Analysing the Media Consumer Trends During the COVID-19 Period-The Rise of Otts in India
Sristy Lalaika V1, Kalathila Uthej2, Shreeya Rishi K3

1Sristy Lalaika V*, Department of Information Technology, Indira Gandhi Technical University for Women, New Delhi, India.
2Kalathila Uthej, Department of Electronics and Communication Engineering, MVSR Engineering College, Osmania University, Hyderabad (Telangana) India. 
3Shreeya Rishi K, Department of Electronics and Communication Engineering, MVSR Engineering College, Osmania University, Hyderabad (Telangana) India.
Manuscript received on October 20, 2021. | Revised Manuscript received on October 29, 2021. | Manuscript published on October 30, 2021. | PP: 267-272 | Retrieval Number: 100.1/ijeat.A32161011121 | DOI: 10.35940/ijeat.A3216.1011121
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: In the wake of an unprecedented COVID-19 widespread, there is a massive development in the media and entertainment industry through OTT (Over-the-Top) platforms which offer video streaming directly to viewers via the internet without cable, broadcast, and satellite television supports. During the self-isolation period, OTTs have increased the overall media consumption to a real high and are now gradually becoming mainstream entertainment destination amidst the growing internet users. This mass intrusion has given an opportunity for many independent platforms to grow and run alongside the likes of already established biggies, Netflix and Amazon Prime. The telecom operators chipped in this aspect and are extensively working on optimizing their operations with advertising revenue and bringing in effective content strategies in order to reach out to more people. The present study focuses on this new development by using the technique of quantitative content analysis in order to know the cause of this sudden increase in OTT channels’ viewership among millennials during the lockdown period in India and its impact on traditional modes of communication.
Keywords: OTT, Meta medium, Digitization, Chi-square test, Mobile internet penetration, Net neutrality, Quantitative content analysis, Censorship.