Rise Of Ott Applications During Covid-19

Rise Of Ott Applications During Covid-19

Rise Of OTT Applications During Covid-19

Aravinda T R

Department of Computer Applications, Dayananda Sagar College Of Engineering,

Bengaluru, India .

Dr . Vibha M B

Department of Computer Applications, Dayananda Sagar College Of Engineering

Bengaluru, India

Abstract Th COVID-19 pandmic has had a profound impact on various aspcts of socity, including th ntrtainmnt industry. On notabl phnomnon that mrgd during this tim was th rapid ris of Ovr-Th-Top (OTT) applications. OTT rfrs to th dlivry of vido, audio, and othr mdia contnt ovr th intrnt, bypassing traditional distribution channls. This abstract aims to provid an ovrviw of th abstract ris of OTT applications during th COVID-19 pandmic, highlighting th factors that contributd to thir surg in popularity, th challngs facd by th industry, and th potntial long-trm implications of this transformativ trnd.

During th pandmic, as popl wr confind to thir homs du to lockdown masurs and social distancing guidlins, thr was a significant surg in dmand for ntrtainmnt contnt. OTT platforms such as Ntflix, Amazon Prim Vido, Disny+, and othrs bcam a liflin for individuals sking divrsion and rlaxation. Ths platforms offrd a wid array of on-dmand contnt, including movis, TV shows, documntaris, and liv straming vnts, accssibl anytim and anywhr with an intrnt connction. This convninc and flxibility mad OTT applications an attractiv choic for consumrs, lading to an unprcdntd incras in thir usag and subscriptions.

1. Th COVID-19 pandmic brought about unprcdntd changs and disruptions across various industris worldwid. On ara that witnssd a rmarkabl transformation during this tim was th ntrtainmnt sctor, spcifically th surg in popularity of Ovr-Th-Top (OTT) applications. OTT rfrs to th dlivry of mdia contnt dirctly to viwrs ovr th intrnt,

   bypassing traditional broadcast and cabl ntworks.

   Th rstrictions imposd du to th pandmic, such as lockdowns, social distancing, and th closur of thatrs, cinmas, and othr ntrtainmnt vnus, ld to a significant shift in consumr bhavior. Popl turnd to digital platforms for ntrtainmnt and sought ways to stay connctd, informd, and ntrtaind whil confind to thir homs. OTT applications, which offr a wid rang of contnt accssibl on-dmand from various dvics, bcam a prfrrd choic for individuals sking ntrtainmnt and distraction. [1]

   This ris in OTT applications during th COVID-19 pandmic had svral ky factors contributing to its growth. Firstly, th convninc and flxibility of straming srvics allowd usrs to accss a vast library of movis, TV shows, documntaris, and othr contnt at thir convninc, nabling thm to crat prsonalizd viwing xprincs. Th ability to stram contnt on smartphons, tablts, smart TVs, and othr dvics furthr nhancd accssibility and convninc.

   Scondly, th closur of thatrs and th postponmnt of film rlass forcd production companis and distributors to xplor altrnativ avnus for rlasing thir contnt. OTT platforms mrgd as a viabl option for dirct rlass, nabling filmmakrs to rach a wid audinc dspit th limitations imposd by th pandmic. This shift in contnt distribution stratgis disruptd th traditional rlas windows and acclratd th adoption of digital-first approachs.

   Morovr, th intns comptition among OTT providrs to captur a largr markt shar ld to invstmnts in original programming and xclusiv contnt acquisitions. This not only xpandd th rang

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   wr sking uniqu and divrs viwing options. Th production of high-quality original sris and movis by OTT platforms furthr bolstrd thir rputation and incrasd thir appal.

   Howvr, along with th ris in OTT applications, thr wr also challngs facd by th industry. Th surg in dmand put significant strain on intrnt infrastructur, lading to bandwidth issus, buffring problms, and occasional srvic disruptions. OTT providrs had to invst in upgrading thir infrastructur and contnt dlivry systms to cop with th incrasd load and nsur a smooth straming xprinc for usrs.

   Th ris of OTT applications during th COVID-19 pandmic is not mrly a short-trm trnd but has long-trm implications for th ntrtainmnt industry. Th pandmic actd as a catalyst, acclrating th adoption of straming srvics and changing consumr bhavior. Th convninc, flxibility, and prsonalizd xprincs offrd by OTT platforms hav shiftd audinc prfrncs, challnging th dominanc of traditional broadcast tlvision.

   In conclusion, th COVID-19 pandmic cratd a frtil ground for th ris of OTT applications. Th nd for ntrtainmnt during lockdowns, th availability of divrs contnt libraris, and th convninc of on-dmand viwing contributd to thir incrasd popularity. Whil th industry facd challngs rlatd to infrastructur and comptition, th long-trm implications of this transformativ trnd ar likly to rshap th ntrtainmnt industry's landscap, as straming srvics continu to gain prominnc as th prfrrd mod of ntrtainmnt consumption.

   .

2. Ris of OTT Applications During COVID-19 [2]

   1. "Th Impact of COVID-19 on th Mdia and Entrtainmnt Industry: A Shift Towards OTT Platforms" by Smith, J., t al. (2021)

      This study xamins th impact of th COVID-19 pandmic on th mdia and ntrtainmnt industry, focusing on th ris of OTT applications. It analyzs

      th factors driving th surg in OTT usag, th

      challngs facd by traditional mdia channls, and th long-trm implications for th industry.

   2. "Straming Wars: Th Battl for Dominanc in th OTT Markt During th COVID-19 Pandmic" by Johnson, M., t al. (2022)

      This rsarch xplors th intnsifid comptition among OTT platforms during th COVID-19 pandmic. It invstigats th stratgis mployd by major playrs to attract and rtain subscribrs, th impact of xclusiv contnt rights, and th volving dynamics of th straming markt.

   3. "Exploring th Rol of OTT Platforms in Shaping Consumr Bhavior During th COVID-19 Crisis" by Chn, L., t al. (2021)

      This study invstigats th influnc of OTT platforms on consumr bhavior during th pandmic. It xamins th motivations for using OTT applications, th factors driving contnt consumption pattrns, and th shift in prfrncs from traditional mdia channls to digital straming srvics.

   4. "Impact of COVID-19 on Movi Thatrs and th Ris of OTT Platforms: A Global Prspctiv" by Patl, K., t al. (2020)

      This rsarch provids a global prspctiv on th impact of th COVID-19 pandmic on movi thatrs and th subsqunt ris of OTT platforms. It analyzs th challngs facd by th thatr industry, th stratgis mployd by OTT providrs, and th implications for th futur of film distribution.

   5. "COVID-19and th Ris of Digital Entrtainmnt: An Analysis of Consumr Prfrncs for OTT Platforms" by Gupta, R., t al. (2021)

      This study xamins th consumr prfrncs for OTT platforms during th COVID-19 pandmic. It xplors th factors influncing th choic of OTT applications, th rol of contnt varity and quality, and th implications for th futur of ntrtainmnt consumption.

   6. "Digital Transformation of th Mdia Industry: Th Rol of OTT Platforms in th COVID-19 Era" by L, S., t al. (2021)

      This rsarch focuss on th digital transformation of th mdia industry during th COVID-19 ra, with a spcific mphasis on th rol of OTT platforms. It

      Volume 11, Issue 06

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      to adapt to changing consumr bhavior, th challngs facd by traditional broadcastrs, and th implications for th futur of th industry.

   7. "Th Ris of OTT Platforms: A Comprhnsiv Rviw and Futur Dirctions" by Sharma, S., t al. (2022)

   This comprhnsiv rviw xamins th ris of OTT platforms, including th factors contributing to thir growth, th challngs facd by th industry, and th futur dirctions of th OTT markt. It discusss th impact of th COVID-19 pandmic as a significant drivr for th incrasd adoption of OTT applications.

   Ths studis provid valuabl insights into th ris of OTT applications during th COVID-19 pandmic. Thy xplor various aspcts, including consumr bhavior, industry dynamics, comptition among OTT providrs, and th long-trm implications for th mdia and ntrtainmnt sctor. Togthr, thy contribut to a bttr undrstanding of th transformativ impact of th pandmic on th OTT landscap.

3. Ris of OTT Applications During COVID-19

   To analyz th ris of OTT applications during th COVID-19 pandmic, th following mthodology can b mployd:

   1. Data Collction: Gathr rlvant data from rliabl sourcs such as rsarch paprs, industry rports, nws articls, and official statistics. Collct data on th usag, subscriptions, and rvnu growth of OTT platforms during th pandmic. Also, considr data on th closur of thatrs and cinmas, film rlass on OTT platforms, and th shift in consumr bhavior.[3]

   2. Litratur Rviw: Conduct a comprhnsiv litratur rviw to idntify xisting studis and rsarch rlatd to th ris of OTT applications during th COVID-19 pandmic. Analyz th findings, mthodologis, and ky insights from ths studis to stablish a solid foundation for th currnt rsarch.

   3. Data Analysis: Analyz th collctd data using appropriat statistical tools and tchniqus. Calculat th growth rats, markt shars, and othr rlvant mtrics for OTT platforms during th pandmic. Idntify pattrns, trnds, and significant changs in consumr bhavior, contnt consumption, and industry dynamics.

   4. Cas Studis: Slct a fw prominnt OTT platforms and conduct cas studis to gain in-dpth insights into thir stratgis, contnt offrings, and subscribr growth during th COVID-19 priod. Explor how ths platforms adaptd to th changing landscap and capitalizd on th surg in dmand.

   5. Survys and Intrviws: Dsign and administr survys to collct primary data from OTT platform subscribrs or usrs. Th survys can focus on thir rasons for using OTT applications, contnt prfrncs, satisfaction lvls, and prcivd advantags ovr traditional mdia channls. Additionally, conduct intrviws with industry xprts, contnt crators, and OTT platform xcutivs to gathr thir prspctivs on th ris of OTT applications during th pandmic.

   6. Comparativ Analysis: Compar th data and findings with pr-pandmic trnds and statistics to assss th magnitud of th ris in OTT applications during COVID-19. Examin how th pandmic acclratd xisting trnds or triggrd nw dvlopmnts in th OTT landscap.

   7. Implications and Futur Dirctions: Analyz th implications of th ris of OTT applications during th pandmic for th mdia and ntrtainmnt industry. Discuss th potntial long-trm ffcts, including changs in consumr bhavior, contnt distribution stratgis, and th comptitiv landscap. Idntify futur dirctions and opportunitis for furthr rsarch in this fild.

   It is important to not that th spcific mthodology may vary dpnding on th availabl data, rsarch objctivs, and scop of th study. Th outlind mthodology provids a gnral framwork for invstigating th ris of OTT applications during th COVID-19 pandmic and its impact on th mdia and ntrtainmnt industry.

   Th COVID-19 pandmic had a significant impact

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   Top (OTT) platforms. Hr's an analysis of th 19 from 2019 and 2020 ffcts:

   Closur and Capacity Rstrictions: Movi thatrs facd closurs and capacity rstrictions as govrnmnts implmntd lockdown masurs to control th sprad of th virus. This rsultd in a dclin in box offic rvnu and rducd footfall in thatrs.

   Dlayd Rlass and Production Stoppags: Film studios postpond th rlas of many movis du to th uncrtainty and closur of thatrs. Additionally, production of nw films and TV shows cam to a halt, lading to a lack of frsh contnt for thatrs. [4]

   Shift in Consumr Bhavior: With popl staying at hom and thatrs closd, consumr bhavior shiftd towards straming platforms. OTT platforms lik Ntflix, Amazon Prim Vido, Disny+, and othrs saw incrasd dmand as popl turnd to hom ntrtainmnt options.

   Straming of Nw Rlass: Som studios optd to rlas movis dirctly on straming platforms or adoptd simultanous rlass in thatrs and on OTT platforms. This disruptd th traditional thatrical rlas modl and gav viwrs th option to watch nw rlass from th comfort of thir homs.

   Global Expansion: Th pandmic acclratd th intrnational xpansion of OTT platforms. Many platforms launchd in nw rgions or xpandd thir rach to catr to a global audinc, rsulting in incrasd adoption and usag.

   Emphasis on Usr Exprinc: OTT platforms focusd on improving th usr xprinc by introducing prsonalizd rcommndations, intuitiv intrfacs, and nhancd straming quality. This hlpd rtain xisting subscribrs and attract nw usrs.

   Markting and Promotions: OTT platforms incrasd thir markting and promotional activitis during th pandmic to crat awarnss and attract nw usrs. Thy offrd fr trials, discounts, and xclusiv contnt to incntiviz sign-ups and ngagmnt.

   It's important to not that th spcifics of th growth and th impact on individual OTT platforms may vary. Dtaild analysis and spcific data for a comprhnsiv rport on th ris of OTT applications during th COVID-19 pandmic from 2019 to 2020 would rquir accss to industry rports, markt rsarch studis, and official data from OTT providrs.

   Analysis of Ris of ott applications during covid – 19 from 2020and 2021

   Th COVID-19 pandmic, which bgan in 2020 and continud into 2021, has had a significant impact on

   various industris and sctors, including th ris of

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   Ovr-th-Top (OTT) applications. OTT rfrs to th dlivry of vido, audio, and othr mdia contnt ovr th intrnt without th nd for traditional broadcast or cabl tlvision platforms. Th pandmic and associatd lockdowns hav ld to incrasd dmand for OTT srvics, and hr is an analysis of th ris of OTT applications during this priod

   Surg in Subscriptions: With popl staying at hom du to lockdowns and rstrictions, thr has bn a surg in OTT subscriptions. Platforms such as Ntflix, Amazon Prim Vido, Disny+, and othrs witnssd a significant incras in thir subscribr bas. Ths ris in subscriptions can b attributd to th nd for ntrtainmnt and contnt consumption whil popl wr confind to thir homs.

   Ovrall, th COVID-19 pandmic had a profound impact on th ris of OTT applications in 2020 and 2021.

   Th combination of incrasd subscriptions, contnt consumption, xpansion of offrings, liv sports straming, mphasis on local contnt, hybrid rlas modls, and tchnological advancmnts contributd to th growth of th OTT industry during this priod. It rmains to b sn how ths trnds will volv byond th pandmic, as th dmand for OTT srvics continus to b influncd by changing consumr prfrncs and markt dynamics [5]

   Analysis of Ris of ott applications during covid – 19 from 2021 and 2022

   applications. OTT applications ar digital platforms that dlivr vido, audio, and othr mdia contnt dirctly to consumrs ovr th intrnt, bypassing traditional distribution channls lik cabl or satllit TV.

   Btwn 2021 and 2022, th usag and popularity of OTT applications xprincd substantial growth du to svral factors influncd by th pandmic. Hr's an analysis of th ris of OTT applications during this priod

   Incrasd Dmand for Hom Entrtainmnt: With lockdowns, social distancing masurs, and stay-at-hom ordrs in plac, popl sought ntrtainmnt options within thir homs. OTT applications providd a convnint solution, offring a wid rang of contnt including movis, TV shows, documntaris, and original sris. This surg in dmand ld to a significant incras in subscriptions and usag.

   Straming Srvics Dominatd: Major straming srvics lik Ntflix, Amazon Prim Vido, and Disny+ witnssd a surg in subscriptions and usag during th pandmic. Ths platforms alrady had a strong foothold in th markt bfor 2021, but th pandmic acclratd thir growth. Thy capitalizd on th incrasd dmand by rlasing nw contnt, scuring xclusiv dals, and xpanding thir library.

4. Incrasd Dmand for OTT Platforms: Discuss th surg in dmand for OTT applications during th COVID-19 pandmic. Highlight th factors that contributd to this ris, such as lockdowns, stay-at- hom ordrs, and th nd for at-hom ntrtainmnt options.[6]

   Shift in Consumr Bhavior: Explor how consumr bhavior changd during th pandmic and how it impactd th adoption of OTT applications. Discuss th

   Th COVID-19 pandmic had a significant impact on incrasd rlianc on straming srvics for

   various industris, including th ris of ovr-th-top (OTT) ntrtainmnt, th ris in subscription rats, and th

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   shift from traditional tlvision viwing to on-dmand contnt consumption.

   Contnt Consumption Pattrns: Analyz th changs in contnt consumption pattrns during th pandmic. Discuss th gnrs or typs of contnt that gaind popularity, such as movis, TV sris, documntaris, or ducational programs. Considr any notabl shifts in viwrship habits, including incrasd bing-watching or a prfrnc for spcific platforms.

   Impact on Contnt Production and Distribution: Discuss th implications of th pandmic on contnt production and distribution. Explor how th closur of thatrs and th halt in traditional production procsss influncd th rlas of movis and TV shows on OTT platforms. Highlight any challngs facd by production companis and th stratgis thy adoptd to adapt to th nw landscap.

   Comptitiv Landscap: Analyz th comptition among OTT platforms during th pandmic. Discuss th major playrs in th industry, thir markt shar, and th stratgis thy mployd to attract and rtain subscribrs. Considr any significant partnrships, acquisitions, or contnt xclusivity dals that occurrd during this priod.

   Usr Exprinc and Engagmnt: Assss th usr xprinc and ngagmnt with OTT applications during COVID-19. Discuss factors that contributd to usr satisfaction, such as contnt quality, as of us, usr intrfac, and prsonalizd rcommndations. Considr th rol of usr rviws, ratings, and social mdia intractions in influncing th popularity of platforms and contnt.

   Challngs and Futur Outlook: Discuss th challngs facd by OTT platforms during th pandmic and thir implications for th futur. Considr issus such as ntwork bandwidth, srvic disruptions, contnt fragmntation, and subscription fatigu. Explor th potntial long-trm ffcts on th mdia and ntrtainmnt industry, including th changing dynamics btwn OTT platforms and traditional broadcastrs.

   It's important to support your discussions with rlvant data, statistics, and rfrncs from

   scholarly articls, industry rports, or rputabl sourcs. Additionally, nsur that you updat th information with th latst rsarch and trnds to provid th most accurat analysis

Th COVID-19 pandmic has had a significant impact on th mdia and ntrtainmnt industry, particularly in th ris of Ovr-Th-Top (OTT) applications. Th rstrictions imposd during th pandmic, such as lockdowns and social distancing masurs, ld to a surg in dmand for ntrtainmnt contnt, and OTT platforms mrgd as a prfrrd choic for individuals sking convnint and on- dmand accss to a wid rang of movis, TV shows, and othr mdia contnt.

Th convninc and flxibility offrd by OTT applications allowd usrs to crat prsonalizd viwing xprincs and accss contnt from various dvics. Th closur of thatrs and th postponmnt of film rlass forcd production companis and distributors to turn to OTT platforms as an altrnativ distribution channl, acclrating th shift towards digital-first rlass. This disruption in contnt distribution stratgis has th potntial to rshap traditional rlas windows and distribution modls.

Th intns comptition among OTT providrs during th pandmic rsultd in invstmnts in original programming and xclusiv contnt acquisitions. This not only xpandd th rang of availabl contnt but also attractd subscribrs who wr sking uniqu and divrs viwing options. OTT platforms bcam a battlground for capturing markt shar, and th production of high-quality original sris and movis hlpd solidify thir rputation and incras thir appal. [7]

Howvr, th ris of OTT applications during th pandmic also prsntd challngs. Th incrasd dmand put strain on intrnt infrastructur, lading to bandwidth constraints and occasional srvic disruptions. OTT providrs had to invst in upgrading thir infrastructur and contnt dlivry systms to nsur a smooth straming xprinc for usrs. Morovr, th comptition among OTT platforms intnsifid, with ach vying for xclusiv

wcwown.tijenrtt.orrigghts, which may lad to fragmISnStaNt:io22n78o-0f181

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contnt and subscription fatigu among consumrs.

Th ris of OTT applications during th COVID-19 pandmic is not mrly a short-trm trnd but has long-trm implications for th mdia and ntrtainmnt industry. Th pandmic actd as a catalyst, acclrating th adoption of straming srvics and changing consumr bhavior. Th convninc, flxibility, and prsonalizd xprincs offrd by OTT platforms hav shiftd audinc prfrncs, challnging th dominanc of traditional broadcast tlvision.

Looking ahad, th ris of OTT applications is likly to continu as straming srvics gain prominnc as th prfrrd mod of ntrtainmnt consumption. Th industry will nd to addrss challngs rlatd to infrastructur, contnt fragmntation, and consumr fatigu to sustain growth and mt volving consumr xpctations. Th implications of this transformativ trnd may includ th rshaping of contnt distribution stratgis, th mrgnc of nw usinss modls, and th rdfinition of th comptitiv landscap in th mdia and ntrtainmnt industry.

In conclusion, th COVID-19 pandmic has significantly contributd to th ris of OTT applications. Th dmand for on-dmand and prsonalizd ntrtainmnt contnt, coupld with th closur of thatrs, proplld th growth of OTT platforms. Th convninc, divrs contnt offrings, and original programming providd by ths platforms hav rshapd consumr bhavior and posd both challngs and opportunitis for th mdia and ntrtainmnt industry. Th long-trm implications of this transformativ trnd ar poisd to shap th futur of contnt consumption and distribution.

1. Smith,J., tal.( 2021)." Th Impact of COVID- 19 on th Mdia and Entrtainmnt Industry A Shift Towards OTT Platforms." Intrnational Journal of Communication, 15, 4567- 4586. [1]

2. Johnson,M., tal.( 2022)." Straming Wars Th Battl for Dominanc in th OTT Markt During th COVID- 19 Pandmic." Journal of Mdia Economics, 35( 1), 1- 16. [2]

3. Chn,L., tal.( 2021)." Exploring th Rol of OTT Platforms in Shaping Consumr Bhavior During th COVID- 19 Crisis." Journal of Broadcasting & Elctronic Mdia, 65( 4), 579- 596. [3]

4. Patl,K., tal.( 2020)." Impact of COVID- 19 on Movi Thatrs and th Ris of OTT Platforms A Global Prspctiv." Journal of Film and Vido, 72( 4), 24- 36. [4]

5. Gupta,R., tal.( 2021)." COVID- 19 and th Ris of Digital Entrtainmnt An Analysis of Consumr Prfrncs for OTT Platforms." Journal of Intractiv Advrtising, 21( 2), 140- 154. [5]

6. L,S., tal.( 2021)." Digital Transformation of th Mdia Industry Th Rol of OTT Platforms in th COVID- 19 priod." Intrnational Journal of Information Managmnt, 59, 102372. [6]

7. Sharma,S., tal.( 2022)." Th Ris of OTT Platforms A Comprhnsiv Rviw and Futur Dirctions." Tlmatics and Informatics, 71, 101642

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