An Analysis of the Impact of Covid-19 on OTT Movie Releases and Its Viewers in India

Main Article Content

Jisha Gopi
Muhammed Faizal
H. Vipin

Abstract

Covid-19 has worse affected the theatre movie releases worldwide. The movies are releasing all over by OTT (Over the top) platforms during the Covid-19 pandemic. OTT refers to film and TV content material supplied through a high-pace internet connection instead of cable or satellite providers. The demand for content consumption has grown among the users, and OTT channels have seen upward increases in viewership. Even though the OTT releases have positive impacts, they also made some negative impacts on viewers too. The study is exploratory and mainly focuses on analyzing the negative implications of OTT movie releases, especially in Indian viewers during the Covid-19 pandemic, using primary and secondary data. OTT releases have a significant impact on visual and audio experiences for big-screen movie viewers and fan clubs. It also affected the promotional activities, especially for big-ticket movies. This study will be helpful for the film industry to analyse the attitude of Indian viewers towards OTT releases.

Keywords:
Covid-19, movie release, digital platform, OTT platform

Article Details

How to Cite
Gopi, J., Faizal, M., & Vipin, H. (2021). An Analysis of the Impact of Covid-19 on OTT Movie Releases and Its Viewers in India. Asian Basic and Applied Research Journal, 3(3), 1-8. Retrieved from https://www.globalpresshub.com/index.php/ABAARJ/article/view/1107
Section
Original Research Article

References

Abdulmajid AFA. Impact and challenges of digital market due to globalisation. Sumedha Journal of Management. 2019; 8(3):207-212.

Todor RD. Blending traditional and digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V. 2016;9(1):51.

Kierzkowski A, McQuade S, Waitman R, Zeisser M. Marketing to the digital consumer. The McKinsey Quarterly. 1996; 3:4.

Chaffey D. Definitions of Emarketing vs Internet vs Digital marketing. Smart Insight Blog. 2013;1-19.

Smyth G. The history of digital marketing. Inetasia Solutions; 2007.

Ebru TB. Methodology for the regulation of over-the-top (OTT) services: The need of A multi-dimensional perspective. Inter-national Journal of Economics and Financial Issues. 2018;8(1):101-110.

Ghotbifar F. Identifying and assessing the factors affecting skill gap in digital marketing in communication industry companies. Independent Journal of Management & Production. 2017;8(1):001-014.

Brosnan F. Business intelligence: What works where in B2B digital marketing. Journal of Direct, Data and Digital Marketing Practice. 2012;14(2):154-159.

Krskova H. School discipline, investment, competitiveness and media-ting educational performance. International Journal of Educational Management. 2017; 31(3):293-319.

Sadlowska KM, Karlsson PS, Brown SC. Independent cinema in the digital age: Is digital transformation the only way to survival? Economic and Business Review for Central and South - Eastern Europe. 2019;21(3):411-438,496.

Vieira VA, de Almeida MIS, Agnihotri R, Arunachalam S. In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science. 2019;47(6):1085-1108.

Royle J, Laing A. The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management. 2014;34(2):65-73.

El Junusi R. Digital marketing during the pandemic period; A study of islamic perspective. Journal of Digital Marketing and Halal Industry. 2020;2(1):15-28.

Tronvoll B, Sklyar A, Sörhammar D, Kowalkowski C. Transformational shifts through digital servitization. Industrial Marketing Management; 2020.

Hamilton J. The strategic change matrix and business sustainability across COVID-19. Sustainability. 2020;12(15):6026.

Iansiti M, Lakhani KR. Competing in the age of AI: strategy and leadership when algorithms and networks run the world. Harvard Business Press; 2020.

Busson A, Paris T, Simon J. The European audiovisual industry and the digital single market: Trends, issues and policies. Communications & Strategies. 2016;101: 17-40,165,167.

Erich SA. The Hollywood premiere is moving to your living room; major studios are rushing new releases to streaming services while movie houses remain closed across the country. The experiment could spell changes to how you watch films even after the theaters reopen. Wall Street Journal (Online); 2020.

Hruska J, Maresova P. Use of social media platforms among adults in the United States—Behavior on social media. Societies. 2020;10(1):27.

Jackson G, Ahuja V. Dawn of the digital age and the evolution of the marketing mix. Journal of Direct, Data and Digital Marketing Practice. 2016;17(3):170-186.
Available:http://dx.doi.org/10.1057/dddmp.2016.3