Comparative Study Of Viewers’ Behaviour Over Traditional Television Channels And Over Ott Video Platforms In Maharashtra

Abstract

OTT video platforms are considerably becoming part of viewers’ entertainment time and they are giving tough competition to traditional modes.  Time and place convenience, availability of efficient and cheap data connectivity, penetration of smart phones, availability of cheap and even free access to OTT video platforms, sheer breadth of content to choose from and quality of content are some of the major factors affecting viewers to shift towards the OTT Video Platforms. However, traditional television channels will not be entirely replaced by OTT Video platforms, at least in the near future and they will coexist