OTT's mannerism representation films, which had a higher significant value of.731, psychological shift has a greater significant value of.894 in an Annova test. The researcher came to the conclusion that OTT movies affect young people's mannerism and psychological well-being as a result. According to a single sample t test, the average amount of time spent watching movies over-the-top (OTT) varies from lower value of 2.39 to higher value of 2.82, with a mean difference of 2.605. OTT movies affects young people's spoken language, eight of whom are in the twenty-three to twenty-five age range, represent the biggest value of the age variable.

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