( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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STUDY OF CONSUMER BEHAVIOUR FOR WATCHING MOVIES AFTER THE GAINING POPULARITY OF OTT PLATFORMS

    1 Author(s):  URVI SAMANT

Vol -  14, Issue- 1 ,         Page(s) : 317 - 332  (2023 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

Looking at the popularity of Over-the-top or OTT for entertainment not only at home but wherever people can access it, this research paper tries to understand the behaviour of consumers, because during the phase of lockdown when theatres were shut to maintain health-related discipline, OTT was a saviour for daily entertainment seekers. Also, post lockdown the response of people towards reopening theatres was at a lighter note. Thus, this research paper has attempted to understand the change or shift of spectators from one platform to another.

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